What is lead nurturing? How do you develop one?

How to build your lead nurturing program with simple steps

The change in buying behaviors of today’s customers is changing the way small businesses do their online marketing. Instead of customers waiting for an invitation, they start the buying process on their own.

Customers gather information and do research long before they are ready to make a purchase.

Away from simple outbound strategies, these days, small businesses get greater results by using inbound marketing and nurtured campaigns. Introducing a nurturing strategy can feel overwhelming though.

It therefore helps to map out the steps in your customers journey, create content for every stage, develop a strategy to identify where your leads are in your funnel, and finally create an action plan for leads that are ready to convert.

The following are steps of a simple lead nurturing campaign.

Taking your Leads

Map the funnel your buyers travel through. Top to the bottom of your funnel.

If you don’t yet understand the concept of the sales funnel, think of it as the series of decisions someone goes through in the course of becoming a customer.

Create a lead scoring matrix defining where each lead is in their buying process. Set up your lead scoring values to target actions your prospects take as they travel through your funnel.

At the top of your funnel, send series of content your visitors may find helpful in relations to the problems they have. Those who open and click on your emails, sent them then next email and those that don’t open your emails sent a new email with different content.

At the middle of your funnel provide a series of content that present your products or services that your small business provides.

At the bottom of your funnel, your sales team sends a series of personalized messages and also requests meetings with your leads. At this point you need to give them more and more information about your business and product or service.

Always remember to keep your customers engaged by sending series of messages that builds strong relationship.

Learn more here…

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