Brands are constantly looking for ways to have a loyal audience and one of the best strategies to achieve it is the famous lead nurturing, so if you own a business in Miami and you want to get more and more loyal customers, you came to the right place, here at Cute Digital Media we will tell you how to achieve it through this digital strategy.

Get comfortable and take note, because it’s time to know what it is and how to use lead nurturing to take advantage of your brand’s sales.

First let’s define lead nurturing

Also known as lead nurturing, this is the process of “nurturing” our leads – being present – after they have converted on our site, with the goal of nudging them towards a purchase – walking them through the process.

A new customer who signed up for a webinar or read a blog, will not always be ready to make a purchase. This is where lead nurturing plays a key role: building trust between the customer and the company.

The lead nurturing process is fundamentally based on the use of email

A lead nurturing process is generally associated with email. In fact, it is mainly about segmented, personalized and, in many cases, automated email marketing campaigns.

Therefore, in any lead nurturing process, it is essential to have well defined which potential customers are going to receive the message and what their buying cycle is. It is important to understand the difference between a global email marketing campaign and a lead nurturing campaign, since the latter must be sufficiently personalized so that each lead receives the right message at the right time.

Steps to apply Lead Nurturing

The key to good lead nurturing is personalization and knowledge of the context of each lead. To do this, the following steps must be taken into account:

1.  Define the buyer persona:

Know who the client is, what their needs are, what their interests are and the context in which they live. All the information we can collect will help us to build the ideal customer profiles we want to reach.

To do this you must have consolidated databases and use the forms to get the data we want.

2.  Know the Buyer Journey:

Each stage of the buying process has different characteristics. A person who is in the consideration stage will have different interests than one who is in the decision stage. Each company must define the Buyer Journey according to its characteristics.

3.  Segmentation:

Why is it important for a company to analyze its customers? This practice is one of the most important steps as it will help to group customers according to their particular interests.

Again, each company must have a solid database and define, according to its objective, the segmentation criteria.

This task will allow you to connect each type of Buyer persona with the right content and satisfy their needs.

4.  Content of value

For lead nurturing to have a real impact, the content marketing offer must go hand in hand with a digital strategy that aims to move each person through the buying process.

To do so, follow these practical tips to plan your digital content: Content calendar: how to create one for your Miami business.

5 examples of lead nurturing

In order to better understand what lead nurturing is, here are examples of 5 different types of messages that can be included in this digital marketing practice:

1.  Welcome messages

It is the most common contact message that a company usually sends. This first message that maintains the company-customer contact is one of the most important, as it lays the foundations for the subsequent relationship between the customer and the company.

Welcome messages should always be personalized messages, the customer’s name, at the very least, should be present in the message, and all communication should be specifically addressed to the user who has registered or signed up for the service.

In the lead nurturing process, the welcome message can be considered as the way to involve the user in the service, since it takes into account that the user has followed a previous process of getting to know the product and the brand in order to register.

2.  Promotions

Promotions are another of the forms of communication of a company that occur with great assiduity. Promotions are used to obtain conversions in a more direct way than usual.

Offers and promotions are usually presented with colorful messages, full of images and attractive slogans. When it comes to promotions, the company goes all out so that the product they want to sell can be sold more easily and directly.

3.  Subscription to a service

Email marketing is one of the channels with the highest rate of customer acquisition. Lead nurturing is based on this knowledge and takes advantage of the potential of this tool to attract new customers to your portfolio.

Subscribing to a service is the first step for a company, since the objective is to involve the customer. The user does not know the service, but through email messages, phone calls, SMS or social networks you can access users and begin to let them know what it is and what they can get with the service offered.

4.  Urgency and timeliness for lead nurturing campaigns

Another way to carry out lead nurturing is to bring the user closer to a message that is taking for granted that it is the last chance to get this service or product. Generally speaking, it is a strategy that aims to get the user to make the purchase knowing that if they miss this opportunity there will not be another one like it.

This strategy is usually very common in ecommerce websites, travel agencies, airlines or hotels. For this type of message is usually accompanied by powerful images and powerful calls to action.

5.  Product-focused offer

Finally, another of the most common examples of lead nurturing is when messages focused on a specific product are launched. These messages can be given at the beginning, and serve as an introduction to the user in the dynamics of the company, but can also be given later, using tracking systems and basing the offer on the customer’s tastes.

Amazon is a company that usually sends messages based on the searches that the customer has made, thus making known products that they have in stock and that may interest the customer.

Advantages of lead nurturing

• It allows you to improve the ROI of your marketing campaigns because it makes conversions have a lower cost.

• As an automated process, lead nurturing saves you resources, both time and energy, since you don’t have to do the follow-up tasks manually. This way your team can focus on other tasks, such as creativity and strategy.
• Decrease the risk of rejection and abandonment, because instead of sending mass messages, you contact your leads with the right message and the right tone at the right time.
• Make the most of the data captured from the lead, it helps you segment your prospects according to their interests and the stage of the buying cycle where they are.
• It allows you to have metrics of your strategies and thus optimize workflows to know the interactions that the lead has with your content.
• Identify pain points and their interests. By sending them different types of content, you’ll be able to discover who responds to what and you can start qualifying your customers to pass them on to the commercial area of your company.

Now that you know what lead nurturing is and the advantages it can bring to your brand, you can apply it to your Digital Marketing strategy, and thus achieve the results you want.

Remember that to achieve loyalty with your customers it is important that you nurture their relationship, do not stop conquering them and grow your brand to always become their first choice.

That’s why at Cute Digital Media we want to help you in this process. We put at your disposal our team of professionals and tools to improve your customer’s experience and increase your business sales. Contact us for your first free consultation!