Published by Ritu Poddar on July 4, 2017
Imagine, during a flight, you meet an awesome web designer. Both of you have a great conversation and exchange cards. But you have no communication after that meeting.
Let’s say, after 4 months you are in need of a web designer to revamp your company’s website. You would search for designers on Google or might ask your friends for references. What are the chances that you will remember the designer you had met? Most likely, very low. Had he dropped you an email with his agency’s website address, or would have stayed in contact, he would have been on the top of your mind. Probably, you would have considered him before anyone else. For the lack of nurturing the relation, he lost a potential customer.
Same holds true for the relation between you and your prospects. We as brands, do a fantastic job in generating leads. But, that is just the first stage, the seed has been planted. It needs proper care to bloom into a healthy plant and give fruits.
While lead generation is certainly important, investing in generating more leads without building an effective lead nurturing system is sheer waste of resources.
Lead nurturing is the process of building relationships with your leads until they are ready to buy. By keeping them engaged and making them familiar with your business, they are pushed down the sales funnel until they become customers.
Our research of the industry trends say that:
Some more good news for you!
Despite lead nurturing being so critical to business, just 35% of B2C marketers have established a lead nurturing strategy. This implies, by implementing effective lead nurturing campaigns, you can be way ahead of your competitors!
Okay, now that you understand the importance of lead nurturing, what next?
We will tell you, what is next.
Lead nurturing, although a traditional marketing practice, has now taken a completely new meaning. It is not just sending personalised emails. For the tech-savvy, smart, always-online customer, your lead nurturing strategy needs to be equally smart!
Brian Carroll, author of the bestseller Lead Generation for the Complex Sale, says, “Lead generation isn’t about instant gratification, but rather requires sustained effort to succeed, often over a relatively long period of time. Key words are consistency and time.”
Here, we give you 5 most powerful mantras for designing great lead nurturing campaigns:
Recently, we did a segment based lead nurturing campaign for a leading bank. All the leads were categorised into segments based on their income, and the bank’s offerings and schemes were sent accordingly. And the response the campaign received was fantastic!
We hope these mantras help you design and execute great lead nurturing campaigns.
Stay tuned for more!
If you’re immediately looking for effective lead nurturing campaigns, do get in touch with us!
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Ritu is a Senior Content Developer at Netcore Solutions Pvt. Ltd.