- Posted by Nigel Edelshain
- On January 15, 2014
“Lead nurturing” sounds too geeky for any small business to bother with but in fact is totally necessary if you are serious about digital marketing.
“Lead nurturing” is a fancy way of saying “staying in touch”. (That probably sounds more achievable already.)
Specifically, lead nurturing is about staying in touch with consumers that have visited your website or blog and filled out a form on a landing page (typically for some kind of offer, say a discount coupon, or piece of content, like an ebook.)
Why bother with this? Research from Gleanster shows that 50% of web visitors are not ready to buy when they fill out a web form. These 50% of “leads” are lost from your revenue if you don’t stay in touch with them.
If you say in-touch with people over a long period of time something may change in their world that means they suddenly need your product or service. The key is for them to remember you when this happens. But in today’s frantic society people will only remember you if you stay in touch.
In practice lead nurturing today is nearly always executed through an automated email system.
Although automated lead nurturing takes place via e-mail it is different from “traditional” e-mail marketing. Lead nurturing consists of emails that deliver value to the visitor, typically through further education on the topic they first responded to or by further relevant offers. These emails are not indiscriminate mass promotions to everyone on your e-mail mailing list.
Lead nurturing is also a great way to learn more about what a lead is looking for. If you have a marketing automation system (for example, Hubspot) you can ask leads different questions and present different content and see what they respond to. This information can be very valuable later in the sales process as you will have some clues on what your potential customer wants even before you speak to them.
As I mentioned above, to carry out this kind of lead nurturing process you often need content. This is a great reason to start a blog. Blog content can easily be repackaged into various email formats that you can use for lead nurturing.
All in all, lead nurturing is a powerful way to boost your sales. Although it sounds geeky it is really a must for nearly every small business.