Are those who arrive at your website ready to buy at that exact moment? Maybe not yet, but maybe next week or in a month they will.
Once you get a contact or lead that has been fixed in your product you must keep the user’s interest high and take advantage of that effect without letting it cool down. This is what Lead Nurturing deals with.
One of the main problems is the management of contacts through managing the expectations and needs of the user.
Contact nutrition is a powerful marketing automation tool that takes users to different stages in the evolution of the sales process. The sending of emails with established sequences act on the behavior of people and provide the right message at the right time.
Whatever the email marketing strategy, it is a mistake to create a unique campaign for all the potential customers of your database. Create different campaigns according to the stage they are in along the sales funnel.
It is essential to have a database organized and purified by profile and interaction history through cookies. For an ecommerce is essential, especially if the visitor has not made his first purchase.
It focuses communication efforts on providing answers to the needs of potential customers, providing valuable information.
Benefits of nurturing lead
Communication at the right time
It is effective because it delivers the correct message in the appropriate context according to the pre-established time interval. Accelerates the decision process by providing more decisive information that influences the decision.
Repetitive tasks are automated, a way to save time and allocate resources in other stages of the project.
Useful and progressive: ask for additional information in each action and use it to adapt the following messages.
Relationships are built with time and value. The nurturing lead helps to strengthen the link with the content delivered at the right time, and to keep the company present in the mind of the user.
It helps convert potential unqualified customers into new sales opportunities.
The nurturing lead guides buyers step by step throughout the sales funnel,
helps the development of relationships and keeps the user’s interest satisfied until a desired conversion.
No matter which stage of the buying process a person is in, having a nurturing lead benefits campaign is effective even in anticipation of the buying habits of your potential customers. It is, in short, to maintain interest with the relevant content until they are ready to take the step of the purchase.