Implementing a lead nutrition strategy correctly can be essential to conquer and convert visitors of your website into potential customers (leads), and finally, turn them into loyal customers who “wear your brand’s shirt”.
In this article, we will not talk specifically about lead generation. Our objective is to show and suggest actions that can be carried out to nourish already existing leads. That is: strengthen the relationship with your potential customers so that they carry out the shopping day with your company.
Being that way, to be successful in this task we recommend following some advice and of course, understanding the importance of lead nutrition for the increase of sales.
What is lead nutrition?
In short, and as the name says, lead nutrition means: “nurture” the relationship with your potential customers. For this, the company can use different channels and strategies to strengthen these ties. Thus, you can have greater authority, offer greater credibility and have a closer relationship with your leads. The result? The conversion of a lead into a client.
However, this is not as simple as it seems. Countless companies today are using these techniques and that is why yours should stand out in the market and win the customer. For that, it is necessary to offer a quality service / product, good service, and mainly, a good shopping experience for the customer. Thus, this will relate your company with positive feelings and feelings.
Furthermore, when this strategy is implemented correctly, the nutrition of leads exponentially increases the propensity of the customer to buy. Providing quality content that can educate and nurture the company – lead relationship is fundamental to conquer your potential clients.
- Leads that are nurtured through the content offer
- relevant to them (after market segmentation),
- they produce an increase in sales opportunities of up to 20%.
How to make this flow of nutrition work? We’ll tell you next:
How to make a nutrition of leads?
The nutrition of leads is done through the preparation and sending of good content. Therefore, the lead goes through the sales funnel in an appropriate manner until it becomes a customer.
However, each action must have an exclusive strategy defined, and that is because:
Each action of the nutrition flow has a specific time to function correctly. This is because one of the main characteristics of the lead nutrition strategy is personalization. And personalization serves both the content that will be sent and the time it will take to invest in each stage. Therefore, every action you take to make a lead nutrition must have 100% of your attention.
“Custom emails generate a return up to 6 times higher than those who are not.”
For a lead nutrition strategy to work, you must know your leads. This means understanding the demands and desires of your potential clients. That way, you can send material that educates them and that strengthens their relationship with your brand. For this process to work effectively, you must define the profile of your ideal student and get it right.
Another essential point to make lead nutrition is to have marketing automation tools. After all, nutrition needs to be automated. This allows your team to optimize their time, do not work several times doing the same task or eventually human failures appear in the process. Take advantage of what technology can do for your business!
Actions to be carried out for the nutrition of leads
Regardless of the reason your company has to invest in the nutrition of leads in search of better results, there are some essential actions that must be executed by all companies. This way you can guarantee effective and complete results. Here are some examples:
- Offer educational and relevant materials via e-mail marketing permission;
- Produce good materials for social networks, that educate and attract your leads;
- Facilitate the search for your products and services;
- Show how the solutions offered by your company can help that person;
- Show that your company has great authority in the market.
Benefits of lead nutrition
Any company, regardless of the segment in which it operates, can perform lead nutrition actions. Look at these examples of companies that have experienced positive changes in their operations:
- According to a study by the market intelligence company Aberdeen Group, companies that make a marketing automation through a flow of nutrition leads, increase by 53% conversion rates. Also, they go from having a growth of 3.1% in annual performance compared with companies that do not use this tool.
- According to a report from DemandGen Report, emails originating from nutrition cycles have 4 to 10 times more responses compared to traditional emails.
- Also, according to data from Nucleus Research, marketing automation increases the productivity of the sales team by an average of 14.5%. In addition, it reduces by 12.2% the costs of the company for marketing.
- Market2Lead also has some interesting data. Leads that go through a nutrition stage have a 23% lower purchase cycle, compared to others that did not.
Lead nutrition put into practice
You understand from the beginning that the results of lead nutrition can take a while to notice. But they will appear, so do not despair and think that the results will justify the investment made.
Also, remember that lead nutrition actions are cyclical. That is, it is not enough just to nourish the relationship with the lead; You need to maintain that relationship even after the purchase.
After consolidating the sale, solidify your relationship with the client. Thus, there will be more chances that you will become a loyal customer and even more, you will be able to spread your brand in your social networks and contact group.
Now that you know the importance of this strategy, it’s time to invest in it correctly and take advantage of the results that lead nutrition brings to your company.