Lead Nurturing & Engagement: 7 Proven Hacks

It is a known fact that it takes a lot of effort to convert prospective customers into paying customers. When it comes to lead generation people often believe that it’s a simple and straightforward process, you generate some leads, you convert them into customers and you make money. It’s not as simple as that. The majority of leads that you get are not ready to make the buying decision immediately. They would require a certain amount of information about your business and its product in order to be comfortable with making a buying decision. This is where lead nurturing comes in. In this article we’ll discuss what lead nurturing is and how you implement some proven lead nurturing strategies to successfully convert your leads into paying customers. 

What is Lead Nurturing?

It is the process of developing relationships with your leads and nurturing them through the buying process. A successful lead nurturing campaign revolves around marketing and communication efforts. It focuses on listening to the needs of the leads and providing them with all the necessary information they need to feel comfortable and trust your business and your products. This process helps increase brand awareness, and maintain a connection until prospects are ready to make a purchase. It is important for marketers to develop a lead engagement strategy that is customized for different kinds of personas that exist in different phases of the buying cycle. 

This process mainly focuses on relationship building. It is not good to be all salesy or pushy when it comes to convincing prospects to buy your product or service. Instead of feeling coerced, they should feel sure about their decision to buy from you. There are some hacks and tips that can help you establish this relationship with your prospective customers.

Why is Lead Engagement Important?

According to 57% of marketers, lead engagement is one of the most important parts of their digital marketing strategy. When scaling a business and collecting more and more leads every year, it’s essential to utilize automation resources for your lead nurturing to make sure you’re touching your audience at every step of the buying process. When a business focuses on lead nurturing, they make 50 percent more sales at a 33 percent lower cost. This means your ROI is even better when you, as a marketer, focus on nurturing each lead generated, rather than the sales team going in for a hard sell.

7 Proven Hacks for Lead Nurturing

There are a number of tips and hacks out there for lead nurturing but here we mention 7 of the best hacks that you can benefit from:

• Focus on relevant content

As a marketer, you need to understand that every customer is different. They all have their own interests, objectives, goals, and marketing triggers. In order to successfully nurture the leads, it is important to understand the unique buyer persona and then create content according to the needs of these personas. Nurturing and engaging your leads with relevant content can significantly contribute towards converting them into buying customers. 

• Segmentation of leads

Divide the leads into segments based on common interest, demographics, triggers, and behavior. It will help you create different lead engagement strategies for each segment keeping in mind what will work best on each of them. 

• Communicate with your customers

Just as the common saying goes: “Communication is key”. The main reason why prospects don’t turn into buying customers is because of the lack of clarity. If a customer comes to you with a query, answer it quickly and make sure their query is resolved. Avoid ambiguousness at all costs and be authentic and truthful about whatever information you are putting out there about your business and its products or services.

• Exclusive Offers

The majority of us want anything that is considered exclusive, scarce, or in high demand. Suddenly, something becomes more desirable if it appears like we are getting the scoop on a special deal or valuable information. The higher the perceived value of your offer, the more irresistible it becomes. So, whether your offer is whitepapers, downloads, free trials, memberships, or sales promotions, these irresistible elements can overcome a lead’s typical friction, doubt, or concern.

• Put up a FAQ Page

As we mentioned earlier, lack of clarity is the reason why many businesses lose a number of prospects and leads. A frequently asked questions page would let you answer the common questions of your customers before they even ask them themselves. These questions could revolve around what your business is about, your values, and information about your products and services. The more information you provide, the more these prospects will trust your business and its products.

• Use Testimonials

People tend to trust products and services that other people vouch for. Use social proof and reviews, to encourage people to buy your products. Make sure the testimonials that you are posting on your website are authentic and trustworthy. Use different types of testimonials for different types of customer personas. 

• Follow up with customers

The benefits of immediate follow-up calls seem quite evident, but most organizations still aren’t acting very quickly. Automated lead nurturing can help you reach large groups of prospects, but a timely follow-up email or a phone call is still often the best way to convert inbound leads into qualified sales opportunities. That’s because the odds of converting a lead into a sales opportunity are exponentially higher when the lead is contacted immediately following a website conversion.

• Bonus Hack – Use of Social Media For Lead Generation

In order to be effective at generating leads with social media, you need to treat it as a key part of your overall content marketing machine. This means that social media becomes a place where you distribute high-value content to your audience.

Final Word

Every business’s aim is to generate traffic on its website but in order to make sure the said traffic converts into paying customers, you need to apply lead engagement ideas. Our expert marketers can help you develop effective lead nurturing campaigns that will help you turn your prospects into customers.