What is lead nurturing?
First of all, let's understand the concept of lead nurturing.
It is a process widely used in inbound marketing . It consists of offering freight forwarders brokers email lists relevant and quality content to the public, building a relationship and arousing interest, so that they become customers.
These are essential practices, given that consumers want to find brands that help solve their problems. In other words, that demonstrate concern for the public and not just for profits.
Why is lead nurturing important?
With well-designed lead nurturing, it is possible to guarantee significant results, such as:
Strengthening the brand and authority in the segment;
More credibility for your company;
Building direct relationships with future customers;
Makes the work of the marketing and sales team easier;
Better shopping experience for the consumer;
Brings financial returns to your company;
Between others.
This process can be adopted by companies in all segments .
How to create a lead nurturing strategy?
Do you understand what lead nurturing is and why it’s important? Here’s how to create a good strategy to ensure maximum conversions.
Create personas
To attract people interested in your products and services, you need to know them. To do this, a good suggestion is to develop personas — semi-fictional profiles that represent the ideal consumer of a business.
This way, it will be much easier to know the appropriate practices to attract the public's attention . After all, the persona defines the preferences, habits, interests, as well as other characteristics of potential buyers. If there is more than one customer profile, it is possible to create more than one persona for your business.
Planning
Successful lead nurturing depends on defining objectives . For this reason, know what you want to achieve with the strategy. Set realistic goals, according to business information, and define deadlines.
How many conversions do you want to get in a month?
And in a year, how many do you think you can achieve?
In addition, it is also important to establish the characteristics that determine whether the lead is ready for conversion . To do this, define the persona's pain points and how your company can help them.
Lead Nurturing - Clank Digital
Lead base
A common way to build a lead base is to fill out online forms to download rich material. However, forms that are too long or require very specific information can drive away leads. Therefore, consider only requesting data such as the visitor's first name, last name, age and area of activity.
You can also use data obtained from your website's registration area and social media user analysis. The important thing is to know where to find your persona and then invest in methods to obtain their information .
To segment the leads obtained, you need to choose the ideal criteria. This process can be done according to position in the sales funnel, age, gender, profession or market activity. It follows the organization of your strategy and the offer of products and services, as well as the prediction of consumer behavior.
Offer relevant content
Is your lead base well-built and segmented? So, let's think about the content that will be delivered .
Consider 4 points when constructing this content:
Transmission of trust: leads will only be converted if they trust what your business offers;
Relevance: offering the right content at the exact moment the audience needs it;
Different channels: know where your persona is and create content that can speak to their pain points;
