How to improve the lead generation and nurturing process
With the increasing technological development in the market, we can see how much changed consumer behavior has. Through increasingly practical devices, buying products, hiring services and relating in the digital environment is just a click away. In this regard, we perceive the processes related to digital marketing to attract new customers, which includes the generation and nurturing of leads.
Through this consumer disruption, companies began to digitize their services. And among its capture strategies, we can see the importance of email marketing. This strategy has tools to capture user contacts and bring them even closer to the brand. The goal, however, are those conversions into sales can come in continuously.
Want to know how to improve this lead generation and nurturing process in your company? So, check out our post until the end!
Why is lead generation so important?
In general, we can say that a lead is nothing more than a potential consumer that can represent an excellent business opportunity. In other words, it is a consumer who has shown interest in a product or service and offers all the potential to relate to a particular company.
This occurs when a consumer downloads an e-book, audio, video or any other digital file. However, in order to have access, it is necessary for this consumer to leave an email, telephone or some other data. The objective is for the company to get in touch and stimulate an indirect relationship through news, promotions and curiosities about the brand. When this happens, we end up calling that consumer a lead.
What is lead nurturing ?
Unlike generation, lead nurturing refers to the engagement of these leads through the marketing sector. The objective is to build a relationship with them through relevant information and content to encourage the maturation of these contacts.
Once we've converted visitors to your website or other social media who are interested in your brand, it's time to move forward in the sales funnel. At this point, the company already has the contact for each of them.
Therefore, in the lead nurturing process , the company itself will be in charge of strengthening this relationship even more, sending relevant content. And on top of that, offering all the support they might need.
How to nurture leads efficiently?
In order for us to be successful in nurturing leads for a company or brand, we know that educational content is the necessary fuel to strengthen the relationship. For this reason, in the lead nurturing stage , we must send information that can help them answer questions and find solutions about the company in question. As well as the value it delivers and how its products and services can solve their pains, needs and objections.
Allied to the creation and release of this content in email marketing, we also need to consider obtaining a team made solely to serve this audience. As such, the goal is to resolve any recurring issues when the lead contacts you.
Since lead nurturing is an aspect of digital marketing, the most used tool to nurture leads is the nurturing flow. This tool is nothing more than an automated sequence of emails, whose objective is to inform and educate leads according to their main doubts and needs.
Therefore, we can follow some efficient steps to optimize and qualify lead nurturing . Check it out below:
1. Define the objective
In general, in order to create a flow, it is necessary to define the objective. In other words, you need to craft the offer you want to promote. It can be an event, course, product, among others.
2. Define the persona
For the lead nurturing flow to be efficient for people, emails must be segmented. With this, we were able to reach the lead's pains, needs and main objections, making communication much more assertive.
In this way, defining the flow persona, its behavior, profile, and ways of expressing itself is very important for the success of marketing strategies.
3. Set the trigger
Certainly, the trigger is the user's action that will determine whether or not he will enter the flow, so that the sequence of emails is triggered. In a practical way, this action should demonstrate your interest in receiving these emails. Whether it's visiting the page of a particular site, downloading an ebook, watching a video, and other related issues.
4. Create email marketing content
After defining the trigger, it is now possible to structure the emails and carry out the production of content. However, it is necessary to remember that with each shipment, the knowledge of the lead must be deepened, in order to increasingly mature the purchase decision.
5. Formulate the interval between submissions
After triggering emails, it is extremely important to set the interval between the next sends. For this reason, try to define a balance, in order not to be so inconvenient with very frequent shots. However, don't let people forget your brand by opting for more spaced shots.
6. Automate submissions in the system
If necessary, choose to hire an email marketing platform that has all the necessary means for nutrition. In this way, automating your shots makes your time much more optimized and practical with nurturing your leads.
7. Continuously analyze lead nurturing results
After structuring your email marketing and nurturing your leads according to your strategies, start tracking results based on performance metrics (KPIs). Depending on the results collected, change your way of generating content, trigger days, triggers, and more. The idea is that your brand can find the best way to communicate with your leads and follow through on your growth strategies.
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