Crucial Steps In The Lead Nurturing Process

Posted by Scott Blanton on July 28, 2017

Crucial Steps In The Lead Nurturing Process

Lead nurturing isn’t about selling. It’s about building. The lead nurturing process is the act of creating, building, and maintaining relationships with your target market. From the first interaction to the very last, your audience is looking to partner with you not buy from you. Understanding this concept will help create a lead nurturing process and lead generation process that drives results and helps you close deals.

In this post, we’ll explore some of the crucial steps you need to include in your lead nurturing process. By skipping any one of these steps, you could be losing out on a huge number of leads and ultimately missing critical sales opportunities.

Choosing to follow the steps outlined, however, can lead to tapping currently untapped markets and expanding profit opportunities. Keep this in mind: it isn’t about you. It’s about your customers, their needs, and whether they can find a trusted partner in your brand.

4 Crucial Steps to Lead Nurturing

1. Capture attention in order to drive traffic to your site.

Lead nurturing starts with lead generation. It all comes down to a single click. Users could be clicking an ad you sponsored on Facebook. They might be clicking into a blog post you wrote two months ago that they found during a Google search. They might even click the download button you have next to your latest e-book.

The content they are clicking into matters less than the reason they clicked in the first place. In order to effectively use a lead generation process, you need a message and offering so compelling that it can’t be ignored. You need to capture users’ attention in a way that they simply cannot ignore what you have to say.

The way to do this is by sparking engagement with the user. Communicate with them on a very real level. Don’t over promise and don’t over sell. Instead, be real with them. Show them who you are as a brand. Give them something to connect to and the rest will follow.

2. Nurture the lead through a qualifying process.

Every day, there are 2.9 billion searches on Google. Consumers are becoming smarter about the way they research products and services. It’s no longer a quick game. It’s about building relationships. In general, people, are skeptical. If you try to sell to them out of the gate, you’re more likely to scare them off (read: scare them into the arms of your competition).

How you connect to your leads and where you connect with them is the key to nurturing them through your digital sales funnel. You can’t throw content into the wind and hope it scatters to the four corners of the world. You have to be strategic about what you publish and where you publish it.

At this point in the lead nurturing process, you already have some people flowing into your pipeline. But, they aren’t all going to turn into customers. Part of the process is eliminating the leads that aren’t qualified to make a purchase. The best way to do that is to continue building relationships. When consumers begin trusting your brand (i.e. when you’ve formed an honest relationship with them), they’ll move to the next step of the process.

Specific lead nurturing tools to consider:

Webinars: There are countless ways for you to hold your own webinar. No matter the solution you choose, make it about your leads and customers. Keep in mind that while you’re talking that you want to build the relationship up not close the deal. Let your listeners know how you help solve their pain points. It’s not about connecting with them over the features you offer. Instead, communicate the benefits they gain by making a purchase.

Automated Emails: Email automation is the modern marketer’s dream come true. By setting up workflows, you can automate almost the entire lead nurturing process. Send emails when someone downloads an e-book. Follow up with someone who clicked through to a certain page. Gain insights about the content your users are reading and the content they aren’t. Keep in mind that just because this is automated doesn’t mean you can get lazy. Marketing automation requires constant upkeep.

Targeted Advertisements: The first step of this process is all about sparking that connection. This step has been focused on building that connection up. While a lead might have been initially excited that excitement can die out after a while. Targeted ads help re-engage leads with one of two outcomes: 1) they’ll be annoyed by the ads and block you (it’s okay if this happens, we’ll discuss it in the next section) 2) you’ll remind them of that spark and they’ll re-engage.

3. Qualify the lead to make sure they’re a good fit.

Here’s some truth that you might think is a little harsh: not everyone is going to be a customer.

Yes. You read that correctly. No matter how hard you try, not everyone is going to purchase something from you. We’re here to tell you that’s okay. Not everyone should purchase from you. You’re going to be a great fit for some people and not so great for other people. From circumstances beyond your control, leads will disengage, find an alternative, or continue down a path of research.

Here’s what is within your control: continuing to qualify leads until the only ones left are of a high quality. If you continue to engage leads that aren’t a great fit for your brand, you’ll end up wasting time and losing money. Instead, qualify the leads in your pipeline to determine the ones that are a good fit for your brand.

Another huge benefit for qualifying leads is that some users in your pipeline right now might be ready to close. Taking the time to evaluate your leads and nurture them can lead to quick sales while also helping you develop a pipeline that continues to deliver leads and sales over a longer period of time.

4. Build automated processes to keep leads engaged.

After you’ve sorted qualified leads from unqualified leads, you need to develop and maintain a process for continuing to engage them. Just because you have a qualified lead doesn’t mean you have a done deal. It means the relationship is there and you need to continue to build on that.

Staying in touch with qualified leads can result in larger sales per order, consistent sales, and a larger customer base. But, it’s also the trickiest part of the entire process.

This is where having a team of marketing specialists comes in handy. This is where you need a team of brand geeks, word nerds, and design freaks willing to go the extra mile to create lead nurturing processes that deliver qualified leads to you on a regular basis.

It’s time to stop knocking on doors to close sales. It’s time to start building a digital strategy that engages users in a way that encompasses your brand story and builds your bottom line.

The digital marketing team at Iconic is ready to help. Are you ready? Let’s talk about how to get started.

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Scott Blanton

Content Writer at Iconic Digital Marketing
As Iconic Digital's content writer, Scott works with clients to develop brand stories and key messaging. When he isn't typing away at his computer, you'll find him exploring new coffee shops, spending time with this family, or working on a new home improvement project.

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