Better Lead Nurturing – how to convert strangers into buyers
Lead nurturing is the care and feeding of relationships with undecided prospects (strangers) you wish to convert into paying customers. It is an important and valuable practice that, when done well, improves close rates, boosts sales and increases revenue. According to Forrester Research, companies that excel at lead nurturing generate 50 percent more sales leads at one-third the cost. Lead-nurturing emails get up to 10 times higher response rates than standalone blasts, says the DemandGen Report.
Marketing automation platforms can make the process easier by increasing the number of touches and the reach and frequency that you would otherwise have to do on your own. So simplicity and agility are on your side. Using readily available data such as social media interactions, website downloads and time spent on your site, send unconverted leads some value-added information that advances them toward conversion. Examples include a white paper, website or blog-post links, and access to webinars or other “exclusive” content. Many businesses derive great ROI from low-tech, low-cost tools (like those we routinely create for them), such as postcards, direct mail letters, and the most personal method of all: the simple handwritten note (branded, of course).