How To ‘Nurture A Lead’ And Why It’s So Important

What is lead nurturing?  It’s the process of developing and reinforcing relationships with prospects. A successful lead nurturing program focuses marketing and communication efforts toward answering prospects’ needs. It educates these potential clients by providing information and answers needed to build trust, increase your personal brand awareness, and maintain a connection through first and future purchases.

You might begin your well-crafted lead nurturing program using these tips:

–        Personalize:

Prospects and clients expect a level of personalization in marketing to catch their eye. This creates a more loyal and caring feel within your messaging to prospects and generates the same in them for a more seamless web of engagement.

–        Get To Know Them / Educate Them About Your Firm:

Start by working to understand your unique buyer personas and send them an assortment of targeted content designed to nurture each person based on individual characteristics such as life stage, goals and objectives.

–        Don’t email them every day:

Build positive connection, attraction and trust with your possible clients via a well aligned, cohesive drip-marketing campaign. Choose one with an automated calendar that sends emails at intervals proven to get the best results. This allows you to ‘set-and-forget’ your marketing strategy and focus on sales and continually adding more contacts to your database.

–        Follow Up Leads In A Timely Manner

The benefits of immediate follow up calls seem quite evident, but many advisors do not act quickly.

Automated lead nurturing can reach large groups of prospects, but a timely follow-up email or a phone call is still the best way to convert your leads into a true sales opportunity. The odds of converting a lead into a sales opportunity are exponentially higher when the lead is contacted immediately following a website conversion.

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