Selling more and building a recurring customer base are common goals of all companies. To achieve this, they need to build a relationship with prospects, which is possible with a lead nurturing campaign.
Conversions are the end of a process. In its development, it is necessary to generate leads, educate them, and build brand awareness. All of this is part of continuous nurturing work.
This strategy is essential for brands to keep relevant and able to sell more and constantly. Therefore, building a customer base is essential.
To run a good campaign, it is also essential to know some practices. After all, certain techniques can generate the results your company seeks.
In this post, we will talk about a lead nurturing campaign in detail. We will cover:
Keep on reading and check it out!
What is a lead nurturing campaign?
A lead nurturing campaign is a strategy for building relationships with potential customers. The proposal is to attract, educate, and lead them to conversions.
In this process, the main job is to nurture these leads by using content that contributes to generating interest. In exchange, brands can present their services and products.
This strategy is based on the idea of how modern customer behaves. There is an understanding that people want much more than just buying something good for a great price.
Consumers seek a closer relationship with brands. The purchase is the end of the process, and, for that to happen, there is a work of winning over the consumer.
A lead nurturing campaign ensures that, through a gradual process, the prospect becomes ready to be a customer.
Brand awareness and engagement
Prospects who have just been attracted are not ready to buy. They need to understand your market, your company, your brand, and decide for conversion.
In the nurturing strategy, the lead goes through this process so that two main objectives are reached:
- brand awareness: which will allow the prospect to get to know your brand and understand it;
- engagement: which is stimulated with content that allows us to build a closer relationship between brand and prospect.
This way, we can easily understand that a lead nurturing campaign is all the work after obtaining the lead.
It involves the efforts to educate and prepare the prospect to become a customer.
Why use this strategy?
A lead nurturing campaign is very useful for the brand’s interests. It is essential to understand why and what goals it helps to achieve.
Here’s why it’s important to adopt this strategy.
Stay in touch with prospects in every stage of the sales funnel
Not every prospect is a stranger to your brand. Some already know it and are in the final stage of the sales funnel, that is, the decision phase.
A lead nurturing campaign ensures these prospects are approached and nurtured at any stage of the funnel. This contact is essential to ensure good results.
Create a great brand awareness
Obtaining leads is the first step. Then, it is essential to make them know your brand, starting with your products and services and your market.
Brand awareness is essential for every brand to remain solid in the market. Nurturing a lead ensures you to achieve this goal and, consequently, convert.
To sell, it is necessary to create relationships. When a prospect knows the market, as well as your brand and products, they feel ready for converting.
So, if your company wants to sell more, it is essential to make lead nurturing. To become customers, leads need to be prepared to make the buying decision.
How to create a lead nurturing campaign?
What about a step-by-step on how to create a lead nurturing campaign? Check the main tips below.
Use Inbound Marketing
You need to attract your leads to include them in the lead nurturing strategy. For this, using Inbound Marketing is essential.
It is necessary to offer valuable content and prepare your brand to obtain prospects that will be gradually prepared to buy. The main Inbound strategies are:
- Content Marketing (with a blog);
- SEO (for the website and its content);
- Social media campaigns.
Educate your audience
Your audience needs to understand what your company does, what it sells, and how your product or service will solve their problems.
Educating is the best way to create brand awareness and drive prospects faster through the sales funnel. A content strategy is the best way to do this.
Personalize your contacts
Every time you are in contact with your leads, keep a personalized approach. This closeness in the relationship is essential in Digital Marketing.
Call these people by their names and include them only in mailings that make sense according to their sales funnel stage.
Treating them as just a number could ruin the entire lead nurturing process.
Create content for every sales funnel stage
A prospect who has just met your market needs to know more about solutions and related products.
On the other hand, those who already know your company and what you sell need just a final encouragement to decide if they will buy.
Leads at different sales funnel stages need different content to guide them to the aimed conversion.
Offer valuable content
Valuable content is always important. For a start, it will help capture new leads. Ebooks, white papers, and interactive content are helpful in this first moment.
Blog posts also help you provide value and educate leads at various stages.
When the lead arrives at your base, keep them close by using an email marketing strategy. Offer new content, discounts, and an exclusive newsletter.
A lead nurturing campaign is essential to ensure that prospects are educated and driven across the sales funnel. This is a way to invest efforts strategically, generating more sales, and building a customer base.
Capturing leads is important, but it is even more essential to qualify them. How about learning more about this? Check out our article on how to qualify leads and leverage your sales results!