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How can you use lead nurturing to build brand awareness?

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Lead nurturing is the process of building relationships with your prospects and guiding them through the buyer's journey. It's not enough to generate leads, you also need to educate them, engage them, and earn their trust. By doing so, you can increase your brand awareness, which is the recognition and perception of your company, products, or services in the market. In this article, you'll learn how to use lead nurturing to build brand awareness for your outside sales.

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Catherine Kurt

Co-founder @ AQ22 | AI Agents for financial analysis, credit assessment and beyond
Bruno B.

Marketing | Digital | Gest?o de Parceiros | Comunica??o | Produto | Inteligência de Mercado
Amin B.

Helping B2B Companies Scale with Data-Driven ABM & Marketing Automation

1 Define your target audience

Before you start nurturing your leads, you need to know who they are, what they want, and how they make decisions. You can use various tools and methods to research your target audience, such as buyer personas, surveys, interviews, social media, and analytics. The more you know about your leads, the more you can tailor your content, messaging, and offers to their needs, preferences, and challenges. This will help you create a positive impression of your brand and position yourself as a helpful and relevant resource.

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Amin B.

Helping B2B Companies Scale with Data-Driven ABM & Marketing Automation
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Target Audience Definition: Enhancing Engagement with Qualifying Content Defining your target audience is fundamental in marketing. It's about knowing who your potential customers are and aligning your strategies to their preferences. A game-changing approach involves incorporating a qualifying piece of content early in the marketing funnel. This method allows you to gauge interest through metrics like opens and clicks. By analyzing engagement at this initial stage, you can filter and focus on leads that are genuinely interested. This strategy ensures that your funnel is populated only with engaged prospects, increasing the efficiency of your marketing efforts and potentially boosting conversion rates.

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2 Create valuable content

Content is the fuel of lead nurturing. It's how you deliver value, educate, and persuade your leads. You need to create content that matches the stage of the buyer's journey that your leads are in, whether it's awareness, consideration, or decision. You also need to use different formats and channels to reach your leads, such as blogs, ebooks, videos, podcasts, emails, social media, and webinars. Your content should showcase your expertise, solve problems, answer questions, and demonstrate your unique value proposition. This will help you build credibility, authority, and loyalty for your brand.

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Bruno B.

Marketing | Digital | Gest?o de Parceiros | Comunica??o | Produto | Inteligência de Mercado
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To create brand awareness through lead nurturing, you should offer personalized and relevant content, adapted to the needs of your audience. Use smart segmentation to target educational materials, adjusting the tone and format according to the client's journey. Encourage interactions, such as relevant CTAs and surveys, and constantly optimize content, ensuring an engaging and valuable experience for leads.

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Israel Leo

I Help Private Clinics Automate Bookings, Increase Patient Engagement, & Grow Online so they can focus on Patient Counselling | CRM Setup | Lead Generation | Telehealth | Zapier Automation
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You can use lead nurturing to create brand awareness by creating valuable content that resonates with your audience, contents that doesn't just talk about you or sell your products but content that solves a problem and has an emotional benefit attached to it that will make customers say I want and also refer your business to others.

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3 Segment and personalize your communication

Not all leads are the same. They have different characteristics, behaviors, and interests. You need to segment your leads based on criteria such as industry, company size, job role, location, pain points, goals, and engagement level. This will help you send the right message to the right person at the right time. You also need to personalize your communication by using your lead's name, company name, and other relevant details. This will help you make your communication more human, relevant, and memorable for your brand.

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Catherine Kurt

Co-founder @ AQ22 | AI Agents for financial analysis, credit assessment and beyond
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It sounds simple; just personalize your message, but many struggle with it. What is the best way to go about it? Personalize things that are not too obvious and need some digging. For example: the topic of the last LinkedIn post, their activities tell a lot too, or check if their employer just had a big win! These small details always win your leads over or at least help you start the conversation.

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4 Follow up and stay in touch

Lead nurturing is not a one-time event. It's a continuous process that requires consistent and timely follow-up. You need to monitor your lead's actions and responses, such as opening emails, clicking links, downloading content, or requesting a demo. You also need to use triggers and workflows to automate your follow-up and send the next appropriate content or offer. You need to stay in touch with your leads until they are ready to buy or refer you to someone else. This will help you maintain your brand visibility, interest, and trust.

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5 Ask for feedback and referrals

One of the best ways to build brand awareness is to get feedback and referrals from your leads and customers. Feedback can help you improve your products, services, or processes, as well as measure your customer satisfaction and loyalty. You can ask for feedback through surveys, reviews, testimonials, or case studies. Referrals can help you generate more qualified leads and expand your network. You can ask for referrals by offering incentives, making it easy, or creating a referral program. This will help you increase your brand reputation, reach, and advocacy.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use lead nurturing to build brand awareness?

1

2

3

4

5

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1 Define your target audience

2 Create valuable content

3 Segment and personalize your communication

4 Follow up and stay in touch

5 Ask for feedback and referrals

6 Here’s what else to consider

Outside Sales

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How can you use lead nurturing to build brand awareness?

1

2

3

4

5

6

1 Define your target audience

2 Create valuable content

3 Segment and personalize your communication

4 Follow up and stay in touch

5 Ask for feedback and referrals

6 Here’s what else to consider

Outside Sales

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