Title: Lead Nurturing 101: Turning Prospects into Loyal Customers

Introduction

In the world of business, it's common for a staggering 80% of new leads to never convert into actual sales. Imagine spending valuable time and resources on generating leads only to see no return. But fear not, there is a powerful solution – lead nurturing. In this blog, we will delve into the concept of lead nurturing, why it's vital for converting prospects into customers, and how you can develop a successful lead nurturing strategy for your business.

Understanding Lead Nurturing

Lead nurturing is the process of educating leads and building relationships with potential customers throughout their purchasing journey. Whether it's through emails, social media, retargeting, or sales intervention, the goal is to deliver a remarkable omnichannel experience that eventually results in customers taking action.

The Lead Nurturing Process

From a technical standpoint, lead nurturing involves the automated delivery of communications – emails, onsite messages, text messages, and more. At its core, this process centers on what we call "journeys." Journeys are strings of communications triggered by user behavior or timing. They educate recipients with targeted content while simultaneously building a customer profile, allowing you to identify when a lead is qualified and ready for sales.

Creating Your Lead Nurturing Strategy

Now that you understand the basics of lead nurturing, let's dive into the steps to create a successful lead nurturing strategy for your business:

1. Define Your Goals for Nurture

Start by setting clear goals and upfront pipeline and revenue targets. Your goals will shape your nurture journeys and how you educate and qualify leads. Common lead nurturing goals include generating new revenue, reactivating stale leads, and retaining existing customers.

2. Identify and Segment Your Contacts

Identifying your target audience is crucial. A platform like Ortto can help you combine different contact data sources, such as demographic information, behavioral data, and CRM status. By segmenting your contacts, you can deliver personalized content that resonates with each group.

3. Define Your Content Strategy

Your content strategy should align with the different stages of the buyer's journey. At the top of the funnel, educate prospects about industry trends and pain points, positioning your brand as an industry leader. In the middle of the funnel, provide more information about your company, product, or service. At the bottom of the funnel, encourage action with targeted call-to-action emails.

4. Gather, Create, and Repurpose Irresistible Content

Your content is the heart of your lead nurturing journey. Audit your existing content, repurpose valuable pieces, and design engaging emails that drive clicks. Consider using a mix of content types, such as white papers, thought leadership articles, webinars, and customer testimonials, to cater to different preferences.

5. Put It All into Action

Launching your lead nurturing journey is just the beginning. Measure your impact, track results, and continuously improve your strategy. Lead nurturing takes time to plan and implement, but the benefits are well worth the effort.

Lead Nurturing Examples

To spark your creative side, we've gathered some best-in-class lead nurturing email examples from industry leaders:

- Sprout Social: Highlighting feature launches to engage trialists and cold leads.

- TheZebra: Providing useful reminders without overwhelming the recipients.

- Typeform: Tactfully reaching out to users who have dropped away.

- Casper: Using an elegant approach to the abandoned cart email.

- Duolingo: Engaging students through a highly targeted contest.

Common Lead Nurturing Questions Answered

We've also answered some frequently asked questions about lead nurturing:

- How to start nurturing leads and define your target customers.

- The delicate balance between educating prospects and pushing for conversion.

- The crucial role of email marketing in lead nurturing.

Conclusion

Lead nurturing is a game-changer for businesses looking to convert prospects into loyal customers. By delivering personalized content, building relationships, and educating leads, you can transform that 80% of unconverted leads into a thriving customer base. Remember, lead nurturing takes time and effort, but the rewards are bound to be impressive. Take the leap and let lead nurturing lead your business to success!