In simple terms, lead nurturing is a marketing strategy that focuses on email communication . We are not just talking about contacts made randomly or in large quantities. Planning is the key word that guides this process.
Therefore, scheduled emails follow some pillars:
focus on the persona: the content sent is always compatible with the interests, pains and needs of the persona;
strict schedule: companies that are successful in this routine know what is the best day, period and time to send emails;
attractive communication: all aspects of this communication are designed to attract attention and improve the opening rate indicator.
The goal of this method is to create relationships japan phone number resource with potential customers or even those who are not looking to buy a product or service. This is done by educating the customer , based on your products, to generate trust and be the best purchasing decision.
This is a crucial step, as the consumer needs to believe that the company's interests are aligned with their expectations . This process must be ongoing, and does not just mean sending a weekly newsletter . This tactic relies on a communication flow based on:
from the e -book download ;
sending email;
newsletter subscription ;
interaction on social networks ;
creating a registration on the website, blog or online store.
When generating leads , one of the main mistakes is to anticipate a campaign for someone who is not yet ready to buy . This ends up being a waste for the company, and the lead is left with a bad impression, which reduces the chances of conversion. Here, lead nurturing can be the solution!
What are the principles of lead nurturing ?
A well-developed lead nurturing process is responsible for generating a considerable increase in sales and, consequently, profitability. However, managers need to recognize that the goal is to create increasingly solid relationships with the market.
Therefore, some principles need to be considered to ensure that this strategy will achieve the expected results .