Lead nurturing is an essential component of any B2B marketing strategy, helping organisations like yours convert prospects into loyal customers.
By effectively nurturing your leads, you can offer consumers unique value during every stage of the customer decision-making journey. This will, in turn, help your business build and maintain mutually beneficial, meaningful relationships.
“Almost 80% of new leads never become sales” – Marketo
The B2B purchasing process is long and complex, so it’s no surprise many organisations struggle to generate sales. There’s often a plethora of individuals who are directly involved in the buying choices of a B2B business. In fact, it’s estimated that in corporate workplaces 6-7 people will be present when such decisions are being made.
Don’t let the time and money you invest in lead generation go to waste. By understanding how to nurture prospects strategically, you can start getting the most out of your marketing efforts.
Attract New Prospects
When it comes to nurturing leads, understanding your target market is essential. If you’re going to attract new, relevant prospects your business needs to be creating highly targeted content and campaigns.
Not sure where to begin? Creating a comprehensive customer persona is a great starting point. By clearly defining your target audience and their distinct characteristics, you can construct accurate strategies that reach them in memorable ways.
So, you’ve figured out who your target audience is, but how can you make your brand known to them? There are, of course, many approaches that you can try depending on your specific goals and budget. When you’ve successfully broken through the clutter, that’s when the real lead nurturing begins.
1. Build Ongoing Interest
Once members of your target audience have been made aware of your brand, you need to convince them to stick around. This stage often involves offering prospects access to useful content that is not only relevant to your product or service, but also highlights the unique value you can deliver. To build greater interest, organisations can use case studies, short helpful videos, manuals or guides and the like.
It is, however, important to make sure you don’t bombard potential customers with an excessive amount of information. There’s a fine line between providing resources your prospects are thankful for, and completely overwhelming them. If you don’t understand your target audience, you’ll likely encounter difficulty when trying to find the perfect balance. This is why, from the very beginning of your lead nurturing process, it’s crucial to have a sound comprehension of who you’re trying to reach and their distinct needs.
2. Become The Preferred Option
Your business prospects know who you are and have started interacting with your content, but this doesn’t mean they’ll choose your brand over competitors. During the evaluation stage of the customer buying journey, you need to show potential consumers why your product or service is superior to others. Lead nurturing is crucial here, and there are numerous tactics you can use to become the preferred choice.
While members of your target audience have commonalities, it’s important to remember that each prospect isn’t completely identical. By personalising the customer experience, you can ensure that your potential buyers feel their distinct needs are recognised and catered for. In B2B marketing, this may involve segmenting your customers into the type of industry they work in, their location or company size and developing a specific campaign for every one of these sub-sections.
3. Manage Conversions
When one of your leads has provided you with their contact details, it’s time to get in touch with them. They may have filled out a form to join your newsletter or to access a certain resource and, now, you have the opportunity to speak with them directly.
At this point, you’ll likely have your first one-on-one conversation with them. As such, you need to establish a clear idea of how best to convert your promising lead into a valuable sale. This may involve offering them a cost-free initial consultation, one-month subscription and the like. By doing this, you can demonstrate that you’ve noticed their ongoing interest and connect with them on a more personal level.
4. Foster Customer Loyalty
You’ve converted your prospect into a customer, but the lead nurturing process doesn’t end here. By establishing a strong relationship with your new consumer you can encourage repeat purchase, foster customer loyalty and build brand advocacy.
Here, providing genuine support and advice is crucial. You need to assure customers that, when they chose your business, they made the right decision. Welcoming them to your community, offering exclusive privileges and making specialist assistance easily accessible are all great ways you can do this. Give your consumers a reason to stick around, so they can continue working with your brand in confidence.
Speak With an Expert Today
At the Lead Agency, our marketing experts have extensive experience helping B2B businesses like yours generate leads and nurture prospects. Build a comprehensive, effective B2B marketing strategy and start getting exceptional results today.