Leads is a term widely used in Digital Marketing to refer to people who show interest in a product/service/concept/area Nurturing Campaign of a brand or company. They are potential customers and are at an early stage of the purchasing process . For this reason, they become the center of attention for various marketing strategies.
On the Link&Grow blog , we have already explained what leads are and what lead nurturing involves. All businesses need to not only retain current customers , but also acquire new ones . And to attract consumers, lead nurturing is very important.
6 Advantages of a Lead Nurturing Campaign
- It is an automatic procedure defined in advance and in accordance with the established objectives;
- This makes monitoring leads faster and scheduling content delivery prevents potential follow-up forgetfulness;
- Saves time for Marketing and Sales teams;
- Materials are sent at the right time and contain relevant content for each lead, which promotes increased sales ;
- Frequent and timely contact creates a closer relationship with potential customers. At the same time, it keeps the company/brand in the consumers’ state of mind ;
- Provides more qualified leads to the sales department, improving results.
4 Stages of the Buying Process
In order to create an efficient lead nurturing campaign, it is essential that you understand the different stages of the purchasing process . Only then will you understand the stages of interest that a potential customer goes through before purchasing a product/service. This way, you will be able to determine which content is best suited to each stage.
1. Discovery and Learning
- Find content, either through specialization or versatility search or by viewing a post on social media;
- Acquire more knowledge and Nurturing Campaign increase your interest in the subject;
- Recognizes the authority of the brand/company and establishes a relationship of trust.
2. Recognition
- Realize that you though the technology is obviously have a problem/need;
- Start looking for alternatives to solve it.
3. Solution Weighting
- Research multiple solutions;
- Begins weighing philippines numbers alternatives;
- Seeks opinions;
- Architect (evaluates the pros and cons, the budget, etc.) the ideal resolution.
4. Purchase
- After finding the most suitable solution, evaluate the suppliers and their options;
- Perform some tests;
- Complete the purchase.
5 Steps to Creating a Successful Lead Nurturing Campaign
1. Set a goal
Start by clearly defining the purpose of your lead nurturing campaign .
2. Identify your target audience and their needs
In this second stage, you must establish who the personas of your business are and carry out a survey of their needs and interests , as well as the solutions/products that can solve their “problems”.
3. Define the content for each stage of the purchasing process
The success of your lead nurturing campaign depends on the type of content you create and when your leads access it. Below are some suggested materials you should create for each stage of the buying cycle:
- Discovery and Learning : The goal is to get potential customers to come to you. To do this, you can create content to attract them (blog articles, infographics , social media posts, etc.) and to generate leads (ebooks, whitepapers, etc.).
- Recognition : For this stage, you should define more in-depth content related to the solution you want to present. You can offer analysis tools or checklists. You can also provide expert reports and even third-party examples. The content created for this stage should increase the need and encourage the search for a solution to the problem
4. Structure the campaign according to your business model
In this step, you should establish:
- The number of interactions;
- The respective sequence;
- The time interval between each Nurturing Campaign one and the total duration of the cycle;
- What triggers the start of the cycle (subscribing to a newsletter , downloading rich material , etc.).
5. Develop the content
Once you have understood who your personas are , what their needs are, and what content you should provide them, it is time to start producing . Then, create blog articles, ebooks, ads, infographics, and emails that will be sent according to the flow you have established.