Lead nurturing: what it is, benefits and how to apply it

Lead nurturing, whose translation into Spanish is “cultivation of leads”, is a process of developing relationships with qualified prospects. It helps to establish relationships between brands and consumers.

This relationship building is carried out at each level of inbound marketing, since in this process there is a greater opportunity to convert customers and build loyalty to the brand .

Now, if you're wondering where the "cultivate" action comes from, it's easy. If users or customers do not feel that a brand is investing in them, they will look for another that does. In this sense, users look for a brand to nurture and cultivate them (metaphorically) in order to be part of a brand and be loyal to it.

Similarly, the importance of lead nurturing should not be neglected. And it is that it is made up of initiatives that promote brand awareness. It also helps to establish trust among users, which is essential when it comes to analyzing consumer buying behaviors.

Advantages of lead nurturing

Lead nurturing has various advantages and benefits over other processes of this type. It is convenient to know them in order to identify the elements that can be useful to us, such as:

• Its application requires minimal effort.
• There is origin and offer of lead.
• It is legal in the eyes of official regulations.
• Helps to quickly expand the database.
• Improves issuer deliverability and reputation scores.
• Denotes a higher degree of concern for privacy and belonging.
• Increases the ROI of marketing campaigns.
• User data is used to the maximum.
• The rejection and abandonment rate is considerably reduced.
• There is a high level of segmentation and personalization.

What is email nurturing?

Mail or email nurturing is, broadly speaking, a strategy based on sending emails to users who have the ideal customer profile of a brand. It can also be understood as the process of building a lasting relationship with potential customers through email.

In other scenarios, this practice is also known as email lead nurturing campaigns (in what Spanish is "potential customer nutrition campaigns by email"), since it is about building a solid nutrition campaign through this channel, whose main purpose is to create greater awareness of the brand and the product that helps convert customers.

Difference between lead nurturing and lead scoring

As may have been observed previously, when we talk about lead nurturing, we are referring to a process in which relationships are established with users and potential customers. They do this by offering useful and quality content in campaigns or marketing actions.

For its part, lead scoring is a methodology in which the marketing and sales area works. By working together, potential customers can be automatically classified based on certain traits. Some characteristics of this process are:

• There is greater participation of the sales team.
• Helps to segment the database.
• It is an excellent complement that helps to make a lead nurturing based on the interests of the users.
• Facilitates the flow of potential customers towards the sale of the brand.
• Allows you to analyze the quality of leads.

How to do lead nurturing in your company

If you want to learn how to implement lead nurturing in your company efficiently, we present 5 essential tips and strategies that will help you nurture your potential customers. Start interacting with your users and notice the benefits of this process.

1. Develop content marketing

There is nothing better for users and potential customers than receiving useful content. You can also use this content to build brand awareness and attract more people. It should be mentioned that content marketing benefits other strategies and not just lead nurturing. Among the content you can create are:

• Blog posts.
• E-books.
• Answer frequently asked questions.
• Instructional articles.
• Webinars.
• Investigation reports.

In the same way, it is important not to neglect the quality of the content, as this will strengthen the ties and relationships that you wish to establish. If you want to know how to make quality content, we share the following tips:

• Prepares content plans.
• Focus on quality.
• Use keywords (keyword) to find relevant or trending topics.
• Remember that you write for people, not for robots.
• Share the content on other channels.
• Create content optimized for other search engines.
• Avoid grammatical errors.

There are many ways to create quality content. Find your own style and start generating worthwhile content for your brand's users.

2. Use email marketing

The reason for using this type of marketing is simple: it generates a higher ROI than any other digital marketing strategy. This is because your investment is much less. It also allows it to be personalized through data and research on user behavior. In this regard, email marketing can target customers based on the products they search for or browse, as well as the content they download.

To make an effective email, follow these tips:

• Keep subject lines short.
• Add CTA or call to action.
• Try to keep the message concise.
• Make sure emails are compatible with mobile devices.
• Leave open the invitation for users to respond or interact.
• Spend time writing a text that can stand out at first glance.
By following these and other tips, you can get the most out of email marketing.

3. Maintain an active image on social networks

Inside and outside the marketing spectrum, social platforms are an excellent channel to build relationships with your respective prospects; They are not called social networks for nothing. If you want to have an updated image in front of the audience, we recommend you follow the following tips:

• Update your content regularly.
• Upload the right content on the right social network.
• Interact with the audience.
• Take into account trends.
• Use the tools that allow you to automate and improve processes.
• If your business requires it, you can open an account dedicated to customer service.

Social platforms are a great medium if used in the right way. We advise you to use the most popular social networks, such as Instagram, TikTok, Twitter or Facebook.

4. Take surveys

Surveys are essential to know and understand the needs of customers. When they answer what you want to know, it's time to make plans for how to get them to the end of the buyer's journey.

5. Align sales, marketing and customer service teams

In order to nurture customers efficiently, it is important to work together with other areas of the brand. Carrying out a synergy between the sales and customer service teams can generate hundreds of actionable data that can encourage the design of new and successful campaigns in the future.
In another way, the timely and effective collaboration of these teams will result in a better understanding of the users, which will lead to obtaining better solutions to problems that may arise.

Schedule a call with MHA and learn about how to nurture your customers and sell more and better.