What’s the whole point of a sales funnel if you aren’t able to convert your leads into paying customers? Time and time again have I seen various marketers claim lead nurturing to simply be a waste of time. It’s a phrase that marketers run away from. Well, let’s just assume that you ran a marketing campaign and you were able to gather 200 leads. However, a flashy website or a welcoming social media page won’t be enough to help you turn all of those leads into paying customers.
Think of them like fishes in an ocean. They definitely are in demand. And you need to set multiple baits in order to attract them your way.
What’s the first thing you’d do if you are currently facing a problem?
You’d simply head over to Google or any other search engine and search for a solution, right?
People, nowadays, are looking for solutions to their problems. They are looking for high-quality content that helps them. And if you don’t provide them with the right information at the right time, your competitors definitely will.
However, before they get in touch with you, they’d like to assure that you are trustworthy. The one thing that people are most afraid of nowadays are scammers. And if you don’t appear relevant and trustworthy, you will be losing out a lot of them.
And if you really want to accomplish your end-goal, you need to nurture your leads.
Don’t believe me?
Let’s take a look at some of the statistics:
1. 67% of the B2B marketers have claimed that after nurturing their leads, they witnessed at least a 10% increase in sales opportunities. (DemandGen Report, 2014)
2. Gleanster reported an astonishing 15-20% of “undecided” opportunities converted into sales after they nurtured the leads.
3. Response rate increases 4-10 times as a result of lead nurturing emails when compared to a single bulk email blast (DemandGen Report)
4. A report from Pepper Global states that the B2B marketers feel that by automating the marketing activities, they are able to generate more and even better leads. (Pepper Global, 2014)
5. Lastly, I want you to take a look at the visuals:
Now let’s take a look at the top 5 reasons why lead nurturing is really important.
Top 5 Reasons Lead Generation Is Important
1. Identify Interest Or Pain Points
One of the most effective ways to learn more about the leads is through lead nurturing emails. Do you have any idea about the challenges that your leads are currently facing? What products or features are they most interested in? With the help of lead nurturing, you will be able to qualify your leads and in turn, set yourself for warmer sales conversations.
2. Increase Engagement
Automated lead nurturing will help you maintain engagement after a lead has opted-in to interact with you. What if the lead hasn’t visited your website for days or reviewed your offerings?Lead nurturing is one of the tactics that will help you remind your leads about the business.
3. Maintain Consistent Communication
According to Genius.com, nearly 66% of the overall buyers claimed that consistent as well as relevant communication by sales and marketing organizations is one of the factors that majorly influenced them to make their final decision.With lead nurturing, you will be maintaining consistent communication with your leads, which will ultimately help you get off the right foot and stop them from slipping through the cracks.
4. Establish Contact Immediately
If you want to convert your leads into paying customers, you need to contact them immediately. That’s how you will be able to connect with your leads. According to a study by Lead Connect, 78% of customers buy from the company that responds to their inquiry first. If you aren’t the first person responding to an inquiry, you will be missing out on a whopping 78% of your leads. And that’s what a lead nurturing campaign helps you with.
5. Build Thought Leadership
Lead nurturing will help you build an emotional connection with your audience and help you stand as an expert in your field. Why should your leads buy from you if you don’t appear in front of them as an expert? You need to position yourself as a leader.The first time that someone converts on your platform, the probability of them knowing you as well as understanding why they should choose you over other businesses is really low. Hence, you really need to position yourself as an expert and build thought leadership. And that’s what a lead nurturing campaign will help you with.
Conclusion
In short, we can conclude that lead nurturing is one of the most important aspects involved in sales and marketing.You obviously would come across lots of hurdles during your entire marketing journey.
It’s time to head over to our blog section and say goodbye to your problems.