Every business wants to acquire more customers. More customers equal more sales, more sales equals more success, and more success equals more profit. It’s simple. And the process of getting there can be too.
Using lead nurturing, you can not only attract the right customers, but also get them to convert quicker. And you’ll get resulting data which can continue to help your business activities grow and improve.
If this sounds like something you could benefit from, read on to discover more about the importance of lead nurturing and how you can apply it to your business to increase profitability.
What is lead nurturing
Lead nurturing is essentially the process of keeping customers around, even if they’re not ready to buy. But at the same time, helping them reach that purchase point quicker.
To do this you need to show them relevant content at the right stage of their journey, keeping them engaged until they are ready to purchase. So it might start with awareness media like PPC and SEO campaigns, informative blogs and social media posts, then when you know a customer is interested, you can show them relevant product pages, or capture them within an email journey.
This media nurtures the customer, helping guide them towards the final stage of the journey: purchase.
Why is lead nurturing important
Going through this process with your customer enables you to build a relationship with them. It keeps your brand top of mind as they are making a decision and as each new piece of media is consumed, it makes them more likely to purchase and become a loyal customer.
Like any relationship, the more effort you put into lead nurturing, the more you are likely to get out of it. But if managed properly it can benefit your business in many ways, from increased profits to better future targeting, lead nurturing is a proven method for generating a more successful business.
Let’s unpick some of the top benefits:
The 5 main ways lead nurturing can benefit your business
- 1. Establish a loyal customer base
- Through engaging in multiple touchpoints, you can use consistent communications to build strong relationships with your customers. This will lead to increased brand loyalty on their behalf, and therefore more regular purchases for your business. When these relationships are properly nurtured over time, they can also provide opportunities for reviews and referrals, helping your business to grow and gain credibility.
- 2. Reduce your outgoing costs
- By understanding your customer journey, you can focus your outgoing media costs on areas where it is likely to perform best and generate the strongest ROI. Therefore, you can cut costs in areas that are less successful and save your business money. You can also identify areas of your business that are not performing as well as others, and amend your offering to accommodate this.
- 3. Develop targeted campaigns
- Nurture campaigns teach you so much about your customers, but it’s important you use this information wisely. Gather information about what challenges your customers might be facing, along with what messaging they best respond to, plus find out when they’re online and how they interact with your brand. All this detail can be used to segment data and therefore create more targeted campaigns, hitting your customers when they’re most likely to convert and increasing your performance metrics.
- 4. Increase your profitability
- Customers who have been nurtured properly tend to have a shorter sales journey than others, as they’ve been hit with the right content at the right time. This means they reach the purchase stage quicker and therefore bring money into your business at a faster rate. They are also likely to be more open to cross-sell and up-sell opportunities because of their relationship with your business, so you can further increase profits by making them aware of additional products or services during the nurture journey.
- 5. Boost your brand reputation
- Finally, all this activity helps to improve your brand reputation. Regular communications mean you’re more likely to be remembered as a go-to seller, and strong content across your website, social channels and other advertising spaces can position you as a key pioneer within the marketplace. This works to create a positive brand image and will be further reinforced by your successes and reviews from happy, nurtured customers.
Using Eworks Manager and FLG to nurture your leads and increase your profitability
You now hopefully understand the importance of lead nurturing and how it can benefit your business, but how do you successfully begin this journey?
Eworks Manager has partnered with FLG to help you optimise every stage of your lead nurturing journey, hosting customisable features to help you maximise results. The combined software will enable you to save time by automating your workflow and personalise the messaging shown to your nurture leads, enhancing the relationship you share with them while helping to lead to an effortless conversion. Backed up with FLG’s advanced reporting and analytics data, you can manage your lead nurturing campaigns with ease and help maximise your business profits in minutes.
To find out more about lead nurturing with FLG and Eworks Manager, sign up for a demo today.
