l marketing in general, segmentation is everything. A marketing message can only be effective if it fits the wants and needs of the person receiving it.
In the end, the goal of any lead nurturing strategy is the same: to get them to buy from us. And to do that, we have to earn the target’s trust step by step and message by message. Show them that we understand them and that we are the best solution to their problems. Sounds complicated? Let’s find out how to achieve this by integrating buyer personas into your lead nurturing plans.
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What is lead nurturing?
When a user gives us their details for the first time (for example, via a form on our website), they become a lead , contact or potential customer. But in most cases, these users are not yet ready to buy.
If we send commercial content to users who have just registered in our America Cell Phone Number List database, it is quite likely that they will flee in terror. That is why lead nurturing emerges to cover the entire path between the first contact and the conversion.
Lead nurturing, therefore
consists of organizing a series of communications with leads that guide them along the entire path to conversion . In this way, we make the most of potential sales opportunities.
This is a highly effective technique :
according to Forrester, companies that carry out lead nurturing campaigns manage to increase sales by up to 50%! But for it to work, the messages have to be well adapted to both the user who receives them and the phase of the process they are in.
Lead nurturing relies on different techniques to communicate with users, such as:
Newsletters
These periodic communications are sent by email to users in a company’s database and serve to inform them of the most interesting news and offers. In this way, contact with users is maintained, brand awareness is activated and the relationship is gradually nurtured .
Automated email sequences
In this technique, when a user registers for the first time in the Poland Mobile Phone Numbers List database (or carries out some other action that we have previously defined), a predetermined series of emails is sent to them. For example, a welcome email, another on the fifth day, another on the tenth, etc. These sequences are previously programmed to be sent automatically, without the marketer having to intervene.
Retargeting . Retargeting makes it possible to communicate with users in a database through channels other than email, such as display advertising or social media .
It is also worth mentioning that the perfect complement to a lead nurturing strategy is lead scoring. Lead scoring consists of implementing a lead evaluation system, which assigns points to leads based on factors such as demographic information or interactions with our brand.
With lead scoring,
we can quickly see which leads are most interesting for our brand and act accordingly, for example, by sending them a sequence of emails with a high probability of ending in a conversion.
Typically, the lead scoring process is also done automatically. The scoring algorithm can be created manually or created using artificial intelligence solutions, which use data from past conversions to try to predict which leads are most likely to buy.
