When creating content for your target audience, it’s important to find ways to help meet their wants and needs. If they are visiting your site, hopefully your target audience is already interested in your products and/or services. You likely already have high-quality content and solid products and/or services. However, what should your target audience do after they check out your content? What is the next step in their customer journey? This is where lead nurturing comes into play. Let’s take a look at what lead nurturing is and what the benefits are of using this content marketing strategy for your brand.

What Is Lead Nurturing?

Lead nurturing refers to the process of establishing relationships with your customers and guiding them through the buyer’s journey towards purchasing a product and/or service. This marketing strategy is designed to help potential customers learn how you can solve their problems on the way towards buying something that meets their specific needs. An effective strategy should educate, assist, and support potential customers throughout the buying process.

What Are the Benefits of Lead Nurturing?

If you are new to lead nurturing, it can seem overwhelming. This is especially true when there are dozens of methods available online. Like any new strategy, it’s important to understand why you should implement something and how it can benefit your business. A successful lead nurturing strategy can boost site traffic, new leads, ROI, and email response rates. Check out these statistics below from businesses that have implemented successful lead nurturing strategies.

  • A 50% increase in sales-ready leads
  • A 4 to 10 times greater email response rate
  • A 45% increase in ROI
  • A 47% boost in larger purchases via nurtured leads

As you can see, nurtured leads can produce positive results for a business. A successful strategy must connect all of your channels and content in a specific way that allows customers to see how you’ll help solve their pain points and know which steps to take next. This is vital to encourage your target audience to do more than just consume content – they will also be more likely to make a purchase.

Main Types of Lead Nurturing Channels

There are a wide variety of channels to use for lead nurturing. Consider the primary types below for suggestions.

  • Email marketing – Emails should be crafted in a specific way to include customized-content, follow-ups, relevant information, and blog posts. Automated emails are an excellent way to save time too.
  • Events and webinars – This is a great option for people that want to learn a lot about your company, what you offer, and how you can help them meet their goals.
  • Retargeting – This is where a person visits your site and immediately leaves. Retargeting is an effective way to remind people about your brand by showing ads on a different site, such as a social media channel. 
  • Social media – Since most people are on social media, this is an effective way to connect with potential customers. Create surveys, informative content, and entertaining posts that help prospects learn about your offerings. This is a good option for those that don’t like receiving marketing emails. We’ve all hit that unsubscribe button!
  • Site content – This includes blog posts, call-to-action (CTAs), and landing pages. Customize this content to help increase the likelihood that potential customers will check out the content and convert into customers.

As you can see, lead nurturing is an effective strategy to guide potential customers through the buying process. It can be challenging to reach your target audience amidst all the noise from other brands vying for their time, energy, and money. If you are interested in implementing conversion funnel building for your site, contact Awesome Website Guys in Wilmington, NC today. We look forward to learning how we can help your small business continue to grow and succeed!