What’s the best way to nurture your leads?
08 OCTOBER 2019
Once you have a list of leads for your business, the next question becomes: How do you convert them from leads into customers?
A lead has already expressed interest in whatever your business is offering, whether it’s a product or a service. By becoming a lead, it’s clear that they’ve already begun the process of learning more about you and your brand. But if they don’t look any further, it’s possible that their interest will die down—they could even forget about your brand entirely. And that’s exactly what you don’t want to happen to build a successful business.
By nurturing leads and staying in touch with them across different mediums, it will help them maintain interest, and hopefully, convince them to purchase your products. By providing leads with what they need, you can tip the scales in you favor and close more sales.
The best ways to nurture leads that have already entered into the sales funnel is to drive brand awareness, educate them on what you’re offering, and build trust. There are a lot of tactical ways to do these things. One common strategy is through emails and newsletters. This type of content gives leads more background and context about the brand. Newsletters can serve as an outlet for storytelling about the brand, the product, its mission, and the key differentiators from competitors.
To create the best relationship with your leads, keep emails to a reasonable cadence—you don’t want to reach out to them too often and potentially drive them away. When sending emails or newsletters, try personalizing the content. Whether that means personalizing the subject line, the body of the email, or even sending content that is tailored to their buying journey, it will help engage leads further. It gives them more information and more reason to buy your product.
By strategically communicating with the leads in your sales funnel, you can supply them with the information they need to make a decision. As you supply them with more information and demonstrate your brand’s value propositions, it will move the leads further through the sales funnel and closer to a sale.
Hannah is a copywriter, content marketer, and journalist living in New York City. She has worked across industries including luxury, retail, and real estate crafting memorable copy and compelling stories for some of the world’s most recognizable brands.
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