Converting leads into customers is one of the company’s top marketing challenges. Lead conversion is not a straightforward process. Lead nurturing is a critical process of converting your leads. 48% of businesses say leads require ‘long cycle’ nurturing to successfully convert them into customers.
Leads come from various ways as we discussed in our previous article. You have used all the methods described in the article to capture the leads successfully, and now what? What are you going to do with those contact lists? What will be your next steps? How will you build strong relationships with them and make them your customers? Here are our recommendations on how to nurture the leads to convert them.
Leads showing interest do not mean they’re ready to purchase your product. They have only shown interest and would like to know more about your product before they pull out the money. That’s why it is important to nurture the leads instead of hard selling straightaway. So, how would you nurture the leads?
Do not just send an ad-hoc sales pitch to the leads. Put together a plan to be in touch with the leads and to showcase your products. Plan a lead nurture journey where they receive your communications over some time learning more about your products and services. Automate the marketing communication which helps in reducing the marketing team’s efforts during the lead nurturing phase.
It is very important to segment the leads correctly before you reach out to them via different communication channels. To send each lead the right message with the solution, segmentation becomes the key. Instead of sending the same campaign to all your leads, use dynamic content to customize and display the content based on its relevance to your leads.
Whether the lead comes from your website or social media or any other source, your whole purpose is to not only sell them but also educate them about the product you offer.
Use Process Builder of Salesforce to design the journey flow and to incorporate the leads into the lead nurture process. Based on the lead source and segmentation of your business needs, allow the leads to enter different paths in the flow and receive timely communication.
Monitor the progress of the leads. Track the open rate and click rate of each individual email, build reports and dashboards in Salesforce that help you to understand whether the lead nurture process is giving the results you expect. Tweak the flow and the communication content if needed after tracking for at least a couple of weeks.
Understand that not all leads convert. There are different types of lead nurturing campaigns as well, but email marketing automation is one of the most popular. The idea here is to carefully nurture your leads and not oversell.