We live in an increasingly connected world and when you are a perspective buyer of any kind of product or service and are researching your purchase online, you do not want to be spoken to anymore instead, you want to be listened to. Companies in turn should strive to create relationships with potential buyers, helping to build trust and eventual advocacy.
Before we dive into lead nurturing, let’s take a moment to set the record straight about the differences between lead nurturing and drip marketing which is a one-size-fits-all predecessor to lead nurturing.
A drip marketing campaign sends (drips) communications (email, direct mail, etc.) at a specific time to a broad audience or database. But, it does not take into account the subscribers activity and behaviour because it is static and non-adaptive, making it extremely impersonal. While it still has a place in the marketing mix, it has mostly become a subset of a lead nurture strategy.
Drip marketing sends the exact same message to everyone on a database and does not take into account specific actions taken by users, or their interests based on these activities and as a result it cannot deliver the same value as lead nurturing, which is designed to be personalised as well as adaptive.
Effective lead nurturing is engaging. You want buyers to see value in the nurture communications and content that you create. To get to that place, there are four elements of engaging lead nurturing that your communication should possess:
Lead nurturing helps your buyer get to know your business. With lead nurturing you spend time establishing a relationship with your buyer and on building trust. As a result, when you communicate with your buyer, you are welcomed instead of being regarded as intrusive. Without effective lead nurturing, communicating with your customers can feel like being subjected to a cold call from a sales person – full of mistrust and hesitation.
Lead nurturing encompasses a broad range of digital marketing processes and brings them all in line with one strategy, many cogs that make up a well-oiled machine. These processes (to name a few) are:
Content creation, web elements, social media management, customer relationship management as well as the all-important performance reporting.
We realise that this topic can seem quite complex to some and as a result we have decided to dedicate a number of future blogs to this extremely powerful and exciting field of digital marketing.
If you are interested in adapting a lead nurturing process into your company or business please feel free to contact us here or on any of our social media platforms.