Lead nurturing can help your business in many ways, such as helping your marketing strategy, customer loyalty, customer retention and increasing revenue. Considering lead nurturing is essential to a company, we’re explaining five effective lead nurturing tactics to help you.

Carry on reading to find out how you can improve your lead nurturing by using our tactics.

What is lead nurturing?

Purposefully engage your target audience by offering relevant information, supporting them, and maintaining delight throughout the buyer’s journey.

1. Leverage Targeted Content

Nurturing your leads with targeted content can massively improve your results. Firstly, you need to understand the buyer, as one size does not fit all.

After you’ve understood the individual buyer, you can create targeted content based on their interests, goals, and objectives.

It is also essential to consider the events you will use as marketing triggers for these content sends.

2. Use Multi-Channel Lead Nurturing Techniques

Companies used email nurturing to help their lead complete a purchase, but now there are other streams you can use to effectively support your lead in completing a purchase.

Email marketing should still be used, but try using social media, paid retargeting, website content, sales outreach, and marketing automation to ensure you effectively nurture the lead to complete a sale.

3. Focus on Multiple Touches

Most customers need ten marketing touches from your business from hearing your brand name until they make a purchase. Ensure that you address commonly asked questions and concerns within these marketing touches.

You could do this by using email marketing, social media, blog posts, and direct mail to nurture the lead into a customer.

4. Follow Up in a Timely Manner

Effectively, a quick email is one of the best ways to nurture a lead into a customer. If you leave it too long, they will have found a new business to purchase from or decide against it.

If you want to nurture your lead, you must act promptly through email marketing, social media, retargeting, or blog posts.

Whatever you decide to do, do it promptly. The odds of converting a lead into a sales opportunity are exceptionally higher when the lead is contacted immediately. Have you lost a sale from not acting promptly? Don’t let it happen again!

5. Personalised Emails 

Although many other ways of reaching a customer are now available to you, email marketing continues to be very effective.

A study by ‘Accenture’ found that 41% of consumers took their business elsewhere due to the lack of personalisation. When sending emails, you need to make sure some are personalised; but not all of them. This gives the customer a sense of a personal touch, while not seeming overbearing.

These emails could be set up and personalised to be sent out when a potential customer completes a trigger; such as website page visits or form submissions.

If you’re struggling to nurture your leads effectively, book a consultancy meeting with our Sales and Marketing Director, Steve Rees.