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Why Lead Nurturing Could Be Your Most Effective Marketing Strategy

You work your pants off to come up with great content ideas and provide a seamless experience to your visitors. Yet, you just can’t seem to be able to turn your inbound traffic into cold hard cash. Lead nurturing might be the answer to your problems.

Let’s be honest: not all of your visitors will convert immediately, and that’s fine. It doesn’t mean you are failing. In fact, it’s a great opportunity to build relationships with your prospects and keep your business fresh in their mind. As a result, you’ll be the first to call when they are ready to buy.

If you want to keep customers engaged until they are ready to convert, you need to have an effective nurturing strategy in place to cultivate relationships and anticipate their needs. Otherwise, you are missing out.

Here’s how nurturing your leads can help you grow your business.

1.   Establish Immediate Contact

When it comes to lead nurturing, arriving last is just as bad as not showing up at all. According to one study, businesses that respond first to an inquiry get 35-50% of sales.

Do you want to acquire more leads for your business? Get there first and initiate contact with prospective customers. Focus on optimizing your content not only for SEO purposes but also for making a first good impression and convincing prospects that you are the right fit.

2.   Build Trust

Would you do business with someone you don’t know or trust? Of course, you wouldn’t. The same stays true for your prospects. The likelihood that they know who you are when they first land on your website is pretty slim. Lead nurturing is a great way to show them that you are an expert in your industry and you are more than qualified to meet their needs.

3.   Maintain Consistent Communication

According to one study, 66% of customers claim that consistent communication is one of the key elements they pay attention to when choosing a business. Don’t let potential customers slip through your fingers because you didn’t communicate with them efficiently. Set up an automated lead nurturing campaign to engage prospects, keep in touch with them, and move them through the sales funnel.

4.   Learn More about Your Audience

Lead nurturing is an excellent way to learn more about your audience and create a more complex buyer persona. You can find out what challenges they are facing when trying to solve a particular problem or what features do they like/dislike about your products. If you want to get your audience to the next stage of the buying cycle, try to understand what they need and what keeps them up at night.

5.   Get More Upsell and Cross-Sell Opportunities

Lead nurturing isn’t only effective for new leads but for past customers, as well. According to one study, nurtured leads are more likely to become recurring buyers and have a deal size that is 9% higher than the average rate. You can set up nurturing campaigns to increase both the number and size of your sales.

In closing, lead nurturing is crucial to long-term business growth. It’s a simple but very effective way of keeping prospect engaged and guiding them through the buying cycle. It's also a critical part of the inbound marketing methodology and framework, If you're interested in learning more, meet our inbound marketing playbook.

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