Let’s start with the assumption that your website is attracting visitors. Not just random visitors, but the right visitors who have genuine interest in the products and services provided by your business. Some of these visitors are first-timers, looking for general information. Others are repeat visitors, returning for more details. But all of these visitors remain anonymous (which means none of them can be courted as leads!) until they choose to provide contact information in exchange for your premium level content, blog updates, newsletter subscriptions, or other offers.
According to the Oxford Dictionary, to nurture is to “care for and encourage the growth or development of” someone or something. The concept of lead nurturing is well aligned with this definition as follows:
Today’s B2B buyers interact with vendors differently than in the past, proceeding more independently through the Buyer’s Journey and deferring direct contact with vendors until they are closer to their decision points. In response, vendors are turning to Inbound Marketing strategies to attract and nurture leads without early sales intervention.
When implemented correctly, automated lead nurturing emulates the best practices of your top-performing salespeople, doing what they would do when they have access to leads in the early stages of the purchase process.
Lead nurturing has three main goals:
Increasingly, lead nurturing is taking place across multiple digital platforms to reach leads whenever and wherever they are available. However, the foundation for an effective lead nurturing program lies in a comprehensive email drip campaign in which awareness, consideration, and decision stage content is delivered directly to leads based on their positions in the Buyer’s Journey.
A comprehensive Inbound Marketing program with automated lead nurturing will help your business attract and convert sales-qualified leads with increased efficiency and higher success rates. To discover more tips on how to leverage your marketing activities for greater business growth, please download our whitepaper “Stand Out From The Crowd: 24 Tips to Set Your Company Apart”.