Lead nurturing: What it is and how to apply it correctly to

When someone wants to buy something, they don't immediately trust the first company they find. Look for quality, and choose who offers you the best, the most appropriate to your interests and needs. When customers need to ensure your value, that's when lead nurturing comes into play :Prospects need to be nurtured to earn their trust. What is lead nurturing? We know from experience that when it comes to buying something, a first impression is not enough. We need to trust whoever offers us what we are going to acquire , and that is not achieved just with an interaction. Let's think for example about the purchase of something big and important for a person's life, like a vehicle. When such a person thinks about purchasing a vehicle, he does not stick with the first option that appears in front of his eyes: he researches, weighs options, reads opinions from other users and only then, after being very sure about what he is going to purchase, does he finish. buying. With that in mind, you will know that you should not try to sell immediately , at first contact, because it is not going to work.

It is important to look at the long term, trying to ensure that potential customers keep your brand in mind when they finally decide to pay for what they want. How does customer generation work? And for this there is lead nurturing, a phrase that in Spanish means lead nurturing. We could define this term as an automated marketing process (have you already read our post on marketing automation ?) that is intended to bring prospects in a business' database closer to the moment of purchase . Thus, the objective of lead nurturing would be to educate potential customers so that they decide on you at the time of purchase, or to build loyalty among your current customers so that they continue choosing you. You need Job Function Email List to build trust by creating a relationship with those prospects who are not yet ready to buy, but who could become customers in the future. Such a relationship is long-term, since it is not only about making them buy, but also about building loyalty with your business. This process is carried out semi-automatically, we will explain why later. How lead nurturing works The process begins when the interested person contacts us for the first time. From that moment on, nurturing begins, which is usually more necessary in those sales in which what was purchased has a great impact on people's lives . This is because it is in those cases when they will take longer to decide, and therefore, they will need more education about why they should decide for your brand, product or business, and not another.

This education is normally carried out by sending automated emails , although with the increasingly incipient expansion of lead nurturing we will soon see it spread to other platforms. As we mentioned, closing sales in the cases mentioned above (when the product purchased will have a great impact on people's lives) will take more than one interaction to complete That's when educational actions begin to be carried out to show the benefits of your product or service to your potential customers. Customer relationship management (CRM) platforms allow you to automate a process such as lead nurturing, making it efficient and sustainable in the long term (imagine having to send emails to thousands of people manually). But these automatic interactions with the user will vary depending on where the prospects are in the purchasing process, in addition to other factors. That is why we had previously mentioned that sending emails for this purpose is semi-automated: you must take care of segmenting your leads in the appropriate way to ensure their correct nutrition . Lead scoring: why it is important Lead scoring allows you to classify leads . Without this classification you will not have a structure or a strategy when you want to apply lead nurturing.

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