Lead Nurturing: how to convert users in clients

Lead Nurturing is the Inbound Marketing strategy to attract registered users on our website by creating personalized value content.

It is a method to convert leads into clients by establishing trust relationships that decide the purchase process in favor of our products or services.

A relationship of trust is achieved by cultivating it little by little, seducing the user with valuable, original and free content, that arouses his interest and that makes him advance in the purchase process.

We must try to accompany them throughout the process so that we are the preferred company at the time of making the purchase. For this it is essential to gradually offer the download of valuable content that will help them to become more and more interested in our products. You have to educate users.

According to Marketing Sherpa, only 25% of the users that we capture the companies end up becoming clients. That's why we need Lead Nurturing as a technique that brings together marketing and sales departments managing the company's customer funnel and optimizing the objectives.

As customer funnels can hold a huge amount of Leads or potential customer records, companies need automation tools to organize such large databases. 

Automation tools products

What really meant the baptism of the Lead Nurturing concept was the appearance of the automation tools of Inbound Marketing. They are what allow us to execute it in a faster and simpler way; for example, Pardot, HubSpot or Marketo.

They have been designed to calculate when customers are closer to the final transaction and intentionally mature that process. This is how Lead Nurturing started: we want to send the appropriate content to the right person at the right time.

Lead Nurturing main tools and methods

Scoring

The main criterion of classification of Leads is based on the quality or Scoring of the client, which quantifies from 0 to 100 their probability of purchase or business opportunity.

Qualifies each client based on their susceptibility to make the purchase, but is not infallible. A company can take surprises with clients with a low Scoring, although it is very rare for a client with a very positive Scoring to fail.

You can do Lead Nurturing without it, but we would be ignoring one of the most determining principles used by companies from all sectors.

Dynamic or Intelligent Lists

Another essential element, to be able to execute a precise Lead Nurturing campaign, are the Dynamic or Intelligent Lists that allow us to design it based on a very flexible and practical Leads automatic filtration parameters.

Unlike Static Lists, common in Email Marketing practices, these can be modified on the fly and designed to make the campaign as personalized as possible.

They allow us to record the behavior of users, make an accurate Tracking. An example of a dynamic list is a record of users who have entered with a frequency or a certain number of times on our website.

Triggers and Workflows: action-reaction

Triggers or triggers allow you to program a series of campaign actions when the conditions previously established in the dynamic lists are met.

They are the specific orders that happen according to the lists: chains of progressive emails when they enter the lists, paralysis of the shipments when they stop being, incorporation of SMS, Pull Marketing, etc.

Workflows refer to the reaction of the content, which can be customized according to the profile of each user, determined by the dynamic lists themselves.

These types of strategies are widely used in ecommerce. Like Amazon, that always presents a personalized content based on what we have bought or snooping.

Dynamic CTA

The CTA or 'Call to Action' are customizable buttons depending on each profile and integrated into our content. Claim a specific action to the recipients. They need a good creativity exercise to be sufficiently persuasive, without reaching the intrusion, and that the content is personalized and original.

Retargeting

The Retargeting depends directly on an accurate configuration of the Dynamic Lists. If these are good, we can present clients with personalized ads based on their behavioral analysis, but with a more didactic and non-purely advertising content.

Inboundization

The Inboundización consists of the compilation of the necessary data to improve the bounce rate of the users that we send to our Landing Pages through the SEM or the SEO. The rate is improved, obviously, by reducing the number of users who leave the web immediately.

This is done to put into practice Lead Marketing campaigns a little more aggressive, intrusive, with these users.

Chatbots

The Chatbots are those annoying pop-ups in the form of chat that usually sprout at the bottom of the page to supposedly offer help. Actually, they are bots that have the mission to collect data for the elaboration of the Lead.

Advantages of using Lead Nurturing

Segment your database:

It's like a two for one. The user covers their needs with the content we offer and at the same time gives us more information to segment our leads.

For example, we can offer the user a new offer in which it makes sense to ask the province or community in which he resides, as a training course, and in the future we can launch communications taking into account the location of those users.

Immediate and consistent contact

It allows us to communicate quickly with our leads in a consistent manner. When they finish downloading an ebook, for example, we take advantage of that moment to offer you more content taking advantage of the moment of maximum interest.

You have to know how to choose the right moment and the frequency. We can not overwhelm with badly programmed automatic campaigns because we will achieve the opposite effect to the desired one.

It allows to reach more potential customers

Successful communication is useful for the user of the database that receives it and, even, it can be useful for those who are not in it!

That is, it is possible to get new users to our website through an unexpected dissemination of our content; then we can get fresh leads with which to start a new Lead Nurturing process.