Digital marketing is already an excellent predictive tool that allows projecting the rate of success a customer will have the future to establish a business strategy around it, but also to know the profit obtained from a particular outlay (ROI) in advertising.
The information is already here, and the real challenge is to access it and jump the bridge between technology and management, which requires publicists with skills and abilities very different from the generic ones.
The new panorama is driving a progressive transfer towards a digital investment that has as keys to success the strict control of the results and the profitability of the campaigns with it. One of the reliable methods that all brands must implement is Lead Nurturing. If this is the first time you hear the term, at GoodNoon, we’ll tell you everything you need to know.
Lead Nurturing to close sales
Let’s start by exploring the concept. As Forbes explains, Lead nurturing (or lead cultivation) is an Inbound Marketing strategy based on the analysis and understanding of the different stages and needs through which a business opportunity (lead) passes.
On the Internet, where consumers have become more capricious and demanding – and where it may take months for the user to make the final decision – you must aim for excellence, while the tedious process lasts, to conquer your constant attention through periodic high-quality communications.
This strategy will save a lot of time to your brand since by classifying the leads and encouraging their learning through quality content, you will resort only to practical strategies. The objective is for the agency you’re working with to focus on the opportunities that will generate a future sale.
What has been the development of your brand in the online environment?
Many marketing professionals tend to think that they are already carrying out a correct Lead Nurturing process but, are they giving an excellent service? Generally, traditional PR companies to track a short list of potential clients to create “meaningful” campaigns and respond to their requests. App development companies around the globe are working to add up for a better experience by developing such feature.
However, as the company expands and the top of the conversion funnel widens, the creation of potential customers in the online arena gets more and more difficult, or even impossible, for a small group of them.
It is at this point that your brand should rely on an agency that uses the properties of Marketing Automation. These guarantees that your leads will get quick answers and, immediately, the content explicitly prepared for them.
But how does this work?
The steps of Lead Nurturing
The Lead Nurturing machinery gets started up with basic data about the user. This information can be obtained in various ways, such as a subscription to your blog, landing page forms, downloading a specific offer, etc. It all can be summarized in three simple steps:
1. Draw the attention of your more distant audience.
In this stage we dedicate every effort to the IQL (Information Qualified Leads); that is, to recognize the group of users attracted to the theme your brand embodies, and that eventually will be depositing in the company the authority status.
From this point on, we launch the TOFU content (Top of the Funnel), as is the case with blog articles, infographics, and webinars – like the one you are reading right now; You see it?
2. The action of intermediate content
The MQL (Marketing Qualified Leads) are those contacts that have already gone through an evolution and currently show regular interest in the content marketing campaign behind your brand, as well as the product or service. Next, we proceed to provide MOFU content (oriented to the middle part of the funnel). Depending on the nature of your project, it will be advisable to launch White Papers, ebooks, catalogs, testimonials and success stories.
3. Focus on the desire to buy
The priority is now placed on the SQL (Sales Qualified Leads), potential customers who have requested to be contacted to deepen and evaluate the product/service with the help of an influencer. What follows are usually tests and newsletters.
This is how potential customers become leads committed and willing to fill more fields in a form in exchange for valuable assets. From there, we developed a Lead Scoring to determine the next phases of the marketing plan, which we will discuss in another blog post.