What is Lead Nurturing? Examples, Strategies, & Tips

Leads who score lower on the scale aren’t ready to buy. You might have an email list for your top-scoring leads. Your lead nurturing activities become far more effective when you score leads because you know where to focus most of your time.

People who never read blog posts might instead watch your videos. A multi-channel approach works far more effectively. However, it shouldn’t be your sole focus when it comes to lead nurturing. You get to communicate directly with people who might become customers.

We’re thirsty for information because we don’t want to buy the wrong product or spend money unnecessarily. We live in a thriving DIY culture in which most people conduct hundreds or even thousands of Google searches weekly. If you know your lead signed up for your list from a page on sporting goods, you know he or she is active.

Lead Nurturing in Marketing Explained

Google Analytics can help you understand your website’s total health. Low engagement on social means you’re either using a poor social strategy or that your leads aren’t really interested in your product. Metrics like open and click-through rates will tell a solid story. You also have to consider whether you’re targeting the right leads. If you’re having trouble at the product stage, you need to go back to square one.

Define (and share) your lead scoring criteria

Show them that you’re willing to give generously and that they can count on you to help them. So do listicles (articles with lists of strategies, tools or other items). Depending on your business, lead nurturing you might want to segment even further. While you don’t want to spam your customers, you do want to get in touch quickly.

You don’t have to use it over and over — that gets a little gimmicky — but once or twice won’t hurt. People like to hear (and read) their own names. The more you understand this process on a fundamental level, the more capable you become of leveraging it. With these essential terms defined, it’s time to get into the nitty-gritty of lead nurturing. You can market to them by sending educational information, comparison guides, and links to your best content.

• Lead nurturing works by building relationships with your prospects over time, not just bombarding them with discounts and/or “buy now” messages.
• Use segmentation to tailor your message, by industry, pain point, stage in the journey, or behavior.
• Every email should give the reader a way to take the next step (read a guide, watch a video, reply with a question) and a way to jump ahead if they’re ready (book a call, start a trial).
• Think of the lead nurturing process as walking someone through the sales funnel.
• If your friendly from address, subject line, preheader text, and opening sentence don’t immediately connect to something the reader cares about, you’re done.

They’re familiar with the options on the market, but they might not understand the granular details required to make a decision. The buyer has realized they have a problem or goal and have discovered that there are multiple potential solutions. At this stage, the customer isn’t ready to buy.