Lead Nurturing is still relatively new concept related to sales – marketing activities, whose function is to prepare potential client to make a purchase. The aim of Lead Nurturing programs is to provide potential customer with essential knowledge to carry out effective sales action. However, there’s a long way from sales talks to completing the deal. It’s crucial to use the WWW page as a direct contact with potential customer and an incentive to make a purchase.
Leads’ natural maturation
Caring about leads is also relevant in the case of e-commerce. This form of sales closes down most limitations related to on-line sales (the place or time of purchase). There are a few tactics to increase conversion among potential clients. It is said that Lead Nurturing method is closest to natural process of making a purchase decision, often described as lead maturation. To put it simple, it’s the set of activities directed towards potential clients – according to the principle: ‘Everyone likes to buy, nobody likes to be made to buy’. In fact, the essence of the cycle is avoiding direct sales activities and focusing on providing potential clients with necessary content.
Establishing relations and education
The advanced tools for Lead Nurturing are designed with the view to build best possible business – client relations. However, it would be a mistake to use the same approach in relation to all potential purchasers. An individual approach to particular group of recipients is one of the biggest selling points. How does this look like in practice? Marketing Automation class systems allow to create automatic Lead Nurturing cycle. Adequate client segmentation, based on the criteria we assumed, is the first step towards personalized and educational messages for clients. After filling in a contact form on our WWW page or signing up for a newsletter, a potential contracting party is assigned to a particular group. Individualized marketing campaigns increase clients’ loyalty to our business and contribute to making a purchase by them.
Lack of pressure and absolute freedom
Out of many methods to maintain relations, theme blogs, on-line video trainings and newsletters are favored by clients because they naturally and in non-pushy way arouse their interest. At the same time, since no promotional activities are conducted (or are carried out but don’t dominate the content, for instance a few sentences at the end of the text about interesting details in our offer), a potential client has no feeling of being under pressure. In most cases, he or she is not even aware of the fact that any marketing activities are aimed at him or her.
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