What is Lead Nurturing
Lead nurturing is the process of developing relationships with your customers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need.
On average, 50% of the leads in any system are not yet ready to buy
Almost 80% of new leads never become sales
Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost
Nurtured leads makes 47% larger purchases than non-nurtured leads
Effectively developing leads in today’s buyer-driven marketplace means establishing and nurturing buyer relationships with a strategic lead scoring system, and then filling out that framework with a thorough content marketing plan.
If lead scoring is the backbone of a successful online marketing strategy, then content marketing is the muscle. In a marketplace where buyers are increasingly wary of ads and increasing self-educating through the funnel, content marketing has stepped up to the place to give brands a voice.
Simply put, content marketing is the process of creating relevant and valuable content—from blog posts to infographics to video—that attracts, engages, and serves your audience. Your customers are guaranteed to be already scouring the web for answers to their questions and solutions for their problems. Content marketing welcomes them at every stage of the buyer’s journey, and helps move them through the funnel.
You can’t afford to wait
As sales funnels lengthen, your potential customer becomes more independent, and their attention spans shrinks, the case for strategic, effective lead nurturing continues to grow. If your brand isn’t nurturing your prospective customer, your competitors probably are, and you will lose sales and market share to the more attentive voice.