The expression “Lead Nurturing” can be translated into Italian as “nurturing the contact.”
In marketing, a lead nurturing strategy contemplates all a series of activities aimed at creating and strengthening a valuable relationship between company and user/customer.
It therefore involves sending useful content and creating messages, relevant, but most importantly, personalized based on the real interests and behavior of potential customers in order to accompany them in the buying process.
As can be easily guessed, the Lead Nurturing phase, which follows that of Lead Generation, represents one of the most delicate phases: while the sale of the product/service is still its ultimate goal, it is not the focus that fuels it. In fact, at its base we find the creation of a real relationship with the prospect built on value: think about what your prospect may need and provide it in the most appropriate way and at the most appropriate time, only then will you make a difference.
A lead nurturing strategy, to be effective, cannot be separated from contact profiling and segmentation activities and careful audience analytics.
- Attract: capture the attention of potential customers with potentially interesting content through blogs, social, ADS campaigns.
- Convert: stimulate the potential lead to leave key contact information such as first name, last name, email or phone contact in exchange for resources to download or benefits to take advantage of.
- Close: turn the contact into a customer by sending personalized offers
Delight: cultivate the relationship with the customer and strengthen it over time in order to turn the customer into a true brand ambassador.
At each stage, from attraction to conversion and retention, contact qualification can take place, collecting valuable information from time to time for personalizing the customer experience.
