Top 7 Effective Lead Nurturing Strategies in 2023

Approach each customer with the idea of helping him or her solve a problem or achieve a goal, not of selling a product or service.

– Brian Tracy

It’s no secret that generating sales leads and building a robust sales pipeline are essential in the success of any business. But active lead generation is not enough to ensure the desired sales volume. You need to nurture your leads so that they don’t drop off the sales funnel.

While lead nurturing is critical, you need an effective lead nurturing strategy that will enable you to build relationships with potential customers and keep them engaged throughout the sales process, resulting in the successful conversion of leads into customers.

In this small business guide, we will walk you through what is lead nurturing, importance of lead nurturing and top 7 effective lead nurturing strategies that will help you in establishing and building meaningful relationships with prospective customers.

What is lead nurturing?

Lead nurturing is the process of building relationships with your customers and educating them about how your services or product can help them solve their issues.

Importance of lead nurturing

Lead nurturing is important because it allows you to ensure that a prospect does not get lost or forgotten in your sales process. When executed properly, lead nurturing can result in more sales-ready leads at lower cost per lead.

If  most of your website visitors aren’t ready to buy now, they will be ready to purchase at some point when you develop a lead nurturing strategy to stay in touch with them over time.

Top 7 effective lead nurturing strategies

1 . Use targeted content

One of the most effective lead-nurturing techniques is leveraging targeted content. This involves creating content specifically tailored to a specific audience. You can research your target audience and create content that will be of interest to them.

Nurturing leads using targeted content significantly improves lead conversion. Understand your buyer personas and create targeted content to nurture your leads based on their needs, pain points, objections and goals.

2 . Use multiple channels for lead nurturing

Multi-channel lead nurturing is a great way for marketers to reach more people more effectively. E-mail marketing is an effective way of nurturing your leads. It was the primary way that companies kept in touch with a prospective audience.

Today, marketers are looking for multi-channel lead nurturing strategies. Multiple channels such as email, social media, as well as traditional means such as trade shows, advertisements and billboards etc., are used to nurture the leads on different platforms. Utilizing multiple channels allow you to build more personal relationships with customers.

3 . Multiple Touch Points

Normally, it takes an average of 6-8 touches before a lead is likely to be converted into a customer. Hence it is important to continuously engage with your leads in order to turn them into sales-ready leads.

Your multiple touch points can consist of a mix of emails, triggered content, as well as social media posts/ads, targeted ads and push notifications.

CRMs like HelloLeads, Zoho and Hubspot come very handy in having all the leads in one place and in effectively nurturing them by well-managed follow-ups, resulting in conversion quickly.

4 . Be active on social media

Social media has emerged as an increasingly important part of people’s lives. In fact, users spend most of the time on social media each day. Hence, you can use social media to distribute your content and to show some of your brand’s personality.

Being active on social media is an excellent way to connect and build a sustainable relationship with new potential customers.

5 . Personalized emails

Email marketing is a highly-effective lead nurturing strategy. But, most of the emails by marketers are more promotional and less valuable. Hence, personalized emails are one of the most effective ways to increase engagement and overall conversions.

There are many ways to personalize emails to improve your lead nurturing strategy. For instance, you can use your subscriber’s browsing data, personalize emails based on actions they take. Email personalization can increase your open rates, click-through rates, boost sales and revenue, and convert leads into customers.

6 . Lead scoring

Lead scoring is a methodology of ranking leads based on their behavior relating to their interest in products or services to prioritize leads and improve close rates. A great way to improve sales is by incorporating lead scoring into lead nurturing campaigns.

Lead-scoring system help sales teams to focus on the right contacts, making them more efficient, while improving the customer experience.

7 . Follow-up with leads on time

It’s a well-known fact that most of the buyers choose the vendor who responds first. Lead nurturing helps in developing strong relationships with potential consumers. But a timely follow up or sending an email or making a phone call is the best way to convert leads into sales opportunities.

You can use automation tools to set up automated email sending based on the behaviours of your leads. As a result, each lead will receive a customised and relevant email based on where they are in the sales funnel. Best way for effective follow-ups is using a smart CRM.

To conclude

These are some of the most effective lead nurturing strategies that can help you to increase conversion rates and build long-term relationships with customers and prospects. Try it today for better results.