Lead Nurturing refers to the act of engaging with the your leads in order to develop a relationship. The purpose of lead nurturing is to create brand awareness and create a positive brand image of your organization in the minds of the prospect. 

Lead nurturing may not lead to immediate improvement in sales revenue figures. The objective of lead nurturing is not outright sales but to play a long term game of building brand trust and loyalty. 

Most of the leads which usually fall on the top of the marketing funnel are usually not ready to make a purchase immediately. Nurturing them helps to build an everlasting relationship due to which, whenever the prospect is ready to make a purchase, they shall choose your organization's products or services to make the purchase.

How to Nurture Leads?

Nurturing leads usually means engaging with the leads at various stages of his buying journey. This can be achieved by providing them the much needed information to solve his pain points. 

Buyers may have a needs of different types of information depending on the stage of his buying journey. Top of the funnel leads might be looking for information about his specific pain point awareness while the bottom of the funnel leads might have already done their research and would be in the stage of evaluating and comparing different products which may include yours as well as competitors' products. The goal of nurturing should be to quench the thirst of information for various leads depending on the stage of their buyer's journey.

Some of the ways by which you can nurture your leads are preparing contents around the pain points you are solving, the challenges faced in the Industry to which you are catering to, and the solutions which you offer to solve those pain points and challenges.

You can write blogs, prepare whitepapers, ebooks, social media posts, email newsletters, run sequence based email marketing campaigns, etc. One of the simplest approaches is also to create user guides or knowledgebase of your products which are available in the public domain or can be accessed easily via an email opt-in form. 

You may also try out by writing on topics which lead your customers to succeed. For e.g. ToolsonCloud is Sales CRM which helps to improve sales productivity of sales teams. This motivated us to write on topics which help our customers to improve their sales and sales productivity.

Sharing contents regularly to the leads serves two purposes. Firstly showing up regularly ensures that leads feel you are alive and they can trust you for a long term engagement. Secondly, when they find the content to be helpful for them to make purchase related research and decisions, it builds much needed brand awareness and builds loyalty.

I hope you liked reading this article, do let me know your thoughts on this.

By the way, If you run a startup or a small business and are looking for a Sales CRM software to track your leads better, then do try out ToolsonCloud Sales CRM. You will definitely love using it.