Lead nurturing refers to those digital strategies that allow companies to create as direct a relationship as possible with their contacts (defined as leads).
Characteristics and goals of lead nurturing
The goal of lead nurturing is to convert the lead (acquired through lead generation actions such as the context of the landing page) into a prospect, and thus, from a potential customer make them an actual buyer of the good or service offered.
Lead nurturing falls within what is called lead management. We have already encountered leads when talking about the sales funnel and specifically about lead generation.
Lead nurturing means:
- Increasing brand awareness: through promotional actions such as email marketing and social media management targeted at specific users (most active fans, contests, etc).
- Increasing the conversion rate: the lead is encouraged to make a purchase and, consequently, will have more chances of converting.
Software and types of lead nurturing
There are software specifically created for lead nurturing and many digital marketing tools allow for very in-depth lead nurturing.
The main types of lead nurturing are:
- Facebook ADS: thanks to the creation of a custom audience using lists of leads, Facebook will create and intercept interests and inclinations of contacts that will increase the conversion rate of the campaign. The ad will be super-targeted only at leads already ready to buy and truly on target.
- Google ADS: on the other side, Google ADS allows the creation of audience segments (customer match) by leveraging the company's available lead lists. The logic is more or less the same as Facebook, the ad will appear to those who are truly searching for your product.
- E-mail marketing: the classic one to one communication that has reduced costs and can significantly enhance the conversion rate of a website or digital channels.
In this phase, especially in e-mail marketing, automations are crucial as they make the task of lead nurturing easier to perform.
Framework360 is an innovative marketing platform that among many features, also includes very advanced automations perfect for performing lead nurturing and converting leads into real customers!
Ultimately, lead nurturing is the action useful for truly understanding the target of potential customers and turning them into prospects, genuinely interested in purchasing.
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