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According to market data, on average only 5-10% of leads are ready to make a purchase at the time of first contact with the brand. So what about the other 90%? These customers require proper "nurturing." Learn about Lead Nurturing, a strategy that turns interest in a product into a real purchase!

Table of contents

• What is Lead Nurturing?
• Why do you need Lead Nurturing?
• What does the modern customer care process look like?
• Lead nurturing techniques - how to implement it?
• Lead nurturing in e-commerce - is it worth it?

What is lead nurturing?

Lead nurturing is a process based on a relationship with the customer. It involves not only building it, but, more importantly, maintaining the relationship at each stage of the purchase path.

Acquiring a lead is only the beginning of the sales process. For a potential customer to make a purchase decision, it will require a kind of "activation." Effective lead nurturing involves providing valuable content to the customer exactly when he needs it. Such an action builds a professional image of your brand and trust, and this ensures that when the user is ready to make a purchase decision, it is your offer that will be their first choice.

Why do you need lead nurturing?

Getting leads is often hard work, and you spend a lot of advertising budgets on it. By not nurturing the contacts you gain later, you allow their potential to go to waste. Lead nurturing applied in practice, means:

• Higher efficiency: Companies using lead nurturing generate more sales-ready leads at a lower cost (even by ⅓).
• Building trust: An entire customer nurturing strategy builds your image long-term. A customer who trusts you is not only more likely to buy but is also more likely to recommend your product or return for another order.
• Larger shoppingcarts: A good shopping experience increases the customer's comfort and satisfaction with their choice in your store, which directly translates into an increase in cart value.

Lead nurturing is a process that you can now easily automate, providing "nurturing" to thousands of customers at once. It's a highly effective solution that benefits your store without requiring additional human labor.

Explore: Customer Journey Map Design - Using Automation and Personalization in Customer Journey Mapping

What does the modern customer nurturing process look like?

For lead nurturing to be truly effective, it must not resemble spam. Online customers are sensitive to pushy activities and can quickly become discouraged - both to the purchase and to the brand itself. Well-designed lead nurturing must include:

1. Education instead of sales

It's not about not selling, but about guiding an undecided customer in small steps toward a decision. No one likes to be forced into something. Instead of writing "buy our product," write "see how to solve your problem." Build a need by offering real value.

2. Personalization

In online sales, personalization is already a necessity. The customer expects the offer to be tailored to their needs. Harness the power of data - with AI-enabled personalization, you'll provide each recipient with what they're looking for in your offer, without unnecessary frustration or wasted time.

3. The right moment (Timing)

Timing is important in a lead nurturing strategy. Contact maintenance activities must be subtle. "Overprotecting" and inundating the email inbox with messages can lead to unsubscribes and lost leads. Take advantage of Lead Scoring - these are scoring systems, often already integrated into your CRM, that help determine the level of customer engagement and select appropriate actions for the level of engagement.

Read also: Behavioral segmentation in marketing automation - how does it work in practice?

Lead nurturing techniques - how to implement it?

Implementing a lead nurturing strategy is a multi-step process that can involve various tools and techniques, but it doesn't have to be complicated, especially if you enlist the help of Persooa's team. We'll help you set up your automations so that the whole process runs like a well-oiled machine.

Here are the most effective lead nurturing methods that we can implement in your business as well:

• Personalized e-mailing: This is the basis for maintaining contact with customers. In order for emails to be effective and attract customers to your offer, it is necessary to segment customers and personalize content. Sending generic messages to all contacts is not very effective - the entire mailing sequence should be tailored to the behavior of each specific user. You can learn more from our article: How to use personalization in mailings to increase sales?
• Dynamic content on the website: With modern personalization tools, your website can "recognize" a returning user and display a tailored message to him or her: a greeting, an additional incentive discount or a feed of products he or she viewed the previous time.
• Retargeting ads: If a potential customer has visited your blog or abandoned a shopping cart, it's worth reminding them. Precise retargeting allows you to reach such people with an additional, valuable message (e.g., educational content). By automating such campaigns, you can easily sustain the customer's purchase intention and effectively build brand recognition.
• Webinars and educational blog: additional interactive content on your site builds brand image as an expert. This technique shortens the distance the fastest, builds authority and also allows you to attract new, "fresh" customers.

You may also be interested in our article: Why do customers of your online store abandon the shopping cart without finalizing their purchases?

Lead nurturing in e-commerce - is it worth it?

In the e-commerce industry, where competition is fierce and traffic acquisition costs are constantly rising, lead nurturing is an extremely effective tool. It's a strategy that allows you to take full advantage of the potential of all the people who have already visited your site, but who did not decide to make a purchase at the first contact. It allows you to "rescue" abandoned shopping carts and turn one-time or would-be shoppers into loyal, returning customers.

Lead nurturing is an investment that pays off in the form of higher conversions and higher order value. Instead of burning through your budget to continually acquire new contacts, take care of the ones you already have in your database.

If you want your lead nurturing strategy to be not only effective, but also automated, then rely on the experience of specialists. Our Persooa team are experts who will help you select personalization and automation mechanisms tailored to your business. With our help you will turn anonymous visitors into loyal customers - take care of your leads at every stage and increase efficiency with Persooa.