Lead Generation: The Importance of Lead Nurturing

Hi. Welcome to the importance of
lead nurturing. I’m Courtney from HubSpot Academy. Lead
nurturing is important to inbound marketing because it’s
your opportunity to provide value to your leads and
customers and help them grow with your business. As an
inbound professional, you might ask yourself, “How do I connect
with my prospects and turn them into customers in the most
helpful way?” Lead nurturing is the answer. Lead nurturing is
the process of building relationships with your
prospects with the goal of earning their business when
they’re ready. In practice, lead nurturing is a marketing effort
focused on engaging with your leads and customers in a way
that encourages them to progress toward a specific action. Lead
nurturing is the timely,efficient, and targeted
approach to connecting with your contacts. And by taking this
kind of approach, you can deliver helpful content with the
right context. So the big question you need to answer is
what makes lead nurturing so important to your success with
inbound marketing? It’s important to know where your
lead nurturing efforts fit into the inbound methodology. How are
you going to use lead nurturing to achieve your goals? When we
look at the four stages of the inbound methodology — attract,
convert, close, and delight — lead nurturing lives primarily
in the close stage. Successful lead nurturing helps you focus
on providing value to your leads by offering them the information
they need at the right time. Each lead you have in your
database should be nurtured according to their interests and
lifecycle stages. Pages they’ve visited and content they’ve
consumed all indicate shifting interests. Good nurturing adapts
the messaging to stay relevant and helps you win new customers,
faster. Good nurturing helps you keep up the conversation with
your contacts. And this helps you continue to connect after
they become customers and could be looking for more information
from you and your company. You provide this value to your
customers, and they give you value in return, helping you
grow your business. This is where you see success with lead
nurturing. It’s the best of both worlds – growth for your leads
and growth for you. So what exactly is lead nurturing? It’s
the timely, efficient, and targeted approach to connecting
with your contacts. Let’s look into each of these three aspects
to understand how to connect with your contacts. The first
aspect is timeliness. One problem that inbound
professionals face is finding the right time to connect with
leads when they’re most interested. And one problem your
leads face is being contacted at the wrong time. This is where
lead nurturing comes in. Lead nurturing is delivered through
marketing automation. When we say marketing automation, we’re
referring to the software that exists with the goal of
automating your marketing actions. Many marketing
professionals have to automate repetitive tasks, such as
emails, social media, and other website actions, or they want to
build systems of automated workflows that help them
streamline and manage their campaigns. Marketing automation
technology makes these tasks easier and helps you delivers
your content to your leads at the right time. With marketing
automation, you can develop nurturing campaigns that deliver
the right content based off the actions your leads take with
your company. Using your marketing automation software,
you can trigger events to happen after your contacts have taken
certain actions, such as downloading a piece of content,
opening a specific page, or requesting information from you.
For example, if a contact downloads a piece of content on
“The Best Ways to Create Subject Lines for Email Newsletters,”
you’ll then be able to send a follow-up piece of content that
builds off that subject. This could be a blog post on how to
write effective email copy. You’re continuing the
conversation with additional content that has context in what
they’re interesting in learning about. With marketing automation
software in your inbound toolbox, you can take full
advantage of the benefits of timeliness and help your leads
get their answers faster. Marketing automation software
doesn’t just help you be timely but helps you to automate in
general. That brings us to the second aspect of lead nurturing:
efficiency. HubSpot found that the odds of an inbound lead
becoming qualified are 21 times greater when they’re contacted
within 5 minutes vs 30 minutes. This type of speed is possible
through automating tasks and reducing the time a salesperson
has to spend on qualifying or warming up a lead. It’s all
about efficiency. The content and interactions a lead will
experience through your lead nurturing campaign will do the
heavy lifting to leave you and your teams to focus on creating
helpful content, connecting with leads through sales faster, and
reviewing data to continue optimizing your efforts — in
other words, being human, helpful, and holistic. Your
marketing automation doesn’t do marketing and lead generation
for you, but it can scale your efforts and increase the value
you provide to your contacts in a more efficient way. Timeliness
and efficiency together bring us to the third aspect of lead
nurturing: Targeting your leads in the right way. By using lead
nurturing, you can tie a series of emails to a specific activity
or conversion event. In other words, you can craft your emails
based on the action your lead or customer takes. This shows them
you’re aware of their interests and providing them with what
they might need next. When connecting with your contacts,
you want to be as human as possible. Being human is what
builds trust, and trust is what helps you become successful as a
business. Your lead nurturing campaigns provide contextual
messages to your contacts, which is key to building that trust —
it’s about being targeted and more engaging to your lead or
customer. These are the three most important aspects of lead
nurturing and why it’s crucial to your success with inbound
marketing — it’s a timely, efficient, and targeted approach
to connecting with your contacts. Inbound professionals
use lead nurturing to help their contacts grow with their
business. You can nurture your leads by engaging with them on
an ongoing basis and gradually guiding them through the buyer’s
journey with both helpful content and context.

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