What is lead nurturing and why is it important? These are a few questions you may be asking yourself if you’ve looked into outsourcing your marketing efforts. Lead nurturing is a delicate process that encourages someone with interest to eventually make a purchase. This is a vital part of the sales cycle because on average 50% of leads are not ready to purchase, so attempting a sale too soon will result in a no.

Communication is key

Did you know that that 35-50% of sales go to the vendor that responds first to an inquiry? Staying in communication with a potential lead is proven to generate more sales. Automated lead nurturing is a great way to make sure a potential client is consistently followed up with after they’ve initiated interest.

Provide value

When your lead reached out to you, this person has given you a little insight as to why they’ve agreed to receive information from you, you should use this to your advantage. When you reach out to them, make sure your message matters to them. When you begin sending a potential customer irrelevant information, you’ll quickly be written off as spam. Instead, regularly send them information they cannot wait to read. You will become a go to for information and a trusted partner when it comes time to make a purchase.

Content is king

What kind of content is driving leads into your hands? What kind of content is going to keep them there? Valuable content can come in many forms. Here are a few ways to gain and keep interest in your content while you nurture your leads:

• Informative videos
• How-to guides
• White Papers
• Newsletters
• Reviews
• Free consultations

Make sure every time you reach them, you consider the benefit behind your content. Providing value doesn’t always mean you’re providing a benefit. Ask yourself before you hit send if your list needs or wants this content.

Simply going after the “low hanging fruit” and only opening up communication with those that are ready to make a purchase will leave you with an empty sales pipeline.  Lead nurturing helps to keep your company at the top of the mind of your prospects and build a relationship that can result in long-term business and loyal customers.