Do you struggle with being "Ghosted" by potential customers? If you are stuck wondering why some leads go cold, it may be time to reevaluate and revitalize your lead nurturing processes. Did you know that nearly 80% of leads never become sales? That number sounds like a high one, but a 20% close rate is pretty good in the grand scheme of things! Here are a few ways to make sure your leads are being nurtured properly so that you are closing the maximum amount of deals possible.

Evaluate Your Buyer Personas

If you already have buyer personas or profiles set up, the first step in revitalizing your lead nurturing system should be to refine these profiles. You should modify things that may have changed and add more detail to them even when you believe they haven't. The buyer personas are pivotal when it comes to nurturing leads because they can help you better predict your potential customer's wants and needs. If you can help them with their needs easily, they are more likely to become customers.

Refine Your Lead Scoring

Assessing the quality and stage of your leads is also a very important component of lead nurturing. Knowing that your buyer is still very early in the buying process can prevent you from getting a hard no before you even get a chance to sell to them. Once your leads are appropriately scored, your sales team will be more equipped to nurture those leads and close the deal.

Remain Organized

Organization is a great tool to have in any facet of your business, but it rings especially true for sales and nurturing leads. If you are properly organized, nurturing leads will be almost effortless. Segmenting your leads can help you send the right emails and make the right phone calls when you need to so that you stay fresh in the mind of your potential customers without coming on too strong.

Leverage Your Content

Nurturing a lead is all about the journey that a lead takes to become a customer. When nurturing, you need to make sure your lead gets the content they need when they need it. You should have carefully curated content at your disposal for every stop in your lead's journey. Basing content off of your persona's needs and wants is a great way to get their attention and build their trust. Content can come in the form of infographics, blogs, videos, white papers, and e-books. You should have a platform for all of your leads to easily access your content when they need to.

Customer-Based Communication

It's safe to say that not everyone who reached your website is ready to make a purchase. Once a potential customer expresses interest, and you start communicating with them, it is important to build a relationship with them, and customize the communications you have, to suit them and their needs instead of your own. Talking about yourself too much is a huge faux paw. Did you know that 86% of consumers and leads would like to receive promotional emails from companies they do or want to do business with at least monthly, and only 15% would like to get communications daily? Knowing this kind of key information about your leads can help you make sure all of your communication with your leads is welcomed and suited to their needs.

Winn has over 30 years of experience in lead generation. Leverage our expertise for your next campaign!