Jul 11, 20216:55 PM - edited Aug 12, 202110:14 AM
HubSpot Employee
What's an example of lead nurturing?
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.
Think back to the last interaction you had with a company online that led to a purchasing decision. Share that experience with us in the comments below.
A great example is Anthropologie, they track the events or products I browse and later send me an email reminding me about the item I didn’t purchase, along with similar products I might like.
Publishers use this strategy too: if I read an article, they’ll start sending me related content to keep me engaged and coming back for more.
Lead nurturing is tactics used by businesses to make the consumer base loyal to the consumers. The last company I engaged online that led to a purchasing decision was Sephora. Despite their high prices, they have a strong and loyal consumer base, and here are a few reasons how they do this:
1. Birthday gift promotions- Sephora provides benefit for their members, and one of them is birthday gifts. Multiple companies like Sephora create free memberships and make their consumers collect points to receive benefits.
2. Service- As expensive and luxurious Sephora is, their service is wonderful. Sephora tries their best to provide a positive experience for their customers, so they perform various services for them. As an example, employees do the consumers' makeup upon request.
3. Branding- With the collaboration of brand image, reputation, the products they sell, and the interior choice, Sephora is acknowledged as a brand that sells quality, pricey products. This creates a sense of exclusivity, which drives more desire for the consumers.
Lead nurturing involves engaging and building relationships with potential customers throughout their journey to eventually change them into paying customers. Here are some examples:
Read Acquisition: A potential customer (lead) downloads an eBook from the company's website.
Welcome Email: The lead receives an automated email thanking them for downloading the eBook. The email includes a brief introduction to the company and a link to a blog post on a related topic.
Educational Content: Over the next few weeks, the lead receives emails with valuable content, such as case studies, webinars, and tips on best practices. Each piece of content subtly highlights how the company addresses common challenges.
Service Introduction: After a few educational emails, the company sends an email introducing its solution, focusing on how it specifically addresses the pain points discussed in the previous emails.
Personalized Follow-Up: If the lead engages with the service introduction email (e.g., by watching the video or attending the webinar), they receive a customized follow-up from a sales representative offering a one-on-one meeting.
Conversion Offer: After the meeting. The proposal may include a special offer, such as an added benefit.
Continued Engagement: The leads remain in your nurturing pipeline even if they don't convert immediately. They continue to receive relevant content and invitations to exclusive events, ensuring your company stays top-of-mind when they're ready to move forward.
Recently, I was researching project management software online for my team. After browsing several options, I signed up for a free trial with a company that offered the features we needed. Over the next few weeks, I received personalized emails that highlighted key functionalities based on my usage, as well as case studies from companies similar to ours.
These emails were not pushy but informative, guiding me through different aspects of the software. There were also timely follow-ups from a sales representative offering to answer any questions. The combination of targeted content and personal outreach made me feel confident that this software was the right choice for our team, ultimately leading me to purchase their service.
It's important to consider that buyers are all at different stages in the buyers journey. Sending generic communications to them will be be effective as the meassging needs to be specific to relate to the stage they are at. This is where lead nurturing comes in.
Proporcionar recursos útiles y ayuda personalizada a los clientes con la intención de mantenerlos satisfechos, consentidos y que ellos se sientan comprometidos y respaldados por la marca. Esto fomentará una relación duradera.
It is a potential customer's transformation from an unaware one into highly involved one by resulting a purchase within your brand due to your funnel marketing activities scoped in your timeline
I think you should see a company as a friend group. Lead nurturing is inviting that guy you think would be a good fit, but he feels unsure about it. The goal is to make him feel welcome, comfortable, and most importantly that he can find value in the friend group, just like the group sees value in him. That they get something out of it, just like you do. Doing that is done by putting effort into consistent contact and communicating so that they find interest in you, just like you find interest in them. Not to invite them to a hangout (the service) and leave them alone and hope that 'they will adjust to the group' somehow.
I think lead nurturing is holding users hand throughout the buyer's journey and guiding them in this journey. (in contrast, most of non-integrated marketing efforts just guid customers in one step and let them wander in others.)
Lead nurturing is the process of developing and maintaining relationships with potential customers or leads, with the goal of guiding them through the buying process and ultimately converting them into paying customers.
Lead nurturing is basically building and implementing a system to effectively manage your leads, manage the data or insights from the various actions they take and using this to create an ecosystem that supports them through their journey.
I will share my personal experience buying Pc parts from a domestic website.
How the seller is nurturing valuable information about the Product that I'm interested in buying, replying to emails as fast as engaging with the customer made me buy the product.
An example of Lead Nurturing is getting a series of emails about a certain topic after downloading a guide from a website that is also related to that topic.
I purchased from Your Social Team due to the emails they provide. The sale emails particularly nudged me to a purchase. There is another purchase I recently made and the strategy is she repackages the same products to speak to different pain points and because of this I always check my purchase list prior to making a purchase with her. She sends mostly product emails with a small percentage of informational emails though this maybe what her target desires.
Lead nurturing helps people feel delighted about make purchases l. Offering sales, discounts, positive communications, and gentle encouragement helps others feel good about going through the buyer's journey.
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