You might have had countless leads and caught the attention of users visiting your website, but are these enough to succeed in business? Often, having numerous leads isn’t enough when these aren’t converting into customers, mostly due to the fact that you’re having trouble promoting your products and services without sounding too pushy. In this case, you can utilize social media optimization for lead nurturing to turn your prospects into actual clients.
Lead Nurturing Defined
Lead nurturing can mean one of several things. First, marketing automation software developer Marketo defined this as the process of building effective relationships with your potential customers as both of you go through the buying process. Another definition provided by Techopedia said that lead nurturing aims to present a company in the best light possible to make it more likely for a potential customer to buy their products and services.
Lead nurturing is an important factor in any online marketing strategy, since it’s not enough to increase your online engagement when you can’t see any increase in your sales. A study conducted by MarketingSherpa found out that a majority of leads, as much as 79 percent of them, would never turn into actual sales because of a brand’s lack of lead nurturing.
Moreover, lead nurturing is more than just sending the occasional e-mail – drip marketing lacks the personalization of lead nurturing. The process is more like communicating to a fellow human, with human feelings and ideals, rather than transacting with a machine.
Using Social Media for Lead Nurturing
Sending e-mails with personalized content tailored to a certain person’s needs is just one of the many strategies you can use to turn your leads into customers. Implementing social media integration, with the help of marketing and branding experts from companies like 5 Star Brand, can also help in creating a strong relationship between you and your audience, which is the main aim of lead nurturing. Reaching out to your audience by utilizing e-mails, social media, and other channels such as your website and your blog is one way you can provide an integrated experience with them, and ideally entice them into becoming your customers in the near future.
You may have these channels at your disposal, but what should you provide your audience? Lead nurturing requires that you provide them with relevant content that addresses their needs. Most importantly, building trust by setting expectations and fulfilling them along the way can better help your lead nurturing strategy, and once your audience knows you can be counted on, they’ll soon turn into your new customers.
(Source: Why is Lead Nurturing Important for my Business?, Marketing Digest)