The marketing is full of multiple concepts, and some of the ones that show the strongest in recent times that of “Lead Nurturing”, whose literal translation is “Nutrition of Leads”. The process, carried out by large companies with high volumes of information, is to get your prospects or customers to make new purchases, based on a detailed knowledge of their needs, and sending them a message according to the exact moment.
In CWT Advertising Today we want to tell you about this methodology and its 4 stages, so you can extrapolate it to your business, and thus increase your conversion rates and your sales.
1. Identify your potential customers
The first step will be to identify all your contacts that have possibilities or are at the right time to buy your products or services. Corporates use algorithms, business rules, and the benefits of big data to reach this conclusion. In your favor, you can, with your list of contacts received in recent months, and with a detailed analysis work, reach the same – or better – conclusions as computer programs.
2. Know the shopping cycle of your customers
Your second job will be to develop a cycle or purchase order for your customers, which will be 100% specific to your business and your brand. A simple and paradigmatic example is that of a company that markets a software product. The stages of the new contacts will be inquiry, information about prices, demo request, proof of the demo, and finally the purchase.
In this idyllic path you will find several variants: users who did not ask for a demo because they did not have the time and the imperative need for software. Others to whom the product seemed expensive, but perhaps they have already grown and now they find it affordable. Companies that evaluated your software, and did not acquire it for missing functionality, or because they were waiting for a project to finalize the decision, among other possible causes.
As you can see, the possible decision flows are many, but they are not infinite, and an adequate survey will allow you to register in your CRM (your program to follow your sales opportunities, be it a sophisticated software or an excel), until which stage each contact arrived, and why it stopped.
Each company will have its own shopping cycle and surely you will know yours!
Another fundamental factor to consider is seasonality. As thousands of years ago when homo sapiens emerged, seasonality guides us. We do not do the same activities, nor do we have the same schedules, nor the same needs, nor do we require the same products as the year progresses. Maybe you offer products for the heat, or for spring, or for extreme cold, or for several of them. But it is essential that you take advantage of this knowledge for your own Lead Nurturing process
Before moving forward, it is important that you be aware that the success of this methodology will be based on a detailed record of each “no purchase”. That is, instead of demotivating you for a failed sale, release all the information you can and document it, to achieve a closure at another time in the calendar.
3. Define a matrix and locate your prospects or customers
Step 3 requires time and a thorough analysis of all the information you have available.
- Build an array with columns with the information you defined in point 2.
- Write in rows all your contacts from step 1, that is, the possible buyers, and place them in one of the columns according to their stage in the purchase process.
This information will be vital for the final step prior to the sale.
4. Create a personalized message for each person
This is the last stage of the lead nurturing process, and it consists neither more nor less in sending each contact a precise message, at the exact moment, that drives him to buy you for the first time, or to do it again.
As we explained, large companies invest significant sums of money to automate this process. You will have in your favor the ability to fully customize each situation. In some cases it will be an offer, in others a comparison of benefits between products, or a combined offer of several items.
Finally it is important that you keep in mind that corporates systematize this whole process with campaigns. In your brand, you can include WhatsApp messages, phone calls, or even personal visits, as it is most convenient each time.