Lead Nurturing and Your Business: 4 Reasons Why It Works

Everyone wants to be acknowledged in some way, shape or form. When you’re running and/or managing a business, you must keep this in mind. The chances of leads converting into clients without any interaction from the company are slim to none. Lead nurturing involves building relationships with leads who are interested in learning more about your business and/or solutions.

When done well (as perceived by the lead), your lead nurturing efforts may result in a positive outcome…i.e., a solid close and a new client relationship. However, even a close without a sale can be a positive experience when you have properly nurtured your lead. How your business nurtures leads depends on your style of doing business and your audience.

Either way, lead nurturing works. These are 4 reasons why.

Lead nurturing includes conversation and communication

Before almost anything else, people want to be heard and understood. One of your first steps in lead nurturing should involve deciding whether the lead and your solution(s) make a good match. Find out their needs and pain points early in the process by asking questions, then listening.

Lead nurturing builds trust

When it comes to doing business, people are more likely to choose companies they trust. Through lead nurturing, you build trust with leads by being honest with them from the beginning through the close.

Lead nurturing offers the information people want, when they want it

One of the hardest steps for effective lead nurturing involves creating the right amount of content which says the right things for your lead(s). This content needs to be relevant to where your leads stand within their buying cycle, and it must also be delivered at just the right time(s). It’s not easy, but offering value to your leads goes a long way in their decision-making process.

Nurtured leads feel served, rather than sold

You’re going to be hard-pressed to find anyone who will buy your solutions through hard-sales tactics. Period. You sell to your leads by serving them…through communication, building trust, and providing them with value. Make your leads feel good about doing business with you. Even when leads don’t become your clients right away (or ever), you can move forward and know you have done everything you could by establishing good relationships with them.

So, what are your thoughts on lead nurturing? I’d love to hear what works for you and your business. Feel free to leave a comment below or tweet me @jplussocial anytime!

Related Resources:

InTouch Lead Nurturing - Ripening the Right Bananas

Software Advice‘s The B2B Marketing Mentor How HubSpot Nurtures Leads

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