The Power of Lead Nurturing: A Process That Enhances Brand-Customer Relationships

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In this article, we have chosen five examples of tactics that better than others show the power of lead nurturing, understood as a communication process capable of enhancing brand-customer relationships at every stage of the customer journey.

Lead nurturing is an organized strategy with the aim of transforming the “potential” customer into a “permanent” customer. It includes all the interactions that occur along the purchasing path and aims to guide the user-visitor on a path of progressive conversions . The people who work in the marketing team must organize their activities to manage these steps in the most incisive way possible, which correspond to as many states of the digital consumer : from visitor to customer to supporter .

Through lead nurturing campaigns, not only are preliminary knowledge south korea whatsapp resource opportunities created, but actions are also put in place to consolidate and keep an existing relationship alive. The nurturing that the brand must take charge of is intended to be nurtured for the entire time that customers remain in contact with the company, and, for the most far-sighted brands, even afterwards. Increasing the number and especially the quality of leads has now become a priority for companies, who agree that “long-cycle” nurturing is advantageous.

The most effective lead nurturing initiatives also create engagement because, by their very nature, they are inevitably relevant , that is, they are able to align specific content to certain stages of the customer journey . Knowing which stages of the purchasing process potential customers are in (and perhaps for how long and how often) and providing content that meets their needs (ads, web pages, emails or other) is by far the most effective way to bring them one step closer to purchasing. So much so that targeting users with content that is relevant to the position they occupy in their “journey” produces higher conversion rates.

Creating engagement and activating relevant relationships (which here is another way of saying “ personalized ”) are the two capabilities that make lead nurturing strategies absolutely indispensable today.