However, BtoC customers can just as easily improve their marketing and sales effectiveness through lead nurturing, especially when the purchase involves a significant budget or imposes a certain delivery time.
In these cases, the process of maturing and deciding on the potential client is a priori slow and delicate. It requires rigorous and appropriate follow-up to convince them at the end of the qualification cycle.
This essential phase prepares qualified contacts for a timely and promising transfer to sales teams.
For your lead nurturing campaign to be successful vp media email lists you will need to implement a rigorous action plan to establish solid and lasting contact with your potential customers. To do this, you will need to follow three successive steps.
1. Identify qualified leads
Make sure you identify those of your potential customers who are most likely to make a purchase. These are your qualified leads, i.e. the fish that scan your bait and come irresistibly close, the cracked eggshells that reveal a shy beak...
Therefore, you need to collect as much data as possible about their visits to your website or social media. From these interactions, you can deduce their type of persona, their actual level of interest in your services and/or products, and the stage they are in their purchasing process.
Why? The better you know your prospects' profile, problems and digital attitudes, the better you can personalize the content you create and send them automatically once they've made contact (subscribed to a newsletter or special offer, requested a quote, downloaded an eBook, white paper, etc.).
2. Regularly offer your potential customers value-added content
Once you've identified your best recruits, you need to feed them with appropriate, increasingly targeted content as they move through the conversion funnel.
During this phase, use CRM software, scoring and marketing automation tools.
Depending on the impact and meaningful interactions, fine-tune your content proposals by targeting prospects who act as potential customers. You need to hook them, offer them the bait they need. Flies for trout, sardines or anchovies for tuna... So don't hesitate to inform your prospects in detail about your skills and services. This way, they will be more likely to choose you instead of a competitor.
The more your potential customers identify with your campaigns, the more confident they will feel about buying and taking the bait.
As for the frequency of your emails, opt for the "not too much, not too little" approach, i.e. a weekly newsletter, starting with a personalized welcome or thank you email. There is nothing worse than repetitive emails, which can definitely put off your potential customers. Reassuring is a good idea, but asking too much is not.
