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Posted by: Jordan Rinaldo

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How important is lead nurturing in increasing sales for your business? Turns out, it’s very important.

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Forrester conducted research back in 2014 that shows there’s a 20-percent increase in sales from nurtured leads over non-nurtured ones. (Forrester, 2014). So how does lead nurturing increase sales for your company?

It helps you provide targeted content to leads, it shortens the sales cycle, and it boosts referrals from current customers.

Targeted Content

One of the ways you can nurture your leads to increase your sales is by creating target specific content for your potential customers. Targeted content shows your customer that you understand what they need and what they are looking for. It also shows on a bigger scale that you care. Customers like to be taken care of, and they like to be shown that they matter. By targeting your content to them through lead nurturing emails, you show them you care.

To create targeted content your leads will care about, create effective landing pages with forms that ask the right questions. Ask about your leads’ greatest pain points and challenges. Ask about their job titles. Ask about their industries. Then, segment your list of email recipients by groups with common interests.

Shorter Buying Cycle

Using lead nurturing to increase sales helps create a shorter buying cycle for those customers. With lead nurturing, you’re building a relationship with your customer. All relationships are built on trust and honesty. Once these factors are established, leads are more likely to buy from you more quickly. The targeted content you send also helps leads become more informed, making them more confident in making purchasing decisions.

There are many ways to go about building a relationship with leads, but two of the main strategies consist of maintaining consistent communication and identifying their needs and challenges.

By maintaining consistent communication with your leads, you ensure you’re always a resource for them. You’re happy to answer any questions they have you’re happy to take the time to reach out to them. You can maintain your consistent communication through email, social media, or phone calls. Make sure all of your communication is personalized.

You can again identify their greatest needs and challenges by asking telling questions on your landing page forms. You can also note which emails they’ve opened and which links they’ve clicked on to gain more insight into their interests.

Referrals from Customers

Now that you’ve targeted your content and created a shorter buying cycle, you can still use lead nurturing to increase sales by getting referrals from your customers.

There is no better spokesperson for your brand than a happy and satisfied customer.  You can bet your customers will be telling their coworkers and their friends and other business contacts about your company. This translates into more website visits and more potential customers reaching out to you.

Don’t quit lead nurturing after the purchase. Keep in contact and continue to build the relationship you started.

So, does lead nurturing increase sales? Yes. Research from Forrester also shows companies that dominate at nurturing leads generate 50 percent more sales at a 33 percent lower cost (Forrester, 2014).

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