{"id":13868,"date":"2022-02-16T13:07:04","date_gmt":"2022-02-16T13:07:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/16\/5-lead-nurturing-strategies-to-watch-out-for-in-2022\/"},"modified":"2022-02-16T13:07:04","modified_gmt":"2022-02-16T13:07:04","slug":"5-lead-nurturing-strategies-to-watch-out-for-in-2022","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/16\/5-lead-nurturing-strategies-to-watch-out-for-in-2022\/","title":{"rendered":"5 Lead Nurturing Strategies to Watch Out For in 2022"},"content":{"rendered":"

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Lead generation is essential for many businesses to attract new potential buyers and grow the customer base. But, generating leads isn\u2019t enough itself to drive sales, and the stats<\/a> prove it. As Gleanster Research findings show, 50% of leads you generate are not ready to buy yet. Moreover, according to MarketingSherpa, 79% of leads never convert to sales!<\/p>\n

So, your job shouldn\u2019t stop at lead generation. After a visitor converts into a lead, you need to nurture them on their way toward a buying decision. By doing so, you are moving prospects from the top to the bottom of your marketing funnel.<\/p>\n

Read this article to discover the working lead nurturing strategies to follow in 2022.<\/p>\n

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What is lead nurturing?\u00a0<\/h2>\n

First, let\u2019s define what exactly lead nurturing is.<\/p>\n

Lead nurturing assumes building meaningful relationships with inbound leads throughout their customer journey. To nurture their leads, businesses are engaging them with the right content at the right time.<\/p>\n

Related: A Crash Course on Lead Nurturing\u2026 And Why it Matters<\/a><\/p>\n

Why go for lead nurturing?<\/h2>\n

Now, let\u2019s identify the key benefits of lead nurturing.<\/p>\n

More sales-ready leads<\/h3>\n

According to Marketo<\/a>, businesses implementing lead nurturing strategies generate 50% more sales-ready leads. Why is that? Relevant information about the products or services helps convert prospects into higher-quality leads.<\/p>\n

Higher average order value<\/h3>\n

With lead nurturing strategies in action, businesses can leverage cross-sell and upsell opportunities. Informing customers about other products and services contributes to increasing average order value. As The Annuitas Group<\/a> reports, nurtured leads make 47% bigger purchases compared to non-nurtured leads.<\/p>\n

Lower acquisition costs<\/h3>\n

Lead nurturing strategies often involve cost-effective methods of attracting potential customers. Spending less on customer acquisition contributes to getting higher ROI. According to Forrester<\/a>, lead nurturing can help businesses cut acquisition costs by 33%.<\/p>\n

Building reputation<\/h3>\n

Finally, lead nurturing helps businesses build a reputation of a thought industry leader. As companies distribute thoughtful educational content, they earn credibility with the audience.\u00a0<\/p>\n

5 proven lead nurturing strategies to follow<\/h2>\n

Now, let\u2019s get into our selection of successful lead nurturing strategies to watch out for in 2022.<\/p>\n

#1 Consider your buyer personas to create targeted content\u00a0<\/h3>\n

To make an impact on your audience, ensure that your message resonates with their interests and needs at the moment. Understanding your unique buyer personas can help with relevant content creation. To craft targeted content, consider your persona\u2019s interests, pain points, and marketing triggers.<\/p>\n

#2 Align your content with your leads\u2019 customer journey stages\u00a0<\/h3>\n

As mentioned above, lead nurturing aims at serving your audience with the right content at the right time. The goals of potential customers differ throughout the stages of their customer journey. So, be sure to match your content with your audience\u2019s needs at each stage.\u00a0<\/p>\n

Let\u2019s see what kind of content you can use to nurture your leads throughout their journey.\u00a0<\/p>\n

Awareness<\/h4>\n

At the awareness stage, people recognize an issue they have and are looking for solutions. Industry reports, white papers, and e-books can help your prospects better navigate their needs or problems.<\/p>\n

Consideration\u00a0<\/h4>\n

During the consideration stage, the prospects are conducting their pre-purchase research. They are already aware of the available alternatives, and they need to make the right choice. To drive your leads toward choosing your product, nurture them with webinars with one of these platforms<\/a>, explainer videos, case studies, and FAQs.<\/p>\n

Purchase<\/h4>\n

As leads reach the purchase stage, they already know the options and are ready to order. At this stage, client reviews, case studies, and success stories can have a great impact on a purchasing decision.<\/p>\n

#3 Personalize your outreach\u00a0<\/h3>\n

According to Epsilon<\/a>, 80% of customers prefer buying from companies offering personalized experience.\u00a0<\/p>\n

Today, personalization opportunities<\/a> have gone way beyond putting a prospect\u2019s name into an email body. To deliver personalized content, you can apply user behavior data. Collect this data by tracking such events as a guide downloaded or a shopping cart abandoned. Based on this data, you can set up behavior-triggered emails with either more valuable content or a call to move to the next step.\u00a0<\/p>\n

#4 Follow multi-channel approach\u00a0<\/h3>\n

Gone are the days when lead nurturing assumed email marketing only. Today, savvy marketers are following a multi-channel approach to nurturing leads. Let\u2019s figure out the best channels for lead nurturing.<\/p>\n

Email marketing<\/h4>\n

Email marketing is still one of the most effective channels. To engage your audience and drive them to the next stages of their customer journey, it is worth sending them various types of emails:<\/p>\n