What Is Lead Nurturing?

By Indeed Editorial Team

Updated March 29, 2021 | Published February 4, 2020

Updated March 29, 2021

Published February 4, 2020

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

The primary goal of marketing is to build your customer base. Lead nurturing is an important part of any successful marketing strategy. It builds on initial contact with your leads by giving them information and allowing them to connect with your brand.

In this article, we'll discuss what lead nurturing is, why it is important and how to develop leads.

What is lead nurturing?

Lead nurturing is the process of developing relationships with potential customers and guiding them through the sales and buying processes. While practicing lead nurturing, you would use resources like an email list, social media, direct mail and blog content on your website to build a relationship with your leads, especially if they aren't ready to buy immediately. Lead nurturing strategies are designed to open a conversation so you can understand your potential client's needs, answer their questions and offer solutions.

A large part of lead nurturing is designing content to post on social media. Social media gives you the opportunity to build direct conversations with your audience and engage them with your business. You build trust and brand awareness with your audience as you interact with them. These kinds of interactions give your customers the information they need and will guide them to purchasing your products when they are ready to buy.

Many people use automated systems to help them with lead nurturing. You should have a customer management system to keep a list of contact information you get through your contact landing page. You also can use tools and apps to schedule social media posts, emails and blog posts. This helps you develop a personalized strategy for each marketing channel for the week or month.

Related: 7 Ways To Market a Small Business

Why is lead nurturing important?

Lead nurturing gives you the opportunity to build a relationship with potential customers and guide them to buy your products or services through engaging with them. Customers may take a long time to make a purchase due to the time it takes to research a brand, how many options that are available to them and their desire to trust the brand they are buying from. Here are some benefits of lead nurturing:

  • You may find that customers engage with your brand long after their initial contact.

  • You'll be able to answer questions and offer solutions to potential customers throughout the whole buying process.

  • You can provide targeted content to your leads.

  • You can engage with your leads through several channels, including social media, direct mail and email.

  • You can follow up with your leads regularly.

  • You can build your leads list by engaging with your leads and others in their circles.

  • You can build a comprehensive marketing strategy around nurturing leads and engaging your audience.

Read more: 4 Steps to Building a Brand

How to get leads

While many people are interested in selling your leads lists, you can find leads in much more organic ways. Use marketing and your company's online presence to draw leads to you. Here are easy steps to generating and nurturing leads:

1. Determine your target audience

You should know who your products and services are best designed for. You want to understand who they are, what their interests are, how much they make and what problems they are looking to solve.

2. Choose the best way to promote your business

Once you understand who your audience is, you need to choose the best way to reach them. This can be through social media, an informational website, community events, email lists, referrals, advertising and industry events.

3. Design automated systems for your sales funnel

Use automation tools to help make lead generation and nurturing easier to manage. These can include a customer management system that auto-fills from your contact landing page, social media scheduling apps and automated email updates.

4. Get contact information

Once you get your audience to visit your website, you'll need a reliable way to reach out to them. Design a landing page that allows your site visitors to give you their contact information in exchange for a sample, discount or gift.

5. Build relationships through email newsletters

Send your leads personalized email newsletters to keep them up to date on your services and products, discounts and events you will be hosting or attending. This will give them regular updates and allow you to cater your content to their interests.

6. Connect using social media

Many leads will become familiar with your brand through social media posts. Tailor your social media to engage with your leads through posts, contests and events. Use social media to get your leads involved in your business and to bring new leads with them.

Related: SMART Goals: Definition and Examples

Frequently asked questions about lead nurturing

Here are some common questions about lead nurturing:

How should I separate my leads to give them personalized content?

There are a few ways you can personalize your relationship with your leads while practicing lead nurturing. For example, you can separate them by how familiar they are with your company, their demographics and what products or services they have expressed interest in.

How do blogs nurture leads?

You are more likely to get sales when people can trust your information and view you as an expert in your industry. Blogs allow you to share your expertise, offer advice, answer questions and generate leads by interacting with your audience through the comments. Blogs are also easy to share on social media, which will increase your audience and help you shape the conversation around your industry, products and services.

How can I be sure to contact my leads regularly and promptly?

Many tools can help you schedule emails, blog posts and social media updates. This will help you stay connected with your audience and nurture your leads. Automated processes can also help you develop your lead nurturing strategy while you develop your broader marketing strategy, which means they will be intertwined. This can help you make your lead nurturing seem more natural and conversational.

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