Are you having trouble getting more customers to buy from your website?
If so, you’re not alone.
Contrary to popular belief, marketing is no easy feat.
You can get all the leads you want, but if you don’t know how to nurture them, it’s all for naught.
The lead nurturing process is so much more than simply following up with prospects to see if they’re ready to buy. It all starts with putting yourself in your customers’ shoes.
1. Map out your buyer’s journey
The first step to understanding lead nurturing is mapping out your buyer’s journey.
This means identifying each and every touchpoint a customer has with your brand, from the very first time they hear about you, to when they make a purchase. You’ll also want to determine what questions they have at each stage of their journey.
Once you have a clear understanding of what this looks like, you can start to identify where your leads are getting stuck, and what you can do to help them move on to the next stage.
For example, let’s say you’re a clothing retailer.
Your buyer’s journey might look something like this:
Awareness: Prospect sees an ad for your store while scrolling through Facebook.
Interest: Prospect clicks on the ad and visits your website.
Consideration: Prospect browses through your product pages and adds a few items to their cart.
Decision: Prospect completes their purchase and becomes a customer.
Post purchase: Buyer is satisfied with your product and keeps you in mind the next time they need new clothes.
Repurchase: Buyer purchases from you again, beginning a long-term relationship.
Now, let’s say you’re finding that a lot of your leads are getting stuck at the consideration stage.
This is where you need to focus your efforts.
Think about what you can do to help move them along to the decision stage.
Maybe you offer free shipping on orders over $100, or a discount for first-time buyers.
This is just one example, but the important thing is that you’re identifying where the problem is and taking action to help your leads move closer to a purchase.
2. Focus on progression, not just lead capturing
When it comes to lead nurturing, a lot of businesses make the mistake of only focusing on lead capture.
They want to get as many leads as possible, without really thinking about what happens after that.
If you’re not focused on progression, you’re going to have a hard time moving your leads through the buyer’s journey, and ultimately getting them to purchase from you.
Things like coupons, free shipping offers, and valuable free content are great ways to go about this. The important thing is that you’re creating content that will help your leads progress, rather than simply capturing them.
3. Walk alongside your customer
One of the best ways to nurture your leads is to walk alongside them on their journey.
You should be there for them every step of the way, providing them with the resources they need to move closer to a purchase.
If you’re not, they might get lost and never make it to the decision stage.
So how do you walk alongside your customer?
It’s simple: be there for them. Answer their questions and respond to their inquiries with patience. You’ll also want to create content that explains things in a way that’s easy to understand.
Don’t assume that your leads know everything about your product or service. You need to be clear and concise, providing them with all the information they need to make an informed decision. This will help you build trust with your audience and position you as an expert.
4. Continue the walk long-term
The buyer’s journey doesn’t end when your prospect makes a purchase.
In fact, it’s just the beginning.
Now that they’re a customer, you need to continue providing them with value, so they continue to do business with you long-term.
One way to do this is to create content that helps them get the most out of your product or service.
For example, let’s say you sell software that helps businesses track their sales.
You might create a blog post that discusses how to get the most out of your software, or a video tutorial that shows them how to use it.
By continuing to provide value and customer service long after the purchase, you can keep your customers happy, and ensure that they continue to do business with you.
Lead generation requires lots of patience and marketing knowledge. Leave it to the professionals at Bizzuka to help you generate high quality leads. Schedule a free strategy call with us today for expert advice on optimizing your strategy!