Having trouble with lead conversions? Here are 5 actionable steps for nurturing leads and building a strategy that works.

For many companies today, the sales process isn’t clear cut. Customers “touch” several times before they even get in contact with you. They like to research, compare, and make decisions before consulting a salesperson. So how do you connect with these people? Learn how nurturing leads works with modern day behaviors.

nurturing leads

The 5 steps every salesperson needs to know

1. Defining the stages of your sales funnel

The first step in building a nurturing strategy is to establish the stages of your sales funnel. Use the AIDA model as the skeletal structure:

  • Attract: what sources do your leads come from?
  • Interest: how do you catch their interest once they “touch” your business online or offline?
  • Decision: what are the final steps to nurture a purchase decision?
  • Action: how do you make it easy for the prospect to act?

Once you have those four stages outlined, then you can start filling in the details at each step. The more granular you map out the pipeline, the better you’ll be able to nurture customers at each point.

And that is an important distinction here: nurturing leads is what YOU DO for customers at each step and how YOU MOVE THEM through the buying cycle.

2. Filling the funnel with multiple sources of marketing

The chicken comes before the egg with sales funnels. First, you need leads. Traffic. People who come to your front door asking for information about you, your products, and reviews.


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The big debate is about how many lead sources you need. Should you have more than one? Yes. More than ten? Maybe not. After you’ve pinpointed a handful of possible lead channels, it’s time to think quality over quantity. Your decisions on what channels to invest in depends on your business’ unique needs.

However, there are a few strategies that almost any business should use. Here are a few:

  • Building and maintaining a clean, user-friendly website. Every page should contain pertinent information, useful links to navigate, and easy paths to next steps and conversions. Your website is your digital storefront. Take care of it.
  • Engaging followers over social media channels. The profiles you need depends on the business, but make sure you get it done and keep sharing information every day.
  • Online advertising and search engine optimization. Find an expert to help optimize your web pages so your audiences can find you online. Target keywords that relate to your products and run advertising campaigns. Always drive traffic.

3. Qualifying your prospects as soon as possible

If you’re selling a product that only fits a specific type of customer, don’t waste your valuable time and money on the wrong person. Qualify your prospects. Make sure they’re in the market!

Brainstorm your deal breakers and find out a way to ask those questions up front. For instance, if you were selling solar panel installations to homeowners, make sure the people entering your funnel are, guess what, homeowners. Not renters.

Get your list of qualifiers together and add them to your contact form on the website. A simple yes or no question will do.

Are you a homeowner? No.

O.K. then, have a nice day. Happy to help once you buy your first house!

Also, make sure you clearly communicate what you do and who you do it for on your website. Include that message front and center, so people will know they’re in the right place.

After that, you can focus on explaining why they’re in the best place.

4. Using automated touches to move people along

Automation is the lifeblood of nurturing leads and making conversions. Connect with customers by scheduled emails and content which contain answers to questions and further information to digest. It’s also a fantastic buffer for prospects who aren’t ready to connect with a salesperson yet, but still want to learn more about the company and its products.

If you’ve created a lead magnet on your site (more below), it’s crucial that you create an email drip to target the prospects it has captured. Write the emails ahead of time and schedule them to send throughout the coming days. They’re meant to establish a connection, provide more information, and nurture without being pushy.

5. Personalizing lead magnets and crucial messages

Automation doesn’t answer every problem. At some point in your strategy, nurturing leads will need a personal touch. That’s how you establish credibility and trust.

Lead magnets are a clever way to connect with a prospect’s needs. You essentially provide information for a specific type of customer. Something he considers desirable and insightful. Why does that matter? Because it shows that you know your audience–their needs and questions and unique problems. Personalize each lead magnet for every type of customer you serve.

Are you a homeowner? This is for you. A business owner? Here you go.

Finally, sending a personal email makes a huge difference. It provides a sense of recognition, connection, and personalized service. Choose where customers crave a personal touch in your funnel strategy.


lead-managerlead-managerWant to know the secret to lead nurturing? Software that automates follow-ups at every step. See how it works. Schedule a free demo today!


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