96% of visitors who land on your website aren’t ready to buy, while 80% of leads never turn into customers.
That means it’s crucial that you plan and implement a sound lead nurturing strategy that will ensure that you convert as many of your visitors and leads as possible.
Businesses that engage in lead nurturing generate 50% more leads at a 33% lower cost compared to businesses that don’t nurture any leads. They also generate a 45% higher ROI on their lead generation efforts.
It’s been shown that nurtured leads spend 47% more with a business compared to non-nurtured leads. They also tend to convert faster.
Lead nurturing allows you to:
It might sound strange that lead nurturing can help in generating leads, but it’s true.
If you email your leads an interesting piece of content that is hosted on your website, they might share it with their network, which could lead to more visitors landing on your website.
You can then convert these visitors into leads through a call-to-action, a quote form, or a content offer.
By nurturing these new leads, you keep the cycle going and continually generate leads with the help of your lead nurturing program.
Stay top of mind
Lead nurturing allows you to keep your brand top of mind and make sure that your leads don’t forget about you or lose interest.
If you stay in touch with them, you’ll often be the first one they think of once they’re ready to make a purchase.
Communicating with your leads on a regular basis increases the chances of converting them into customers in the future.
Learn more about your potential customers
Another benefit of lead nurturing is that it allows you to learn more about your potential customers. Through lead nurturing, you can uncover their needs, pain points, and challenges you never even considered.
This, in turn, will help you market to them more effectively and have a better chance of converting them into customers.
It will also allow you to identify distinct upselling and cross-selling opportunities that you can take advantage of to increase the lifetime value of your customers.
A great way to learn more about your leads is to send out email surveys. These should center on the problems that your leads are facing and ask what they are looking for in a solution.
Trust is a crucial factor in any transaction. It’s quite simple - if people don’t trust you, they won’t do business with you.
A great way you can use lead nurturing to build trust is by showcasing your satisfied customers through reviews and testimonials.
Once your potential customers see how other people are satisfied with your service, they’ll feel much more confident about buying from you.
Research supports the importance of reviews, with studies showing that as much as 88% of consumers read reviews before making a purchase while 90% claim that online reviews influence their purchasing decisions.
The effectiveness of reviews and testimonials, and their influence on building trust is based on two distinct cognitive biases that people commonly have:
- Zero-risk bias - We prefer situations that carry no risk (e.g.,buying from a business that has a large number of positive reviews or offers a money-back guarantee).
- Confirmation bias - People tend to look for signs that would convince them to buy something they already want to buy. If someone has a good feeling about doing business with you, seeing positive reviews from your previous customers could persuade them into becoming a customer themselves.
Establish authority and thought leadership
Lead nurturing can also help you establish authority and position yourself as a thought leader.
You can do this by creating and sharing educational resources with your potential customers and those doing research.
These resources should focus on your industry, address pain points and challenges, and help solve problems. Examples of educational resources include:
- DIY guides - Guides on building windows, making your own window sashes, or any type of home improvement project are excellent resources for the DIY types in your audience.
- Product guides - You can also create guides that review and compare different products, such as aluminum and vinyl windows. These will be a very helpful resource for anyone that might be having a hard time choosing between different types of windows.
- Industry news and trends - Another way to educate potential customers is to let them know about the latest news and trends in the industry, such as hurricane-rated product lines and green building practices.
Educational resources can be produced in a variety of different formats, from blog posts and ebooks to videos and infographics. Which formats you should use will depend on the way your audience prefers to consume content.
When creating educational content, make sure to focus on genuinely helping your audience rather than trying to make a sale.
This will help you earn their trust and they will see you as an expert and a trusted advisor.
Start nurturing leads today
Businesses that are proactive in lead nurturing generate more leads and achieve a higher ROI on their lead generation efforts.
Lead nurturing also allows you to keep your brand top of mind, learn more about your potential customers, and build their trust.
If you want your window business to grow and generate more revenue, planning and implementing a lead nurturing strategy is a great way to invest your time.