Once we have already turned our visitors into leads, the next step will be to get them to be customers of our products or services. To do this, we will have to start a Email Marketing Strategy, since we have your contact details. However, we are not talking about typical traditional email actions, as the inbound Marketing implements more sophisticated techniques such as lead Nurturing and lead Scoring. Then I’ll talk about the first one; What it is, what it does and the steps to carry it out.
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It is the process of building relevant and effective relationships with our potential consumers, paying special attention to the time of the purchase cycle in which they are and their level of predisposition to purchase.
How do we build these relationships? Through the sending of automated and personalized email chains that are interesting for the Buyer person and speed up the Buyer Journey. This will allow us to maximize the results and improve our company’s revenue.
This technique is based on the sophisticated technology of the Marketing Automation (computer software), which allows us to create personal and adaptive campaigns, and listen to and see actions of our Buyer’s behavior in real time, among other things.
Nowadays users do not become clients by magic, but they need more and more sophisticated techniques. They look for more and more extremely personalized content and multi-channel experiences. They do not want to be spoken to, but want to be heard. They do not want to be bombarded with “generic” publicity, they want them to “fall in Love”.
Therefore, companies must build relevant trust-based relationshipsfor the user to purchase and at the same time provide us with more information about him.
Then you have 4 reasons why it is interesting to start a strategy of Lead Nurturing:
These are the 4 pillars in which you have to base a strategy to cultivate leads to achieve results:
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