EACH STEP IS CLOSER TO THE SALE
Lead nurturing refers to the process of moving your captured sales prospects along the micro-level steps of your online sales process up to the point where they are ready to buy. So each step in the sales lead nurturing process is one step closer to a customer acquisition.
In order to achieve this, your mindset should be to ensure a continual supply of “value” to your prospects – not a hard sell at every contact! The personalised nature of email, combined with process-specific landing pages, is widely used in automated lead nurturing – and for good reason.
At the point of lead capture, you are now in control of future touch points with that prospect, and whilst your overall goal is to acquire a new customer, the way to do this is, over time, to become a consistent value provider in your customer’s eyes.