Nurturing

What is nurturing?

Nurturing your leads is about helping them grow into long lasting customers, you do this by communicating with them throughout the buying cycle and beyond. Depending on your market and products, not every person is ready to buy quickly and some ‘buying cycles’ can last months, so it’s important that you stay in their minds until they are ready to buy. Even if they don’t choose your products and services you can continue with drip campaigns which keep them informed of your relevant business news and when the review comes around you won’t be starting from scratch.

If your lines of business are fast moving consumer goods (FMCGs) then regular promotional offers or simple ads are a good way to nurture your customers and encourage them to buy more of your products. McDonalds for example are a well know brand, however they still nurture their customers by tempting them with clever TV ads; it simply reminds them they are there and, in their case, creates a craving!

Working example

You have a large number of leads registering for your funky t-shirt news letter, so you send them regular promotions and offers. After 3 months of fine tuning your messaging and e-shots, you find that your seasonal ‘buy one get one half price’ offer comes good.

How does nurturing fit into Digital Marketing?

Nurturing your leads is an important part of being memorable and there are many tools to help you achieve this, the main ones within digital marketing are email campaigns and clever use of advertising. Targeted e-shots and ads are a great way of tempting your leads to make a purchase with you and act as a reminder of your presence.

Related Articles