Lead nurturing is highly important to converting more leads and speeding up prospects as they move through the buyer's journey.
Especially in the building product sector where some tenders can be months, even years long, as people have big decisions to make.
Many roles include people spending money on behalf of the government or the NHS on public buildings, meaning they have to be 100% sure on a company before they choose to work with them.
Lead nurturing allows companies to present a lead with useful and educational content they might not have otherwise seen before. Simply having content on your website is not enough.
What Is Lead Nurturing?
Lead nurturing is the process of developing relationships and offering help to potential buyers, which in turn moves them down your sales funnel.
It helps companies guide prospective customers towards the decision to buy, but not in a pushy sales way.
Reaching out to nurture your lead can include the following:
- answering questions
- showing how you’ve worked on similar jobs before – case studies
- showing how you’ve overcome obstacles
- reviews from past projects
- offering educational content
From your own experience, when you look to buy, you do research first. Very few people buy after just one visit to a website. This is why having a method to take them through the buyer's journey can be highly effective.
By reaching out through a variety of touchpoints you're providing them with the information they need for them to move forward, or decide it’s not the right solution for them.
Why Is Lead Nurturing Important?
First and foremost, the numbers don’t lie. On average, 50% of the leads in any system are not yet ready to make a purchase.
If you’re constantly badgering the leads you do generate, chances are you’re scaring them off!
50% of the leads you generate are effectively saying ‘Hi, I’m interested in your solution but not enough to make a purchase’. You might think this is your opportunity to sell, but you’d be wrong.
If 50% of the people that reach out aren’t ready to buy, selling is the last thing they want. Instead, see this as your opportunity to be helpful and educate them further about the product or service you offer.
The building product market is a crowded place to be so bear in mind the request you’ve received has probably been received by 2 or 3 similar companies.
Just like if you were to get a quote for a new kitchen or bathroom at home, you wouldn’t get one quote and go with it, you’d get at least 3 to see how they faired with price and value.
So, imagine your lead has reached out to you and others, what can you offer them that other companies can’t? Be sure to present it as a benefit to them, rather than generic customer-centric talk.
If there are no differences between what you and your competitors offer product-wise, focus on why you are successful. Do you have excellent customer service? Can you offer a quick turn around? Do you offer a guarantee? Do you have approved installers? Do you have certain accreditations awarded? Do you specialise in a specific sector?
The clearer you can make these things, the easier it is for your lead to understand your business and how your expertise can help.
Which Leads To Nurture First?
To make the most out of your lead nurturing efforts, you need to know which leads are more interested than others. This ensures you’re not wasting time on those that aren’t likely to convert.
Every lead is different, depending on the industry and the solution you’re in. You may get leads that are only reaching out so that a box gets ticked off and they can say they’re looking into it, for example, to please environmental agencies, with no actual intent of purchasing.
Hopefully, you do get those that are ready to buy without prompting, these are most likely to be previous clients or recommendations.
Others may require some time to consider their options but will buy without prompting, some will buy without prompting, but can be persuaded to make a larger purchase and others require nurturing before they buy.
You want to reach out to those that require nurturing or can be persuaded to make a larger purchase.
But how do you know who which ones they are?
Lead scoring is used to rank prospects against a scale that represents the perceived value of each lead to your organisation.
For example, visiting a product page might score 1, interacting on social 1, reading a blog might score 2 and downloading an E-Book 3.
If you want to find out more about lead scoring, I’ve gone into detail on it here.
Effective lead nurturing can save you time, ultimately making your process slicker. When you break the process down you’ll be surprised how much content and information you can give without selling.
People like to make decisions on their own without being pushed into a corner. Giving them as much helpful content as possible allows them to do this.
Automation is a big part of the lead nurturing process as sometimes the number of leads can be impossible to manage, especially if you use services such as Barbour ABI or Glenigan.
Project Prospecta is an automated marketing service that warms prospects and delivers hot leads. Targeting all good-fit prospects in Barbour and reach out to every one of them via email marketing. This way you can make the most out of your Barbour prescription. To find out more book a demo.
Insynth Marketing is a leading UK construction marketing agency based in Shifnal in the West Midlands.
They use the latest inbound marketing techniques such as construction inbound marketing, to support building product companies to grow their business by proactively driving sales lead generation activity.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.