Convert Leads into Customers With Lead Nurturing | Lead Generation

>> As we know, one of

the most challenging
component of running

a business is bringing in

leads and turning
them into sales.

Using lead nurturing, you

can convert prospects into

qualified leads and also

build an audience
of raving fans.

In this video, I will

share what is
lead nurturing,

why is it important,
and how to start it.

Hi, marketers.

My name is Waseem Bashir,

and I'm a B2B
marketing consultant.

If you want to learn
more about marketing and

lead generation to
grow your business,

you are in the
right place.

So let's start
the video with

the lead nurturing
introduction.

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Lead nurturing
is a process

that allows you
to develop and

sustain relationships
with prospects

at every stage of
the sales funnel.

Through effective content

sharing and
marketing effort,

it helps bridge the
gap between you and

your target audience

through personalized
campaigns.

The idea is
simple: to share

relevant and engaging
content to earn

prospects' trust and

showcase subject
matter authority.

As a marketer, you

aim to generate
more leads,

but lead generation
alone is not enough.

Not all prospects are

ready to become customers.

When I speak
to businesses,

I hear this statement
many times from them.

"But Waseem, we mark these

leads as loss and
forget about them."

There's a huge
opportunity here,

and I call this
money on the table.

So let's define the goals

of a strong lead
nurturing system.

First, you need to

segment your
prospects into

targeted personas, so you

know exactly
their pinpoints,

challenges, and
product/service needs.

You have to identify which

stage a prospect

belongs to in a
sales funnel.

And you need to
share relevant

and high authority content

to push the prospect
to the next stage.

So, for example, if

the prospect is at the
top of the funnel,

the aim of the
lead nurture

campaign should
be to nurture

the prospect to
the middle of

the funnel using
valuable content.

You need to position

yourself as a
trusted leader.

You need to have a good
lead-nurturing system

that is measurable and

you should be
able to track it.

And the best part,
it should be fully

automated so you don't

have to worry about it.

And finally, it should
deliver results.

In summary, to visualize
lead nurturing,

think of it as if you were

walking with
somebody and holding

their hand to take
the next step

towards better
business decisions.

Let me show you

a real-world example
of lead nurturing.

So on our own
agency website,

we have a
contractor's form,

which is almost branded as

tell us about your
project in which

prospects come in
and they choose

what service are
they're interested in,

whether it's a
website landing

page or marketing
automation.

So they will probably
come in here,

click one of
those services,

and then click "Continue".

And then they will
obviously answer

a few more questions like,

when do you want to

start and stuff like that.

So this is really helpful,

and I'll show
you in a minute,

but the important
thing is segmentation.

So we want to know
exactly, first of all,

the prospect who's coming

in, what are they
interested in?

And second, depending
on who they are,

we can then send them more

information down the line.

So, for example, there's
a question here.

Are you an agency or
marketing consultant?

If they say yes, then

obviously we know
then who they

are, and we can help
them in a different way.

So, for example,
let me then

show you behind the scenes

of how things work.

So when they fill out

the form on the website,

we send them
what is known as

a booking nurture
sequence where

we try to get them
on a call with us.

So this is very
critical that we

get them on a call
very quickly.

So we send like
three emails and

then also try manually
to reach out to them.

And in case if we can't

hear or can't
connect to them,

we would mark
them as lost.

Once we mark them as lost,

we also send them

to a long-term
nurture sequence.

So this LTN is called
long-term nurture in

our lead nurturing
model in

which we then understand
who this person is.

For example, if
they selected

landing page was one of

the services they
were interested in,

we would then start

a long-term
nurture sequence,

which has landing page
as the core focus.

So in this example here,

this is the long-term

nurture sequence
for landing pages.

And as you can see
here, it's basically

an email sequence with
around 14 emails.

And we send them

over a period of
about six months.

So the objective of

this funnel is
that we share

more relevant
information and

get them on a
call with us.

So if we see with every
email we send out,

we have a call to action,

which is book a
call with us,

and we will try
to keep on doing

this until we don't
hear anything back.

But at the same
time, we do also

score and we do a
lot of other stuff,

which I'll show in
the future videos.

Leave a comment below if

you want to see
that stuff.

I'll be happy to share it.

This is how you
will build this.

We use a tool called
Active Campaign.

I'll put a link in

the description below

so you can have a
look at this tool.

It's really nice,
it's really powerful,

and I prefer it
over HubSpot or

Mailchimp or some of

the complex
tools out there.

So it does a lot
of heavy lifting

and is relatively
quite cost effective.

So what are the
benefits of

a good lead
nurturing system?

A good lead nurturing

system allows automation.

So it's an
easy-to-automate strategy,

so you don't have
to work manually.

Rather than sending
people emails one by one,

you can build a system

that works in
the background,

saving you time
and effort,

which you can save for
other crucial tasks.

The only time

a manual intervention
is required

when somebody
raises their hand

up and shows
buying intent.

It will obviously save
you time and money.

Yes, it is
obviously time or

cost saving because it

runs without any
manual work,

which eventually
saves costs.

It is automated, so

there's less
room for errors,

especially when you
create buyer personas and

you have a related content

type for every persona.

It means the system
already knows

which resource needs to be

offered to get
better results.

And lead nurturing
is great

as it offers relevancy.

When you define your
lead nurturing properly,

your prospects will

receive personalized
content.

Otherwise, there's a
chance your prospect

could receive
irrelevant things,

resulting in loss
of interest,

and eventually, they
will be turning cold.

Through lead nurturing,

you can also understand

where prospects are
in the s ales funnel,

whether they are in
the top of the funnel,

middle of the funnel or
bottom of the funnel.

Depending on their intent,

you can offer
relevant information.

So how to start
lead nurturing?

So now as you
understand what

lead nurturing is,
what it is used for,

and what it can
do for you,

the question is where
and how do you start?

One thing you need to
understand that it's

obviously, without
an email list,

you cannot really
implement lead nurturing.

You can do lead
nurturing with SMS,

but I would suggest if
you're starting out,

just make sure you
have an email list.

To build an email
list, you can create

a lead magnet or have
a newsletter signup.

Let's discuss this. What
is the lead magnet?

A lead magnet can be
a piece of content,

an e-book or a white
paper that contains

a freebie that prospects

will exchange with
their email address.

For example, I created

this sales funnel
mind map that

shows various
examples of content

you can use at
each stage of

the buyer's
journey and how

leads flow through
each stage one by one.

Then I added
this mind map to

one of my blog posts
as a lead magnet.

Prospects need to
share their name and

email to access the
sales funnel mind map.

So now here, I
get their emails.

This is the first
time when I get

subscribers into my
lead generation system.

So next up is
a newsletter.

You can share relevant,
valuable information

with your prospects
via a newsletter.

It gives you direct access

to your prospect's inbox,

allowing you to share
engaging content

and promote your sales.

For example, on a blog,

you can have an email
newsletter signup,

and when visitors sign up,

they will get, let's
say, a welcome series.

A welcome series
is part of

many sequences you can

use in a lead
nurturing system.

We will talk more about

different types of lead

nurture sequences
in a future video.

For now, remember, with
the welcome series,

you can tell
your subscribers

more about who you are,

what they can
expect from you,

how many emails you'll
be sending them,

and how often you'll
be sending them

so that you set
the expectation.

All right, guys.
There you have it.

I hope you got value
from this video.

Lead nurturing is
the last topic

and cannot be covered
in a single video.

So subscribe to
my channel for

more videos on various
topics like this one.

And in the future,
I'll be covering

types of lead
nurturing sequences.

See you next time.

Till then, thank you,

and have a great one.

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