5 Key Benefits of Lead Nurturing for Small Business Owners

Once upon a time (before the Internet came along), businesses had a much larger influence on the typical buyer’s journey. Salespeople held all the cards, so they could shout their message from the rooftops and people had to listen. But times have changed. Today prospects can Google nearly anything they need to know, which is great for them, but it also means your presence for much of the buyer’s journey is now optional. In a world where buyers are all but allergic to traditional advertising, lead nurturing can position you as a guiding light.

Lead nurturing comes to the rescue by positioning you as a partner on the journey. It allows you to guide the process by providing expert insight and information via valuable content — the type they’re already looking for on Google.

In other words, you’re helping them find their own way rather than forcing them to follow some predetermined sales map. But potential customers aren’t the only ones who get value from lead nurturing. Here are five things it does for you:

1. Breaks the Ice

When a prospect shows interest in your brand, the last thing you want to do is follow up with a sales pitch. Talk about a harsh introduction!

Lead nurturing allows new prospects to get to know you gently and in their own time while also providing ongoing value to existing customers. The long game may not sound appealing at first, but consider this: Lead nurturing has been shown to generate 50 percent more sales-ready leads and at 33 percent lower cost.

2. Establishes You as the Expert

Lead nurturing allows you to flex your creative muscles and showcase your skills by creating and sharing well-written, informative content. Whether you’re doling out behind-the-scenes insight into your products and services on your blog or creating an eye-catching infographic to share on social media, you have a chance to establish your industry expertise and provide ongoing value to your audience.

3. Keeps You Top of Mind

While you’re providing ongoing value as the industry expert, you’re also staying top of mind with both potential and existing customers. When a new prospect reaches the bottom of the funnel or an existing customer is ready to buy again, both will remember your brand and make contact.

4. Stimulates Growth

Not everyone will be ready to buy right out of the gate. In fact, close to 75 percent of B2B leads aren’t sales-ready. However, 67 percent of B2B marketers claim lead nurturing increases sales opportunities by 10 percent; approximately 15 percent of marketers see sales opportunities increase at least 30 percent.

Lead nurturing works well in terms of lead generation and growth is because it builds stronger long-term relationships. You’re not only marketing to new prospects but also to existing customers who trust your brand and plan to buy again. Over time, those brand advocates will also share your content with friends, family and colleagues, sending you referral business.

5. Saves Time and Money Thanks to Automation

Managing a variety of leads and marketing channels can be overwhelming. But with marketing automation in place, you can streamline your lead nurturing efforts and make sure the right messages are being pushed out to the right people via the right channels and at the best possible time.

But it’s not a matter of simple convenience. Many companies using marketing automation to manage leads have seen a 10 percent or greater increase in revenue within 6 to 9 months. That’s putting the odds in your favor.

Wrap-up

As you can see, lead nurturing is a great long-term engagement strategy. Not only does it allow you to gently bring new leads to fruition, but it also creates brand advocates. And by providing ongoing value to your customers long after their initial transaction, you stay top of mind for repeat and referral business. That’s a lasting impression you can be proud of!

Don’t feel you have to do it on your own. We’re always happy to help!

Updated: 9/18/17; Originally Posted: 5/16/16