Nurture Prospects! Master Lead Nurturing.

Today, we will explain 'how to guide leads to purchase after acquiring them'.

the previous articlePreviously, we explained the means of gathering leads.
However, just by gathering leads, it is not the case that they will reach a purchase.

• 'I inquired because I was a little interested, but I don't intend to purchase.'
• 'I just wanted to know a little more about the content.'

With various motivations, leads make contact with products.
For such leads, it is necessary to gradually draw out their interest and increase their desire for the product.
The process of gradually nurturing leads is called lead nurturing.

Today, we will explain how to nurture leads and connect them to a purchase.
In web marketing, lead nurturing is a cornerstone.
It is an important measure for continuous product purchases and building a fan base.
Learn thoroughly, practice repeatedly, and aim for mastery.

Understand the customer's stage.

First, let's understand what level leads are currently at.
From 'lead' to 'regular customer', there are several steps.
There is a flow that shows what steps there are.

First, customers start as 'unaware customers'.
This is the stage where they know nothing about the product or company.
From there, through advertisements, SNS, searches, etc., they learn about the product and deepen their understanding.

Then, they reach the level of 'I've heard of that product somewhere'.
This is the "Aware Customer".

And then, they step up to become "Semi-Prospects".
This is the stage where they know this product or company!

They gradually deepen their understanding of the product and eventually become "Prospects".
Prospects are at the stage where they want to purchase the product or service if they have the opportunity!

Finally, customers who have purchased the product become "Trial Customers".
Here, sales finally occur.
Congratulations.
There may also be customers who think, "I want to use it again next time!"

Furthermore, as their affection for the product deepens, they step up to become "Existing Customers".
These are customers who have purchased similar products and similar brands several times.
Finally, the stage where they become fans and want to use it many times is the "Loyal Customer".

1. Unaware Customer – Completely unaware of the product or company
2. Aware Customer – At a level where they may or may not recall it if they hear the name
3. Semi-Prospect – Knows this product or company
4. Prospect – Wants to purchase the product or service if there's an opportunity
5. Trial Customer – Has purchased the product and wants to use it again next time
6. Existing Customer – Has purchased similar products and similar brands several times
7. Loyal Customer – Likes this product or company's brand the most and wants to use it many times

In lead nurturing, we cultivate prospects while being mindful of the stages mentioned above.
Proceeding through the above flow in order is customer nurturing.
It can be said to be the very basic flow of lead nurturing itself.

What's important is after lists have been collected from social networks, advertisements, and search engines.
Usually, the lists themselves can be easily collected using the internet.
However, nurturing prospects from the acquired lists and leading them to purchase is difficult.

First, let's understand which stage of the above they are in.

At the stage where they followed your SNS, they are 'aware prospects'.
If you run a campaign and they make an inquiry, they are 'warm prospects'.
They might already be 'prospects'.

Understand the current stage of the customer and send appropriate messages to each.
For example, you should not send messages intended for prospects to unaware prospects.
Without trying to skip stages, it is important to proceed step by step.

Know your customers well and send appropriate information.

Please consider human-to-human communication.

For example, imagine you have a product that you 'might have heard of'.
Suddenly, if a salesperson pushes a product whose 'name you can't even remember', would you buy it?
Of course, there's a possibility you might buy it, but most people would feel 'annoyed'.

The timing for pressing 'Like' on SNS is a 'random moment'.
For some reason, it was nothing more than a 'Like' based on a temporary intuition.
A few days later, most people would have even forgotten they pressed it.
One of countless pieces of content that touched their sensibility just a little.
Other SNS are the same.

Now, what should be done to turn such "semi-prospects" into "prospects"?
People get closer to things they are interested in.
This is a principle.
It is the most important thing when advancing lead nurturing.
In other words, it is necessary to continuously disseminate content that semi-prospects are interested in.

What do they like, what kind of information do they want?
Thoroughly research semi-prospects and continue to deliver the requested information.
Then, they will gradually notice your presence.

Even if they don't turn around at first, it is important to approach them patiently.
Do not compromise on delivering high-quality content.
If it is good content, it will be recognized by both search engines and semi-prospects.

Make them want the product itself.

Now, let's say semi-prospects have approached you.
At this stage, they will grasp the name of the product or service and become "prospects".

Although their purchase intent is still low, they enter the consideration stage of "I might buy if there's an opportunity".
At the stage where they are considering, what the sender should do next is to increase "purchase intent".
Now, what should be done to increase purchase intent?

Purchase intent is simply making them think "I want it".
At the same time, it's about making people 'like' the brand.

Specifically, it's good to introduce products indirectly in the content you deliver.
For example, let's say you want to sell a vacuum cleaner.
So, how should you provide information to make them want it?
Explain the product thoroughly?
No, there's a possibility that potential customers will leave.
It's important not to make them feel like they're being sold to.

First, you must create a situation where you can regularly deliver information.
Have them follow on SNS, register for LINE Official, or subscribe to email newsletters.
Have them register on a pre-registration list and allow you to send product information regularly.
It's important to be in a situation where you can directly deliver information and content.

And then, use native advertising (an advertising method that doesn't feel like an ad).
It's not the common 'ad that explains the product's good points'.
It's an ad, but enjoyable, or an ad, but useful.
Therefore, you need an ad that makes people think that way, an ad that doesn't look like an ad at first glance.
Ultimately, even an ad must entertain people.

Entertaining people and not being disliked is important when advancing lead nurturing.
You need to make sure potential customers have a good impression and enjoy themselves.
Lead nurturing is something that happens without potential customers even realizing it.
They shouldn't realize that lead nurturing is being done to them.

The main focus, as always, is content delivery that is useful and enjoyable for customers.
From there, let's embed links to product introduction content within the article.
We will guide them gradually, without rushing or panicking.
Here too, it is desirable for prospects to naturally take an interest and engage.

Have direct contact points with customers.

Secure a path to products and continue delivering content for a while.
As a result, when reactions and responses increase, it's time to make a move.
Increase regular contact points such as 'free consultations,' 'document requests,' and 'various campaigns.'

Through inquiries via forms, we will obtain detailed prospect information and create a list.
On the other hand, direct communication with customers through consultations, etc., is also important.

And after sufficient communication, we will make an offer.
For prospects to take a step towards purchase, a decisive action that encourages them is important.
We will provide plans, campaigns, and mechanisms that serve as decisive actions.

Without opportunities for offers, prospects will be reluctant to take the next step.
It is important to have a trigger that makes them think, 'Now is the time!'

If prospects have been nurtured, there will likely be several reactions to the offer.
This is the most enjoyable timing when advancing lead nurturing.

Furthermore, after a few months, inquiries will gradually start coming in from organic search.
Please continue to patiently write useful articles for prospects.
The number of prospects who do not look at SNS at all is also starting to increase.

Respond to inquiries quickly and carefully. Build strong human relationships.

After receiving an inquiry, polite and prompt customer service to prospects will be effective.
Once contact is received, respond accurately and promptly.
The longer the reply is delayed, the more the prospect's purchase intent will decrease.

If possible, within a few minutes.
Aim to reply within half a day at the latest.

Also pay attention to the content.
Carefully and accurately provide the answer the prospect desires.

For a shopping site, aim to deliver products as quickly as possible.
In any case, a sense of speed is absolutely crucial.
The slower the speed, the more customer satisfaction and purchase intent will decrease.

If you can provide good products with perfect service here, victory is within reach.
Prospects will reach the stage of 'trial customers' or 'existing customers'.

Lead nurturing and prospect development are finally in their final stages.
Don't let your guard down and continue to nurture them thoroughly until the end.
That is why 'existing customers' become 'loyal customers'.
Satisfaction is influenced not only by the usual product value but also by various 'relationships'.

First, interaction and communication as human beings.
To respond properly and ensure they feel completely at ease.
If direct communication occurs, the relationship between people also becomes important.

In a store, the staff should be reassuring professionals and partners for the customers.
Let's elevate it to the stage where customers find it enjoyable to communicate with these people.
It's not just about the products; customers will also become attached to the 'people'.
Once you reach the stage of regular customers, lead nurturing is finally complete.

Summary

Initially, start with blogs and social networks.
Such small steps actually increase prospects and boost sales.

Writing a blog and nurturing prospects are both a continuous series of steady tasks.
In any case, continue patiently without giving up, and thoroughly research your customers.
Understand what they like, explore what interests them, and continue to provide information.
From there, seize the right timing to create a flow that guides them to your products and makes them like them.

Lead nurturing is a method that requires a sense of balance.

However, it is not impossible.
Even if you can't do it at first, try again and again.
You will have a realization like, 'This is how it should be done!'

Suddenly, that realization will come.
When you realize it, your passion and quality for disseminating information will also have increased.
You will also truly understand the importance of lead nurturing.

Please try the entire process patiently at least once.
By mastering lead nurturing, you will genuinely be able to sell products on your website.