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Lead Nurturing:

How To Nurturing Your
Prospects & Why It's Important

In most cases only a relatively small percentage of your inbound leads will be ready to make an immediate purchase, leaving upwards of 90% of your inbound leads on the table.

Implementing an effective lead nurturing strategy can have a huge impact on customer loyalty, customer retention, revenue, and more.

Successful lead nurturing focuses marketing and communication efforts on listening to the needs of prospects. Buyers do not want to be sold to, they want to be heard. In this nurturing process, you need to provide information and answers that your leads need to build trust, increase brand awareness, and maintain a connection until prospects are ready to make a purchase.

A method that was highly effective two years ago might not work at all today. Algorithms change and people change. Audiences will often get overwhelmed with messaging and learn to ignore specific channels. Today’s consumers also expect a level of personalisation in communications. This allows for seamless engagements without bombarding them with ads or emails.

So it’s important to stay up to date on what lead nurturing practices are the most effective currently. In this article, we will look at some of the long-standing practices that are successful.

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What is lead nurturing?

The process of nurturing leads involves purposefully engaging your target audience by offering relevant information, supporting them in any way they need, and maintaining positivity throughout every stage of the buyer’s journey.


How to build relationships and nurture leads?

1. Email Nurturing

Email marketing tools are very cost-effective compared to advertising. Also, you can completely automate your email marketing campaigns.”

Aufray also recommends sending nurturing emails regularly: “I recommend sending one email per week with relevant content that leads might be interested in. Don’t make the mistake of sending too many emails; at max, send two emails per week.”

  • Set Up Automated Email Sequences
  • Segment Your Email List
  • Combine Email and Video Marketing
  • Send Relevant Content
  • Leverage Data
  • Email Personalisation

2. Retargeting

Retargeting can occur in a number of ways and on a number of different platforms. In order to successfully retarget advertisements, you need to set up advertisements with a way to track user impressions and engagement.

Once you are able to track your audience’s activities online, you can determine precisely which type of prospects to remarket to. Generally, ad retargeting focuses on users who have shown some interest in making a purchase, but for whatever reason dropped out of the conversion funnel along the way. By retargeting you are able to have a second chance to grab your prospects attention in a way that should be more successful at getting them to make a purchase.

3. Personalisation

The best way to nurture your prospects is to pay attention to what the customer wants and avoid sending generic responses that look like they come straight from a template. There are several ways to use personalisation in your communications:

Email Personalisation
Cultivate a personal rapport with your prospects by using personalised tools within your emails. You could add their name to the subject line or the beginning of the email. As previously mentioned you should segment your email database to allow for the right emails to go to the right people.
Content Personalisation
A great way to personalise your content and landing pages is to use dynamic content. This will allow you to display different versions of emails, web pages, or landing pages, depending on the person you expect to receive it.
Direct Outreach Personalisation
Personalising your outreach to potential customers is a great way to show your interest in them and their business. This could be as simple as approaching them with a message such as “I see you recently lauch X product. I love the look of this product and would like to take some time to show you how our services could further help you promote your product and reach your highest revenue potential”. This personalised message will show that you have taken an interest in someone's business and aren’t just sending a generic sales message.

4. Content marketing

We would always recommend social media being the ace up your sleeve. And I don’t mean LinkedIn; I mean Twitter, Facebook, and Instagram. If you can connect with your leads there, you can add a personal element to your relationship that becomes extremely powerful during the sales process. Not only do you build a more personal relationship with people through social media. But the content you share on your social media is also the best way to prove to your prospects that you have knowledge in your industry.

5. One-on-one interactions

If you want to push your interactions to the next level, the most personalised communications with leads are one-on-one conversations, of course! People will often forget how important a one-on-one touchpoint can actually be as part of the lead generating process. Sometimes disconnecting from technology in order to focus on these relationships in person can be the best way to connect and convert your lead to a customer.

6. Surveys 

Surveys are a great way to get a wealth of information about your leads. Once you’ve gained information on your leads such as their main pain point, you will be able to use this knowledge to respond to them with the relevant information. For example, if a prospect shares that their biggest pain point is their website not converting customers, you’ll be able to market to them effectively and provide content related to website design.

You can also use surveys to gain an understanding of where your leads are in the buying process, are they almost ready to go and need to be passed onto your sales team or do you need to send them some more information first.

Why should you continue nurturing leads during unusual times?


It is important to keep up with nurturing your leads even if your business is unexpectedly struggling. For instance, in the electronics industry, sales have decreased by 26%. This is caused by the shortage in many electronics components. “As demand continues to rise for consumer electronics, chip-heavy vehicles, and smart appliances, semiconductor manufacturers across the globe are continuing to feel the pressure” reports the Matric Group. With this increase in demand and struggles with availability, many businesses in the electronic industry have stopped nurturing their prospects.


However, it is imperative that electronic businesses continue to nurture their prospects whilst in this situation. Let’s look at why…


Components might be in short supply but potential clients are not. While you may have a shortage of materials right now, that doesn’t mean you will always have a shortage. You need to keep your prospects on board for when the shortage ends and business goes back to normal. If you don’t do this you will have no leads and make no revenue when components are back in supply. 


Leads don’t always convert instantly, some will be interested but not ready to commit straight away. So you don’t want to be stuck with no customers ready to buy when your business has plentiful resources.


Are you a B2B business owner?

B2B businesses are always on the lookout for new leads. Learn how to optimise your B2B site so that you can get the leads you need in order to put this nurturing tips into practice. 


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