What is Lead Nurturing?
Lead nurturing definition: lead nurturing is the act of building relationships with your leads as they pass through your customer journey.
Lead nurturing requires a brand to tailor its corporate communication to each stage of the sales funnel and answer any questions, queries or objections a customer might have.
Leads can be nurtured by way of:
- Content marketing
- Customer service
- Sales calls
- Social media updates
For example…
Nike created its Nike Run Club platform to nurture middle of the funnel leads. It provides content to engage and inform the people who have joined the app.
These include:
- Guided runs
- Training plans
- Educational videos
- Shoe recommendations
Leads are nurtured through the content and are more likely to buy from Nike when they need a new pair of shoes.
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Additional resources about Lead Nurturing
- What is Lead Nurturing?
- The Ultimate Guide to Lead Nurturing (Process & Resources)
- The 6 Most Effective Lead Nurturing Strategies
