Lead Generation can’t exist without Lead Nurturing. Can you imagine yourself eating a hamburger without sauce? That’s right…it takes two to tango, so if you want to succeed in your Lead Generation efforts, Lead Nurturing is crucial for your success.

Lead Nurturing Definition

Lead Nurturing is the process that a company follows in order to educate and, at the same time, build trust with its prospects (leads). In this way it will help and guide them through their buyer journey.

But we must not forget our ultimate goal, which is to gain more customers, and this is how   Lead Nurturing works. Through this process, your company will provide your prospects with a unique experience that keeps them coming back for more…and eventually converts them into customers. We are talking about creating a valuable bond with your customers.

How Lead Generation Works

First of all, after generating leads, you have to understand who the people on your website are, what their pain points are and how you can assist them. The next step is to find and analyze your best performing web pages and conversion points, so you can get a better idea of how people are interacting with your website. Then, you gather that knowledge and you use it in order to provide value to your prospects in a relevant way.

Lead nurturing will have high impact on how much revenue your company will generate and on your customer’s lifetime value (CLTV). According to a recent research, marketers found out that nurtured leads are able to make up to 47% larger purchases than non-nurtured leads.

Sounds good, right?

Basic Lead Nurturing Tactics

While designing your lead nurturing strategy, keep in mind that there are several tactics you can use to reach your prospects. But, it is crucial to remember that the cornerstone of the inbound marketing methodology is to Add value before you extract value.

Last but not least, make sure you’re not asking for more than you’re giving in return or marketing! So, let us show you the basic lead nurturing tactics.


Email marketing

Email marketing is the most used tactic for lead nurturing. Once a visitor will fill out a form to become a lead, you usually have their email address in addition to some other information about who they are.

This is the opportunity you have by using this information to follow up by email and provide more information about the interest that specific lead has expressed.

In addition, marketing automation features like personalization tokens, email workflows and segmentation can help you to automate this whole process.


Remarketing Ads

Once a prospect has visited your website, with the help of cookies you can target him and serve him remarketing ads across different websites and social media platforms. These ads can bring previous website visitors back to convert on your website.


Conversational marketing

Conversational marketing will give you the opportunity to provide your leads with an experience on your website that is similar to what they would have in a physical store. If someone walks into a store with questions about a specific product, they can ask an employee and get the information they’re looking for.

If someone comes to your website looking for specific information, a chatbot can direct them to what they’re looking for in real time, instead of requiring them to fill out a form and wait for a response.


Smart content

Smart content or dynamic content changes what’s displayed in a website module, ad or email based on the behaviors and interests of the viewer.

For example, you can change the body content of an email based on whether or not the recipient opened a previous email. Or, you can change a blog call-to-action (CTA) if the reader has already downloaded that content offer.


Social media

Are you aware of social media groups? They are a great way to segment your leads and prospects into an online community dedicated to offering solutions and relevant content to their needs.

Both Facebook and LinkedIn offer this function where you can create an exclusive online group for leads and prospects who have converted on specific offers. Additionally, brand-specific hashtags provide a searchable online space where your prospects can ask questions and interact with your content.


Lead nurturing is just one element of ensuring your lead generation efforts turn into revenue for your company. Our team at Umatter will be more than happy to assist you with your Lead Generation efforts and strategy.

All you have to do is just to click on the following call to action button and schedule a FREE Lead Generation Consultation with one member of our team! 👇