The company accelerates: how to give a boost to the lead nurturing campaign
It may happen that the progression of the lead during its journey slows down at a certain point or even stops just before the purchase: it is a physiological phenomenon but it should not be underestimated. A good lead nurturing strategy should include a series of consolidation actions with which to remove any friction and accelerate the purchase decision . These are campaigns that must be carefully planned together with the sales department and that use advanced tools, tools that are able, for example, to formulate reliable estimates on the ROI of each initiative.
At this stage, the company should have gained a more accurate knowledge slovenia whatsapp resource of its leads: on which page do they spend more time or return more often? Do they click on posts that appear on social channels or not? How many times and for how long do they watch the video contained in the last email sent? Once the touchpoints where it is more likely to intercept potential customers have been identified, lead nurturing actions must reassure them, provide insights, and involve them. This is when a bolder move like a discount proposal could work.
Offering a discount to new leads is a common strategy to increase the probability of the first purchase (or first purchases). If the lead buys the product or service that is the subject of the commercial proposal, the quality of the experience must be absolutely positive . Otherwise, the risk is to lose that minimum credit that the brand had earned with the initial interaction.
The company can also go beyond simply offering a discount. For example, it can structure the promotion in the form of an interactive quiz in which the user is asked to express his or her opinion on the products he or she would prefer to purchase among those presented (at the same time giving the company a more precise idea of his or her tastes).