‘Lead nurture’ involves cultivating relationships with potential clients or customers who are not currently ready to buy, but could potentially become customers in the future.
These individuals or businesses have shown interest in your service or firm – usually by providing contact information, being referrals, or otherwise engaging with your company – but have not yet become customers. They may not currently have the required budget, need, or decision-making power, marking them as leads, rather than active clients.
Lead nurture then refers to the process of fostering relationships with these potential customers through regular communication, providing them with relevant information and personalized content. This proves your viability and reliability as a service provider, keeps your brand at the front of their minds, and essentially ‘nurtures’ them into becoming paying customers.
By providing answers to their inquiries, engaging in meaningful interactions, and offering solutions to their pains or challenges, you are gradually building trust and authority. As such, when these leads are ready to make a purchasing decision, they will likely choose your services over others, given that they feel understood, valued, and confident in your ability to deliver on your promises.
‘Lead Nurture’ is a vital ingredient of successful marketing in accountancy and consulting businesses and an integral part of nurturing leads from the initial point of contact until they are converted into clients.