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hey guys welcome back to dash the youtube channel in this video we are going to talk about lead nurturing why is it important why you need it and what you can do with it so lead nurturing is not only about marketing it is also about your product it is about your audience and it is a lovely combination of everything that i've just mentioned but before we start make sure you have subscribed to our channel and enable the notifications this will help you be the first to see our new videos so when a business needs leads nurturing these are typically businesses with long transaction cycles like expensive products it products and also new to market and unknown products so remember lead nurturing is a way to increase sales so it is like a way for your leads a way for your potential customers to finally get your products and that is important for both b2b and btc like let us imagine a situation for the b2b sector a person wants to get a live chat on their website there are maybe like five obstacles on the way to purchasing exactly your product for instance there are lots of opportunities on the market and delete doesn't have any time to start the research so here you can run paid research ads and also communicate with your potential customers via adwords next there are lots of tools in these platforms so that way you can send emails to your potential customers that describe the opportunities of your products another argument another situation is when a person wants to check as many reviews as possible on a particular product so lead nurturing helps you to deliver the reviews straight to your potential customers well next point is a very common one is when a potential customer is a bit afraid of a complex system and people do not want to learn how to work with the new products so that is also something that you can work during the lead nurturing campaign like telling your customers well see my product is not that difficult as you might think and finally there is also the pricing issue so when a product is expensive a person might be hesitant about spending their money on it so lead nurturing campaigns are usually aimed at proving that a product is worth every penny so what actually lead nurturing will help you to achieve increase sales without inquiring more traffic increase the conversion rate at a particular stage where a user interacts with your product and finally keep the customer journey under control and guide them to key actions so what makes a good nurturing campaign there are like few ingredients to this brew so first the nurturing itself like what type of messages do you have in your nurturing campaign are you only limited to emails or you also included some pop-up windows emails web push notifications and so on next is the segmentation well that is highly important because indeed you would like to deliver the right message to the right audience and segmentation helps you here some companies love to adopt scoring systems so these help you to understand whether a lead is warm enough to make the next key action so once you get ready with all these actions it's time to design the campaign and that's where we need few more ingredients first you need the customer journey map it helps to define the stages of decision making that a user gets through before buying next you need to develop the nurturing campaign and that is very connected with the customer journey map so finally you can assign scores to leads and that's how you can make sure that they're ready to buy or probably they're ready to receive the next message so the customer journey map plays a very important role in the lead nurturing campaign when building your customer journey map you need to pay attention to the following so gathering the right data from your audience is what you need while building a customer journey map we are going to do a variety of researches with your audience so we are going to make different polls gather data from the website talk to your colleagues and of course talk to your customers that is how you will understand what steps are taking on the purchasing process by any of the customer that comes to your website well yeah that is called the customer journey map so a typical customer journey contains four stages the revelation stage when their customers understand they're having a problem and they start searching for the solution next is the purchasing decision like they start finding out about your products comparing with something and what not next step is the purchase step so a customer wants to understand whether they are ready or not to buy and of course they would like to have some arguments why they are going to pay for a product and there is also the final stage for a customer journey and that is the repeat purchase stage so that stage usually contains the reasons why your customers get to a product again and again and once it is laid out you can move to the next step and that is defining your buyer persona so each business has different buyer persona but there are some common points you would pay attention to age gender occupation place of residence lifestyle behavioral patterns objectives and values devices used influencers they follow and even the issues that it characterize your product to resolve so once you have both the buyer persona portrait and the customer journey map work on the bottlenecks so just take a look at the customer journey map and look at the points that might make your buy persona feel stuck on the way to the next step and these steps of the bottleneck are actually going to be a major part of your lead nurturing campaign and of course each bottleneck part is closely connected with the stage a lid at or with the condition a lid is in right now like they may be called so like getting to know your product for the first time then the leads may be warm like they already know what you're doing but they're still hesitating whether they're ready to pay for it or not and finally they're also warm so those are like really your potential customers and and they are 99 ready to buy so to sum it up a lead nurturing campaign is based on the bottlenecks of your customer journey map and your customer journey map is closely connected with your target audience or the buyer persona that i've described so indeed each business has different lead nurturing campaigns we are curious to know how lead nutrient works for your case so tell us in the comments below how you work with the leads how you how you nurture them and if you have any questions left we are very responsive to all the comments that we receive so just drop them below and see you in the next video bye you