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Lead Nurturing For Conversion in 2020

You’ve clarified your message so the right customers are coming to you. Now, what are you going to do to nurture those qualified leads? In an age where we are constantly bombarded with advertisement after advertisement, a lead’s retention is far more easily lost than gained. In this blog, we’re going to talk about how to nurture leads for conversion. Leads will lose interest in your product in the blink of an eye unless you do something about it. But you don’t have to be forgotten about by your ideal customer. Lead nurturing is one of the most effective methods of staying fresh in the minds of your clients.

More than a Follow-up Email

With multiple methods and means, lead nurturing does not simply mean sending follow-up emails; 79% of marketing leads never convert into sales. A lack of effective lead nurturing is the common cause of this poor performance. An inbox full of constant, mass emails will inevitably be left unread or deleted. Going beyond this could look like a combination of personal email marketing, a strong social media presence, and direct outreach. On average, prospects receive around ten marketing touches from the first contact to won customer. If you’re not putting in the work nurturing leads, they’re going to forget you solve their problem. When we connect with a qualified lead, it’s shocking how close we already are to doing business with them. Nurturing these leads with an email sequence that works will turn leads into loyal customers. Leads just have to be reminded over and over again that you can solve their problems.

How to Write a Lead-Nurturing Email

Being the one to step in and solve your lead’s problem is the difference between a lost buyer and a finished transaction. Keeping your name in front of your lead is half the job; without direct and easily accessible communication it is simply not successful lead nurturing. Build your nurturing email around the problem they’re facing and what their life could look like if they got it fixed. Finally, call them to action. If you position your brand as the solver for the problem your lead faces everyday, they’re going to do business with you. They are scanning their emails everyday looking for something that solves their problem. If you’re not getting that across early and often, it isn’t effective. Your email is headed for the trash.

Remember, when you’re setting up an email sequence for qualified leads, you have options. Delivering paradigm shifts, creating customer testimonials, success stories, overcoming objections, these are all ways that you show the solution to the problem your customer is facing, as well as what their life would be like if they got their problem solved. Here’s a statistic for lead nurturing campaigns: The odds of a lead entering the sales process are 21 times greater when contacted within five minutes versus 30 minutes after an inbound lead converts on your website.


People need to feel important, and looking after prospective buyers is positive for both them and your sales team. You already put so much time and money into your business; you deserve to have a lead nurturing campaign in place for revenue growth. The numbers don’t lie, if we nurture leads effectively and with care, new customers will be converted and money will be made. Need help converting new customers for revenue growth? No problem. We help companies as an extension of their marketing team. Click here to schedule a free consultation. If setting up automated sequences, or coming up with email ideas isn’t your cup of tea, you should have an extension of your marketing team. Let’s meet and talk about how we can take some of the weight off of your short-staffed marketing team.

Blake Crawford

Blake is the Creative Director here at Greenstone Media. He helps companies tell the story their customers need to hear. When he isn't working, Blake enjoys hiking, playing guitar, and writing songs.