Industrial Marketing Blog

Content marketing isn’t just a buzzworthy phrase tossed around to impress. In fact, it’s not a buzzword at all. Content marketing is a solid methodology to boost brand image, generate leads and increase sales. Let’s talk for a minute about the leads aspect of it and 5 reasons why you need a lead nurturing strategy.

Lead nurturing is a crucial part of any marketing campaign and can dramatically increase your ROI - when done right. You spend time creating amazing content, interacting on social media, and blasting audience-specific emails in order to attract new leads. But what happens once those leads get to your website or take some other step to show interest in your company? Do you nurture them to the point of a sale, or do the majority of them fall by the wayside?

Like any other newborn, a fresh lead holds great possibility—or heartache. Turning a lead into a mature, profitable relationship requires all the coddling and nurturing you can muster. Dr. Spock never wrote a book on marketing, but others have written on the importance of lead nurturing, and the positive results it will have on your sales increasing, growth and profitability. 

Lead nurturing is much different in today’s world of social media, online shopping, and blogging than it was even five years ago. The modern marketer needs to be savvy, not salesy. Nurturing leads is no longer about bombarding potential customers with product or brand-related information; it’s about providing your audience with engaging content that makes them want to learn more about you.