Customer loyalty is one of the main challenges for a company. Nowadays, the customer experience is at the heart of the commercial relationship. The aim of a loyalty strategy is to provide the target with content that will enable them to continue to define their needs. This is where lead nurturing comes in. This new concept is based on a content strategy and is becoming vital. It allows you to define a programme and deliver tailored content to your prospects to maintain or strengthen a special relationship with them, but also to gain their trust and establish the company's credibility.

This is about building a relationship based on expertise, i.e. sharing useful and inspiring content that helps your new customers to better understand their strategic goals. The content should highlight your ability to understand the objectives and problems your prospects are facing. It is therefore important to nurture the relationship through qualitative, relevant and personalized content. This allows them to form an opinion on the relevance and quality of the offer. It will also allow them to assess the credibility of the expertise and encourage them to interact.

 

We can define 4 distinct stages in building your lead nurturing strategy:

 

1. Feeding

Firstly, your prospects are in a phase where they are primarily seeking information. Here, the first objective is to segment your target. This allows you to offer a more personalized approach.

 

2. Identifying

At this stage, they are in a screening phase. They are evaluating and comparing the different offers on the market. They therefore need accurate information about your company's offer. You should therefore continue this stage by analysing all the interactions generated by your previous actions. You should monitor who downloads your documents or subscribes to a newsletter, for example.

 

3. Connect

When the first contact is successful, it is time to build your speaking strategy. This allows you to ensure continuity in the dialogue by finding the right balance between content and action.

 

4. Analyse

Finally, monitor your dashboards by analysing the unsubscribe and conversion rates, the open or click rate, etc.

The content you use will be decisive in getting them to engage. It's all about attracting your target in an unsolicited way and developing content throughout their conversion journey.