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Lead nurturing is a method of establishing, engaging, and maintaining relationships with potential customers. This is where nurturing a prospect requires ongoing nourishment (i.e. information) before they feel comfortable and confident to buy.
Why is Lead Nurturing Important?
When someone new discovers your business, they may not see you as an immediate fit or solution to their needs. However, they may show interest in your business by signing up to a newsletter, providing an email in exchange for a white paper, or simply engaging with your website repeatedly.
Providing continual, ongoing communication with these prospective leads helps to build trust during the initial process of considering your business. This is a fundamental step toward building a relationship.
The best way to build these relationships would be through a lead nurturing campaign, which includes content marketing to deliver a constant stream of information about your products or services.