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In today’s highly competitive markets where consumers are bombarded by messages from hundreds of brands every day, businesses need to find a way to genuinely connect in order to truly sell a brand. Lead nurturing allows you to reach prospects at each stage of the decision-making process while continuing to focus on hot leads and grow existing accounts.

What is lead nurturing?

Lead nurturing is a way to build stronger relationships with prospects who are not ready to fully engage with your brand but fit your customer profile. Lead nurturing can be an automated process of sharing high-value content with leads and current customers in a more personalized way. Marketers can reach out at various stages of the buying journey and cultivate the prospects’ interest while highlighting the aspects of a brand’s story that are most important. By automating your lead generation process, you can focus your sales attention on closing hot leads while the rest of your lead nurturing activities run on autopilot. For example, when someone visits your website, you can generate an automated response to nurture that lead and avoid letting it grow cold.

What are the benefits?

Automated lead nurturing allows you to inspire genuine engagement and place attention to your brand. Consumers may need up to 20 touches with a brand before they choose to purchase. Lead nurturing is the ideal way to continue creating those touches to ensure your brand does not miss out on opportunities for sales. With lead nurturing, you can keep your brand at the top of consumer’s mind, so when they decide they need a product or service you provide, they’ll immediately think of your business. People want to buy from businesses they trust, and  lead nurturing allows you to establish that trust by repeatedly connecting to prospects and establishing yourself as an expert in your industry.

If you’re interested in learning more about lead nurturing for your business, contact Gary Peterson today at or call 717-823-6939.

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