Lead nurturing and content marketing

What is lead nurturing?

Lead nurturing is the process of building effective relationships with potential customers throughout the buying process. It’s purpose is to create automated and ongoing communication with your potential customer throughout the sales cycle, maximizing results and revenue for your company.

Because of technology like marketing automation, modern day lead nurturing is personalized, adaptive, and can listen and react to buyer behavior in real-time. Modern lead nurturing enables you to listen and respond to buyers on multiple channels.

Nurturing leads with content marketing

If lead nurturing is the backbone of a successful online marketing strategy, then content marketing is the muscle. In a market where customers are increasingly wary of ads and increasing self-educating through the funnel, content marketing has stepped up to the place to give brands a voice

Content marketing is the process of creating relevant and valuable content, from blog posts to infographics to video, which attracts, engages, and serves your audience. Customers are already scouring the web for answers to their questions and solutions for their problems that brands are uniquely positioned to provide. Content marketing welcomes them at every stage of the buyer’s journey, and helps move them through the funnel.

The buyers new funnel

How marketing automation helps nurture leads

Marketing automation is a technology solution that allows brands to automate their marketing efforts across various channels, to improve efficiency and drive more sales.

Automating a workflow helps align all of your marketing efforts and messages, and makes sure that each lead receives the most relevant messages at the most opportune times.

How marketing automation works

Source: http://www.marketo.com/lead-nurturing/