Lead Nurturing in E-Commerce: How and Why to Create a Strategy
Posted: Mon Feb 17, 2025 8:27 am
In a context where the relationship between brand and consumer is becoming increasingly egalitarian, and sometimes more "unbalanced" in favor of the latter, companies are required not only to be able to know and identify with their target (it is perhaps more correct to refer to the buyer persona model ), but also to be able to accompany the potential customer to the purchase, ensuring that this last step is perceived as the result of an autonomous, independent and conscious choice .
This is why an effective lead nurturing strategy becomes fundamental because its south africa cell phone number list main objective is precisely to accompany and guide the potential customer in their purchasing process , making the purchasing phase itself the natural outcome of this process.
It is not an aggressive marketing strategy oriented towards "buy now", but a strategy that, based on a deep knowledge of the needs and interests of its potential client, guides the latter towards the choice , providing them with information, content, but also ad hoc commercial proposals.
A lead nurturing strategy in eCommerce, in fact, does not stop at the first purchase, but is all the more effective as it helps to build customer loyalty over time .
Make known and appreciate the characteristics and particularities of a product/service in an informative and non-sales-oriented tone, approach the potential customer indirectly , almost on tiptoe, intercepting the so-called latent demand , accompany him towards an informed purchase so that he increases his satisfaction and trust in the brand: for a lead nurturing strategy in the field of eCommerce we need:
get to know our buyer personas in depth ;
have informative and educational content and information about our products (blog articles, video guides, videos, etc.);
have software that allows us to tailor communications to our target user, sending messages at the most appropriate time and in the most appropriate manner.
This is why an effective lead nurturing strategy becomes fundamental because its south africa cell phone number list main objective is precisely to accompany and guide the potential customer in their purchasing process , making the purchasing phase itself the natural outcome of this process.
It is not an aggressive marketing strategy oriented towards "buy now", but a strategy that, based on a deep knowledge of the needs and interests of its potential client, guides the latter towards the choice , providing them with information, content, but also ad hoc commercial proposals.
A lead nurturing strategy in eCommerce, in fact, does not stop at the first purchase, but is all the more effective as it helps to build customer loyalty over time .
Make known and appreciate the characteristics and particularities of a product/service in an informative and non-sales-oriented tone, approach the potential customer indirectly , almost on tiptoe, intercepting the so-called latent demand , accompany him towards an informed purchase so that he increases his satisfaction and trust in the brand: for a lead nurturing strategy in the field of eCommerce we need:
get to know our buyer personas in depth ;
have informative and educational content and information about our products (blog articles, video guides, videos, etc.);
have software that allows us to tailor communications to our target user, sending messages at the most appropriate time and in the most appropriate manner.