If you have created an effective website, set up campaigns to launch your products and services, and created social media content, you still won’t be able to increase your business sales. Therefore, it is very likely that you need to enrich your marketing strategy with “Lead Nurturing” behaviors.

Lead nurturing is an essential ingredient in marketing strategies. It is the key to furthering the relationship with your potential customers (leads) and getting them to convert and build loyalty to your brand.

At some point, you probably entered a site on more than one occasion, and as soon as you register, you receive a welcome e-mail. That is the start of the strategy we know today as lead nurturing.

It is clear, we can define “lead nurturing” as the process of accompaniment in which the brand “feeds” or “nourishes” the user with personalized content to guide her through the purchase and convert them into a loyal customer.

Ideally, it would help if you put yourself in your customers’ shoes. For example, how often have you initiated a search on a particular website with a specific interest in comparing and ended up leaving the page without buying anything?

According to a study by MarketingSherpa, approximately 79% of your potential customers will never purchase from your website.

But how can we reverse that? And get more customers to buy your products or services.

This is the point where “Lead Nurturing” becomes your best partner. With good digital marketing planning, you will have a series of phases in which you will strengthen the relationship with your customers according to the stage in which they are in the Conversion Funnel and the niche you are targeting.

Here are 5 strategies you should incorporate in your lead nurturing campaigns if you want to target the Hispanic market specifically.

1. Segment your audience: Don’t stop at the simple “Hispanic Community” description when segmenting your audience. Remember that within this community, there is a universe of small niches that you must identify and consider. How you target Hispanics in the Caribbean is different from how you target Hispanics from the Southern Cone.
2. Send personalized content: If you carry out the segmentation process effectively, it will be effortless to personalize the content you send to your potential customers. Remember to speak to them in their language, and we are not just referring to the Spanish language. Incorporate expressions that they understand and allow them to connect with you.
3. Select communication channels: Not everyone consumes internet content in the same way. Some are loyal Blog readers. Other consumers prefer to document themselves through social media, and even within this group, you will find those who prefer Facebook to Instagram or vice versa. Identify the perfect channels to ensure your message doesn’t fall into oblivion.
4. Automate the processes: Some tools and applications will help you automate the process, improving the times in the planning of shipments, their response, and the contact you must maintain with them.
5. Follow up regularly: Monitoring your campaigns’ performance every 3 months is essential to ensure it works with your audience and demonstrates that the time invested in the process is productive for your business.

Every business is different, and the tactics or effective messaging will vary. However, basic lead nurturing campaigns are an excellent way to maintain an active relationship with your potential customers, interacting with them from their first contact with your business until they feel confident and ready to purchase.

Let us start creating Lead Nurturing campaigns for your business.