As humans, we have a natural preference for the familiar. Brands that tap into this mindset and gradually build familiarity and trust with prospects are rewarded with higher conversion rates and customer loyalty over the long-term. But this nurturing process is not something that happens overnight. Rather, it unfolds through meaningful stages that lead strangers down a path towards becoming delighted customers and vocal advocates.
Piquing Interest with Value-Driven Touches
When a new lead enters your funnel, they likely know little about your company beyond basic talking points. This unfamiliarity means low conversion odds at the initial stages. The modern buyer needs between 5 to 7 educational touchpoints before they feel comfortable purchasing. Each piece of content serves as a value-driven touch, enriching awareness and piquing interest incrementally so that by the last piece they feel invested in what you offer.
The Art of Relevance Matching
In an oversaturated marketplace, capturing buyer attention comes down to relevance. Each outbound message must feel tailored and applicable to where they are in their unique journey. Solutions that sharply address the responsibilities, challenges, and goals of a specific role cut through the noise. Hyper-personalized sequencing based on known data points and signals further heightens relevancy, making outreach feel less robotic and more like a helpful guide along the path.
Tripling Down on Nurturing Nears the Tipping Point
After a prospect has consumed multiple educational assets, they will pass an invisible tipping point where brand preference solidifies. Consume 3X more content from one provider versus alternatives, and they become 3X more likely to ultimately purchase from that provider. This explains why the depth and duration of nurturing increases deal sizes - extended exposure breeds familiarity and trust. Flood the zone with relevant content tailored to each stage, easing the stranger-to-customer transition.
Hand Holding in the Home Stretch
As prospects approach the final buying stages, anxiety peaks surrounding vendor selection and project execution. Counter this through overcommunication and hand holding that goes the extra mile. Follow up a pricing quote with a phone call to address concerns. Offer tailored implementation plans displaying step-by-step what post purchase looks like. Provide access to chat support, kickoff calls, and launch managers. Guiding anxious prospects over the finish line cements lasting loyalty beyond the initial purchase.
From Customer to Advocate Through Delight
A bottleneck exists for most companies between closing deals and actively receiving referrals and endorsements. Simply meeting expectations no longer cuts it. Today’s market requires orchestrating “wow” moments that spark spontaneous reviews and referrals. This requires knowing the unique motivators of each customer—is it superior onboarding, white glove service, or perhaps VIP events? Uncover and deliver on delight drivers through research and personas.
Installing Triggers That Kickstart Advocacy
Even delighted customers often forget to actively refer or endorse your brand amidst busy schedules. Counter by installing triggers that kickstart advocacy. Send survey requests, review links, and referral portals right after milestones where you have exceeded expectations. Timely prompts lead to higher response rates and multiply word-of-mouth. Install nurturing flows specifically for brand evangelism. Soon, spreading awareness becomes habitual for your proteges.
The Flywheel Effect of Nurtured Advocacy
Once set in motion, customer evangelism gains momentum through network effects producing compounding returns over time. Each positive review, strong LinkedIn endorsement, and warm referral expands awareness further. Familiarity and social proof build as strangers now come predisposed to trust your brand based on advocates’ seal of approval. This flywheel effect significantly lowers acquisition costs for that next wave of customers. Rinse and repeat, letting nurtured advocacy propel viral adoption.