The day that someone comes to your website and registers is not typically the day that the purchase is made.
But this is the day that the nurturing process begins. The key thing that must be understood is that buyers are all different. Their behaviors, needs, thought process, analysis techniques, decision-making processes, timelines, they all vary. And so nurturing them must also vary.
But one thing is true. They have all started the process by showing some interest in you for some reason. And from this common starting point, it is now necessary to build a nurturing process to constantly test and qualify their level of interest and where they are in the buying cycle.
Nurturing is the all important step where your information has a chance to sink in. Where the continuous nurturing allows the information to compound on itself; where trust and respect are built up. It allows you to tag along with the buyer as they proceed through their own cycle in their own way, without being perceived as an intruder or threat to their attention. It allows you to be remembered and subtly garner more of the buyer’s attention, increase your value to them, and remove the barriers to an open and full two-way dialogue. At the same time, it allows you to develop deeper insights and understandings of how your buyers are characterized.
Developing a nurturing model is about creating a process of continuous and incremental buyer engagements, that can dynamically adjust to the specific traits of the buyer’s individual behavior.