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Top 5 considerations when building a customer nurture journey

How well you nurture your leads and existing customer relationships can be the difference between a successful marketing campaign and a flop.

By building trusted relationships through a personalised, cross-channel experience, you can increase conversion rates and enhance brand loyalty. But in today’s digital, arguably complex, and customer-centric environment, what’s the best way to achieve that? Before you even begin to build a lead nurture strategy, you first have to lay the right foundations.

Here are 5 key things to consider before building your customer nurture journey:

Know your purpose

Perhaps the most important thing to consider is the why; your campaign’s purpose.

Do you want to nurture cold leads from your website to generate a sale, or are you nurturing an existing B2B customer to upsell or grow their annual sales revenue? Once you know this, you can use clear CTAs (call to actions) that will drive the right action to fulfil that purpose.

Define success

What does a successful customer nurture journey look like to you?

Whether it’s a certain number of conversions or sales, or brand awareness in the form of click-throughs and time on page, make sure you clearly define your KPIs or goals from the very beginning. This knowledge should inform the design, length and breadth of your campaign.

You can provide better value by focusing on metrics that closely influence direct business outcomes.

Drill down on demographics

Before you can nurture your customer relationships, you first need to understand who your customers are. By thoroughly researching the demographic you want to reach, you can target the customer segment more accurately through the type of content, call to action, tone and sales approach you use in your customer nurture journey. The more your communications connect and resonate with your audience, the more likely they are to convert.

Weave a story

Think of a lead nurture as a way to prioritise meaningful conversations with customers. This can be done by tapping into your customer segment’s values and concentrating a campaign’s focus on how your product or service will benefit your customers or potential customers, rather than your product’s specs.

Stay consistent

For the best results, keep your messaging brief and consistent in targeted customer interactions, across all media touch-points. This doesn’t mean you can’t use a mix of interactive content and imagery – in fact, you should – but it does mean ensuring your business maintains a steady tone of voice that reflects your business’s brand.

Whether your nurture campaign is based in web, email or social media, you can always leverage it further through cross-channel marketing, which also lets you take advantage of the interactive features across different platforms.

Ready to design a customer nurture journey? Idea Science can help with that.


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