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Building A Nurturing Strategy With Push

Building A Nurturing Strategy With Push

As competition intensifies across all industries, it’s becoming more important to offer a more focused approach to each individual customer. Marketing for a broad swath of customers, which used to be the only way to market your company, has been replaced by a more targeted approach. It’s called lead nurturing, and done right, it’s a powerful approach with browser-based push as a key part of it.

Building A Nurturing Strategy With Push

Posted on Thursday, June 28, 2018

Each customer is an individual and lead nurturing helps you cater to that.

As competition intensifies across all industries, it’s becoming more important to offer a more focused approach to each individual customer. Marketing for a broad swath of customers, which used to be the only way to market your company, has been replaced by a more targeted approach. It’s called lead nurturing, and done right, it’s a powerful approach with browser-based push as a key part of it.

What Is Lead Nurturing?

You’ll quickly notice an unusual phenomenon as your push strategy takes off: Opt-ins who aren’t customers, but still sign up for your push alerts. Perhaps they buy from you once, and then go silent, or perhaps they follow you on social media. They’re strong leads, interested in your products, but, for a multitude of reasons, they’re not quite ready to commit.

Lead nurturing is all about building a relationship and working prospects towards buying from you more regularly. Effective nurturing has a consistent set of characteristics:

  • It’s personalized, as much as possible, to cater to the interests of your customer.
  • It’s more at ease, more conversational, within the bounds of your brand, of course.
  • And it’s tied to your other channels. For example, if they’re interested in a particular use of a product, you push out a blog entry discussing its uses in that area.

It’s true you can’t sit down with every single customer and have a detailed heart-to-heart about everything they want and need. But, in truth, most customers don’t need that degree of focus. What they do need is an idea of how what you sell matters to them, and why it makes sense to buy it, and lead nurturing is designed to give them that idea. So, how to use it in push notifications?


Go person by person and you’ll see success.

Lead Nurturing Best Practices

  • Lead nurturing is a multi-channel approach; pushes should lead to blogs, social media posts, podcasts, and other channels that make sense. Think of it as handing somebody who’s not sure some literature to consider.
  • Lead nurturing is about patience. Your leads may take quite a while to mature into loyal customers thanks to anything from a lack of budget to personal concerns. It might even start as purely aspirational; look at how many people follow musical instrument brands on social media, as one example. Simply ease them through the funnel at their pace.
  • Lead nurturing is built on personalization, as much as possible, so be sure to incorporate whatever data you have to the best of your ability. Even something as simple as recommending products related to the products they’ve bought, or considered buying, can be an effective motivator.
  • Tightly focused segmentation can help with lead nurturing. What similarities do your leads have with your other customers? What conclusions can you draw from the other data you have?

Remember that, fundamentally, any lead wants to buy from you. It’s simply a matter of finding the challenges they face, or concerns they have, and addressing them as best you can. Push notifications can help you keep in constant contact, nurturing every lead: To see how, sign up for a live demo of Pushnami!