Word of the week: seed nurturing

Word of the week: seed nurturing

By Word of the Week on October 5th, 2012

Seed Nurturing: Not too long ago, we posted a blog titled “Marketing Automation’s Impact in the B2B World” where we discussed the importance of marketing automation systems’ ability to more efficiently nurture leads in today’s vastly changing healthcare industry. A term associated with marketing automation systems and often used in campaigns is that of seed nurturing, or the process of building relationships with qualified prospects before you have their contact information. Seed nurturing describes all marketing efforts that are undertaken to gather information from potential clients. Often used in conjunction with social media marketing, seed nurturing is a technique whereby a company releases shareable content through various social networks; a simple example of this technique could be a healthcare insurance company publishing content on the benefits of their membership with links to a free physician guide that requires email registration. Although primarily considered a lead nurturing concept, it’s easy to comprehend why seed nurturing also integrates with social media marketing. Furthermore, the use of seed nurturing and social media sites can help build a rock-solid reputation of trust and credibility for your business while increasing your qualified prospects.