Lead nurturing starts once a company has a potential client’s contact information and can personalize communication with him or her. Lead nurturing may simply be an occasional email letting the client know about updates to a product or service, changes in price and so on. More complex lead nurturing campaigns involve educating the client in the advantages of a particular product or service and designing personalized pitches to encourage the client to buy sooner rather than later. Lead nurturing is a traditional marketing practice, but it has taken on new meaning now that companies can create communities around their products using social media.