Lead nurturing is no different from building any longterm relationship. You need to foster respect and trust, be a good listener and keep things interesting.Nurturing your leads will increase your sales. How is that done effectively?
LEAD NURTURING CAMPAIGNS
As a marketer, it is up to you to implement the lead nurturing program at your company. Even if you have already got one in place, here are some suggestions that might help you improve it. Please remember that since all campaigns need to be constantly tested and tweaked anyway, you can always change things based on what you learn new.
Two types of lead nurturing campaigns can help you increase the leads willing to commit when theyre ready. The first is an Incoming Lead Processing campaign; the second is a Stay in Touch campaign. Together they put all the necessary processes in place ensuring a stream of better-qualified leads for your sales team.
To make sure that your potential client really wants to be nurtured, the first part of the Incoming Lead Processing campaign deals with respect and relationship building. When people register on your website, they do not want to be overcome with indiscriminate noise from you. No one wants to be inundated with promotional material.
DOUBLE OPT-IN TO SHOW RESPECT
The best way to show respect is a double opt-in approach. When a person registers on your site, send the prospect an email asking for explicit permission to send additional emails. This request is about beginning a relationship. Its also a good practice when the client may not recognize you or your company. For example, if you were a sponsor at a trade show, the show directors share the names of all attendees with sponsors. Sending information to the attendees might get an instant rejections without using the double-opt in form.If you import a list, you can automatically launch a campaign to confirm permission. If a recipient responds, you can add them to the appropriate nurturing program. If they dont respond, you can send them a second chance or suspend your marketing to them.
ASKBE A GOOD LISTENERNext, you want to ask your clients what theyd like to receive from you. Offer them the ability to customize their communications with you. This can be accomplished using marketing automation.
Some of the questions you can ask them include:
- How often would you like to receive communication from us?
- Which types of communication would you like to receive (email, direct mail, text messages)?
- What are your primary interests (use multiple checkboxes that apply to your product or services)?
By asking permission to contact your prospective clients and by asking them questions, you are opening a dialog that will allow you to help them become ready to convert. Be sure and thank them each time they respond to you. Simple courtesy is a very big part of nurturing.
Jaco Grobbelaar, owner of BroadVision Marketing, helps business owners and business professionals put marketing strategies in place that consistently secure new clients. He can be reached at jaco@broadvisionmarketing.com or 707.799.1238. You can Like him at www.facebook.com/broadvisionmarketing or connect with him on www.linkedin.com/in/JacoGrobbelaar.
