Lead nurturing is no different from building any long term relationship. You need to foster respect and trust, be a good listener and keep things interesting.
Nurturing your leads will increase your sales. Just how is that done effectively?
LEAD NURTURING CAMPAIGNS
As the marketer, it is up to you to implement a lead nurturing program at your company. Even if you have already got one in place, here are some suggestions that might help you improve your program. Always remember that all campaigns need to be constantly tested and tweaked anyway so you can always change things based on what you learn new.
There are two types of lead nurturing campaigns that can help you increase the leads that will commit when they are ready. The first is an Incoming Lead Processing campaign and the second is a Stay in Touch campaign. Together they will put all the necessary processes in place that will ensure a stream of more and better-qualified leads for your sales team.
In order 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 someone registers on your website, they do not want to be overcome with noise that you send out indiscriminately. 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 requesting permission is about beginning a relationship with this person. 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.
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.
Next 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 then 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.
- Email Marketing: All Opt-Ins Are Not Created Equal (customerthink.com)
- From Ripe to Ready: Nurturing Leads Increases Sales Conversion (businessinsider.com)