A lead is someone who has in some way expressed interest in something you have to offer. If you put everything in a funnel with the wide side up, it would look like this: Leads > Prospects > Customers. You’re going to have many more leads than prospects, and many more prospects than customers. When you get a lead, your goal is to qualify them, turning them into a real prospect and then converting the prospect into a paying customer through various marketing strategies.
In order to do that, you need to nurture your leads from day one.
There are many ways to do this. You can start with these ten most important ways to nurture leads and work from there.
Start with a Goal
First, consider your goal: do you want to increase sales, educate prospects, get people to download your free trial, re-engage inactive subscribers? Then quantify your goal and ask: by how much? It’s important to clearly articulate what your intentions are so that you can make informed decisions around things like segmentation, offer strategy, and campaign execution.
Edit, Edit, Edit
Every bit of content that you want to be consumed by your leads needs to be edited for grammar, clarity, and format. You want the information you send them free to represent the type of products and services you offer. If you make silly mistakes, they will notice and yes, they will judge you for it.
If you are unsure about how to set up a lead nurturing campaign, seek out the help of a professional. There are many professionals that can take a look at your goals and help guide you through the process of what type of information you should push out to your leads.
Remember the Drip
Don’t send everything to your leads all at once. Instead, practice the drip system of sending just a little bit of information at a time. Use an indoctrination sequence (welcome sequence, autoresponder – all the same thing!) to help your leads get to know, like and trust you. Address their pain points, speak to their desires, and show them the value you bring to the table.
Consistency Wins the Day
Like with the drip, you need to send out messages and information to your leads on a regular and consistent basis. If someone signs up for your email list, that’s them saying “I think I wanna get to know you.” That’s an invitation to connect and engage, to take it to the next level. Don’t squander that invitation.
Use Your Blog
Don’t forget about your blog. In fact, it’s useful to view your website as home base for all your marketing efforts. While you will use your email list to send information out to leads, you can also use your blog, and use the blog update feature within your email marketing system to notify leads of new blog posts. Write so you become the go to source for meaningful content in your space.
Know the Buy Cycle
Every audience has a buy cycle according to the products and/or services that a seller is promoting. You should have information going out to leads at every stage of the buying cycle in order to qualify them and ultimately convert them.
Focus on the Follow Up
Leads rarely buy at their first opportunity. In fact, it will likely take several touchpoints before a lead becomes a customer. Instead of waiting around for them to make a decision, be proactive and provide them with useful information to help their decision-making process. Show your leads why they should choose you and your product over someone else, and time your interactions well. Remember: nothing beats a well-timed follow-up email. Developing a personal connection is the key to successful lead nurturing and there is nothing more personal than a direct email in response to a video they watched, a blog they read, the button they clicked in the self-profiling survey you put out to them etc. It’s imperative to remember that your email list is the center of your content marketing strategy.
Understand Your Audience
Nurturing a lead is different from talking to someone who has already purchased from you. Ensure that you separate leads from interested parties and from actual prospects or customers. Understand your audience, create accurate buyer personas, and focus your efforts on tailoring every message and product or service offering so that they speak directly to people who fit them. You need to help your leads understand the utility of what you offer.
Study Your Metrics
If you want to be certain that what you’re doing is working, be guided by your stats and numbers. If your website is hooked up to Google Analytics, you should have a treasure trove of information to tap into – information like which pages your customers are visiting, how long they’re staying, where they are coming in from and their overall journey. The more you know about your prospects, the better you’ll be able to serve them. Learn how to optimise your website in this post here.