A sales lead is someone who has in some way expressed an interest in something you have to offer and who has provided their contact information. If you think of a funnel with the wide section at the top, it would look like this.
You’re going to generate a lot more leads than you do prospect, and many more prospects than you do customers. When you generate a lead you’re going to have to qualify them, turning them from a lead to a real prospect and then your goal is to convert the prospect into a customer.
In order to do this, you need to nurture your leads from the very start, there are many ways to do this, here we’ll start with a list of ten and you can go from there.
Start with an End Goal in Mind
Do you want to increase sales, educate prospects, get people to download something, start a free trial, or do you want to accomplish something else? It’s important to know what your intentions are from the start so that you can design your lead nurturing system to fit in with your specific goal.
Edit, Edit, Edit
Did I say edit? Every piece of content that you want to be consumed by your leads needs to be edited for purpose, grammar, clarity, and format. You want the information you send them free to represent the type of products and services you offer, therefore if you make silly mistakes, they will notice and they will judge you for it.
Don’t be Afraid to Outsource
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 can guide you through the process of what type of information you should push out to your leads to achieve your goal.
It’s all about the Drip
When someone signs up, don’t overwhelm them with all of the information at once, instead, practice the drip system of sending bite sizes pieces of information each time. Tease them, heighten their interest and make them want what you have to offer before you give it to them.
Consistency Wins the Day
Just like with the drip campaign, you need to send out messages and information to your leads on a regular and consistent basis, I cannot stress this enough. If someone signs up for your email list, they are expecting to get regular, if not daily messages from you. If you make them short, to the point, and informative, they’ll be happy and eager to get the messages.
Use Your Blog
Don’t forget to use your blog, too. A blog is a great tool to enable you to attract and communicate with your audience, in all stages of the sales funnel. Write your blog posts as if you are talking to your leads directly and use your email marketing system to notify your audience of new blog posts.
The Buying Cycle
Every audience has a buying cycle according to the products or services that a seller is promoting. You should aim to have information going out to leads at every stage of the buying cycle in order to qualify them and ultimately convert them.
Understand Your Audience
Nurturing a lead is completely 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. In this way, you’ll be able to target your messages correctly for the audience you are sending it to.
Know Your Products
You need to know everything there is to know about your products and services. Know exactly how it impacts your audience and how it solves there issues. Also, remember that if you outsource some of this work, you’ll need your sub-contractors to understand your products and services too.
Know Your Metrics
As with everything to do with online marketing, you must know your numbers. This is especially true with lead nurturing, if you want to be certain that what you’re doing is working, go by the numbers. Before you even start, determine what metrics you’ll study to determine success or failure.
When you embark on a lead nurturing campaign, slow and steady always wins the race. Just deliver consistent engaging information to your leads, in all stages of the sales funnel on a regular and consistent basis and over time you will convert to very happy buyers.