Leading a prospect to your website is one thing. Leading them to buy is another thing. But you improve your chances considerably with a lead nurturing program.
The main purpose of a lead nurturing program is to help your prospects take the next step towards making a purchase, with the conversion of lead to customer being one of the most important.
For many small businesses, creating a successful lead nurturing program can feel a bit overwhelming.
This article provides you with advice on how to develop a winning lead nurturing program without getting overwhelmed.
Move in one step at a time
If you don’t have any lead management strategy at the moment don’t just move from what you have to a complex lead-management strategy.
As a small business, to achieve a strong lead nurturing strategy move one step at a time.
Start by collecting email addresses, then sending a weekly newsletter.
Graduate to the use of an auto-responder where rather than the weekly email (or perhaps in addition to it) people receive a series of emails that are triggered by when they fill out the form where they provide their email address.
And finally graduate to a full fledged marketing automation system where the next email a lead receives depends upon what they did or did not do with the last one.
Identify your best leads
This is jumping a head of bit, but when you get to marketing automation you get lead scoring, where leads are given points based on actions they take which show interest. Leads with the most points are your best leads and deserve special attention.
Start with a single campaign
It would be great to have different nurture segments but if you’re just starting out nurturing your leads, start with a single nurture campaign for all leads then segment your strategy in the future.
When it’s good. Crap content is not king.
Cointent includes videos, blog posts, articles, etc. Categorize your content by your consumer.
Also reuse content in breaking them into series pieces because people get lost in long content.
Setting up a lead-nurturing program doesn’t have to be hard.
Take one step at a time.