Nurturing Leads in Your Sales Funnel
I scan trade press email every day to stay current on what people are talking about and although most of what I read feels like filler (they have to publish something) on an almost daily basis I find articles I either strongly agree with or strongly disagree with.
In the spirit of full disclosure, those articles I find myself strongly agreeing or disagreeing with guide what I publish on this website.
Today I stumbled across a post about lead nurturing.
Written by James Green.
James makes a very valid point.
We focus significant efforts on generating leads, and closing sales, but the middle steps generally do not get the attention they deserve.
The image for this post shows what is called the AIDA sales funnel.
The levels are:
Awareness: People learn of your product or service
Interest: They want to learn more
Desire: They decide what you have will probably benefit them
Action: They buy
It’s called a sales funnel because at each level there are fewer people.
I summarize James main point as most of us do not effectively engage our prospects during their Interest and Desire phases, and if we did we would sell more. He’s right. He encourages
Where James stops is in providing specific recommendations. He shows a graph that illustrates that 22% of Mom’s back to school buying decisions are influenced by things they see on Facebook, but does not emphasize that 75% of Mom’s say their back to school buying decisions is not affected by social media networking sites at all.
So what should you as a marketing person for your business do in terms of lead nurturing?
That is the topic of another blog post (sorry if this feels like a teaser).
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