By Alan Graner
The following is based on a section in “The 10 Essential Steps to Effective Marketing Online” by Peter Rastello for Inbound Market Link http://www.inboundmarketlink.com/effective-marketing-online-whitepaper/ (registration required).
Congratulations. Your lead generation efforts have paid off. You have qualified prospects.
Lead nurturing is the process of converting those prospects into customers.
At its most basic form, lead nurturing is follow up. It can include direct mail, phone calls, sales calls, email—whatever it takes to keep the relationship growing.
There are many ways of achieving this, and you may have to experiment and tweak your approach to find the one that works best for you.
This is just one approach.
An email program for lead nurturing
One step at a time
Develop a campaign that leads prospects step by step through your sales process. One such progression might include:
- Email 1: thank you for downloading the white paper, free eBook, brochure, etc.
- Email 2: please subscribe to our blog or connect via social media
- Email 3: Click here for a free consultation
Personalize your email
Automate your email so you can automatically enter the prospect’s name from your landing page form. Saying “Thank you Dave for…” is more powerful than “Thank you for….” This will make your prospect feel more connected to your company.
You can email a prospect if they filled out a contact form. However, if you continue emailing them without their permission you violate CAN-SPAM regulations, which may result in being kicked off your ISP. To avoid this embarrassment, include an opt-out link in every email that allows recipients to decline future emails.
Track and change
Is your campaign working? What percentage of prospects decide to opt out? How high is your click through rate?
A low click through rate could be the result of one or more variables. Therefore, check to see if:
- You used a powerful subject line that grabs attention
- You offer something valuable enough that prospects will click through
- You include a call to action (CTA)
Statistics indicate that 70% of prospects who respond to your CTA will ultimately buy something.
- Be patient. It takes time to start seeing results.
- Use Internet analysis tools to reveal what’s working and what’s not.
- Stick with it.
What’s worked best for you in lead nurturing?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA marketing communications firm. For a PR campaign that gets results, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com.