Ever wonder why leads dry up or simply fall off the grid? Chances are that they were left hanging in one way or the other.
According to a Hubspot Lead Nurturing Study, only 25% of your leads will end up legit and sales ready. 50% of the leads are solid prospects but aren't yet ready to pull the trigger. 35 - 50% of sales end up going to the vendor that responds first! So being prompt greatly increases your chances of closing the deal. If half of your leads need some hand holding to get them to commit you've got your work cut out for you. Don't get all bent out of shape about more work, just work smart. Lead nurture!
Keep in mind, however that being the first to the party doesn't guarantee your victory. There's much more to it. We've assembled 4 Lead Nurturing Concepts that will guide you directly into the winners circle.
1) Teach Them
We can't stress the importance of this one enough. Most visitors come to your site are looking for guidance in some way, shape or form. Take on the role as teacher with gusto! Enlighten them in your email marketing about what it is they're looking to learn. If they've visited your site before, take note of what pages they visited, what they downloaded or what they've indicated they're biggest challenges are. Teach them throughout the nurturing process with focused emails on the things they they may be interested in or need help with.
Eventhough the end result is hopefully a sale, do your best not to push the sales approach too hard. Nobody gravitates to the hard sell.. Well, at least I don't... especially if you happen to be one of the most popular mattress selling companies in our area. Sorry... got sidetracked for a moment but needless to say I walked right out of the showroom so the concepts still stands.
2) Gain Their Trust
This is one of the most important elements of both your lead nurturing as well as your overall business. If your audience doesn't trust you your chances of getting them to take further action in the email drops to near zero. Be consistent and deliver on your promises. Too many of us have been duped by false claims and shotty offers resulting in our email being sold or given to spammers. Don't allow your audience to ever feel that they are at risk of having that happen again.
Some proven techniques to help you maintain their trust are:
Using consistent images throughout their path to your offer
Be very clear when you define your offer
Keep your form fields as limited to the absolutely necessary
Allow easy access to your privacy policy
3) Problem Solve For Them
If you have visitors, they have challenges. These is a golden opportunity for you to create offers and services that help them solve those very challenges. For instance, if a visitor is struggling to come up with blog ideas, create an offer that gives them some good ideas for blogs... Hmmm... Sound familiar? No?... Well have a look at this FREE eDoc "20 Great Ideas For Bloggers". (Shameless self-promotion!)
If you focus on solving their problems instead of blatantly trying to sell them something, you'll find that your visitors are much more likely to return the next time they have a problem. Getting yourself into the role of a trusted advisor for them will ultimately result in higher sales.
4) Stay Connected With Them
Just because you haven't heard from a lead in a while doesn't mean it's a dead end. Don't go down without a fight!.... or a follow up, more accurately. Get yourself in front of them again. A great way to re-engage with them is a survey or some type of interaction that allows them to give you some feedback. People like to be heard and if you give them that opportunity they often times will take it. Now your foot is in the door and you can open a dialogue on where they are now related to where they left off the last time you heard from them.
While the percentages may be lower for these leads, it doesn't mean you should discount them entirely. Worst case scenario is that they don't respond and unsubscribe. That leaves you right where you were before you reached out. Nothing really lost at that point. Also by having them unsubscribe you'll have a more accurate list for the future of people interested in your emails, products or services.
If you keep these 4 concepts in mind as you're crafting your brilliant email marketing campaigns you will start seeing those conversion numbers jumping!
Let Us Know What You Thought about this Post.
Put your Comment Below.