Okay, so you’ve identified some promising leads but they’re not yet ready to buy. Time to give up? No! It’s time for lead nurturing. Primarily employing cost-efficient, email communications, this marketing practice not only suggests you stay engaged, but also actively build a strong brand preference among these targets. Why? So that when they’re ready to make a purchase, they make your product or service their leading choice.
So how do you go about lead nurturing? Here are three recommendations.
- Gain – and maintain – permission to stay in contact. If distributing an e-newsletter, keep your content fresh and relevant to your audience. Whenever a prospect loses interest, you lose the opportunity for a future sale.
- Educate by establishing key ideas and points of differentiation. Your messages should work to position your product or service as a preferred solution in the mind of prospects.
- Focus on the next stage – which may not necessarily be the final sale. An opt-in for an e-newsletter, for example, may result in a request for more information, which may provide an opportunity for a “Did you have any questions?” phone call.
One final tip? Do as much as you can, but don’t feel pressed to do it all. Start small, enlist the aid of a qualified marketing services provider, if needed, and build from there.
Want to know more on how lead nurturing can benefit you? Call us today.