Maximum results – minimum investment…
While many people are concerned about the cost of extensive follow-up, the least cost effective way to deal with lead nurturing is to do nothing. While doing something definitely costs money doing nothing is hugely expensive. Not only are they not buying from you, they're filling your competition's coffers by buying from them. When we don't participate in the conversation, we don't only miss this sale, we miss the opportunities for future sales, as well.
What Are We Talking About Here?
Before we get too deeply into the conversation about cost effective lead nurturing, it's a good idea to know a bit about what it actually is. Lead nurturing is a consistent method of building a trusted and information based relationship with a targeted audience. It's a way to educate a potential customer based on a series of “touches” that lead to a conversation. For even more information including a diagram read this post – what is lead nurturing.
It Can Work For You
While having these conversations isn't free, there are ways to make cost effective lead nurturing work for your company AND fit your budget. Let's look at a few ways to get a big bang for your buck.
Keep It Real
Always have your emails come from a real person. Use his or her email, phone number and sender address consistently. Remember people do business with people they like, trust and have a relationship with. An honest to goodness real person will convert people more quickly and effectively. I don't think it costs a penny extra to have a real person sending and receiving this information. It's totally cost neutral.
Speak To Me
It's a really good idea to know the customer. A complete target audience analysis will help your nurturing sequence hit home. If there's a real person in mind and the emails are written as if to that particular person, the response will be much better. It's important to make it personal and relevant to the reader's life. Let your visitors know that you know who they are and that you relate to them. The cost of this is negligible, as well.
Little Bites Are Best
Package information in small bite side pieces. Have a single idea and avoid combining multiple offers. It's imperative to make it easy understand and pack in lots of content.
Shorter Is Better for Everyone
Don't make them fill out long forms to access information. Provide a “key” tip and don't make them register for it. Have them opt in when you give them the chance to learn more.
Sharing And Caring
You can stretch your lead nurturing budget by making your information easy to share and require little initial commitment.
Make It Personal
Make it personal by building in customer stories. Including hard numbers makes it real and pertinent to the reader. Capture the essence of how you helped the customer achieve success.
Keep the message lean, conversational, educational, and helpful. Establish your company as a valuable, trusted resource. Structure the delivery of information to decrease the lead nurturing cycle therefore capturing more sales at a faster pace.
Offering options regarding the information available will give clues as to what customers are thinking about. Paying close attention to what the viewer responded to will allow evidence of where they are in the sales cycle. Careful monitoring will provide more relevant information that could be used to shorten the sales cycle.
The very best way to create a cost effective lead nurturing program is to listen to what the customers want and respond quickly to them.