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9 Tips For Cost Effective Lead Nurturing

Cost effective lead nurturingMaximum 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.

And Lean

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.

Pay Attention

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.

Listen Up

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.

Comments

  1. This is why I keep telling myself to not worry when someone doesn’t get back to me; sometimes, I’ll hear from them much, much later.

    I am never quite sure of the line between “nurture a lead” and “annoy someone who isn’t interested”, though. Not in my line of work, anyway. We’ll have to discuss that.

    This morning I sent out a thank-you card I’d drawn & watercolored by hand. Small thing, took me 20 minutes or so, looks really nice. If I’d sent one from Hallmark, she’d have kept it a week or so and then tossed it, as one does. This one, she’ll likely pin up in her office, and if she ever needs an artist for something, I’ll be right there in her line of sight. I think perhaps this is “lead nurturing” for someone in my trade.

    • Tracie,

      It’s no surprise to me that you’ve already absorbed this information and adjusted to use in your business. While not normally the first thing that pops into people’s minds when they think of business, you’re running a very active and exceedingly more successful art business. I like the way you’ve incorporated your product into the Lead Nurturing process. And you’re absolutely right, chances are the card will be displayed.

      I wouldn’t worry about being annoying. You’re extremely sensitive to others and I don’t think that is an issue for you.

      The media, with which you have had phenomenal success as of late, are on a contact schedule of about every 2 -3 months. Usually, the contact is “low pressure” email unless they have specified a different method of keeping in touch. Of course, if you have something urgent and news worthy, by all means call, but it needs to be something that you are sure will be of interest to them.

      Looking forward to having the Lead Nurturing conversation during our next meeting. Can’t wait in fact.

      Thanks so much for the comment and as usual, your perspective is enlightening, thought-provoking and helpful to other readers.

  2. Excellent post. Leads, some of which lead to new customers, are of course the lifeblood of most every business. The points you make here help keep us focused on that fact. Marketing for the sake of marketing leads only one place … bankruptcy court. Several of your tips get at the message of developing a personal, meaningful dialogue with your leads. I agree that particularly today, when there is so much “noise” in the marketplace, you really have to make it personal to get up on your prospects’ radar. Paul

    • Hi Paul,

      Thanks so much for your comment. I am happy to hear that you liked the post and found it useful.

      The most exciting advantage that small business has over corporations today is personal touch. It’s the rage and we need to use it to our advantage. Lead nurturing is a way to keep the conversation going, on a semi-personal level, and bring those customers closer. I hope some of this info helps make it clear how we can do that more cost effectively.

      Keep in touch and let us know how you’re making this work for you.

  3. Hi Laurie,

    Thank you, very good, concise post.
    One of the things I am guilty of is putting too much information / too many options into proposals.
    That is more clear to me now I have read this.
    When you’re just starting out, it’s difficult to judge.

    Regards,
    Stephen.

    • You got is Stephen,

      You’re so right, when we first start out, we tend to overcompensate.

      The best way I’ve found to get it right is to conduct research. It’s really easy to do, you just opt in with the big guys and let them educate you.

      Thanks so much and best of luck to you,

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