Just as you put thoughtfully planned initiatives in place to help with new lead generation, you must also think about how you will then nurture these prospects through the sales cycle once you obtain the lead. Successful attraction marketing is having leads. A smart, strategic email and direct mail program can help you maintain a consistent connection with prospects and grow the relationships you have available to you—remaining ‘on their list’ and top of mind when they are ready to act.
Lead Nurturing Basics
It’s a proven fact: marketing needs to assist sales in order to achieve the most effective conversion results. So when you create a program that keeps prospects in touch with your thinking beyond just a salesperson’s outreach, you provide an opportunity to push the prospect through their journey faster. Utilize various outbound communications as key touch-points that complement the sales teams efforts, yet showcase your company’s thinking on a different level. Provide information contacts may be seeking out—not what you want to tell them—to build trust as they make their way to a purchase decision.
The goal is to offer interesting, relevant and varied content that is not primarily self-serving in nature. Begin by creating a detailed plan for messaging and scheduling of communications. Think about common questions prospects may have, and how you can provide those answers while conveying your competitive advantages, promoting educational content you have to offer, and building trust in your abilities.
A study by DemandGen found that leads that are nurtured with targeted content produce an increase in sales opportunities of more than 20%. To ensure even greater success, target content to coincide with the behavior and mindset of your audiences at different points in their journey—naturally guiding them through the sales funnel by providing the right information at the right time in the buying process.
Set a solid foundation for your program by maintaining an up-to-date database with as much information on each prospect as possible. Determine the activity level, timing and quantity of communications that makes sense for each. Be organized, yet allow for adjustments as your program evolves. Track and score behavior and deliver content accordingly, allowing the sales team to receive better quality leads along the way to reach their goals. And remember: conversion is the ultimate objective. Always hold something back—never tell the whole story in your email—make them want to click through to your site or landing page to learn more.
How Marketing Automation Can Help
According to ChadwickMartinBailey, 56% of U.S. email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevant. Automation makes it easier to schedule emails, segment contacts, manage your content, trigger responsive emails based on actions, and track the lifecycle of prospects in your marketing funnel. By addressing their specific needs, contacts stay engaged; yet you are ultimately in control because you set the parameters for informing, interacting with and nurturing each lead. It provides you the ability to better target your contacts in a personalized way—assisting the buying decision based on their behavior—and leading to increased conversion rates. Consider investing in one of many standard marketing automation software systems to simplify your Top of Mind program initiatives.