Nurture Your Leads to Improve Lead Generation ROI
Posted by Patrick Murphy on Thu, May 19, 2011
So, you’ve got that prospective lead to register on your landing page. Well done! Sale closed, right? Unfortunately, that’s wrong! Don’t misunderstand – it’s important to have a good emphasis on lead generation but, getting a ton of leads does not guarantee that sales will automatically follow. Now you have your lead, it’s time to reel them in. You can increase your odds of reeling in that sale by following up with a lead nurturing program.
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What Is Lead Nurturing?
Lead nurturing is about progressing the relationship with your lead, by providing consistent and meaningful communication with viable prospects, regardless of what the timescale is on their sale. You don’t just call them every few weeks and and ask the lead if they are ready to buy – you have to cultivate a relationship with them and give them value first. Build a solid relationship with every lead.
Why Do We Nurture Our Leads?
Remember that your leads will have concerns and questions before making an important buying decision. They may be wondering how your product or service will really help your company. They may feel that they are doing fine without your input and your service. Perhaps they are surveying all the options, and checking out your competition? Maybe your competition is giving a better offer or better service? How do they know that your product will really work for them? Can you prove to them that your product or service will be effective? They might be checking out the background of your organisaiton to ensure you are trustworthy, and reliable. They may also be hovering over one of the most important issues: can they afford your service?
So How Do We Nurture Our Leads?
A great lead nurturing campaign will help your leads find the answers to these questions and point them back towards you every time. They need to understand the benefits of working with you, and you need to show them the value they will get from doing business with you. You can create this value by giving them useful information and resources over the duration of your relationship with them.
Typically a lead nurturing program will include a series of emails, phone calls, case studies, testimonials, white papers and web casts which will be useful to your potential customers. They’ve already shown interest, so you just need to solidify that into a will to convert.
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