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Warming Up Your Prospects this Winter with Lead Nurturing

Jan 9, 2018 9:00:00 AM

Warming Up Your Prospects this Winter with Lead Nurturing


Simply getting a lead is only half the battle.

Once you know a lead has potential – that they could possibly become a paying customer of your business? You then have to convince them that you deserve it. That you’re worth their money. That you’re the expert they need to solve their problems.

So how do you do that? How do you take a lead from a cold, static name on a list to a person who is genuinely excited about your brand and what you have to offer?

Just follow these tips.

Warming Up Your Prospects this Winter with Lead Nurturing

Get to know them.

The key to any successful lead nurturing campaign is to segment it. Break it down into separate, smaller campaigns based on the unique nuances of each audience group.

Get to know your leads, and start putting them into different funnels. Have one for daughters looking for senior living facilities for the moms, another for spouses looking at facilities together, and still another for doctors/nurses looking for nearby facilities to recommend to patients. Doing this sort of segmentation can allow you to create more targeted, tailored messaging that will better resonate with their needs and challenges (and lead to a higher chance of sale).

Educate and empower them.

Don’t make every communication with your leads about you. Sure, you’re ultimately trying to sell your services, but no one likes a hard sell – and certainly not one that just won’t quit.

Make sure your messages provide value for your leads – things that can help them through the unique challenges they’re facing and needs they’re dealing with. Customize your messaging to their exact demo and segment and educate them on the issues and concerns that lead them to your door. Answer their questions. Give them the info they need to make a smart buying decision. The more educated they are, the more they’ll realize YOU’RE the right choice for the job.

Warming Up Your Prospects this Winter with Lead Nurturing

Use multiple channels.

Email is great for lead nurturing, but it shouldn’t be the only channel you use. Think of it this way, do you use email, Facebook, Twitter and your mobile device in the same volumes as your best friend? No? Well, your leads don’t either. Everyone has different preferences, and you want to reach those leads where and when they’re most comfortable.

Utilize a well-balanced mix of email, Facebook, Twitter, Instagram and blogging to reach leads on all levels, and give them a chance to interact with you when and where they want it most. Doing so not only improves your chances of interaction, but it makes you more relevant to their needs and preferences.

Break down those business-customer walls.

Today’s consumers want to feel comfortable with the companies they do business with – like they’re talking with an old, trusted friend on whom they can rely on for help, answers and information. They don’t want to be talked down to, and they don’t want a cold, sterile, closed-off relationship that makes brands seem accessible.

Be conversational when connecting with your leads, and make them feel at home and at ease any time you get in touch. You want them to trust you, to feel comfortable in your care and to think you have their best interests at heart. Social media is a great tool for breaking down the business-customer walls and really humanizing your brand.

Warming Up Your Prospects this Winter with Lead Nurturing

Show your expertise.

You’re likely not the only business your leads are courting, and if you don’t want your competitors to take that sale, you need to show those leads why you’re the absolute best choice to handle their needs. To do that, become a resource for them – show off your expertise and the expertise of those you employ.

Provide them the information they need to make their buying decision – even if that’s not content you created. Share helpful links on social media, and add helpful outside resources to your emails and blog posts. Just make sure you only use content from reputable sources – you don’t want it to come back and hurt your reputation, should they be wrong.

Follow-up –and don’t wait too long to do it.

Don’t let too much time pass between when a lead shows interest and when you touch base. There’s a very small window to capitalize on there, and you don’t want to lose your chance (or your sale to a competitor who stepped in faster.)

If you don’t have the staff to follow up on leads automatically, consider using automation tools instead. Hubspot and Constant Contact can help you automate content and emails, while tools like TweetDeck and HootSuite can help you manage social responses. Reach out to us if you want a recommendation for an automation tool specific to your needs.

Personalize it.

Whenever possible, personalize the communication you have with leads. Use their first name when addressing them in emails (this usually just takes one line of code in your email template), and make the extra effort to look up their name and details when interacting on Twitter, Facebook or another social media platform.

Don’t just send a cold, impersonal template that could apply to anyone. Remember, the more familiar you are to a lead, the more likely they are to trust you -- both with their business and with their money.

Warm Up Your Leads this Winter

Do you want to enter 2018 with a slew of new customers and sales? Then get to work on warming up those leads today. Segment your leads lists, create targeted campaigns based on those segments, and make efforts to reach them across platforms and devices with highly tailored, customized content. If necessary, utilize automation tools to ease the burden and cost. Need help doing any of the above? Contact Outlet Creative Group today. We’re here to help however we can.


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