The Sales Funnel Nurturing Leads Lynn Albro, Internet Marketing Coach www.bestrealestatemarketingideas.com
What is Lead Nurturing?“Lead Nurturing is a system that allowsyou to send an automated series ofemails to an early-stage lead in order topre-qualify them.”Sometimes this process goes by other names;marketing automation, drip marketing,autoresponders, client/contact retentionsystem, etc.
Establish Contact Fast● 35-50% of sales go to the vendor that responds first to an inquiry● Automated lead nurturing is a great way to maintain engagement when a lead has already made a move to interact with you.● Automated lead nurturing keeps your name out there in front of the prospect● Automated lead nurturing enables you to build trust and establish expertise
Learn About your Leads● By presenting different questions or types of content, and identifying who responds to what, you can qualify your leads and set yourself up for warmer sales conversations.● Once you review who opens your emails, and what subjects they open up, then you can put your leads into different lists or groups and send out the information that they are interested in.● Lead nurturing is all about sending out a tightly connected series of emails with an abundance of useful and relevant content.
Lead Nurturing offers a chance forprecise targeting● Craft your emails based on an action a lead has taken on your website● This shows that your are aware of an interest in a specific topic and what information your prospect might need next.● Lead nurturing emails also have a higher Unsubscribe rate, which is an important part of the lead qualification process.● Only the most engaged leads will move down the sales funnel and become great new customers.
5 Steps to Setting up a LeadNurturing Campaign, Step 1...Determine your goal -● Decide what actions make a lead ready to buy, and decide what type of content will qualify them.
Step 2...Decide what your Buyer’s Persona is -● In other words, who is your ideal client, product/service appeal to.● Include details; age, occupation, marital status, etc. Spend some time researching, asking questions and evaluating who these people and what their needs are and why they would buy your product.
Step 3...● Nurture Prospects with relevant content - Instead of jumping in and sending them an email requesting a quote or demo, you should nurture them through the sales funnel first.● Send emails that offer value that will appeal to your Buyers Persona; videos, webinars, eBooks, blog posts, etc.
Step 4...Set up a Timeline -● 75% of leads buy within 18-24 months. With lead nurturing, patience is virtue.● If you believe your lead will buy during that time period, It’s a good idea to send out at least one automated nurturing lead per month.● If you think your lead will buy within a month, then it is a good idea to set up a campaign that goes out on the 1st, 10th, and 20th day after conversion.
Step 5...Measure & Improve -● It’s a good idea to measure how your you’re growing your database from your lead nurturing efforts.● You need to know what’s working and what’s not so that you can continue to improve.● As your campaigns run, make sure to experiment with the offers you send, the subject lines and the calls-to-action within the email content.
Takeaways1) If you get good at Lead Nurturing, you will benefityour bottom line. Industry research shows thatnurturing your leads, keeping them engaged with yourcontent on an ongoing basis and gradually introducingthem to the more advanced stages of the sales cyclecan only benefit your bottom line.2) Setting up a lead nurturing system enables you toestablish content with their fresh leads fast and stayfresh in their mind with ongoing, automated content.3) Lead nurturing is relatively easy to set up anddoesn’t require a bunch of maintenance over time.