Nurturing leads is the next step after lead generation or acquisition. Money has been spent to acquire the leads, therefore assuring a strong return on investment (ROI) is critical and that ROI is only achieved when the lead is converted into a sale and then revenue. Depending on the size of one’s business and / or the popularity / scarcity of the product / service will influence the volume of leads available to the organisation; for smaller businesses, it’s important to consistently and actively manage the process and it needn’t be expensive.
7 Key Steps to Nurture Leads:
- Acquire good quality leads. Options to include good leads include search engine optimisation (SEO), search engine marketing (SEM) and advertising. Be mindful about purchasing leads, especially if you have in mind to run email marketing campaigns, as it’s critical to ensure that those on the list have “opted in” (ie agreed to receive material from you). Not doing so could result in your domain being blacklisted.
- Have an automated response system – also known as “autoresponders”, which send an email to the person as soon as they’ve completed a particular action.
- Provide value from the outset. There’s an abundance of information readily available on the web, much of it for free or very little initial cost. There are a number of steps one can take to achieve this, including “how to” guide.
- Keep the relationship alive and interact. Unless you’ve a monopolistic position on the product / service that you’re offering, your lead can choose to take their business elsewhere.
- Track the interactions and know your metrics as this will shape and influence your ongoing marketing and nurturing activity.
- Ask for referrals. It is much easier to generate business from referrals as the barriers, the “what’s this person trying to sell me” are lower, especially if the referral comes from a trusted source.
- Don’t repeat your mistakes. Repeat the same steps over and over again and expecting a different result, is, unless other factors have changed, is placing hope ahead of logic.