If you have been following my blog posts, I basically don’t have to tell you the importance of lead nurturing or what it is. I have been talking about it for months now. What you should know now is how you can improve the different techniques, so you can effectively nurture your prospects.
Let’s begin with your e-mail marketing. Perhaps I’ve already told you that e-mail marketing is one of the most efficient methods in nurturing your leads, especially if they are online prospects. As previously mentioned, 100 percent of those who surf the Internet has at least one e-mail account. But the problem is that it’s not only you who knows about this one. There are others—in fact, thousands of them.
They would also bombard your prospects with their own marketing materials: e-mails, newsletters, catalogs, brochures, and a whole lot more. Because there’s just too much, there’s a huge chance that
• your prospect won’t have any more time to read your e-mail,
• your e-mail ends up in the Junk Mail folder or be treated as SPAM, or
• your prospect will unsubscribe, and that could be one prospect less for you.
So there’s the e-mail marketing challenge: how you can ensure that your leads will be able to not only read but also respond to your e-mail. You should also make sure that he doesn’t “bail out” later on by unsubscribing to your mailing list. To help you out, you can take note of these tips:
1. Stop giving them promotional materials.
Do you understand the pressure that is often associated with offers? Because it’s presented to you, you feel the magnetic force that is compelling you to do something about it. When you’re not interested or you don’t have the funds just yet, the next best thing that you will do is to ignore it and perhaps the succeeding e-mails. It could just contain the same kind of offer or perhaps a new one—but still an offer.
Use your e-mail marketing to provide clear, useful, and practical information to your prospects. For example, if you’re selling a skin care product, you may want to inform your leads on how they can take care of their skin a lot better or the various skin problems they may develop over the years. Avoid talking about how great your product is. You have to leave that decision to them, but you can influence them through the data you give to your leads.
2. Give them statistics.
Make sure that you can also take time to research. If you cannot do it alone, then let someone do it for you. You can easily increase their trust and confidence when you have data and figures to back your claims up. You can then convert these figures into information that is easy to understand and send them through free reports or e-books. (Mind you, Internet users love anything that is given to them without extra cost.)
3. Provide them the option to share your information.
Think of viral marketing while you’re doing your lead nurturing with e-mails. You can leave a link where your prospects can send your article or report to their friends or family, or you can enclose the form right through your e-mail. There are two reasons for this. First, if they think that the data is valuable enough, they don’t have to wait for another time to share it, until they can forget about it. Second, you can increase your leads through referrals. By the fact that the information is given to them, it only means that they also have implied interest over what you have.
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