Do you have a lead nurturing strategy? If not, you’re doing your business a disservice. The sales industry has always been a competitive arena, with everyone vying for the same thing: attention.
In sales, it’s important to know where to start – leads! They are your starting point, your driving point, the point itself. They are your clients and without them you needn’t bother.
In marketing terms, a “lead” is a potential client or buyer. A qualified lead is one that is willing and able to buy. All over the world, sales teams spend their time sourcing, qualifying them and nurturing leads. That is their bread and butter. Unfortunately, it’s not as easy as it sounds. Recent stats have shown that up to 65% of marketing companies admit that generating traffic and qualifying leads is their biggest challenge.
And more so is finding the right way to do it in an industry that has been doing the same thing for generations with leads starting to learn how to dodge and avoid. How is a lion meant to catch it’s dinner if the antelope can see it coming?
Lead Nurturing Strategy
Despite what some might believe simply finding a lead and even qualifying it is not always enough, 2019 statistics have also shown that up to 96% of qualified leads are not yet ready to buy, and it is in times like these where nurturing is key. There are multiple factors that form the nurturing part of your marketing process and come down to contacting, recontacting, prompting, advertising, reaching out and building strong working relationships and partnerships. There are also numerous ways in which this can be done including social media and marketing sites, advertising and sending out your reps to perform face to face demonstrations. However most marketing specialists still agree that emailing is the most effective form of lead nurturing.
To help you make this even more potent here are a few tips when working with emailing as your chosen platform:
Segmenting Your Emailing List
What can be as important or even more so is not which content you send out but who you send it to and when. As they say there is a time and place for everything, and generally a company’s CEO will not be as interested in the same content as the sales divisions. Segmenting your contact lists is a great way of avoiding the embarrassment of inappropriate receivers and will also go a long way in speeding up your emailing rate as these lists are pre-set and mass emails can be used.
As opposed to who you send to, what you send is vital for success. For example sending exciting medical product information to a company in the banking sector will most likely not get you very far and vise versa. This is the part of the process where personal interest and a personal touch is vital to strengthen your process; try doing a little research into your prospective leads and see where they are as a company, have they started any new ventures or launched a new product line? Tailor making your content is a proven way of catching someone’s attention especially if it is in line with their own goals.
Leveraging Your Data
A strong approach can be a very beneficial thing but coming on too fast and too strong will always work against you making you seem desperate and quickly losing you interest. Because of this it’s important to leverage out your data over time and emails to keep interest going and not overwhelm your leads, this is especially important when wanting to cater to specific goals and ventures within your target companies as your information can keep in step with theirs.
Leaving The Marketing To Your Marketing Specialists
We all know that too many cooks can spoil the broth and it is no different with marketing. When too many divisions try to get in on one project things can quickly become chaotic and unprofessional. Leaving your nurturing responsibilities to the marketing specialists within your team is a much safer way of ensuring the right steps are followed and your lead will turn into that all important sale. So before taking on any prospective lead make sure there are clear divisions within your team and everyone knows their role.
Taking The Right Steps To Lead your Company Into A Successful Marketing Future
Regardless of how many marketing companies there are in this vast arena of sales and competition or how many generations have been using the same old tricks, despite how smart your leads are becoming there are still numerous ways in which you can not only find your leads and qualify them but actually take them all the way to the bank. If one fact in selling has stood the test of time its that quality and professionalism will always be a winning bet.
Quantity has never outweighed quality, and quality has never been overlooked. So when working on your next lead, keep this lead nurturing strategy in mind and remember it’s not always what you say but how you say it.