Posted by: Mackenzie Ross, Marketing Coordinator
A straightforward way to remain in regular contact with a lead is through an email campaign. To get started, you need little more than your prospects’ email addresses. Well, that and some compelling offers. With each email send, you include offers that require registration, as the forms allow you to learn more about the leads and build the profiles in your database. The offers your prospects choose to register for, as well as the ones they decline, can tell you a lot about their needs.
Don’t forget, ideally you are guiding each buyer through the purchase cycle and will want to tailor your communications accordingly. In the early stage of research, the buyer is investigating new solutions, is looking for ways to improve his ROI, and is often interested in offers like white papers or educational podcasts. As he transitions into the middle stage of evaluation, it’s important to suggest more concrete ways his business issues can be resolved, which makes case studies a great resource. Once he moves into the buying stage, you should shift your communication to include details specific to your product or service, make contact with your sales rep simple, and possibly include special incentives to act.
Throughout your lead nurturing process and your leads’ buying cycle, it is crucial to remain a valuable resource for relevant, industry-related information. Offering content-rich white papers, case studies, webinars or podcasts (that are often not brand-focused) is a good way to inspire confidence in your expertise. Once a prospect is ready to make a buying decision, your brand is top of mind.
A long-term, valued relationship with nurtured leads makes them bound to become customers.
