Most companies are so excited about bringing in leads but then they leave them sitting in a list and do nothing with them. Bringing in leads is great but if you don’t convert those leads into revenue you will never see an ROI. What is your lead nurturing strategy?
Here are some statistics. What would you guess the average number of times a salesperson follows up on a lead? The statistics say that 50% of all sales people give up on the first contact. 65% give up after two attempts and 80% give up after three shots.
Do you know how many attempts it takes before the average lead will turn into a customer? 12!
This is why lead nurturing is extremely important!
So how do we nurture our leads and implement lead nurturing best practices? Here are some tips.
First put them on a twice a week call/email campaign where a salesperson/relationship builder will call the lead and leave a message if there is no answer. Immediately follow up with an email telling them you called. Be personable! Tell them where you met them and talk about current events or ask them about their family if you can. Do this for the first month. If you have no response, put them on a one year long term lead nurturing campaign where you email them at least once a month and call them on the phone once a quarter. Create engaging content that will speak to your audience.
What type of content should you offer them?
At any given time there are only about 3% of ppl who are extremely interested in your product or service and ready to buy. 7% are very open to buying and 30% are interested but just not now.
For the other section of the pie you have your 30% who are not interested and another 30% who wouldn’t take it even if it were free.
(Statistics courtesy of Allan Dibs The 1-Page Marketing Plan)
The point of sharing these statistics with you is to help you shape your messaging to speak to each of these audiences, especially the first 40%.
So set up a newsletter that captures the attention of the leads ready to buy and the ones that aren’t quite ready.
Perhaps an offer is suitable for the 10% who are super interested in your product or service. Give them a 2 for 1 deal or 10% off with a promo code etc. For the other 30% who are not yet ready to pull the trigger, give them valuable information that will show them you know your stuff and will build trust in your brand. When they are ready to buy, they will eventually choose you.
Reach out to your leads immediately. On your nurturing campaign, move the ones that respond and become customers to a new list of current customers. Send them engaging content on a separate campaign that focuses on up-selling and cross selling.
So tell us…. What does your company do with your leads? Tell us below.
Desirae Haluk is passionate about marketing for startups and small businesses. For the last 15 years she has held marketing executive positions for organizations both large and small. She realizes that her true passion is helping establish, grow and evolve startups and small businesses to make them successful and help achieve their goals.