There’s a lot of information out there on how to go about building a list. You put up a squeeze page, offer a freebie of some sort, and then collect the names and email addresses of your leads in your autoresponder. Sounds pretty simple right?
But what do you do with the leads once you have them?
Let’s start by defining exactly what a “lead” is:
A lead is someone who has in some way expressed interest in something you have to offer to sale. If you put everything in a funnel with the wide side up, it would look like this: Leads > Prospects > Customers. You’re going to have many more leads than prospects, and many more prospects than customers.
Not all leads will be good leads, so once you get them, your goal is to qualify them, get them to move on to being a prospect, and eventually converting them into a customer.
But to do that, you need to nurture them right from the beginning. And this is where so many people have troubles.
So to help you get started talking to your leads and really communicating with them, this installment of the Friday Five offers up 5 ways to nurture your leads.
Lead Nurture Idea #1 – Set a Goal
In order to get the best results from your content you need to set a goal for it. Do you want to increase sales, educate prospects, get people to download your free trial, or do you want to accomplish something else? It’s important to know what your intentions are from the start so that you can design your lead nurturing campaign to fit in with the goal.
Lead Nurture Idea #2 – Make Sure Your Content Is Clear
Every bit of content that you want your leads to consume needs to be edited for grammar, clarity, and format. You want the information you send them free to represent the type of products and services you offer. If you make silly mistakes, they will notice and yes, they will judge you for it.
Lead Nurture Idea #3 – Get help if you need it
If you have never set up a lead nurturing campaign before, you might want to get some help. You want someone who understands the process and can look at your goals, and help you to set up a campaign with the right information to achieve them. There’s nothing that will turn a lead off faster than sending them the wrong information.
Lead Nurture Idea #4 – Don’t overwhelm your leads
When you first get a lead, it’s tempting to send them all your information at once. Don’t do it. You’ll just end up leaving them confused and overwhelmed and unsure of what you want them to do next.
Instead, “drip” content to them in smaller doses. You can use your content to tease them, heighten their desires, and make them want what you have to offer before you give it to them.
Lead Nurture Idea #5 – Be consistent!
Once someone signs up for your list, they are expecting to hear from you on a regular basis. Whether it’s daily, weekly, or even monthly, you need to be consistent in your mailing schedule. I know this is hard sometimes… I have struggled with this in the past… but there’s really nothing worse than having people excited to get what you have to offer only to be met with silence from your end.
The biggest thing with building a campaign that nurtures your leads is planning. Just as you have a blog content plan, you also need to have an email sequence plan and the two should be at least somewhat compatible. Know what your goals are, what you want your leads to do when you get them interested, and then have a plan to send them information that takes them down the path to becoming lifelong customers.
If you keep your messages short, to the point, and clear in their message and intent, you will be well on the way to nurturing your leads and turning them into customers without having to resort to pushy, hypey tactics.