Lead Nurturing: What it is, and what it is not
Building on my post last week, I was reminded of a conversation I had with a marketer who was meeting with her new boss to explain the need for a new lead nurturing strategy.
A lot of marketers say they are “nurturing” their prospects, when in reality, all they are doing is sending out nice brochures, landing page links or marketing copy focused on product releases or company announcements.
Starting to get my point?
Pretty, well-designed fluff is not going to “feed” your prospects. Creating a nice layout and clarifying your value statement isn’t going to contribute to the development of your client or your relationship with them.
Let me break it down even further by giving a few examples of what is and what isn’t lead nurturing.
Examples of what is NOT lead nurturing:
1. Sending out an e-newsletter on a monthly basis
2. Blasting your entire database with a new case study that’s unlikely to be relevant to many list members
3. Sending all early stage leads the same series of emails, regardless of their behaviors
4. Randomly calling leads every four weeks to see if they are ready to buy
5 Salespeople calling early stage leads every month just to “touch base”
6. Offering content that promotes your company’s products and services and does not take into account your prospects’ interests or needs at their stage of buying
Examples of what IS lead nurturing:
1. Sharing content that’s relevant and valuable, even if they never buy from you
2. Sending a targeted email that includes content based on:
- Recipient’s industry and/or role in the company
- Stage in buying process or interest
- Previous conversations or content engaged that’s likely to be relevant
3. Helping to answer a question or offering more information
4. Sending information that is relevant to the recipient’s problem
5. Making calls based on touch point data that adds value to the interaction – being a “plus” to their day
6. Giving them useful information that sticks with them and/or helps them grow as an individual or company
It’s all about building trusted relationships with people. That’s what we really need to do instead of expecting to drive conversion from a single event or email. You do this by consistently offering relevant content in the context of lead nurturing and delivering value.
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