Last updated on September 28th, 2014 at 10:36 pm
After putting in so much effort you generated the leads however due lack of proper follow up the leads are not getting converted to sales. If you are not building relationship with your leads you are flushing away your entire effort. That is why we suggest you to follow up the leads through targeted messages. Lead nurturing is actually nurturing your relationship with your potential customer. You are asked to send targeted, relevant and useful messages to your potential customers from time to time. The idea behind is to let your customers themselves come to you and say they need your product.
Making your leads a sales-ready leads is actually done by lead nurturing. It is actually a way that lets you send an automated series of emails to the leads at the starting phase and getting them converted to sales ready leads before you hand them over to your sales team. So many surveys in the past have revealed that only 5 to 25 percent of your website traffic wants to do business with you and the rest are actually the researchers. It is sales nurturing process through which you make the customer feel the need for your product and incite their purchase decisions. Besides, measure and analyze about how your leads are getting converted to sales. It will help you make some effective lead nurturing campaigns and utilize this marketing channel to qualify leads and help your sales team.
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Nurturing leads through Email Marketing
Email marketing not just helps you to nurture the leads but also helps you grow your database and incite conversions best practices.
Build a list of email receivers
Content of the Emails
Convert potential leads to potential customers
Measure your email performance
• Click through Rate
Click through rate is actually a data that tells you about the customer response and lets you know how many of them clicked on your link in the email. CTR tells you about how gripping your offer and the email messages are. This is why you are suggested to keep experimenting with different offers, call-to-action, subject line and timing to perk up your CTR.
• Unsubscribe Rate
It is not a very reliable metric as many times users simply stop opening your e-mails instead of going ahead and unsubscribing to it. That is why you do not get the clear picture about how many active users you still have as in those who still open your e-mail messages.
• Conversion Rate
It is one of the best metric that tells you about how effective your email campaign is. Higher conversion rate implies that how compelling and relevant your offer was for the customers. But you also need to consider the factors other than your email message while talking about the efficacy of your offer such as the landing page. Try experimenting with different landing pages based on the customers’ response. To measure conversion rate you need to integrate your email platform and your marketing analytics.
The way you can nurture your contact other than via emails is through communicating with your leads via social media or other platforms customers use. This is why you are suggested to start thinking about behavior-based communications depending on your leads and campaign performance.
This was all about following up with your potential leads and engage them constantly to move them down the sales funnel through lead nurturing and email marketing. Lead nurturing is as important as lead generation for you to have the sales-ready leads. Besides, never goof up by forcing a customer for buying your product. Remember, forcing a customer and nurturing your leads are two quite different things.
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