Lead nurturing is a process by which leads are tracked and developed into sales-qualified leads. Meaning that they are ready to buy.
What should it look like?
Most of the time a nurture campaign takes the form of an enewsletters. They are practical and easy to do. There are many cost effective email programs.
- Mail chimp is very easy to use, lots of integration partners
- constant contact has the best selection of templates
Every one has sale force integration. All can easily change graphics.
I have seen the range 6-12 weeks work well. More frequently than 4-6 weeks you will get a lot of unsubscribes. Longer than 12 weeks, is too long. I like quarterly newsletters rather than monthly because it can be a little longer and I can mix up the content.
Sometimes it makes sense to ask, “How often would you like to receive communications from us?” You may also want to ask, “What are your primary interests?”
Quick look at content: Make it valuable
Always include an offer, success story & upcoming events.
Valuable content that might be included:
- Industry trends
- Feature a partner
- Interview a customer or prospect
- Top articles
- Poll results
- Lesson learned
- 3 things you learned at an event you attended
Simple vs. targeted
If you serve very different types of customer, you may want to target your list to their information needs.
What should offers look like?
Offers don’t have to be pushy or boring. Mix it up, here are a couple of examples.
“Ask me about video testimonials!”
We are ready to do your project.
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