Getting a lead or a hit from a web visitor is a great first step in securing a new customer, but it is only a first step and certainly doesn’t guarantee you’re going to earn that person’s business. And beyond getting their business, don’t you want to keep their business or have them as a repeat customer in the future and then make them an ambassador of your company, spreading the word to their friends and family and turning them into customers too. Lead nurturing is something every business should focus on to get new customers, keep old customers, and convince them to refer others.
Hubspot says that “78% of sales that start with a web inquiry get won by the first company that responds.” That’s a pretty staggering number and it is a clear testament that being immediately responsive is essential when turning a lead into a customer.
Lead nurturing can then often be handled with a predefined script of emails, but much thought needs to go into these emails. Make sure that your email script is targeted to the offer the person responded to. If your company only offers one service or product then this isn’t a large problem, but if you offer several options you may need to develop follow up email strings for each option.
Being targeted is important, but shouldn’t box you in. If you have another product or service that ties in nicely with the first one, ask for that sale or suggest that avenue.
In addition to nurturing that one lead, you want to make it easy for them to share their purchase, experience or opinion on a social media outlet. This is a great way to reach out to other potential clients and don’t be afraid to ask them to share their experience.
It’s vital to your business that you nurture each and every one of your leads because they can lead to many more.
Contact Tingalls Graphic Design if you want help redesigning your landing page and creating an email lead nurturing campaign.