To connect or not to connect…
When your visitor converts on your offer and leaves you their contact information, it’s because they expect to receive something of value from you and whether you offer an eBook or a subscription to your blog, you have just earned the right to engage with them. So this is your golden opportunity…
Ready, Set, Go!
You have 8 seconds now to grab your readers attention in their overloaded inbox, therefore, the messages you send have to be spot on:
- title that is compelling
- appropriate to their job title/function
- address a problem they’re having
- and most importantly, sent at a time when the pain is relevant…
We recommend utilizing a 3-pronged approach. Because they’ve converted on an offer, this is your window of opportunity and the time is now to act. When fresh leads come into your database they should always be triggered with a lead nurturing email campaign that spans over a minimum 2 week time period. Begin by developing campains that are appropriately segmented by 1) the relevency of the message in relation to the offer they converted on in the first place and 2) effectively addresses their need. Those that have not converted with a sale or other compelling offer within that time period should then be added to a weekly email newsletter and other opportunities for engagement such as a monthly webinar invitation.
The goal here is not to toot your own horn but rather to show your customers you understand their needs and can provide them solutions. Your lead nurturing campaigns are the avenue by which you can achieve this goal. By focusing on your customers needs and pain points, you’ll find yourself coming up with all kinds of ideas on how you can help them at each stage of the buying process. When you do this, you’ll be the natural choice when they are ready to buy.