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No Lead Nurturing Campaign? You’re Up a Creek Without a Paddle!

By October 16, 2012May 13th, 2019
You’ve packed all your supplies, tethered your canoe to your car top and your off on your great adventure. As you get into the water you sit… and sit. You forgot the oars? Ha, well you’re not gonna get too far…If your website attracts visitors but you aren’t regularly engaging with your potential customers, you could liken it to being in a rowboat without any oars…  Hello! If you don’t have a lead nurturing campaign, you might as well take yourself out of the water because you’re not going anywhere anyway. As it is, your lead nurturing campaign is THE oar(s) that will ultimately determine whether or not you get to your destination.

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.

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Larry Levenson

Larry is passionate about inbound marketing and is a HubSpot Certified Trainer. He's learned the "secrets" of leveraging HubSpot to make marketing hyper-effective and customizes that information to help our clients meet their goals. Larry lives in Prescott, AZ, and when not at work, he is hiking or hanging out with teenagers as a volunteer with Boys to Men USA.