Nurturing leads for your business is critical to the success of your online marketing campaign.  Fewer than 10% of your customers will know what they want, see what you are offering, and purchase it without further thought.  The rest of your leads will need some convincing.  

With that in mind, what can be done to keep these leads interested?  Perhaps a better way to approach this is to consider what should not be done.  These are the actions you will want to avoid.

Not One-Size-Fits-All

To truly nurture your business leads, you’ll need to be specific in your campaigns.  First of all, determine your target market. Wherever there is a unique element – for instance, perhaps 40% of your leads are male and 60% are female – you’ll need to target your campaign for that particular element.

Each type of buyer has a trigger that makes them well-suited for your product or service.  That is, each customer is a unique blend of his or her goals, objectives, and interests. When you create a targeted campaign, you have a much better chance of converting those leads to customers by sending the right content to the right people at the right time.

That doesn’t work if you send the same material to all of your lead in an unfocused way.  To target your campaign, sketch out your typical faithful customer and flesh out those details.  Nurturing your leads means appealing to what they want.

Not One-Way-Fits-All

When online marketing first arrived on the scene, most campaigns were merely launched by email.  That method does not have universal appeal. In order to reach your target market, use a variety of marketing tactics.

It only takes one way to convert a lead, but you’ll need to use a variety to find out which one that is.  You can boost your visibility by using several strategies. Sure, keep using email marketing, but don’t limit it to just that. 

Use direct sales by having real live folks contacting your leads.  Post on social media and cultivate relationships with the folks who frequent that site.  Encourage interaction on your website so that customers and interested parties can post feedback and questions.  Nurturing your leads means appealing to them where they are.

Not One-Touch-is-Enough

Remember that we are working through equipment and the Internet and not eye-to-eye with potential customers.  When you meet people face-to-face, there’s an entire level of communication that happens. Body language and tone of voice can change the meaning of a message radically.  We don’t have that same advantage when we are communicating online.

Maybe it’s because of that, but research shows that it can take up to ten “touches” to convert a lead.  The best tactic is to make good use of several ways to reach out. During that incubation period, you need to answer questions and provide additional information.  Perhaps create some blog posts to focus on various aspects of your product or service.

Another way to reach out is to offer a coupon or an early bird special.  You might even want to send out additional details using the U.S. Post Office.  Nurturing your leads means keeping in touch with them while they consider pros and cons.

More about Nurturing Leads

First of all, you’ll want to generate more leads to introduce to your business.  Nurturing them all boils down to communication.  That is to say, it’s essential to connect in ways that answer questions and provide information to these potential customers.  LeadOwl, a top of the line CRM, helps you do just that.

LeadOwl is available as a SOLO or an AGENCY plan.  Give it a try with our 14-day FREE trial to see how this mobile app and CRM will help you to nurture your leads.  Whether you are introducing your business on your own or you have a team promoting it, LeadOwl will help you keep in timely contact with your leads.  Contact, communicate, and respond–that’s the type of nurturing that converts leads to customers. Whoo-hoo! 🦉