Lead Management through Drip Marketing

Lead Management through Drip Marketing Lead management is one of the most difficult parts of marketing. If you have a lead, you have to make sure that the lead stays a lead. This means that he or she should hold the same level of interest for your product that he or she did even if there had been no sales made. Marketing is quite aggressive, however, which can sometimes run contrary to the aim of lead management. The difficulty associated with lead management is that people are so quick to gain interest but also so quick to lose it. As a marketer, failure to understand this could result to disastrous marketing campaigns. There’s a mistaken belief going on that to keep the customer interested, marketers should bombard their leads and potential customers with aggressive marketing. This could backfire; your leads may become annoyed and no longer interested with your products. However, it is also incorrect to say that you should be passive with your marketing campaign. This can work to your disadvantage as well. If you send in only one advertisement in your lead’s mail and stop at that, it’s certain that your potential client will not remember your company. Remember, the goal in marketing and lead management is to keep the name of your company in your customer’s mind. This means you should regularly follow up on your prospects with a word dropped in every now and then. The Key is Balance The key in successful lead management is balance. In life, we are taught not to go to the extremes: never too less, never too much. If you eat less, you become hungry faster or you become underweight and get sick easily. However, if you eat too much, you risk becoming overweight and be exposed to obesity-related diseases as well. The same goes for lead management. Knocking too much on your customer’s door will annoy him and you’ll be certain he’ll throw you out the next time you knock, figuratively speaking. Your mails would be thrown out of the window or into the paper shredder without being opened. On the other hand, if you knock rarely at their doors, they won’t know your company and, along the way, they won’t know what products you offer them. Again, the key is balance. Keep knocking every once in a while, and your customers will surely remember what you are selling for a business. A Steady Flow Does the Trick Drip marketing is a new marketing concept that has been created to address the need for regular lead management and nurturing. It is similar to the concept of irrigation and watering plants: too much water will kill the plant by drowning it, so it is important to keep a steady and controlled flow of water to prevent that from happening. The term “drip” comes from the practice of using sprinklers in irrigating and watering plants and crops. There is never too much or too less water that comes to the plants via these instruments as long as it’s steady and continuous. Applying it to lead management, this means that there should be a steady flow of advertising mails or cold calls to your prospect’s number. The duration varies from marketer to marketer; it’s up to you to come up with a timetable. The important thing to keep in mind is that it should be regular and consistent. If you choose to send mails twice a month, keep at it. With a steady and regular mail or telemarketing campaign, your marketing and lead management will soon be part of your prospects’ routine. For them, it would be like subscribing to a magazine: they would want their issues regularly brought to their doorstep. Content provided by: www.leadmanagement-info.com Visit our lead management software sponsor: www.leads360.com