How to Begin Your Lead Nurturing Program

How to Begin Your Lead Nurturing Program A lot of people will tell you that in any process, the hardest will always be the beginning. It determines your next course of action, even the end. Simply put, if you make the beginning a complete mess or a huge error, all your efforts and even money after that may be useless. That is why it is important that you have to come up with a plan. Of course, it will never materialize until you do something about it. You can use the idea of planning when you are nurturing your leads. The Essence of Lead Nurturing We have talked about this time and again, but let us make it clear once more. Not all of your leads will qualify for your marketing campaign. For example, if you are selling clothes but the products you are promoting are plus-sized dresses, you cannot immediately consider the skinny ones. It is important to note that you would not want to lose them either. They will be useful in your other marketing campaigns or product offers. You could be launching a new swimwear collection this season. Instead of finding a whole new batch, which is definitely time- andmoney-consuming, you can just get your prospects from your list of leads. However, while they are waiting to become sales-ready, you nurture them. How to Develop a Program As mentioned, it is all about a plan. A very efficient lead nurturing approach is called drip marketing. This means that you send out product information in a regular basis. However, take note that “regular” does not mean “every day.” Have you ever been bombarded by similar e-mails almost every day? It makes you think that you are spammed. It is the same feeling your prospects will have when you make your drip marketing strategy to annoying. The following is a sample lead nurturing program. Let us pretend that this is going to last for two months, and you are going to send information once a week, every Monday: Week 1. You send out your introductory letter. You can come up with a template with this one. You really do not have to present your offer right away. You are still warming up. You have to send it right after a prospect signs up. This way, you can let him know that you receive his filled-out form. This can also be managed by customize auto-responders. Week 2. Ask if he or she is open for a presentation. Now, it is important that you stress the fact that they are not obliged to avail of anything from you. Just let



them know that they will get to understand the benefits and features of the products and services if they will talk with you personally. Week 3. Provide a newsletter. You need to give this to them even if they do not agree with the presentation. By this time, you could have substantial information that you can share to your prospects. Week 4. Impress them with testimonials, e-books, or reports. Make sure that you can give these for free. You already have a month to prepare this one, and it is a good way to end the first-month cycle of your drip marketing. You can let them think that your product or service really works. Week 5. Add a link to a press release or article about your product or your industry. Your main focus now is to ensure that your prospects definitely understand the full benefits they get once they avail of your product or service. Week 6. Invite them to a seminar or trade show. Or you can simply go back to the presentation. If you have done this marketing approach well, there is a bigger chance that the prospect will be open to meeting you. Week 7. Offer your product—but make sure that you can present some good catches. For example, you may want to give it in its introductory price or discount. You can also offer a money-back guarantee or more bonuses. Week 8. Ask for feedback. Have an idea of how your prospects think of your product. If they have not availed yet, ask why.



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