According to MarketingSherpa, 79% of all leads never convert to sales. That means two things. First, you can probably get more sales if you work with leads more closely. Second, and more importantly, you have to have a strategy concerning what to do with leads that will never buy from you. You still want them to know about your product or service so that they can recommend it to others. Lead nurturing is the answer to both.
My favourite definition of lead nurturing is communicating consistently and maintaining meaningful touches with viable prospects regardless of their timing to buy. Offering visitors to sign up for your email newsletter IS NOT lead nurturing. Here are some simple lead nurturing strategies that work.
1. Events and webinars
Regularly inviting experts to webinars and live events that you record is one of the best lead nurturing strategies. If you sell HR software, it makes sense to invite HR experts who can talk about employee onboarding, motivation, engagement, retention, absence management, and other related topics. People won’t read emails and blog posts that are too long, but they will listen to a 30 minute recording of a webinar or presentation. Best of all, these recordings are two in one – not only they are great material for your current leads, they are actually able to generate new leads via content marketing.
2. Beta tests, focus groups and studies
Inviting your leads to become beta testers or part of a focus group or a study is another simple, yet effective lead nurturing strategy. Not only does this let you receive valuable feedback and improve your product or service, it actually gives you valid reasons to ‘touch’ your leads in the future when you release study results, launch new product/version and so on. Again, original research and industry-specific case studies can be easily used as a part of your content marketing campaign for new lead generation.
3. Online presentations
Online presentations are extremely popular among content marketers (PowerPoint, SlideShare, and Prezi are three great options). First, many platforms, especially SlideShare, come with built-in ‘viral’ mechanisms – they are created to be shareable. Second, people love looking at these – presentations are easy to comprehend, don’t take long to read and have very little ‘fluff’. Finally, if you don’t have your own, you can use other people’s presentations (the best way to do this is to actually compile lists, such as ‘Five essential presentations about viral marketing’ or ‘10 funniest presentations’).
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