1. Determine your goal – Decide what actions make a lead ready to buy, and decide what type of content will qualify them.
2. Decide what your Buyer’s Persona is – In other words, who is your ideal client, product/service appeal to. Include details; age, occupation, marital status, etc. Spend some time researching, asking questions and evaluating who these people and what their needs are and why they would buy your product.
3. Nurture Prospects with relevant content – Instead of jumping in and sending them an email requesting a quote or demo, you should nurture them through the sales funnel first. Send emails that offer value that will appeal to your Buyers Persona; videos, webinars, eBooks, blog posts, etc.
4. Set up a Timeline – 75% of leads buy within 18-24 months. With lead nurturing, patience is virtue. If you believe your lead will buy during that time period, It’s a good idea to send out at least one automated nurturing lead per month. If you think your lead will buy within a month, then it is a good idea to set up a campaign that goes out on the 1st, 10th, and 20th day after conversion.
5. Measure & Improve – It’s a good idea to measure how your you’re growing your database from your lead nurturing efforts. You need to know what’s working and what’s not so that you can continue to improve. As your campaigns run, make sure to experiment with the offers you send, the subject lines and the calls-to-action within the email content.
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