How to Nurture New Leads
Lead nurturing is a vital element in business marketing. It’s about fostering relationships with potential customers, even if they are not yet looking to buy goods or services from you.
Lead nurturing pushes your engagement forward, so that you start the customer relationship earlier than you may have done previously. Here’s one way of getting lead nurturing working for you.
The ‘Free Trial’
People typically respond extremely well to a free go at something. It might be a free seminar on graphic design in Melbourne, or access to free software, or a trial of your services. The marketing hook lies in the value people get, which typically makes them much more inclined to buy.
Free doesn’t mean tacky
Just because it’s a time-limited trial doesn’t mean you can get away with a shoddy offering. That’s guaranteed to do your business reputation no good at all! We all know how fast news of bad experiences spreads, and it only takes one Facebook or Twitter influencer to have a poor experience for everyone to know about it.
Add value
Another way you can enhance the free trial is with a drip feed of helpful tips and tricks to help users get the most out of the trial. Don’t overdo it, one or two emails is probably enough.
Create a sense of urgency
About a week before the end of the trial period send your only actual sales email in the whole process. The essence of your message is that the great experience is about to come to an end, and then you provide an opportunity to buy. As an extra inducement you might consider including an introductory offer at this point.
