How Effective Is Your Lead Nurturing? Find Out!

Kasra Dash: So today we're going to be talking about what your approach is for lead nurturing. It's a very important question because not everybody that interacts with your lead forms or actually jumps on your website or even calls you is ready to purchase your product or service just yet. So what are you doing to nurture those leads? Lead nurturing matters for lead generation companies but also for customers taking the leads on and trying to convert them. Rolling back a little bit from a lead generation point of view. If someone's been on your website and they don’t fill in the form, you can warm them up on Facebook ads with retargeting. You're nurturing them to come back, fill in the form and make the enquiry. Another approach is writing informational articles. You're nurturing them through informational intent until they move into commercial intent. As they go through that journey, they are much further down the buying cycle. They're no longer a cold web lead. They’re a hot lead, which is where the value sits. Lead nurturing protects quality as well as quantity.

James Dooley: And then obviously when customers get the enquiry, they need to nurture them as well, using email funnels or sales funnels. So do you want to expand on that a little bit, once someone’s actually got the lead?

Kasra Dash: Before we go into that, a couple of actionable tips. If you’ve got a website, you should add a newsletter. I’ve got a newsletter on my site where I send out SEO tips. When someone subscribes, they get value and they get to know me. Six months later, they might hire me for consultancy. That’s one way of nurturing. Another is a well optimised thank you page. When someone submits a lead form on my website, they get sent to a thank you page that has four or five case studies. That makes them want to work with me even more. Once you’ve actually got the lead, you can send them a thank you message. Something simple like “thank you for enquiring, we’ll be back in touch in 24 or 48 hours”. People want reassurance. If they’ve filled in a quote form, they might expect a response in minutes. That’s not always possible. Updating them keeps them calm and stops them shopping around. And once you send the quote, follow up. Some people miss the email. Call them and say “did you receive my quote?” If it landed in spam, resend it. You need multiple touch points.

James Dooley: Touch points are key. In traditional marketing they always said someone needs to see you five times before they enquire. That applies online too. Retargeting nurtures them before the form. Once you’ve got the enquiry, follow up with case studies, testimonials or examples of similar jobs. A follow-up call a couple of weeks after sending the quote helps. Not to hard sell. Just “did you get the quote, is everything okay?” People appreciate that. Some like WhatsApp, some email, some phone. Use whatever their preferred method is. A lot of the time you’re just asking for feedback. If they haven’t come back to you, there’s a reason. Maybe your price is higher because you’re further away. Maybe your materials are higher quality. Once they tell you they’ve gone with someone else, you can explain the differences. If a competitor used cheaper products and you used premium ones, that can pull the deal back and turn a dead lead into a paying customer. And if you’re a business owner watching this and you’re hiring a lead generation company, ask what they’re doing to nurture the leads. Is it just cold web forms or do they have blogs, do they educate people, do they move them through the funnel from informational to commercial? Over at fatrank.com, fill in the form there and enquire for our lead generation service. We do a lot of lead nurturing but we work on a commission only basis. So we’ll be asking you what you’re doing to nurture the leads once you’ve got them. We need to make certain you can convert as well as we can generate. Lead nurturing is important on both sides. The customer taking the leads and the lead generation company generating them. Hope you like the video about nurturing leads. If you’ve got any questions, leave a comment.