Your email marketing campaign is possibly the most important part of your marketing funnel, since it’s where you build a relationship with potential customers, and gradually persuade them to buy your products and services.
At the same time, it’s important to know much “nurturing” to do before you start promoting yourself, otherwise a large portion of your email list may decide to unsubscribe if they believe you are only interested in making a quick sale.
Especially in today’s overhyped world, a soft-sell approach works better than traditional aggressive advertising methods.
This is what email lead nurturing is all about.
Lead Nurturing Basics
The lead nurturing process takes into consideration the fact that most people either aren’t ready to buy, or don’t know your business well enough to place an order just yet.
Just like with a personal relationship, it takes a few weeks of social interactions before people begin to trust you and provide more information about themselves.
Since the goal behind an email nurturing campaign is to build long-term relationships, it has to balance educational content with promotional content.
This helps to satisfy the needs of subscribers in different stages of the buying process.
Your email messages should include both links to your blog, as well as to your product sales pages. Doing this allows email recipients to either get more information about you, or to place an order if they are ready to do business with you.
Lead Nurturing Tips
Your email lead nurturing campaign consists of a series of emails
(autoresponders) sent over a few weeks to people who gave you
their contact information and downloaded your free materials.
During this period, you will send messages that assure potential customers you are an expert who can be trusted, and who provides quality products and services
Convert the right prospects into loyal customers:
- Design a sequence that becomes more direct and promotional once potential customers have been exposed to your informational content and have learned more about you
- Offer practical tips to help customers find the right provider for your type of product or service
- Include customer success stories and reviews to build your credibility
- Offer prospects free consultations, or inexpensive products to encourage them to take a chance on you
- Repeat your email campaign (re-engagement) targeting people who didn’t open your messages, or failed to respond
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Create Your Own Lead Nurturing Plan!
An email marketing campaign is one of the most important parts of your marketing funnel, since it gives you the opportunity to build a relationship of trust with potential customers before you ask them to buy your products and services.
Please contact me if you would like to create an effective email marketing plan for your small business.
I can also help you create an email marketing campaign to convert more potential customers and clients.