Lead nurturing is an important concept in modern marketing. With an ever-increasing list of routes to market, how can you tell that your marketing is operating in sync, for the benefit of your business? Better yet, how can you quickly plug gaps and stop ‘drop-off’ points, keeping opportunities engaged with your business?
The best way to start looking at lead nurturing is to work through a ‘how to do lead nurturing’ example.
Starting off - what your marketing looks like without lead nurturing
The below shows a typical client journey for a website that’s published a useful blog. In this case, a law firm with a focus on small businesses has produced an article called, ‘How to pursue a small claims court case’. Their blog ranks well on Google for the search term matched to the title. They’ve also asked their local business group to link to it and that’s sending them a steady stream of traffic.
The problem is that this is where the engagement ends. Visitors are Googling, reading the blog and leaving. A small portion investigate elsewhere on their website and then leave also. The firm need to correct the drop off.
Adding the first extra step
The first step for the firm is to get some contact details so they can better nurture their leads. Key here is to realise that most traffic arriving on their site is a potential lead, they just currently are not treating them as such. They know the people arriving at their site are interested in the small claims court, but because the potential clients are finding them through Google, they currently have no way of communicating with them and taking the lead further.
To correct this, the firm adds a large Call To Action (CTA) button into their blog post to promote their ‘Complete guide to the Small Claims Court’. This is valuable marketing and valuable content. Clients visiting the blog are likely to be interested in what they’re offering. In return, the firm want their details so they place the complete guide behind a very simple form. It asks for just four pieces of information; name, firm, phone number and email address. When the potential client clicks the CTA button, they are prompted to fill in the form. Filling in the form triggers an automated email, which sends the guide to the client.
Nurturing, not selling
Note that, so far, the firm haven’t tried to sell their legal advice to the potential client. All they’ve done is gained the contacts’ details and added one more ‘touch point’ (or ‘nurturing point’, if you will) to the process.
Now though, the firm has contact details, so we can add another step to the lead nurturing process we’ve been building.
The new email opens on a couple of bits of recognisable connection for the client (remember, we know their name from the form they filled out, so we can make the email personal);
Thank you for downloading our guide to the small claims court, we hope you found it useful. If you’re currently pursuing a small claims case then you might find our article, ‘5 Tips for a successful small claim win’ useful. We’ve made the article available as a handy PDF here.
I hope that helps and just let me know if you have any questions.
This is great! We know by now that the visitor is pretty interested in the small claims court, so who wouldn’t want our tips for winning a claim?!
We’ve nurtured the opportunity a little more and now we have the added option of gaining some more information about the firm. Perhaps the ‘5 tips’ PDF is behind another form where we ask the firm some questions about their size and industry. Are they a suitable client for us or not?
We’re also getting close to ‘selling’ to the firm but remember: unlike at the start this is no longer a cold prospect we know nothing about and that has no trust in us. We’ve given the firm in question some really useful information and we’re now in a great position to see if we can be of more service.
In part 2 of 'What is lead nurturing and how do you do it?', we’ll discuss widening the nurturing process even further, to minimise lead drop-off and we’ll talk about making sure you convert the leads that you’ve nurtured this far. Don’t miss it on the ClientsFirst blog in April 2015.
By Sam Turner. Sam is ClientsFirst's Marketing Executive and writes here on topics including; inbound and content marketing, social media, design and e-marketing. He likes all of those things as well as travel, golf and frequent cups of tea. You can find him on Google+, Twitter & LinkedIn.