Inbound marketing hasn’t been around for that long, but it’s already taken the business world by storm. Thousands of companies are already embracing this innovative strategy, and many more will join their ranks in 2015. But for as interesting and effective as inbound marketing is, it can’t escape the need for one of the standbys of business: leads.
Yes, even inbound marketing is beholden to the sales team and its ability to convert leads into purchases. Without leads, we don’t make sales, and without sales, we don’t make any money. Running a business is fine and fulfilling, but let’s not kid ourselves: we’re all trying to make a little money.
So how can you help those leads from your inbound website become sales? By nurturing them. And if you need assistance with the nurturing process, just read on:
Step 1: Perform a little reconnaissance
We call it reconnaissance because it makes it sound cooler, like you’re James Bond or something, but we’re really just talking about doing a bit of research. Find out some info about your leads that you can use to reach them. Do they have kids? Have they been at their company for a long time? Any information can help you reach the lead on a personal level.
Step 2: Begin the process via email
The very first step in your lead nurturing process should happen automatically; as soon as the lead downloads a content offer or submits a form on your site, they should receive an email from your business automatically. You can easily set up these type of workflows using marketing automation software (such as HubSpot). Then, your lead should receive emails from your business periodically, about every 1-2 weeks. This allows you to passively keep trying to close the lead, without becoming pushy or annoying them.
Step 3: Give the lead a call
This is a critical part of the lead nurturing process. Your sales team needs to reach out to the lead and try to close them through a phone call. This is usually much more effective than email, because your lead now has to turn down another living person – not an easy task, especially if you have talented sales people. You should ensure your sales person is equipped with the information you gathered in step 1, and if they can’t close the lead, they should at least set up a follow-up phone call or email.
Step 4: Keep nurturing the lead, but move them to the backburner
If you weren’t able to close the lead by this point, you have to move them to the backburner – essentially make them a lower priority as you aggressively target other leads. You’ve given this lead your best shot and came up empty, but that doesn’t mean you forget about them. Keep sending them occasional emails and consider a second phone call down the road. But for now, you’ve done the best you can.
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