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Lead Nurturing Online - Internet Marketing Trend Netedge

by: Dana Chen Fischer 

Lead Nurturing - nudge your prospect down the sales funnel

Consider your online business or website comparable to a fruit orchard. With the right precautions, weed prevention, fertilization, irrigation and care, you'll have a healthy bounty of fruit, albeit, when the time is right. To taste the rich flavor of ripe fruit, you've got to pick it at just the right time, before the birds get it! Then you've got to handle it with care, nourish it with ambient temperatures and conducive storage as you watch it ripen. Enjoy the ripe fruit -- a result of your hard work. But stay on guard and don't lose sight of the next crop!

That was some "food" for thought. But here's the logical explanation of the metaphor used. Your business process must be geared to convert more inquiries into qualified leads and qualified leads into sales; i.e. Lead Nurturing. To make your website a fertile ground that will reap the best results, you need a strong foundation of Conversion Discovery. The guiding philosophy of Conversion Discovery is to be aware at all times that a website of any nature must have a persuasive purpose.

To apply this as the blueprint of your website, you must start by defining your business objectives and matching these to your target audience. Keep in mind, that your audience is profiled primarily on their needs broken down into demographics, psychographics and where they are in the buying cycle (which decides their behaviour on your site). Your goal then is to ensure that every element of your website persuades visitors on your site to take the actions that lead to the delivery of your objectives (conversion). Monitor and measure your results to ensure that your efforts are driving results to your bottom line.

Take all the right steps to remove the weeds (unnecessary distractions) and rotting soil (broken links). Maintain a steady infusion of organic fertilizers (professionally written, SEO friendly content). Trim, prune and manage the online landscape to encourage positive reactions and call to action. Remember that every click on your site is a step towards conversion. Visitor satisfaction with every click on your site should build confidence until they reach the final click where they convert into a customer. That is time for harvesting. It is also the time to watch for dangers of going bad or turning away. Leads, like fruit, are perishable!

Conversion Discovery follows the 40/40/20 Rule – 40% Audience Targeting, 40% Offer and 20% Creativity. Whether or not you use diverse Internet marketing methods like pay-per-click advertising, landing pages, viral marketing campaigns, etc., you can always think of your website as your primary marketing vehicle. Build it using the 40/40/20 Rule where (a) every element of the website keeps in mind the majority of users and their varied profiles; (b) there exist multiple acquisition channels making a variety of offers and (c) aesthetic design and creativity offers unique and personalized experiences for site visitors.

Our digital marketing consultant can engage you in an Information Discovery meeting to identify the details of your 40/40/20 formula and work the magic for your website! Call and book an appointment today. 

Our customers benefit from a leading edge website platform which have build-in lead nurturing capability. The feature rich, highly functional design gave them fertile grounds to nurture leads and the robust reporting showed them who, when, how and where their leads were. 

This is only one simple function of a highly capable online business solution. You can use this and many more easy to use, yet highly advanced techniques to draw qualified leads, nurture them into paying customers and keep them coming back.

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