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.
Dana's presentation, "Search, Social, & Mobile Marketing for Business Brokers" fits nicely in with the theme of the CABB Annual Productivity Conference, since past participants value the unique opportunity to network, share information with one another, and re-invigorate.
