Wasting Money Makes Me Sad
By Sandra Pearce, MPA Media Marketing Manager
When was the last time you analyzed your current customer list to see who they are? A few of my customers recently did and they were very surprised at what they found. They thought that their customers were all from one profession. What they discovered was that they had several sub-groups from other disciplines that were spending a good amount of money with them. And they weren't sure how they got them.
After making a few phone calls they discovered that these individuals were working in an integrated way with other healthcare professionals. There were acupuncturists buying products that they learned about from chiropractors, massage therapists who discovered them from working with an acupuncturist and so on. Then the question that came to mind was, "What would happen if we marketed to them on purpose?"
So, my questions to you are these. Have you considered who, besides your current customer base, might be good customers in the future? Do you ask the question about what they do when you capture the lead? Do you put these leads in "buckets" so you can appropriately market to them?
If you're spending your hard earned dollars on advertising, be it print, digital or both, and you are NOT capturing leads, nurturing leads and closing sales I consider that a waste. Actually, it's more like throwing money away.
The bottom line is this. No matter how you generate your leads, you have to create a process to turn them into customers. You have to refine that process based on your conversion rates or lack of conversions.
A good lead capturing and nurturing program and everything you do that touches your future customers should have these elements:
- Brand communication
- Trust building
- Thought influencing
All of these influence the buying decision. All of these build sustainability. All of these play a part in people agreeing to become your leads and ultimately your customers. People do not, after all, buy on price alone. As a matter of fact, studies show that they would rather spend more and be sure they're getting their money's worth than get a really good deal and take a chance that it's worth it.
So what should be included in a good lead nurturing program? It should have all of these elements:
- A good reason for them to give you their contact information.
- A means to find out who they are, not just what their name is.
- A good data base system to put them in so you can appropriately nurture them.
- A plan of what you are going to do once you have their information.
- First, second, third contact timing and messaging
- A reason they should give you more information
- A way to get them engaged with you before the sale
- And the all important "Ask" (Asking them for their money that is)
The above are generalities. What the specifics are depend on what you're selling, who your customers are and what your internal and external resources allow you to implement.
Now this is the most important part. It is not enough to just continue contacting them. You need to make sure you communicate what's in it for them to stay connected to you? Without that, you are just a solicitor. And we all know that soliciting sales only gets us the customers that were ready to buy today. What we all want is to use our lead pool to influence tomorrow's customers. So whatever you send them, whatever you say to them, whatever you ask of them, it MUST be meaningful to them. But by all means talk to them!
The next time we talk, if you tell me that you have leads that you are not nurturing, I am liable to break out in tears, so don't be surprised if you hear sobbing on this end of the phone.
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