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5 Tips for an Effective Lead Nurturing Campaign

By John McTigueMar 25, 2010

One of the most effective ways to convert leads into customers is creating a  lead nurturing campaign. Basically, you're following up after a visitor signs up for one of your offers on a landing page. More often than not they have signed up for a free download or event, and you still want to convert them into a paying customer for one of your products or services. Here are 5 tips for building an effective lead nurturing campaign and getting results.

  1.  5 tips for an effective lead nurturing campaignSet up three lead nurturing e-mails to automatically go out to a lead the day he/she signs up, two or three days following that and five to ten days thereafter. Make sure you include an opt-out link in your e-mails.
  2. Design your e-mails to be attractive but not cluttered. Make sure your brand is well displayed in a header banner along with the topic of the e-mail. Make sure any graphics or links use the full url path to your website. Keep it short and to the point.
  3. In each e-mail offer them something new but related to the original lead capture offer. For example, if they downloaded a whitepaper from the original landing page, invite them to a webinar on the same subject. Don't assume that they will be interested in something entirely different.
  4. Mix it up. In ensuing e-mails offer them new opportunities to learn more about your products or services, but don't make it too "salesy". Instead, you're offering them a chance to learn something new and valuable. Most of all, you're trying to engage them in a conversation - that's when you can build a relationship and ultimately sell them your wares.
  5. Just because they don't click through on your lead nurturing campaign, don't assume your visitors are not interested. If they haven't opted out, they're probably still willing to receive your information. Include them in monthly e-mail newsletters and announcements. Things change, budgets change. Your rejection today can be your best customer tomorrow.
Finally, one of the very best ways to convert is to talk to your leads. If they leave a phone number, chances are they want to talk. If they don't, you can probably find it on their website. In either case, your strategy is to listen, find out how you can help. Don't be a salesman. Be a resource.
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The Author

John McTigue

With over 30 years of business and marketing experience, John loves to blog about ideas and trends that challenge inbound marketers and sales and marketing executives. John has a unique way of blending truth with sarcasm and passion with wit. You can connect with John via LinkedIn, Twitter and Google Plus.
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