Lead nurturing is the act of following up with leads in a consistent and, hopefully, logical way moving them gently along the path of becoming a customer.
In some high end, long decision process selling environments it’s the only way a sale is made. “Hi, glad to meet you, call me when you’re ready to buy,” isn’t a very nurturing approach.
In today’s marketing world smart companies are tapping powerful nurturing tools and technology to help their prospects get to know, like, and trust them, make sales when competitors can’t get past the front lobby, and charge a premium for their products and services.
In some cases it’s a matter of automatically dripping more and more information, in others it’s case of knowing exactly when your prospect is showing interest and in still others it can come down to gaining greater knowledge about your prospect by simply using technology to understand their behavior. (Don’t worry, none of this need be done in a creepy way, it’s all a matter of using technology and the information your prospects willing share.)
The secret is to stay top of mind and continue to educate, but do it ways that have impact.
The following ten tools are ones that I would suggest to most any small business owner to use in tandem with a cadre of education based marketing content in the form of ebooks, audio, video, newsletters, surveys and seminars.
1. BatchBlue – a lightweight CRM tool with a twist. BatchBlue makes it very simple to add your prospect’s social media profiles thereby having access to their blog and twitter feeds right at the point of interaction. Really great for your journalist target market too!