Building an effective lead nurture program is the foundation for acquiring new customers. To put it simply, building a database of contacts, and then guiding those contacts through the buying process until they are ready to talk to a sales person or make a purchase, is an essential marketing function that should not be overlooked.
3 Simple Steps for Effective Lead Generation
Segment Your Database:
Business and marketing professionals need to have a deep understanding of who their customers and prospects are. Segmenting your audience by demographics, purchase history and interests is a great way to build a relevant message strategy.
Build Relevant Content:
Developing useful, relevant content is an excellent way to build your lead database. Ridpath Creative recently designed a white paper for MCH Strategic Data that was used to generate leads for their education products and services. Customers and prospects can download the report by filling out a form on MCH’s website. MCH captures the information from those who download, and they build robust email strategies to continue to engage them. They also send out press releases and promote the report on social media to gain additional brand exposure.
Develop An Email Nurture Series:
Once you have a database of customers and prospects, it’s important to continue to build relationships with them by sending them relevant messages. Email is an effective way to do this. In fact, many marketers develop a series of topics in advance that are sent to customers and prospects weekly, or monthly. It’s good to set expectations with message frequency and also give people an opportunity to choose their subscription preferences, too.
Lead nurture programs are a great way to keep your brand top of mind. You want to be the first choice for your customers and prospects when they are ready to make a purchase. Contact me at firstname.lastname@example.org for more information on building a lead generation strategy.