Teach Your Business to Market Itself - John Jantsch comes to the Boston area for a workshop on Referral Marketing. Oct 5th, 4PM at Stonehill College. Learn More and Register
Learn to Nurture – Free Seminar on Nurture Marketing presented by Leading Results Sep 28th @ 1:00 Eastern Register Now
Leading Results is a marketing services firm offering marketing coaching and consulting utilizing Duct Tape Marketing. We offer 1:1 coaching, outsourced VP of Marketing services and group coaching on social media, referral marketing and marketing plan development.
We help small businesses stop wasting money on marketing that doesn’t create results.
Keeping them
warm?No, its not winter yet. What
we are talking about this month is how you can keep previously interested (or least inquired)
prospect interested in your products and services?
You’ve collect
names and e-mail addresses from people who have said they are interested in
what you do but they aren’t ready to engage with you in a clear sales process yet
and you don’t know where to go from here.
Nurture marketing is the answer.
This is a
marketing discipline that will help the people on your “mailing list” develop a
deeper level of know, like and trust with you. These prospects want to know
you’re looking out for them, listening to them, and tailoring your products and
services to solve their problems. So your content in your nurture marketing
programs needs to deliver real value to them-whether it’s information that
guides better decisions or products and services that will enhance their
business and their lives. When done consistently, nurture marketing can set you
apart from your competition.
How do I go
about this?
Just calling
every once in a while or sending out a company newsletter or a salesy e-mail
blast will not do the job.First,
you be sure to segment your database based on where they are in the buying
cycle. Are they a prospect (in our
terms, you’ve been engaged with them before, but they don’t have a compelling
reason to buy and they don’t have a timeframe to make a decision) or are they a
lead that is actively engaged with your sales team?Nurture programs typically focus on the prospect.
Then you need to
select topics or themes that are meaningful to your audience to focus on each
month (ambitious) or quarter (usually preferred by most).Its worth re-emphasizing -these topics area and the value presented
need to be of interest to get engagement.
Once your topics
are selected, there are an unlimited number of methods to deliver your
content.You will want to use
several different forms of media to engage your audience.Use your theme or topic as a consistent
basis, but offer different ways to engage with you. Here are a few suggestions:
Educational
e-mail series
Webinars
Blogs
Testimonial
stories with video
Targeted
direct mail
Group
Entertainment
Brand
elements
Once you have your
tactics planned out, recruit people in your organization that can help you to
develop meaningful content.
Employees who interact with your customers every day are the best source
of information.
Finally, put
together a nurture-marketing calendar and live by it!
A well executed
plan delivering content that has value can keep your lists informed and
educated, so that once they are in the buying process you will be the obvious
choice.
If all you are
doing is a monthly newsletter or having a telemarketer do follow up calls, talk
to us.We help clients develop,
plan and execute this process every day. If you want to learn more on this
topic you can call us directly or attend our web seminar on nurture marketing
on September 28th at 1PM Eastern Time.
This blog is
written Jim Cecil – More than twenty years ago, Jim Cecil had an idea. When
Microsoft needed his help to garner more prospects and yield more sales, Jim
decided that the one-off punch to boost numbers overnight wasn’t good enough.
He wanted more for his client. He wanted to redefine the way we think about
marketing.
Sounds ambitious, right? While it took a lot of research and strategic insight,
Jim’s approach centered on a simple philosophy: like any good relationship,
customers want your loyalty and respect. They want to know you’re looking out
for them, listening to them, and tailoring your products and services to quench
their needs.
Social Media Tip Keep Your Cool
While one of the
goals of a social media plan is to create dialog, there are times when there are
times when people disagree. When this occurs stay cool. Express your points in
a clear, logical way. Don’t pick fights, and correct mistakes when needed.
Sometimes, it’s best to ignore a comment and not give it credibility by
acknowledging it with a response.
Referral Marketing Tip
Be a Mastermind
Create your own “mastermind” group with businesses that serve
your ideal customer. The best way to find these people is to ask your customers
who they use and who they would refer business to.Once you have this group some ways to work together are:
Carry the business cards of the other group members and pass
them out as often as possible.
Have each member of the group send out a letter endorsing
you to their client base
Do seminars to
each others client
Be
creative.This is a great way to
generate leads
Cool Tool You Can Use Constant Contact Desktop Capture
Quickly add a new contact to multiple lists- add
a new email address with up to four
contact details to any or all of your lists in Constant Contact.
Update an existing contact’s details and list
subscriptions – Quickly update the list subscriptions and
up to four contact details for a contact that is already in your Constant
Contact account.
Runs directly on your desktop – You
do not need to open a web browser or any other software application
to use
If you don’t use Constant Contact for your email marketing, you can try it for free by clicking here.
