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 collected 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
- 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.