Long Term Nurture – 7 “Must Do’s” Before Advertising (Part 7 of 7)

Long-term nurture is paramount for keeping lukewarm prospects interested in your offering until they are ready to buy.

As discussed in the previous articles in this series, not every prospect is ready to buy from you now, so what do you do with your leads that are not ready to buy now, but who may buy from you in the future?

Unless you have some good automation software at your fingertips long-term nurture can be a headache for business owners and a lot of money gets lost in the trash simply because you were not able to maintain a conversation with a prospect over a long enough period of time.

Your prospects that are not ready to buy now will finish up buying at some stage. And they will buy from the business that is fresh in their mind at the time when they are ready to buy.

Did you know from marketing research that over 80% of people will buy after seven or more contact touches?

So to prevent throwing good money away because you couldn’t maintain prospects’ interest over a long enough period of time, you will need to implement a system whereby you can maintain personalized conversations with these leads until they are ready to buy.

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This means you will need to create a long-term nurture campaign with educational material that partly addresses the solution to their problem or desire; in the process, you will create a relationship of expertise and trust with them.

Does this sound like a good idea?

You can either do this manually (good luck with this one) or you can automate your long-term nurture process in a “set and forget” manner with the right technology. I know which one I would choose.

Okay so there you have it, the seven things that need to be in place and optimized before you consider investing in advertising for lead generation.

Now you know what to do, I have one last question for you, which surprisingly few business owners ever ask themselves. What is the lifetime value of one “ideal” customer to your business?

If you know this, you will also understand the importance of the investment in setting up your ‘back end’ systems and long-term nurture as outlined in this seven-step series. We wish you ongoing success. PS. If you need assistance contact us now for a free 45-minute strategy session.

Rohan James is Creative Director at Success Wizards. He is a master at using words to create desired outcomes, but when it comes to surfing his favourite breaks, the word “master” is nowhere to be found!