Nurturing Prospects – 7 “Must Do’s” Before Advertising (Part 3 of 7)

Nurturing Prospects is something that needs to happen if you want your sales pipeline consistently full.

However, for a small to medium size business owner, it can pose difficulties with limited time and resources available to do so.

So what can you do?

We have the solution for you, read on…

Step 3 of 7 – Systemize Your Conversion Of New Leads, Educate And Nurture Prospects To Sale

Here’s how you do it…

Set Up Lead Magnet Delivery Email Series

The prospect trusted you with his or her email address (Step 2), so you need to be certain to deliver exactly what you promised, in a timely manner.

This means that your email with the Lead Magnet should go out instantly so that they can read it straight away.

Here’s how an email series works…

The series is designed to reach a goal – in this case, deliver your Lead Magnet.

For example, in a two-email series…

The first email thanks the prospect for downloading the Lead Magnet…

And the second email in the series follows up in the case the recipient did not download the Lead Magnet and simply reminds the prospect that they may have missed the first email and brings your brand back to the top of their inbox.

Go it?

Okay, next…

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Prepare an Educational Follow-up Email Series For Nurturing Prospects

As we have already looked at for your existing list/database, you’ll need to segment your new prospects in your database in a manner that collates all contacts that have downloaded your Lead Magnet.

Now…

You can confidently assume that:

1. This set of contacts has the specific pain point you address in your Lead Magnet.
2. They trust your brand to provide the solution.

Based on these assumptions, you can reasonably follow up on their download with an offer to further discuss their pain point and provide your services as a solution.

This is done through a carefully drafted email campaign that is worded and timed well so as to not be intrusive.

Additionally, it’s crucial that when you’re nurturing prospects, you track each email to ensure you remove them from the series when they reach the goal (downloaded your lead magnet).

If you have CRM and marketing automation, you can set up the campaign to register contacts that reach the goal and remove them from follow-up emails automatically.

That’s very cool isn’t it?

All right, so now you have re-engaged your current database/list (Step 1), you have optimized the online marketing platforms that you already own to generate new prospects (Step 2) and now you have a systemized process for nurturing prospects and convert them into customers.

You should be noticing a significant improvement in your sales and we are barely halfway through this series…

Look out for Step 4 of 7 in this series.

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!