Lead Generation and Lead Nurturing using Mixed Media

Lead generation is a hard and sometimes expensive task. To make the most of your lead database, you have to add a new term to your marketing vocabulary - lead nurturing. If you take care of your lead database, you will see more leads converting into sales and more returning customers.

This practice of lead nurturing involves voice broadcasting, e-mail and direct mail marketing. You will want to use lead nurturing in industries, where recurring sales are likely and the amount of orders is above average. The best example I can think of is office supplies. I regularly receive business correspondence from suppliers of office goods. Some are better at persuading than others.

Initial Contact

Usually, lead nurturing process starts with an introductory phone call and a follow-up e-mail. Don't start with a voice broadcast, give your potential customer something personal.


Don't use a call to action or any sales messages during the initial contact as that will put the customer off. However, in your follow-up email, where you thank your lead for taking time to talk to you, include contact details AND web address in your signature. A certain percentage of leads will visit your web-site or even make a purchase.

Newsletters

It is very important to send your leads an electronic newsletter on regular basis. Don't do it more frequently than once per month unless you are in a news-intensive industry and you think your lead would apreciate daily correspondence.

Don't feel obliged to send a newsletter every month - if you don't have too much to say, don't. You will need to send a newsletter at least every two months. What to write in a newsletter? Start with industry relevant news, a case study, end with a special offer and contact details. Don't be too much of a seller, inform and entertain. Your goal is not to be forgotten!

Combine the Marketing Media

Successful lead nurturing plan encompasses several marketing methods. It's not enough just sending newsletters. Use some telemarketing. When there's been something important in your newsletter, make a follow-up call to discuss the topic with your leads. The discussion will also provide material for further case studies you can use for further newsletters. Sharing ideas and insights with your leads, customers and parters is the true core of business.

It is advised that at least twice a year you send a printed catalogue via direct mail. Even if you offer services. Now it is time for voice broadcast and some direct selling.

Each well thought out catalogue will contain a time sensitive offer or discount. If you're not doing this, you're losing sales! A catalogue via direct mail should be followed by a voice broadcast reminding about the time sensitive offer. This is when you need to include a call to action in your voice broadcast message.

What about New Media?

New media like blogs, podcasts and social networks are a great way to generate free marketing content. Just browse through expert blogs and podcasts, gather links and excerpts, and send this information with your newsletter. Introduce a new subsection in your newsletter and offer your findings to your leads.

If you hold a webinar, send an invitation via e-mail, if it is a seminar requiring attendance, send a direct mail letter. Both types of invitations should be follwed-up by either a phone call or voice broadcast.

Plan Before you Run

This is where most businesses fail. A direct marketing campaign without a plan is not a proper campaign. You need to have a yearly marketing plan. Lead nurturing is a very important part of it. Planning is easy. Graph a table for 12 months and list all necessary actions. It will obviously be a newsletter every month, a catalogue twice a year, greeting card.

The marketing plan can include webinars, seminars, case studies and white papers both via e-mail and direct mail. Don't forget to follow-up with a phone call or voice broadcast where necessary.

You are Never too Small

Even if you are in a small or middle volume business and cannot afford lead nurturing, an occasional reminder of your existance will help you build your brand and earn an advantage over the competitors that do nothing to take care of their leads. A distinctive, branded greeting card for Xmas or Thanksgiving will work well and is not too expensive.

I keep saying that a greetingcard is the best sales material as it is very unlikely to end up in the trash bin. Just don't forget to include your logo and contact details on the reverse.

You can tailor your lead nurturing campaign to what's suitable for your company. A three-events per year campaign can work well, too. That is a product catalog update via snail-mail, a voice broadcast follow-up and a greeting card.

Remember, money is in the list. It is not enough to just generate leads, you need to nurture leads to convert them into loyal customers.