You’d think that sales are a binary construct: your prospect will either buy or doesn’t. Indeed, either of those results is the best case scenario, but in reality, you’ll be far more likely to encounter something you’re not prepared for: a ‘maybe.’
If you stop at creating a landing page, you’re equipped to handle the binary outcome of your marketing efforts: you’ll gain sales from the ‘yes,’ and you’ll gain valuable data from the ‘no.’ (We’ll discuss the latter in our next article – you’d be surprised just how valuable a negative answer can be.)
The ‘maybe’ needs more work. However, that extra work will pay for itself ten times over in revenue.
Just for the record, the steps you took so far,
- the commitment to a singular objective
- the evaluation of dozens if not hundreds of designs
- the effort that went into writing captivating copy
- and the steps you took for mobile-friendly design
These are all building on each other. The follow-up, our current topic, is what’s going to make chaotic and seemingly random bursts of revenue into a sustainable stream.
Nature vs. Nurture
A ‘maybe’ is surprisingly easily turned into a ‘yes,’ but perhaps using the word ‘easy’ is the surest way to fall for its deception and handle it wrong. You need to be careful, or you’ll be forgotten quicker than it took to read this sentence.
We talked about random bursts: those are the landmarks of organic growth that you have little control over. What you can, and should, control is the nurture, the well thought-out and executed follow-up, usually best conducted via email.
Email’s not dead
Our friend Stewart Rogers wrote extensively about email marketing on VentureBeat (1, 2, 3), and both he and the entire industry agrees that in all of the tools digital marketers use, email is still the most reliable and convenient one.
It’s also the only form of communication with a reactive element attached to it. Once you get an email, you have to react to it. You have to decide to read it, not read it, read it later (which, as he puts it and how it happens in real life, means you’re not going to read it), delete it, and so on.
No other medium has this reactive quality. And this is what makes email the best way to follow up on the interest your prospect showed you, and why you should – if nothing else – make sure you capture their email.
Lead Nurturing Is a Seduction, Not a Pickup
Let’s take stock of your position: the prospect got through your funnel and came back with a ‘maybe.’ Pushing them at this point will likely backfire, so you need to take a step back and re-evaluate your approach. You need to proceed carefully, over a series of steps.
Yes, we said series. For email follow-ups to work, they need to be thoughtful, polite, and gentle.
That being said, this doesn’t mean they have to go through it fully. You can include a quick exit so that if at any point your prospect feels ready to buy, they can. But don’t push it too far, or valuable data (including that from a failed attempt) will be lost that could’ve improved your campaign.
Our advice is to review your entire campaign. Divide it up into 4 parts that will create your nurture campaign, with the added techniques of email marketing.
Using proper structure accommodates and establishes trust. It also gives authority within your market that’ll help them remember your business when looking for a similar solution later, even if they’re not converting right now.
We are producing an asset that will help you create that structure and make sure that you’re not overt in pushing for a sale.
You can get our guide for free once it’s completed.
Send Me the Email Nurture Guide
How much is too much?
In addition to structure, there are other ways to ensure you’re guiding prospects and not losing them. One of them is to be useful, and not a bother. Nobody likes email anymore because it becomes too much. So when someone does entrust you with their email address, make sure you honor that invitation.
We’ve said it before but applies here as well: keep your copy short. People get dozens if not hundreds of emails every day, and the less they need to read through the better their reaction will be.
Useless, repetitive information is something that’ll not only result in failure but creates a barrier that’ll be much harder to deconstruct later.
Summarize your perspective in a different way than before, and refrain from repeating information unless you have to. Remember: they’re interested, but your previous efforts didn’t convince them. So why would you try it again using the same approach?
Good luck out there.
We’re almost done!
In our last article in this series, we’ll discuss the tools you can use to maximize efficiency in your conversion process, as well as the importance and intricacies of testing during your campaigns, and how to make agile decisions based on live data.
Sounds too much of a hassle? We hear you.
If you want results without the time and money spent on mastering the field, we combined our experience and expertise into a singular product that’ll give you a fully-developed landing page and nurture campaign.
Cut out the trial-and-error, and start getting results right away!