Industrial Lead Nurturing

Industrial Lead NurturingWhen initiating contact with customers or performing a discovery call your qualification questions may reveal that your timing is bad. You will likely find a substantial percentage of your prospects have no current needs and are not ready to begin their buying cycle. So your next task is trying to keep top-of-the-mind awareness without annoying your prospects. You need to create a lead nurturing campaign to nurture your leads until they are ready to enter their buying cycle.

Step one to lead nurturing is to commit to sending our useful information to your prospects. The less promotional and the more educational your information is the more welcome and read it will be by your prospects. If you do nothing but send out promotional information save your time as it is not what your prospects want at this early stage.

One lead nurturing option you have is to chiefly stick with email. So when you talk to your prospects and they tell you they do not have any near-term opportunities simply ask them if they can be added to your email list. You then can send them out useful information on a bi-weekly or monthly basis. This can be easily done with the incredible variety of autoresponders and marketing automation software. You also can track if it is being read.

If you really want your lead nurturing activities to stick out like a sore thumb consider adding your longer-term prospects to a mailing list. By this I mean old-school postal mail. Before you say it, remember, it is only junk mail if you are sending junk. If you take the time to mail our valuable information your mail will be both welcomed and read.

So what should you send? My response to this question is it depends. It depends on how strongly you want to differentiate your company and what lengths you will go to do so.

So if you are in a very conservative marketplace and you are running a very conservative company then sending out a tip sheet or a case study each month may be all you should do.

If you are running a company that is less conservative you might want to consider sending out useful educational information in less-traditional ways. One of the best ways to do this is through the use of a one to two minute video.

You can send a link to a fairly traditional corporate video by email, in a postcard, or with the old tried-and-true sales letter. For those of you more daring souls you can send out a more outrageous video and really get recognition and buzz in your marketplace. But even if you choose the outrageous option be certain your video clearly makes a single point that resonates with your prospects.

Andrew Shedden
 

Andrew is the president of Broadfield Communications. When he's not working he likes reading history and biographies. He enjoys classic cars, music, and everything about rural settings. He loves to travel the world.

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