LEAD NURTURING & DRIP MARKETING A BRIGHT+CO PLAYBOOK In order to engage and convert your LEAD NURTURING & prospects, it’s important to develop EMAIL MARKETING a lead nurturing and prospecting system that continues to build your prospect database of qualified leads with verified email addresses. This can be done through a combination of trigger-based email campaigns as well as automated sequence campaigns using a drip nurturing format, tied to landing pages and gated content. Email marketing is an important component in nurturing prospects. It’s simple, inexpensive, and measurable. Keep emails short and text-only, with links to your website. EMAIL MARKETING An overwhelming number of emails are read on hand-held devices, and you want the recipient to be able to read all of your message (2-4 sentences) without scrolling through graphics that don’t show up or may get clogged in spam filters. Once prospects click on the link, they’re more likely to troll through the rest of your website as well. And with a marketing automation system in place, you’ll be able to monitor and track electronic behaviors through placement of tracking codes, defining for you what most likely interests the prospect. THE GOAL: feed and protect; support and encourage; to train and educate prospects; and ultimately to move them through the conversion funnel. STEP 1. STEP 2. STEP 3. FEED PROSPECTS WITH SUPPORT PROSPECTS BY ASK FOR THEIR BUSINESS. VALUABLE INFORMATION OFFERING ADVICE, YOU WILL HAVE TO ASK NOT ONLY ABOUT WHAT COUNSEL AND TIPS THAT YOUR PROSPECTS EVERY YOU DO, BUT HOW IT WILL GIVE THEM A ONCE IN A WHILE IF IT’S WOULD APPLY TO THEM. PREVIEW OF WHAT A TIME TO HAVE A BETTER YET, HOW IT RELATIONSHIP WITH YOU CONVERSATION ABOUT WOULD MAKE THEIR LIFE COULD BRING, BUT THAT DOING BUSINESS. EASIER OR THEIR DOESN’T GIVE AWAY THE BUSINESS MORE COMPANY STORE. SUCCESSFUL. PROTECT THEM FROM FALSE INFORMATION OR SLIPPERY SLOPES THEY COULD SLIDE DOWN IN YOUR AREA OF EXPERTISE. THE 360-DEGREE APPROACH: A lead management system should be a 360- degree process cycle. Marketing automation tools allow you to have such a view. The dashboard provides metrics that show opportunities slowing down in various statuses or queues can point out weak sales processes or agent performance issues. Likewise, heaping points out specific bottlenecks and capacity issues. Meanwhile, smooth flows and alignment with benchmarks can highlight process points you have perfected. The marketing automation tool allows you to have a dashboard giving you a complete view. Many companies now have a marketing automation tool, though we find that many do not have it activated to its fullest – and are only using the tool for trigger-based email distribution. We help companies fully activate an existing tool (Marketo, Pardot, Hubspot etc.), or we find a tool that best fits your company’s need and budget. BRIGHT+CO APPROACH TO DRIP MARKETING “Drip marketing” allows you a way This sound strategy for lead to show expertise and knowledge nurturing can influence the right without being overbearing. profit drivers. And having a Relationship analysis teaches us system in place can illustrate that if you offer one new tip or bit that nurturing those leads that of advice each day, your have the potential to convert into prospects will gradually come to high-value customers is worth view you as the expert they need. the extra effort and expense over This program becomes an ongoing acquisition marketing. extension of your sales team. THE BRIGHT+CO APPROACH We build campaigns using the information you know about your contacts to send targeted communications that convert. The system has the ability to create lists based on #01 demographics, lead score, purchases and behaviors like email clicks, purchases, and payment history. And with the dashboard in place, you can organize, prioritize, and work through your sales activities in one place. With the lead scoring you can spend more time with hot leads that are #02 ready to become customers. Our system will automatically score leads based on demographics and the actions they take. Overall, integrated efforts should be generating an impact – on web traffic, media relations, social and lead generation. The lead nurturing/drip program is one area where you need #03 to build the foundation, along with the website so that each initiative can be taken to the next level. Of course, this is just an overview of our philosophy and approach to lead nurturing and drip marketing. For more information contact us. TO LEARN MORE, PLEASE CONTACT US [email protected] A BRIGHT+CO PLAYBOOK.