More and more companies today are realizing that the “monster truck marketing” days have passed. Today’s consumer has taken control, and instead of rolling over potential customers with in-you-face marketing messages, the most effective way to market is now through solving your market’s problems by providing useful information.
One of the best ways to do this is by developing a lead capture system. This “system” contains several elements, and today we’ll go through the list of things necessary to capture and nurture leads. Then in future posts this month, we’ll discuss each element in greater details.
1 – An “irresistible offer” or “free bribe”
Once upon a time, you could get a prospect’s email address by simply asking for it. Now it’s common practice to give something free in exchange for their email address. This needs to be something relevant and valuable. Otherwise, most people won’t give up their email address.
2 – A lead-capture form
Once you’ve created your free offer, you’ll need a way to capture their contact information. You’ve probably seen (and even used) a form. These forms are generated using code provided by an auto-responder service, such as Aweber, Mail Chimp, or Get Response.
3 – Delivery of free offer via an auto-responder
Once you get your offer ready, you’ll create a download link for it and provide that link via your auto-responder. Some people put the download link in an email, some on a page within your website – either way works fine, but you need a reliable way to deliver your free offer or your audience will be frustrated and your online reputation will be damaged.
4 – Lead nurturing
Once you’ve delivered your free offer, it’s time to start building a relationship with your new leads via email messages. Don’t overkill your list with one offer after another. It’s best to start with 5-7 “Know-Like-Trust” emails that provide your audience with useful information about your industry. These should be delivered at a rate of about every 3-4 days and can be scheduled in your auto-responder.
After you’ve begun developing a relationship with your list and they have begun to know you, like you, and trust you, then you can start pitching useful and relevant products and/or services to them. It’s important to intersperse these promotions with more useful content. A good ratio is 7-10 information messages to one pitch.