Look at your inbox right now. Are the marketing emails in your inbox sales-only? How often do you receive marketing emails that are not trying to sell you something?
You probably don’t even remember the last time a marketing email arrived at your inbox without trying to sell you something.
This is because marketers are blast their email lists with countless offers and promotions.
Not only is this the wrong approach, it’s something that is recklessly adopted by most marketers.
Most companies simply sell, sell, sell. Most don’t even think about nurturing their leads. Oddly, the truth is that lead nurturing is the best way to secure sales through email marketing.
What Is Lead Nurturing?
Think of it like this: your customer is a living, breathing person. This person has ups and has downs. This person has day-to-day problems that he has to deal with. Most of the time, your customer will not be ready or willing to pull out his credit card and make a purchase—but that’s okay.
The point is to stop looking at your customers as if they’re walking dollar signs, and to instead acknowledge them as real people who simply do not want to be sold 24/7.
By lead nurturing, your brand is separated from the hordes of other companies that simply sell, sell, sell. By lead nurturing, you are encouraging your subscribers to engage and interact with your brand in a positive way. By lead nurturing, you are winning over hesitant subscribers and converting them into future customers.
How to Employ a Lead Nurturing Strategy
You employ a lead nurturing strategy by educating, entertaining and engaging your subscriber base.
How to Educate
You can educate subscribers about your company, product, industry , and more. By educating your customers, you can take a break from the direct sales pitch, while also setting up an opportunity to sell your products indirectly. By educating your subscribers, you inform them on precisely the reason why they should buy your products.
You may think that your product or industry is boring and it doesn’t make for good educational material. That could be the case, but you may not be properly looking for content opportunities.
Let’s say that you sell bed mattresses. Boring, right? Not necessarily. While it’s mundane on the surface, there are many different educational topics that you can cover which can encourage subscribers to both believe in your brand and purchase your products. Some example topics that you can cover:
How your mattresses are made. Talk about the methodology, the materials, the machinery that’s used, etc.
- The history of your company. Talk about the founders, how the company came to be, your struggles and triumphs, etc.
- “How-to” emails. Explain how to do something that’s relevant to your product or business.
- How mattresses have evolved over time. How has the mattress industry changed or improved.
All of these topics can gracefully lead into a sales pitch.
How to Entertain
Use humor, interesting videos, attention-grabbing images. You don’t have to overdo it. In some emails, just look for ways to invigorate your email with something interesting.
You’re not a comedian. You’re not an entertainer. However, that doesn’t mean that you can separate your brand from countless other boring companies in your industry.
This will allow subscribers to view your brand favorably. This, over time, will lead to an increased number of sales.
How to Engage
Your emails should encourage interaction between your company and the customer. Encourage customers to ask questions about your product and company. Ask them to fill out surveys. Ask them about their thoughts on your business and where they believe it can improve. Ask them to send testimonials or reviews of your product.
Lead nurturing is a great way to break the pattern of pure sales emails. By taking the time to take the foot off the pedal, you will actually retain more subscribers and grow your sales.