When you’re managing a lead nurturing list, it’s not always easy to find the line between building profitable relationships and coming off as pushy. By following a few guiding principles however, you can consistently lead your prospects toward sales while still keeping up your good rapport.
Always be Useful
There’s no such thing as too much valuable information. When you create your emails, think from your readers’ perspective and aim to provide some practical benefit in everything you send out.
While it’s nice to share news about new hires and partnerships, it doesn’t really help your readers. Too much of this and they’re likely to unsubscribe. Instead, consider the types of questions your prospective clients often ask and aim to answer them. Offer tips, how-tos, and insight that will help them reach their goals.
If you target two or more types of clients, such as homeowners looking to remodel and commercial real estate investors, segment your email lists. This lets you send each group information that’s tailored to their needs.
To ensure you always have something of value to say and for easier time management, develop an editorial calendar. In most cases, a monthly or bi-weekly newsletter is enough.
Pay Attention to Your Funnel
To be receptive to your sales messages, your prospects must be in the right mindset. Knowing where a prospect is in the sales cycle gives you insight into how they’re thinking so you can provide information that truly speaks to them.
With a lead nurturing list, focus on the needs of those still early in the sales cycle. Educate them on what you can offer and how you outperform your competitors. Encourage them to engage with you by emailing, calling or coming in to talk over the specifics of their plans. At this point, you can work on converting them to clients.
Segmenting your lists helps here, too. You might have one list for new leads and another for those who have taken action towards becoming a client.