The First Rule of Lead Nurturing
Does it ever seem like the first rule of lead nurturing is "Don't Talk About Lead Nurturing?"
Well, it can certainly seem like nobody wants to talk about how to do Lead Nurturing right, mainly because lots of marketers are secretly afraid that they're doing it wrong.
I'll tell you what the number one fear about lead nurturing is.
I'm afraid lead nurturing is just spam
To paraphrase Forrest Gump, spam is as spam does. If your lead nurturing emails aren't providing any real value, if they're nothing more than a flimsy opportunity for you to remind your leads that you exist and that you are accepting cash, then yeah, it's probably pretty spammy.
But if you're staying focused on offering something of real value to your readers with every single communication, then chances are that you're actually making people happy with your email communications. Fancy that.
Ask yourself:
- How did I get these leads?
- What stage in the sales cycle are they in?
- What do they already know?
- What's the next question they're likely to have?
- How can I answer that question for them?
And once you've answered all these questions to the best of your ability, ask yourself -- honestly -- would you open and read this email? In the middle of your busy day?
You would if it answered a burning question about a product or service that you're already considering buying. And that's all that good lead nurturing really has to do.
Image by Yumi Photo
