The play-it-cool guide to lead nurturing


The play-it-cool guide to lead nurturing

But come on too strong, and you might miss your chance. Did you know that at least half of the people who fill out a quote request or otherwise show interest in your product or service aren’t ready to buy yet? They may not even be ready to speak to a salesperson yet. Let’s just call them “curious shoppers” at this stage of the game.

Oftentimes, these curious shoppers get sent to the sales department for immediate follow up. The sales department gets voicemail boxes and no response to emails. The lead is classified as “unqualified” or “dead” and you move on to the next.

What’s the remedy to this graveyard of dead leads? Play it cool.

The problem with the typical approach? Just because our curious shoppers aren’t ready to buy now doesn’t mean they won’t be in six months. How do you stay in contact with them until they’re ready?

You reinvent the sales funnel so these leads will ask you for the proposal or product instead of you pushing them. It’s the hard-to-get guide to lead nurturing. At its basic level, it looks like this:


Let’s go through the three steps of the funnel to deconstruct this play-it-cool strategy.

No-risk offer

A no-risk offer is a way to generate a lead. Common types include:

  • Free whitepaper
  • How-to guides
  • Free trial
  • Free report
  • Tip sheet

Basically, anything that allows you to get a potential customer’s name and email without them talking to a salesperson.

Drip content

The drip content stage is the one that gets messy for most businesses. Why? Because they don’t know what to drip!

This is where I use mind maps and brainstorming sessions. In about 45 minutes, you can come up with 100 different titles for pieces of content to create. Having the title at least gives you an idea of what you need to write about.

The key is dripping content that is relevant to the offer. You don’t want to promote Widget A to leads who inquired about Widget Z. Some of these will be bigger guides or whitepapers, some smaller blog post-type content that you send out to those curious shoppers who showed initial interest by taking advantage of the no-risk offer.

Don’t use drip content to constantly promote. You should be providing information and value. Once you have some valuable content, use an email marketing solution to distribute it. I recommend MailChimp (Editor’s Note: We recommend MailChimp too, as one of our awesome Raven partners), as it is simple to get started and your first 12,000 emails of every month are free.

Pro tip: you can repurpose this content as blog posts!

Low-risk offer

Once you start dripping leads with informative and relevant content, you’ll want to periodically offer them a low-risk offer. Low-risk offers include:

  • Webinars
  • Seminars
  • Workshops
  • Demo of Product/Service
  • Free Consultation/Analysis

These are low-risk offers because they require dealing with a sales team that may potentially sell them something (gasp!). But by this point, you have established strong credibility with your lead by continuously provided value.

By the time these leads are ready to engage with a salesperson or view product demonstrations, they have become very qualified. Now they are ready to buy, and you managed to stay at the forefront of their minds throughout the process.

Once they have gone through with your low risk offer, our shoppers are no longer curious. They have a full understanding of your company, your products/services, and you have had the chance to review and provide answers to their questions. At this point, these leads will be asking you to close them.

Justin McGill is a web marketing professional and the founder and CEO of SEORCHERS (read:[surch-ers]) – an inbound marketing company and sales firm with a focus on converting leads into customers.

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