DON’T ANNOY….NURTURE!

Don’t Annoy…..NURTURE

If you believe business is built on relationships, make building them your business

So, what is lead nurturing? Lead Nurturing provides highly relevant educational content to prospective buyers early in the  buying process. Nurturing  can build brand and product preferences long before prospects are ready to buy. Lead nurturing is a discipline focused on leads who are not yet ready to buy. As such, the art of successful lead nurturing is in delivering content  of sufficient value that the audience remains engaged.  If done well, successful  nurturing can build a strong  brand and solution preference long  before a prospect is actively engaged in a buying process.

What Lead Nurturing Isn’t: 

A lot of marketers say they are “nurturing” their prospects when in reality all they are doing is sending out  nice brochures  or marketing copy focused on product releases  or  company  announcements. So, why is it important? Well, for starters, according to Forrester Research,  it:

  • Decreases your costs per lead by 25%
  • It raises win rates on marketing-generated leads (7% points higher) and reduces “no decisions”  6% lower.
  • Ensures sales representative make their quotas (9% higher) and a shorter ramp up time for new reps (10% decrease)

Sitting on leads is sitting on a gold mine. Successful business must have an organized process to move leads that are ready to buy on to sales while ensuring those with the potential to become qualified leads are nurtured along through your sales cycles is essential to both B2B and B2C marketing.

So why do only 15% of companies have formal lead nurturing strategies and processes? Make sure you are not part of the 85% who don’t.

For more information on lead nurturing, please check out our webinar:  “ Start Nurturing and Stop Annoying: The Essentials to Capturing and Converting Prospects to Customers “  at  www.RepublicOfEngagement.com  – COMING SOON

Stop Following the Herd!

If you have you ever gone furniture shopping, you will relate to this story. My husband and I were in need of a new bedroom set. So, one day, we set out going from one furniture store to another to another, searching for that “perfect” bedroom set. After 5 hours of going from store to store, we finally found the “one” but because it was more than what we had budgeted, we decided we would go home and sleep on the decision.

The next morning, we awoke to discover that we BOTH had forgotten which store we had found that “one” particular bedroom set that we both loved so much! (and no, we did not right it down…as that would have been the smart thing to do!)

WHY could we not remember which store it was? Were we just old and our memories fading. No…it’s because most furniture stores look and “act” alike. They carry similar furniture, most (if not, all) finance your purchases with their credit departments, they have delivery and set up options and sales people that follow you around like puppy dogs. They all follow the same play book.

That was until IKEA came along. IKEA looked at what all the other furniture stores were doing and then….did the OPPOSITE. IKEA carries very distinctive low quality, low cost, scandinavian furniture. As other furniture stores try and sell you on the longevity of their furniture, IKEA sells you on the fact that it won’t last long which allows you to “change your furniture look” often.

As you walk around  IKEA, you write down the aisle and bin numbers of your products and then venture into their warehouse where, you, not a salesperson, retrieve your furniture parts. Yes..I said parts. Then, what about set-up, you ask? Not at IKEA. You take home tons of boxes, unwrap everything yourself and then put it together, piece by piece, following their so called “directions”. And as far as salespeople, well, let me know when you find one of those too! But what they do have is babysitting for your children and a gourmet fast food restaurant for customers with picky taste buds. The experience starts the moment you walk into the store.

And today, they are one of the most highly successful and profitable furniture brands out there, with millions of LOYAL customers (I am actually one of them!). Why? They broke the mold and gave customers what they truly wanted (which is not necessarily what customers always tell you they want!).

So the lesson…..Be different…be very different. In some shape or form……
Just be Different.

So, how do you differentiate yourself from everyone else? You can differentiate via price, features, services, niche market, customer service, to name a few. To be successful, you must distinguish yourself from the herd. Find your differentiator (I call it your black jellybean – people either like them or hate them and they do not appeal to everyone (that’s ok!) but they always stand out from the other jellybeans) and GO for IT!