Lead-nurturing is an oft-neglected part of sales; as many engaged in lead generation
are largely preoccupied with the initial hook—be it free demos or consultations. A sales
funnel doesn’t end with the first impression. RETAINING leads is as important as
LURING them. After all, one can snag a billion leads; but that means nothing if one
loses them between the initial hook and the final conversion.
So after having made a compelling first impression, and successfully captured a lead’s
attention, what should you do next? First, you must match your content to the buyer’s
journey. Once you recognize each stage of the buyer journey, you can generate content
that gives the essential information at that particular juncture—information that helps to
move leads on to the next level. This means providing whatever a lead needs in order
to progress to the next stage. During the journey from initial impression to final close,
one must furnish each lead with on-going incentives to keep paying attention.

Don’t bore your target audience with mundane information or tedious lectures (which is
boring rather than inspiring), or with “preachy” sounding verbiage (which might come off
as condescending). To be compelling, get to the point sooner rather than later. Try to
be helpful rather than solicitous. And don’t make the prospect wait too long before you
get to the big pay-off: this is specifically what we can do for you personally. You’ll lose
your audience if you make them keep reading for too long. Be quick to summarize the
value of what you’re offering. Make it crystal clear why they should do business with
you. Make them feel as though it’s an offer they can’t refuse.

A premium SaaS like LeadMachine.AI is able to generate buyer personas; and
continually re-examine each of them for efficacy. It enables you to conduct quality
analytics on each buyer—ensuring outreach stays fresh and relevant; and helps you
monitor the progress of each campaign. Assessing how a given campaign performed
ensures that one does not waste time on poorly-performing strategies. At any time, it is
important to see what is working and what isn’t.

It is also vital that you take full advantage of all social media channels when sharing
content. Don’t forget: unengaged leads don’t convert. Getting your message in front of
more prospects is accomplished, in part, by bolstering brand visibility; and asserting a
bold online presence. The key is to do this in a targeted way, and to personalize the
messaging as needed. Nothing matters unless it’s moving you closer to another
conversion.

Higher engagement levels translate to more leads generated. Calls To Action are great
ways to do this. Make CTAs as effective and clear as possible. Make it clear and easy
for your audience to understand exactly what you want them to do and how they can
benefit in return. Again: Make sure you are equipped with the right tools in place to
track leads. E-mail systems like HubSpot track open rates and click rates, and break
analytics down by device type.

With each campaign, it is important to perform analytics to keep track of what works and what doesn’t. You always want to keep tabs on each return on investment. This enables you to better allocate budgets and not waste time and money on unfruitful tactics. So be sure to utilize trackable channels to attract your leads.

For example. Google Analytics can help you analyze your website traffic and also report on your target audience’s online behavior.

A sophisticated lead gen SaaS like LeadMachine.AI even enables you to customize your follow-ups. Remember: If you generate a lead and do not follow up within a reasonable amount of time, your lead will go elsewhere.

Catching leads’ attention is pointless if you cannot KEEP their attention.
And don’t forget: An SaaS that automates the lead gen process tracks each lead’s activity online; and is capable of delivering content that is tailored to the interests of the target customer. Lead tracking is an integral part of lead nurturing. To know what a certain kind of prospect wants, it is necessary to see what similar prospects have demonstrated they like…which means keeping track of what actually works.

Ensuring that all of your lead sources report back into one central system helps keep your leads organized. Keep track of the value of each lead source. And keep tabs on the performance of each campaign; then make adjustments accordingly.

Another helpful tip: Make sure what you write is concise, relevant, and
poignant. Concision is important, so less is more. It is very common for Facebook users to UN-like a brand because of un-interesting posts; and many un-like because of too many posts. So make sure you consider what people tend to find off-putting. Strike the right nerve; and avoid anything that might be an annoyance.

To reiterate: An automated Lead Gen system like LeadMachine.AI ensures that marketing teams don’t squander valuable resources on prospects that aren’t likely to convert. Automation helps one save time and money, not just with initial contacts, but with follow-ups and other crucial lead-nurturing measures.

In the end, a well-crafted lead gen campaign is about far more than just obtaining an email address. It is about cultivating fruitful relationships with new customers.