The Lead Nurturing Tool of Choice. Email Marketing. Key Steps in Lead Nurturing. Turn your leads into sales and your sales into repeat customers. Great to see you (again)!. James Omdahl Digital Strategist. Agenda. Are You Failing Your Funnel? The Lead Nurturing Tool of Choice
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Turn your leads into sales and
your sales into repeat customers
Where Do You Spend Your Time & Money?
Why Lead Nurturing Matters
ROI on Email Marketing is Second Only to SEO
Helpful, Actionable Messages
Solves a problem
Gives recipient an action to take
Step 0: Before You Get Started
You have to know your customer before you can effectively market to them.
Step 1: Status Quo
Your prospect lives in a world without your product and is content with that. They may have pain points but they are unaware there is a solution for them.
Make sticking with the status quo more painful than making a change.
Status Quo - Key Questions:
Status Quo Amplifiers / Content Plan:
Priority Shift Indications/Interactions
Step 2: Priority Shift => Research
Your prospect has come to the realization they have a problem that has a solution worth exploring.
Provide the information the prospect needs to decide they are ready to weigh their options and move towards a decision.
Research - Key Questions:
Research Amplifiers / Content Plan:
Options Phase Indications/Interactions
Step 3: Weighing Options / Step Backs
Your prospect has done enough research to start making a buying decision, but may find that they don’t have all the information they need after all.
Increase the prospect’s confidence in your product and provide them with reassurance when they start questioning your solution.
Weighing Options - Key Questions:
Options Amplifiers / Content Plan:
Validation Phase Indications/Interactions
Step 4: Validation
The prospect has decided that your company is the right vendor, but now they have specific questions and concerns about how you will work together.
Provide final details to the client to clearly explain your relationship, next steps and the long-term details of their purchase.
Validation - Key Questions:
Validation Amplifiers / Content Plan:
by Ardath Albee