Automating lead outreach builds even stronger relationships with leads. In fact your company can:
- offer free downloads (such as an e-book or white paper)
- post enhanced content such as a blog (like this one!) or a library of instructional videos, or
- maintain an online chat center,
- maintain an email address that’s specifically angled toward requests for information,
- leverage the power of social media.
How would your company specifically benefit from automating lead outreach?
In two ways:
First, you demonstrate your expertise.
As an example, visit www.petersonelectric.com/blog/. This is one of our clients who took our notion of video blogging seriously!
Talented Denver electrician Josh Peterson put his iPhone to work and filmed himself in countless videos while performing electrical work. These videos are simple to make, easy to upload to his website, and very informative.
In them, Josh explains everything that he’s doing to fix a certain problem thoughtfully and carefully. He discusses any relevant precautions that need to be taken, and generously doles out advice on best practices.
The result? Josh Peterson has become one of the most recognized and sought after practitioners of his craft in his region.
Remember: demonstrating your expertise is key to attracting new leads!
But here’s the second reason why your website should offer free, high-quality content:
Your marketing software can be calibrated to continue interacting with your leads while you’re out on a job, on vacation, having dinner with your family or friends, or getting a good night’s sleep.
How does this work?
Let’s review what we’ve learned so far:
- Everyone who visits your website is a prospective customer — a lead.
- Your website can be engineered to place specific tags on each of its pages.
- These specific tags will “stick” to every lead who visits a page of your site.
- You can use these tags to gather tons of data on your prospective customers — how long they engage with your content, how often, their IP address, and so on.
But did you know…
Automating Lead Outreach means you calibrate your marketing software to send your leads additional content automatically!
This is the 21st century equivalent to picking up the phone and checking back with someone who’s expressed interest in your business . . . but again, it’s completely automated.
And automation equals power!
Lead nurturing is the art and craft of staying in regular contact with a prospective client and reinforcing that your firm offers the best solution to the pain point they’re currently experiencing.
But it takes a lot of time and manpower to pick up the phone and call prospective customers to discuss their needs, doesn’t it?
Well, it takes a practically no time at all to have your marketing software handle all that outreach for you so you and your company have more time to focus on winning strategies for your business.
Plus, by automating lead outreach, your company can nurture hundreds and thousands of leads at once!
And did you know…?
The same marketing programs we mentioned in Part Three of this series (AllProWebTools, Infusionsoft, HubSpot, Google Analytics, etc.) can be calibrated to interact with leads automatically on your company’s behalf.
For example:
Suppose a new lead finds your business on Twitter and downloads the free e-book you offer.
Once that happens, you’ve created a new relationship.
Now your software can send this lead periodic emails that about new programs your business is running.
Or, if the lead filled out an online form on your website, you can send them a monthly newsletter that highlights your latest success stories.
Or, if the lead subscribed to your website’s blog, you can analyze how many entries they read, which subjects seem to interest them most, how often they stop by to read your content, and so on.
Through each of these automating lead outreach methods (and so many more), you empower your company by:
- gathering and nurturing more leads than ever before,
- nurturing the lead to an understanding that your company provides the best solution to fit their needs,
- turning a greater percentage of prospective customers into actual paying customers, and
- doing so in a manner that’s virtually effortless for you and your staff.
Keep in mind that we’re really just scratching the surface to the art and craft of expanding and nurturing leads through savvy inbound marketing.
Keep reading to read PART FIVE: TAGGING LEADS IN PERSON
Stern is an Inbound Marketing firm. We focus on lead generation and lead nurturing through strategic Inbound Marketing, Content Marketing, and Social Media Marketing. We carefully measure and report our results. Our top clients report an 8 to 1 or higher #MarkeingROI on their investment.
We would love to have a conversation with you about lead generation, follow up, nurturing and the true ROI on your social, inbound, and content marketing.
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