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Contractor Leads: the Three Main Goals of Lead Nurturing

By Kevin Beamer Subscribe to RSS | June 1st 2012 | Views:
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Lead nurturing is a marketing strategy that focuses on customers who are not yet ready to buy. For most companies, lead nurturing represents the majority of their sales leads, so it’s important for them to maintain contact with potential customers. However, sending correspondence through traditional email can be costly and time-consuming, so these companies use lead nurturing companies to make the job easier.

The art of successful lead nurturing is in delivering informative messages that attract and sustain a potential customer’s attention. If done properly, lead nurturing can instill in potential customers a strong preference for your product or service long before any transaction takes place. Lead nurturing companies allow you to track your leads and your content delivery to be automated through different marketing channels. With that in mind, here are the three main goals of a lead nurturing program.

Maintain contact with the prospect. This is by far the most important goal of lead nurturing because without it, the other goals can’t be realized. If your prospects don’t see any value in your message, they will lose interest and cut off their ties with you either through unsubscribing, deleting your messages, or marking them as spam.

Inform prospects about your ideas, thoughts, and comparison points. A potential customer you are nurturing may not enter into a transaction for a long time. During the nurturing period, you can educate them and tug at their minds to follow your ideas and your way of thinking about the market, so that when they require your product or service, your company will be the first thing that comes to mind.

Gather data of your progress through the buying cycle. As you nurture Contractor leads, you can watch the customers’ ecommerce habits so that you can look at the areas that will give you an understanding of where they are in their buying process. As they progress from your nurturing, they will reach a point when they are finally ready to make a purchase.

To sum up these goals, lead nurturing is done to understand the status of your Contractor leads and determine the best marketing strategy that will move them forward in the buying process. Most lead nurturing companies give you the necessary tools to accomplish this goal like, email marketing, return of investment analysis, and market segmentation, among others.

Gaining a lead doesn’t happen overnight, so maintaining Contractor leads is one of your very important marketing tools. Learn more about lead nurturing by visiting startwithalead.com/article.asp?ARTICLEID=162.

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