We’re walking through a step-by-step tutorial on how to write, publish and market an eBook campaign to get ebook leads. We’re currently in Phase #5: Nurturing Your Leads. Today we are on Step #22: Nurturing Leads.
Call them up if they respond to your email invitation
Once the call has been scheduled, it’s time to have that conversation. Do some background research before making the call so you’ll be prepared with some knowledge about their company before you pick up the phone.
Find out what their needs are
During the call, ask questions about their goals, what their current strategy entails, and what their pain points are. Think about how your services can help them and offer suggested. If you’ve done similar work for another client, share your previous strategy with them and cite your results.
Provide the resources you can
John Jantsch of Duct Tape Marketing has a few pointers for us here:
When a client says yes, you should be prepared to shift your marketing process to teach them how to get the most from this new relationship or product by putting a new customer kit in their hands. Your new customer kit, much like your marketing kit, allows your new client to fully understand what to expect now that they are a client. That’s right your educational marketing approach doesn’t end once you make a sale. Almost every type of business, service or product based, should develop “training” documents that communicate key bits of information.
He suggests that these kits include information on:
- What to expect from you next
- How to contact you if one has a question
- How to get the most from your new product/service
- What you need from your prospect to get started
- What was agreed upon today
- How you invoice for your work
Offer referrals if you can’t be of assistance
You may find that your services aren’t always going to be the best fit for every prospect you contact. Be honest if you’re not the best company for the job, and refer them to someone who can help them. Your leads will leave with a positive impression of your company and might even refer people to you in the future.
Don’t give up if you don’t get a response
Put unresponsive leads on your mailing list and let those who have not yet decided to convert know when your next eBook is coming out.
Greg Krivicich and the social media team at Marcy Design, has some advice about how often to email folks. They suggest that you should not email customers more often than every three weeks and to keep your messages to 400 words or less. However, they prescribe some additional insight:
“As we mentioned, there is a bit of flexibility with these on both directions. If your company sells simple products and you have a really fun, short e-mail newsletter, you might be able to get away with sending a 150-word note every two weeks without annoying buyers. In general, however, the longer updates should go on your business website, and more frequent posts belong in social media.”
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