For any growing online business, most leads and prospects who enter the sales process won't become customers overnight - it takes due diligence in the form of strategic lead nurturing to prime someone to buy from you.
Not all lead nurturing takes place immediately following initial opt-in. According to Marketo, on average, 50% of the leads in any system are not yet ready to buy. That means a good portion of leads who enter your sales funnel aren’t ready to commit to a purchase and may not be for some time. After expressing interest in your business by filling out a form on your website or opting in to your list through some other medium, a good portion of your leads will drop off in engagement over time, resulting in inactive leads.
While these leads are on your list, they no longer express interest in your business; they don’t visit your website or buy from you, and in the time it’s taken them to shop around, they’ve likely forgotten you even exist. This buyer purgatory leaves disengaged leads open to indifference toward your brand and, therefore, vulnerable to competitors.
Enter the cold-lead nurturing campaign. This powerful marketing/sales tool automatically identifies your cold leads and gradually re-engages them through a series of personalized, nurturing emails. Targeted to appropriate segments of your list, cold-lead nurturing ensures that you stay top-of-mind with your leads, pulling them back into your sales funnel with content marketing and other strategic calls to action until they’re ready to buy.
Why Do This?
The goal of a cold-lead nurturing campaign is very simple: to create a safety net, prohibiting cold leads from slipping through the cracks. Too often, lead nurturing falls by the wayside: Businesses are so preoccupied with generating new leads, that they neglect the ones they’ve already spent time and resources to attain. The cold-lead campaign picks up where many small businesses leave off, rendering it a pillar of any marketing campaign. This is because:
• It takes multiple touches before a buyer consciously decides to buy. • Long buying cycles and higher ticket items can work against you if buyers forget you exist. • In many niches, persistence is key in making a sale.
The preconceived notion that regular newsletters are sufficient in re-engaging lost leads is one that continues to cost businesses sales. The fact remains that lead nurturing is a delicate balancing act. To get the best results out of a cold-lead nurturing campaign, your marketing has to resonate with your audience by addressing their pain points. This starts with having your buyer personas dialed, being fully in tune with the length of your buying cycle and actively publishing a growing archive of niche content. Even if the aforementioned items are still a work in progress, putting a campaign in place will do wonders for your ROI.
Push Inactive Leads Back Into Your Sales Funnel
By adding a cold-lead nurture campaign to your online sales process, you’ll nudge your cold leads to the next step in the buying cycle while keeping a line of communication open with a series of targeted touch points.
Free up Your Marketing Team Resources
Delegating your cold-lead nurturing to an automated platform enables you to produce more high-quality sales leads with less manual effort — allowing you to focus your marketing efforts elsewhere for a greater ROI. Rather than handling busywork, you’re free to refine your offer, seek out alternate channels of revenue and up your overall creativity.
Where Does ONTRAPORT Fit in With Cold Lead Re-Engagement?
Whether you’re a solopreneur or have a team, one thing is certain: Your time and resources are likely stretched thin. There’s no feasible way to thumb through your database of leads and make multiple follow-up calls or send each lead emails at variable moments in the nurturing cycle. You need a dependable automated system that tracks the activity of your leads, identifies cold/disengaged leads and sends cold leads a series of strategically timed lead nurture content.
With ONTRAPORT, creating an automated lead nurture campaign is easy. Deploying a lead nurturing campaign using ONTRAPORT ensures that you stay top-of-mind with your potential customers while also building a foundation of trust.
“ Lead generation is important — but it’s only one piece of the puzzle. The real magic happens when you nurture those leads. Don’t send people to your copy and cross your fingers, hoping for a sale. That strategy doesn’t work.
Neil Patel, Founder
Examples of Re-Engaging Cold Leads Using ONTRAPORT
Learn How ONTRAPORT and Re-Engaging Old Leads Can Grow Your Business.