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.