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Lead Nurturing one Crumb at a Time

Posted by Jess Stark on 8/3/11 1:30 PM

What can Hansel and Gretel teach us about lead nurturing?

Hansel knew that without a trail to follow home, he and his sister would easily get lost in the woods.  The same thing can happen to your prospect.  With a flood of emails coming into his inbox every day, your email can easily get lost in the woods, and your prospect can get lost and frustrated searching for the best way to find his way to you.

How do you make sure your emails don't get lost in the woods?

It wasn't an elaborate plan that helped Hansel and Gretel find their way home, it was a simple method of leaving a constant trail pointing to their destination that saved the day.

Hansel knew what goal he wanted to achieve, and he created a plan to help him meet that goal.

Each email you send in an email campaign is like placing a breadcrumb down in the forest pointing back home (to you). 

For example: Your lead visits your page and fills out a form to download a document that you put on your landing page.

Your first email provides some follow up information about that topic.  How do you help customers solve the problem that that document answers?

At regularly scheduled intervals, you send reminder emails with additional information about the product, or about you. 

  • What blogs do you have on the same topic?
  • What other complementary services do you offer?
  • Do you have social media accounts that would be a good resource for your lead?
  • Keep it short as sweet.  You want to include relevant information, but space it out.  Don’t try to cram everything into one email.

Every contact points the prospect back to YOU.  Your website, your social media, your blog posts, your landing page.

By keeping your emails specific and focused, you point your prospects directly to the content you are trying to lead them to (your home page, your blog post or your social media accounts). 

Like Hansel and Gretel’s breadcrumbs, your email campaign is your prospect’s trail through the forest.  Don’t lead them astray by offering too many choices.  Stay on topic and guide them back home.

To maintain relevancy, research where in the buying cycle your leads are.

Setting your goals at the beginning of your campaign will ensure that you stay focused and achieve them.

By sending follow up emails at regularly scheduled intervals, you ensure that your breadcrumb trail has not gotten lost in the forest.

You don’t want to be forgotten. I’ve heard it said that it takes 5 interactions for someone to remember your name.   Learn to use lead nurturing and other marketing tools to stay in your lead's mind.

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Topics: lead nurturing