The inbound marketing process can be a bit more time-consuming than you might think. But thankfully the results of all that hard work are an excellent reward. Once you have successfully gotten a promising lead to convert to a paying customer, it’s easy to refocus on going out and gaining more new leads. However, it’s absolutely essential to the continued success of your business that you don’t forget about the leads you’ve gained in the past.
Just because someone may not have been ready to make a purchase initially doesn’t mean that they never will be. Many people begin the research phase of their buying process months before they are ready to make an actual buying decision. If you give up on leads who didn’t immediately convert after coming in contact with your business, you could be missing out a number of potential clients.
By maintaining contact with the leads you have received in the past you begin to develop a relationship with them. Although they may not need your products and services at the moment, they may at some point in the near future. By taking the time to stay in touch and let them “get to know” your business on a more personal level, they will begin to develop a sense of loyalty to your company.
Stay in touch via email – but be sure not to oversaturate their inbox with unwanted communication. Send emails that are targeted to each individual leads specific needs, and take care to speak to them wherever they may be in the buying cycle.
Another important part of the equation is to provide valuable content to them whenever possible. Whether it may be a free eBook, an interesting blog article, or an offer especially for them, continue to prove yourself of worth to them even if they don’t necessarily need to buy what you are selling at the present time. By staying top-of-mind through your consistent communication, it’s almost guaranteed that when it comes time for them to make a purchase, your business will be the first one they think of to meet their needs.
Invite them to communicate with you on the social sites for your company. Staying active on sites such as Twitter, Facebook, Google+, and LinkedIn allows you to develop a more one-on-one type relationship with your prospective buyers. When you are ready and willing to chat about interesting things going on within your company and beyond, or to answer questions they may have, your relationship begins to feel almost like a friendship. Who doesn’t want to support their friends when possible? When they find themselves in need of your products and services you are almost certain to gain their business.
Another important aspect of the lead nurturing process involves asking your potential customers questions. Find out what they need from you, what their biggest issue is that you might be able to help with. Ask them what they think of the way your company does things, and what you can improve. Communicating with them on this level shows that you value their opinion and that you want to be the best that you can be for your customers. This speaks volumes about the type of company that you are, and this may just be the final push needed for many who are hesitant to make a buying decision.
As you can see, just because a lead didn’t turn into a paying customer immediately upon contact doesn’t mean they weren’t a promising lead. It may just mean the time wasn’t right. By taking care to nurture your past leads and not let them fall by the wayside, you may end up finding some of your best customers yet.