Lisbiz strategies: How to turn your leads into customers
October 10/17, 2016: Volume 31, Number 9
By Lisbeth Calandrino
Are you sitting at your desk agonizing over two-week-old leads?
You meant to call them, but you got busy. Now you’re afraid to call because you think the lead is too old. Finally, you reach out and she says she’s bought from your competitor.
Why didn’t you make the time to call? You’re not the only one who hates calling people you don’t know and the longer you wait, the more difficult it becomes.
You need to make contact with potential customers as quickly as possible. Remember they have expressed an interest. If they haven’t gone to your website and connected, it’s your job to get them there.
Are you a manufacturer that supplies consumer or commercial leads to retailers? Purchasing leads is a big investment for your company but if no one is keeping track, how will you know what’s become of them? This is where a targeted email touch point marketing program can keep potential customers interested in coming to your retail store.
A touch point email marketing program is specifically designed to deliver a particular message to your potential customer and is personalized to her shopping needs. According to Campaign Marketing, email is highly ranked in the marketing kingdom with a 380% ROI and $38 for every $1 spent. It is trackable, has a high return and a lower cost than other forms of marketing.
An email campaign is about building relationships, not just selling. Each email has a message that is important to the customer. Even if you haven’t met her, useful advice on your products will begin to build your relationship. It doesn’t mean sending one note to the customer and disappearing. You must be consistent and have a series of timed touch points.
It is also not the holiday card you send out to relatives to see if they’re still alive. This is an electronic magnet. Instead of putting it on the customer’s refrigerator, it will stay on her mind through digital marketing.
There’s no reason why you can’t put together a three-to-five-week email campaign starting with a friendly hello introducing yourself and an invitation to come in and pick up a gift. You can also direct her to useful information on your website, such as design tips or color ideas.
The key is to build a relationship so the potential customer feels like she knows you and wants to meet you. This is why you need to market with your personal picture. It has been proven trust is increased by over 75% if the customer sees your picture before she meets you. Have you noticed that real estate agents have always been good at using their photos in their marketing promotions?
Remember, these leads/potential prospects have been referred to your store so you’re just reaching out and providing something of value before they meet you.
Following up with your prospects is not a new idea and current Internet tools make it even easier and more effective.
You know how important it is to reach out to these potential customers and it doesn’t take time if you have a program that automatically delivers your messages.
You can heat up these leads by connecting with them and showing that you care. They’ve expressed an interest in what you have to sell so why not go for it?