What is Lead Nurturing?
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In my previous article in this series, Funnels for Financial Advisers: How to Create a Successful Lead Generation Process, I talked about the steps to gather the information you need for leads. Now I would like to explain what to do with all of the information you have compiled.
This article encompasses the “know, like and trust” process that I have talked about in the past, and it is an essential step in getting someone from just looking around your website to actually becoming a client. People want to do business with people they are comfortable with. You have to nurture those leads.
What is lead nurturing?
Lead nurturing is the process of building relationships with a lead, also known as in our industry as a prospect. It is what you do before they are ready to commit to meeting with you, or making a decision about doing business with you. Simply put it is the planned out series of points of contact you use to introduce your firm and yourself to potential clients.
In the past, this may have been referred to as a marketing “drip” campaign and was done via printed and mailed letters. With the integration of technology, websites, social media, and email it can be simplified and modernized into an automated email series.
Why do I need this?
Lead nurturing has become an integral part of any successful marketing strategy. By having the ability to set everything up in an automated campaign it will save you time (and money). In the past, you had to pay for print and postage, you had to wait on items to arrive in the mail, and you never really knew what most people did with the information. Did it go straight into the trash? Did they read it? Did they visit your site? There was no way to track the results of your efforts.
With an automated, digital campaign, you now have a way to get your information in front of potential clients instantly. Items go directly to their email inbox. Most people have smartphones and have access to it anyway and anywhere. There are also ways to now track what they do with it once they receive it. It has completely revolutionized the way lead nurturing takes place.