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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
 

Turn Your Website Visitors into Qualified Leads (Part II)

 
Last week Fire Enterprises (FEI) FEI Marketing Tribe Leader Marka showed the tribe how to capture lead-generation information from FEI Website visitors. This week, Marka discusses how to continually nurture these prospects in order to turn them into qualified prospects and, eventually, new customers. Remember, fire = print.
 

FEI’s Monday marketing meeting had begun. Org, Zoot, and Numo were all watching Marka, who stood at the whiteboard ready to continue discussing how FEI can turn its O-site visitors into qualified prospects.

“Last week we discussed how to capture leads from our O-site by getting these visitors to give us information about themselves,” Marka said. “This week, let’s talk about how we can nurture these leads until they’re ready to buy.”

“We have these prospects’ names, company names, e-mail addresses, and even some basic information about what type of fire products or services they’re interested in,” Zoot said. “Let’s send them ongoing streams of promotional e-mails to get them to take action.”

“We could,” Marka said. “But remember that all these prospects have done so far is request useful information about fire. Many of them may still feel they need more information—about our services, or about fire in general—before pulling the trigger. If we come on too strong with ‘sales pitch’-type O-mails we could scare away prospects who are still kicking the tires.”

“Slow and steady wins the customer,” Marka continued. “Let’s continue sending these prospects broadcast O-mails with information relevant to their expressed needs. Occasionally we’ll rotate in an e-mail that includes an offer related to the solution they’ve been exploring.”

“Show us how this will work, please,” Org said.

“Let’s return to our hypothetical prospect Joe Firebuyer, who’s expressed interest in buying torches for his business,” Marka said. “We might send him three informational e-mails over the span of two weeks—one listing 10 benefits of torches for small businesses, one spotlighting how a business similar to his is using torches to spur growth, and one suggesting a few creative ways to use torches. Then, our fourth e-mail will announce that we’re offering 10 percent off select torch models for a limited time only. Thanks to our last three e-mails, Joe Firebuyer has a better understanding of how torches can benefit his business. Now don’t you think he’ll be more likely to click through to the offer than if we’d sent him this e-mail first?”

Zoot nodded in agreement.

“Once Joe clicks through on our O-mail to learn about the special offer, he might become our newest customer,” Marka said. “Even if he looks but doesn’t buy, he’s still a qualified lead.”

“What if we keep e-mailing Joe and he doesn’t take action?” Org asked. “At what point do we give up on him?”

“Good question,” Marka said. “If Joe doesn’t bite after a few O-mail cycles like the one I just described, perhaps we take him off our list for awhile. Maybe he’s gone cold as a prospect, or maybe it’s just not the right time for his business. Either way, after a few months we’ll try marketing to him again.”

“If we execute this program well, can we get a lot of qualified leads?” Zoot said.

“Indeed,” Marka said. “We can expect an effective demand-generation program to regularly account for 10 to 15 percent of FEI’s total qualified leads.”

“I’ve heard enough!” Org said. “Let’s put the chariot wheels to the road!”

Marka executed the demand generation program she’d outlined over the last few weeks. Sure enough, before long FEI was swimming in new qualified leads. Zoot was thrilled—although it doesn’t take much to get that guy excited!

Next week: Zoot shows sales apprentice Ganymede how to leave his prospects wanting more.
 
Today’s FIRE! Point
Nurture your prospects through a mix of informational and sales-oriented content to get them to take action.

FIRE! In Action: Israel 365 Uses Nurturing to Grow Subscriber List
After this organization changed its marketing focus from converting prospects to simply getting their e-mail addresses, it grew its e-mail subscribers list 25 percent in one day and gained almost 1,000 conversions!

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