How Small Business Owners Can Nurture Their Warm Leads
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Here's a link to the webinar recording: http://outbnd.it/19x4scu Small business owners have leads, whether they're past customers or new warm leads. Either way, there's a knowledge gap to be filled and we can help. We put together a webinar to help SMB owners out to figure out what to do with warm leads. The slides will go over: - Content Marketing & Lead Nurturing Overview - Campaign Follow-up Tips & Tricks - Campaign Performance Basics - Leveraging Social Media
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How Small Business Owners Can Nurture Their Warm Leads
- 1. Turn Up the Heat on Your Warm Leads OutboundEngine | September 5, 2013
- 2. Content Marketing & Lead Nurturing Overview Campaign Follow-up Tips & Tricks Campaign Performance Basics Leveraging Social Media • Heather Young, Client Success Manager at OutboundEngine • 15 years of online marketing customer service • Expertise in email, SEO/SEM, social media Today’s Agenda | Your Presenter ©2013 OutboundEngine, Inc. 2
- 3. • Relevant to reader • Relevant to your company • Keeps your company top-of-mind • Communicates without the hard sell • Consistent, valuable, informative content • Ongoing conversation (not a magic bullet) • Converts prospects to customers over time What is content marketing? ©2013 OutboundEngine, Inc. 3
- 4. • Your personal touch between campaigns • Sets you apart from competitors • More specific communication to an individual lead between email campaigns • Helps you understand your lead’s purchasing needs and timing • Positions you as a partner vs. salesperson What is lead nurturing? ©2013 OutboundEngine, Inc. 4
- 5. How they work together… ©2013 OutboundEngine, Inc. 5 • Introduces you as partner • Engages by being helpful and “non-salesy” • Helps you gauge interest • Helps you prioritize lead follow-up – “low-hanging fruit” • Builds loyalty and repeat business Content Marketing Lead Nurturing Long-term Value +
- 6. • Most of your customers are “just browsing” • It’s up to you to grab their attention • Create sense of urgency Why should you follow-up?
- 7. • Be responsive—follow-up within 24 hours is ideal – Opens versus Clicks require different strategies • Follow-up should be a priority—email or phone • Avoid looking like “big brother” • Offer incentives • Cater to repeat customers • Set goals for yourself • Learn from mistakes • Ask for feedback How should you follow-up?
- 8. Campaign Performance • Near real-time performance in OutboundEngine • Login | Performance & Results Tab • Average Open Rate 12% -15% • Average Clicked Rate 2%-5% | Clicks = Warm Leads
- 9. Where Social Media Fits • 72% of online adults use social networking sites • 40% of Americans login to Facebook daily • Important marketing channel to engage and expands reach and increases word-of-mouth mentions • SEO/SEM optimization over time • It’s an important piece of your online presence, but can be overwhelming • OutboundEngine can help you manage
- 10. New Features | Special Offer • OutboundEngine keeps your social media buzzing all month long • Provides automatic social updates – Posts to your Facebook, Twitter and LinkedIn – Customized Facebook Apps to build fan base and newsletter subscriber list – Extends life of OutboundEngine campaign from one day to almost two weeks • Ask us about our limited time offer
- 11. Questions & Resources • support@outboundengine.com • 888.988.5526 • FAQs: https://support.outboundengine.com
Notes de l'éditeur
- Opening ScriptThanks so much for joining! This is our first installment of our educational webinar series for OutboundEngine clients. Keep an eye out for more webinar invitations!This information is compiled from real Promo client experiences and successes/challenges we’ve seen/heard from many of you. So, thank you and keep the feedback coming!Housekeeping items:Phone lines are muted. Please use the chat box if you have questions or technical issues.My presentation is about 20 minutes and we’ll have several minutes for questions at the endThe recording and PPT Slides will be shared after the presentationWithout further adieu – let’s get started!
- “Content marketing” seems to be a big buzzword nowadays, but what exactly is it? Basically, it’s creating interesting, informative content for your target audience that builds loyalty, increases brand awareness, and converts prospects into customers. In other words, it’s communicating with current and potential customers, but without the hard sell. Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.And they do. Content marketing is being used by some of the greatest marketing organizations in the world. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.OutboundEngine delivers the value of content marketing for you!
- Lead nurturing is the process of building relationships with qualified prospects regardless of their timing to buy. Nurturing those leads can help you maximize results rather than throwing them away.Let’s you understand where they are in the buying cycleComplementary to content marketing – more targeted and personalized. You need both pieces of the puzzle to successfully build your business
- Email newsletters get your foot in the door, but lead nurturing and follow-up gets you invited inside for dinnerContent marketing as the ice-breaker, lead nurturing gets to know them better.OutboundEngine gets you most of the way through initial engagement – it’s up to you to take it across finishYou have to close the gap between initial engagement and closing the deal.OutboundEngine provides long-term value helping you build your business by engaging customers and prospectsYou’re building long-term value with your prospects by being their partner and in turn, you receive their business and loyalty
- Department store exampleFollow-up with incentiveGive them a deadline – sense of urgencyOpened your OutboundEngineemail campaignClicked on tote bag in emailClicked on apparel in catalogReceived Warm Lead Alert fromOutboundEngineFollow-up with incentiveStay in touchFollow-up with incentive deadline
- This is what we’ve seen works well for clients….Rule of thumb, FOLLOW-UP!Opens vs Clicks may have 2 different strategies. It’s up to you to identify low-hanging fruitOpens may be a different message and a personal emailClicks/Warm Leads may be a personal phone callBest practices from hundreds of conversations I’ve had with clients just like you…We believe in email marketing and we know we’re good, but we can’t follow-up for you
- Explain – when they get warm lead alerts. How to identify warm leads in the appPull up AppShow SpreadsheetHelp prioritize follow-up – whether it’s just for you or for a sales teamSorting order to identify low-hanging fruit
- Responding in different channelsShare specials on Facebook – referral program offer incentive
- PromoLabs to OutboundEngine The Promo Labs to OutboundEngine account upgrades are complete—you’re now on the OutboundEngine platform and you have more social media features that are now available to you.Automatic Social Sharing to Facebook, Twitter and LinkedInMore posts per monthType of posts you’ll begin seeing on a monthly basis:Campaign day - Post with a photo and link featuring your email campaign. Every 2-3 days after the campaign - Posts highlighting related content from the campaign—interesting call-outs like products, tips or must-read articles. Campaign teaser - Starting mid-September, we’ll post a teaser to your campaign giving your followers and fans the ability to sign-up for your newsletter if they aren't already receiving your emails. This is a great way to add people to your contact list in an organic and positive way. Because some of these features are brand new, it’s possible they aren’t turned on for you yet, or might require an additional cost. We are happy to assist you and have special pricing available for a limited time. Please contact us at support@outboundengine.com or 1.888.988.5526 to discuss your options.