The beginning of lead nurturing is just as important as any subsequent stage of potential cooperation, but it can greatly facilitate the implementation of the next steps since it is the first contact between the two parties and it can be either very encouraging to continue the relationship or just the opposite.
First impression matters
The lead’s first impression and the first signals we send him will significantly influence how we will be perceived by him. This will primarily affect the decision whether he wants to entrust us with specific tasks or buy our products, but also in what atmosphere the cooperation will take place and what will be the attitude on both sides.
The welcome campaign is, on the one hand, an easy-to-automate process, but on the other it requires careful consideration of every detail, from the frequency of contact, through the content we want to convey, to the way we address the recipient – e.g. more casual or more formal. The desired effect of our actions it the lead leaving a trace like his contact details so there is a place for lead nurture sequence that will support the lead-to-client conversion.
Prepare your welcome content
First of all, this sequence must act as a magnet. Using the right content, creating the right workflow/automation process, and properly planning actions in time are key to the success of the operation. The proper content ought to be a piece of condensed information about our company that the potential customer should pay attention to. The message has to be provided in a very compact, interesting, appealing, tempting way and should cause the “I want more” effect. An example workflow will be shown below.
Sample (and also simple) customer journey as part of the welcome campaign:
- Welcome message + lead magnet content
At this stage, the lead should receive a thank-you-message for the initial interest and get the maximum dose of tempting incentives.
- Case study and/or help offer
A specific example, how leads’ life or business can change thanks to us.
- Call to action
It should be a strong message calling the lead to take action.
After a certain time, if there is still no reaction from the lead, we should remind him about our offer and skillfully ask if he remembers us and if he is still interested in co-operating with us. Another specific offer of help or case study example may be useful here.
Each subsequent step is of course implemented with the assumption that the previous ones did not bring the intended effect. These are further attempts to convert the lead into a customer, whose main advantage is the fact that they take place automatically. You can be on a walk with the dog, eat lunch or travel, and at the same time, the above activities happen by themselves, thanks to tools such as Salesforce Marketing Cloud. This is undoubtedly a powerful and growing trend in sales and marketing as well as a future whose introduction to the company is only a matter of time. The sooner the implementation happens, the faster the revenue grows.
We will describe some examples of welcome campaigns in separate articles.