26 Jul Creating Trust Through Nurturing Campaigns
Lead nurturing campaigns are a lot like the early stages of dating. Your prospects spend a lot of time asking for information, but only a small handful will follow-through and lead into meaningful, long-term interaction.
That’s why companies who stop at lead generation lose 80% of the leads they generate. If lead generation is speed dating, then lead nurturing is putting in the effort to learn about someone.
However, many companies approach lead generation from the wrong angle. When you approach lead generation from the wrong angle and only aim for sales, they’re neglecting to build an essential customer relationship. Here’s how to create trust through your nurturing campaign.
Make a Good First Impression, Not a Pitch
If your website is going to launch a lead nurturing campaign, the first step should be to prepare for the right impression. Make sure that your site is looking its best and has all the information ready to support your campaign.
It may slow down the process, especially if your site requires a lot of polishing, but it will help your site in the long-run, both in your nurturing campaigns and in your overall site performance. After all, a clean, informative, well-structured site is more likely to be considered trustworthy.
Know Your Goal
However, keep in mind that in order for your campaign to work, you need to offer real value to your customers rather than just a sales pitch. But in order to provide value, you have to know what you’re trying to accomplish.
Put another way, something that converts isn’t necessarily the best choice to aid your campaign.
Instead, you should focus on appealing to what your audience is interested in. Rather than immediately presenting your product or service as the best thing since sliced bread, you first need to get your foot in the door.
To do this, offer them valuable content that will give them a basis to assess your value statements on their own terms. Maybe that means explainer videos for a process they’re interested in. Maybe that means answering a pressing question.
The goal here is to move your prospects along your sales funnel so that when you do convince them to buy, they’re ready to buy from you.
Finally, if you want your prospects to show interest in you, you have to show interest in them!
Think of our dating analogy. You won’t make it past the first date if you don’t show interest in the other person. The same thing is true of lead nurturing.
How do you show interest? For many companies, a good approach is to show appreciation. Say thank you, offer them a small reward for continuing to come back.
Remember, a little goes a long way when you’re trying to build connections.
Creating Trust Requires Patience…and the Right Tools
At the end of the day, creating trust through your nurturing campaign requires enough patience to build a real connection with valuable customers. Of course, it helps to have the right tools along the way.
That’s where we can help.
Video is an incredibly powerful tool to help your customers feel connected to your company. That’s why we provide video services that stand out from the crowd. Want to find out more? Get in touch today.