I've talked a lot about lead nurturing and it's value in helping to grow your business. The fact of the matter is that not everyone is ready to buy the first time they come to your website. In fact 57% of the sales process is actually complete before a customer ever reaches out to a company. In our current world, customers have access to more information than ever before and they use that to their advantage by consuming mass amounts of research before they contact a salesperson. By the time your leads are contacting you, they most likely have thoroughly researched your business and all your competitors businesses and they probably have already decided that they want to work with you. But what about those prospects who come to your site, fill out a form and leave never to be seen again? That's where you're lead nurturing campaign comes into play, helping keep your business name in front of those people anticipating the moment they might finally be ready to make a purchase.
The mistake most companies make when it comes to their lead nurturing is stopping it once your lead has become a customer. Sure closing a lead into a customer is incredibly important but that doesn't mean that your relationship ends once they've signed a contract or made a purchase! Wouldn't you rather develop a long-term relationship with these people? If your answer to any of these questions is "yes" (and, trust me, it should be), read on.