Driving new traffic to your website and lead acquisition are necessary elements of any online marketing campaign, but if you are expecting a prospect to make a purchase, contact you, or opt-in for your offer solely as a result of visiting your website the first time, you may be leaving significant money on the table.
According to Marketing Donut, only 2% of customers make a buying decision during their initial exposure to you or your company.
However, just because these people aren’t ready to buy in the beginning, doesn’t mean that you can’t convert them to loyal customers in the future. Staying in front of your leads is one of the most powerful things that you can do to build momentum.
The problem is that many online marketing plans overlook the importance of lead nurturing. Business owners commonly get so focused on acquiring new business and revenue that they fail to nurture the leads that they already have.
“Stay in Front” of Prospects and Leads
When a potential client interacts with you or your company, it is essential that you gather the right information which will allow you to stay in front of them. This ongoing communication increases the likelihood that the person will come back when they are ready to buy.
If you don’t strengthen your brand and stay at the top of mind, then there is a good chance that one of your competitors will slip in and capture that client. Building relationships with ongoing content and communication will reduce the likelihood that you will lose potential business opportunities.
Leverage Your Time by Transitioning “Offline” Prospects into “Online” Nurturing
You have many options to “stay in front” of potential customers. Even though you might meet a prospect through traditional offline methods such as referrals, events, and networking meetings, you can funnel these potential sources of new businesses into an online process that helps convert them to revenue!
Some of the online tools used to accomplish this are:
- Blog Posts
- Email Newsletters
- Social Media Posts
- Retargeting Ads
These methods all let you reach large numbers of people in short amounts of time so for the busy business owner, they are incredibly efficient.
Since you never know when the customer will be ready to buy, you don’t know which of these methods will “seal the deal” and convert that prospect into a client. Therefore, the best thing approach is a comprehensive marketing strategy designed to keep prospects “warm” through multiple touches.