Table of Contents
---Introduction
...
3
Build Your Contact List
...
4
Track the Marketing Source
...
6
Respond to Calls & Emails ASAP
...
8
Nurture Long-Term Leads
...
10
Lead Nurturing Email Examples
...
12
Conclusion
...
19
Best Practices Checklist
...
19
Introduction
---Attracting consumers to your website is just one step in a successful
online marketing plan.
That’s because you don’t just want visitors to find your website. You want them to contact you to learn more about your business, products, and services so you can identify new leads and then turn them into customers. It’s at this moment in the consumer buying journey that website visitors move closer to making a purchase. But, how well do you handle your leads when they’ve decided to contact you via email, a contact form, or a phone call? Do you use lead conversion tools and best practices that can help you turn those leads into customers? By effectively managing and nurturing your leads at this stage in the consumer buying journey, you can turn more leads into customers.
In fact, businesses that nurture new leads see up to 45 percent more lead generation ROI than businesses who do not use lead nurturing.1
Converting your leads doesn’t need to be a complicated process. ReachEdge™ lead
conversion software helps you convert more leads into customers. It automatically captures prospects when they visit your website, alerts you of every new contact, builds your contact list, and helps you follow up, so you lose fewer leads and gain more customers.
Build Your
Contact List
---One of the smartest things you can do when a new lead contacts you (via email, contact form, or phone call) is to add their information to a contact list. This includes details like their name, phone number, email address, product interest, and whether they’re an active or long-term lead. This list gives you a way to reach back out to your contacts with specific information about the product or service they’re interested in. It also enables you to reach them at a later date with helpful tips, offers and specials, announcements, and more.
Today, some businesses build their contact list manually whenever a new prospect contacts them. How are you building your list?
How Different Options Stack Up
Rolodex
• Familiar format for many office managers • Paper-based and not scalable
• Time-consuming system
• Hard to keep fresh and updated
Spreadsheet
• Digital format allows info sharing
• Data is only as accurate and thorough as you make it
• Lacks alerts and automation capabilities • Difficult to scale
ReachEdge
• Captures and tracks each new contact from your website or ReachSite™
• Sends you mobile alerts when a new lead comes in
• Automatically adds new contacts to your list, saving you time
• Records phone calls from all sources that you can immediately play back and review • Allows you to classify new contacts as
leads via the web or mobile app • Accessible 24/7 via mobile app
Track the
Marketing Source
---Whenever a new prospect contacts you, an important step is to record the advertising and marketing source (such as online ads, direct mail, billboards, radio, T.V. ads, etc.) that directed them to you. In order to know how consumers are learning about your business, you can use tactics like call tracking, call recording, and website URL tracking. Monitoring and analyzing the contacts you get from social media pages is also important. How are you tracking the marketing sources of your contacts?
Pros & Cons of Common Methods
Asking for Source Directly
• Conversational approach builds rapport with leads
• Can leverage phone calls, website forms, and onboarding documents • Manual process often results in
poor, inconsistent data
• Employees often forget to ask for lead source
By tracking the results of advertising and marketing sources that you’re spending money on to generate leads, ReachEdge helps you know which tactics are working most effectively. Having an accurate picture of your marketing results enables you to allocate your budget to the sources that work best, so you can get the most leads and customers for your marketing dollars.
Call Tracking Technology
• Places a unique tracking phone number in each marketing source
• Gives you the ability to see where your calls are coming from
• Helps you track offline advertising such as direct mail, billboards, radio, and T.V.
LOCAL BIZ 555-555-2222 LOCAL BIZ
555-555-
4444
LOCAL BIZ 555-555-3333Unique Tracking Links
(UTMs)
• Can be assigned to any particular marketing initiative or ad campaign that uses links • Give you the ability to analyze which specific
campaigns are driving traffic to your website • Do not provide information about the contact
ReachEdge Lead Conversion Software
• Tracks leads automatically from a variety of sources, such as direct site traffic, online directories, search ads, social media, organic search, and other sources
• Reports on site traffic and conversions like calls, emails, and completed forms by marketing source
• Provides insight into where your leads are coming from, lead-to-customer conversion rates, and potential revenue from all new customers
Respond to Calls
& Emails ASAP
---Consumers may call you to ask about products or services, to get a price quote, or better yet, to book an appointment. But when you aren’t able to answer these calls, they may go to a voicemail system or answering service that doesn’t immediately provide the information your prospects are looking for.
While answering every phone call promptly is the ideal scenario for any business, there might be times when you can’t always answer the phone. Other times, consumers may send an email or fill out a form on your website. Don’t leave those contacts hanging; the sooner you respond, the better. How are you responding to calls and emails?
How Does Your Process Stack Up?
Source: 2. LeadResponseManagement.org
5 Minutes
Respond Quickly
• Check voice messages and call leads back as soon as possible, because consumers often choose the company who responds back to them first. • Follow up with leads within the first
The sooner and more frequently you respond to your contacts,
the better chance you have of converting leads into customers.
ReachEdge’s automated reminders and lead nurturing emails help
you more efficiently and effectively follow up with your leads,
keeping you top of mind and convincing them to follow through
with a purchase.
Send Emails Right Away
• Promptly send follow-up emails to your leads acknowledging you’ve received their information
• Share calls to action or next steps • Set a daily reminder if this is a manual task
Hello Sam,
We know you have many businesses to choose from when it comes to window installation, so thank you for contacting us at A Window Company. One of our reps contact you within the hour to discuss your needs and to provide you with a free quote. Best regards,
A. Smith, Manager, A Window Co.
(555) 555-5555 | [email protected]
Thank You For Contacting Us!
A WINDOW CO. 555-555-5555
Follow us on Facebook for more great offers and updates! Free Quote
REDEEM OFFER
Use Lead Conversion Software
to Automate Follow Up
• Receive notifications of missed calls in real time so you can call them back
• Get email and text reminders to follow up with your hot leads via phone or email
• Send automated reply emails to prospects who contact you via email or form • Customize pre-written emails with specific
marketing messages and define a pace for sending nurturing emails to leads who aren’t ready to buy
• Save time and effort by automating follow up with your leads
Hello Sam,
Thank you for you recently contacting A Window Company for a price quote. One of our window representatives will be contacting you within the hour to schedule your in-home consultation. When it comes to windows, we know you have many companies to choose from. But did you know that A Window Company was rated the #1 window supplier and installer by readers of Dallas Consumer Magazine for the past four years? Our successful track record in getting the job done right for thousands of Dallas-area homeowners since 1952 is just one reason to choose A Window Company. We look forward to scheduling your in-home consultation and providing you with all of your window needs. Best regards,
A. Smith, Manager, A Window Co.
(555) 555-5555 | [email protected]
SCHEDULE NOW A WINDOW CO. 555-555-5555
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Nurture
Long-Term Leads
---Once you’ve classified new leads based on their interest and stage in the consumer buying journey, it’s important to continually follow up with those who haven’t yet made a purchase. This is especially true in industries with longer lead times, such as home remodelers or car dealers. This is the juncture to start sending compelling emails with content like customer testimonials, before and after pictures of your work, and special offers and promotions that encourage your leads to buy. Regularly nurturing your leads with these messages can be challenging. You can simplify the process by using a system that helps automate the process for you.
Designed to help drive customer conversions, ReachEdge lead conversion software sends follow-up emails to your leads based on the content and schedule that you determine in the system. By leveraging this technology to nurture your leads, you can stay top of mind with ease and convince them to follow through with a purchase. So, what kinds of messages should you use in your lead nurturing? Include messages that provide valuable information to your leads about the types of products
2 Types of Lead Nurturing Messages
Leads who take several days or weeks or even months to make a purchase decision require consistent follow up from you. With automated lead nurturing emails, your leads receive the attention and information they need to help them choose your business. ReachEdge makes lead conversion easy and convenient and gives you more time to do what you do best — run your business!
Next, we’ve got a handy set of email examples so you can see what great small business lead nurturing emails look like.
Value-Added Emails
• Provide valuable content such as tips, how-tos, and education that builds confidence in your expertise
• Contain information about your products and services that is relevant to your prospects’ wants and needs
• Can promote special offers and promotions to entice consumers to buy
Dear Anne,
Are you like so many Americans who’ve heard about the amazing health benefits of yoga but think it’s too difficult? The wonderful thing about yoga is that there are many levels of practice, including gentle yoga for beginners. You don’t have to be either an athlete or highly flexible to do gentle yoga!
Click the link for a quick 2-minute video of our yoga instructor, Lisa, as she demonstrates some common gentle yoga poses that she teaches in her popular class for beginners. You’ll see that gentle yoga is a great place to start your yoga practice. To your health and happiness!, Jane Dowe, Owner, A Yoga Studio (555) 555-5555 | [email protected] Thank You For Contacting Us!
Thank You For Contacting Us!
WATCH NOW A YOGA STUDIO 555-555-5555
Follow us
on Facebook for more great offers and updates!
Customer Testimonial Emails
• Build trust and rapport with prospects by showcasing the confidence of your existing customers
• Can include reviews, before-and-after photos of client projects, testimonials, case studies, etc. • Illustrate how your products or services have
solved a problem or customer pain point
Hello Sam,
You’re sure to have an image in mind of what your dream kitchen could look like, and we want you to know that we can make that dream come true! For over 10 years, we’ve helped homeowners like you turn their ideas into reality! In fact, you can visit our website gallery of before-and-after photos of real kitchens we’ve remodeled for actual clients!
See the difference Golden Kitchen Remodeling can make in your home.
Sincerely,
Lance Stevens Golden Kitchen Remodeling
(555) 555-5555 l [email protected] See The Dream Kitchens We’ve Made Reality!
Thank You For Contacting Us!
GOLDEN KITCHEN REMODELING 555-555-5555
VIEW BEFORE AND AFTER PHOTOS
Lead Nurturing
Email Examples
---Whether you’re following up with your leads for the first time or nurturing them over the course of your sales cycle, emails are an effective way to build rapport and to stay top of mind with your leads. Here are several type of emails every lead nurturing program should have, as well as some examples of each, to help you get started.
Value-Added Emails
Educational Example ...15 Special Offer/Promotion Example ...16
Immediate Response Emails
Thank You Example ...13 About Us Example ...14
Customer Testimonial Emails
---
IMMEDIATE RESPONSE EMAILS
---Immediate response emails are those you send right after a lead contacts you from your website. These automated emails can contain messages about your business, services, or products, but they mainly serve to let prospects know that you received their message and are ready to listen and help them in their purchasing decision. The following are examples of immediate response emails that ReachEdge clients have used in automated follow up.
THANK YOU EMAILS
One of the easiest types of immediate response emails you can send is a simple thank you email. It conveys that someone from your business will follow up with your lead within a specific time frame in order to discuss their interests or needs, schedule an appointment or provide an estimate.
Hello Sam,
We know you have many businesses to choose from when it comes to window installation, so thank you for contacting us at A Window Company. One of our reps will contact you within the hour to discuss your needs and to provide you with a free quote.
Best regards,
A. Smith, Manager, A Window Co.
(555) 555-5555 | [email protected]
Thank You For Contacting Us!
A WINDOW CO. 555-555-5555
Follow us
on Facebook for more great offers and updates!
Free
Quote
competitors don’t?
Think about your company’s strengths or unique aspects and then share this information with your prospects. You’ll begin to build value and trust with prospects as you differentiate your business from your competitors, so a prospect is more likely to choose your business when they are ready to buy.
Hello Sam,
Thank you for you recently contacting A Window Company for a price quote. One of our window representatives will be contacting you within the hour to schedule your in-home consultation. When it comes to windows, we know you have many companies to choose from. But did you know that A Window Company was rated the #1 window supplier and installer by readers of Dallas Consumer Magazine for the past four years?
Our successful track record in getting the job done right for thousands of Dallas-area homeowners since 1952 is just one reason to choose A Window Company.
We look forward to scheduling your in-home consultation and providing you with all of your window needs.
Best regards,
A. Smith, Manager, A Window Co.
(555) 555-5555 | [email protected]
SCHEDULE NOW
A WINDOW CO. 555-555-5555
Follow us
on Facebook for more great offers and updates!
---
VALUE-ADDED EMAILS
---As you begin to nurture your leads across the sales cycle, providing them with useful content helps build your relationship with them. These emails may feature educational tips, how-to guides, video demonstrations, discounts, coupons, and more. The goal is to give your leads a way to experience the value of your company first-hand so they can gain more confidence and trust in your business. Here are two small business examples:
EDUCATIONAL EMAILS
Educational emails containing demonstration videos, industry articles, or how-to content help your leads to learn more about your business and industry while helping you to build trust with these leads. Providing leads with a way to learn more about your product or service is an excellent way to build trust with them. For example, if you already use videos as part of your marketing or on your website, make sure to feature them in your emails with an image and a link to the video on your website or YouTube. These emails shouldn’t be overly promotional but instead focus on providing valuable information to your prospect.
Dear Anne,
Are you like so many Americans who’ve heard about the amazing health benefits of yoga but think it’s too difficult? The wonderful thing about yoga is that there are many levels of practice, including gentle yoga for beginners. You don’t have to be either an athlete or highly flexible to do gentle yoga!
Click the link for a quick 2-minute video of our yoga instructor, Lisa, as she demonstrates some common gentle yoga poses. You’ll see that gentle yoga is a great place to start your yoga practice.
To your health and happiness!
Jane Dowe, Owner, A Yoga Studio
(555) 555-5555 | [email protected]
New video: See How Easy and Relaxing Yoga Really Is
WATCH NOW
A YOGA STUDIO 555-555-5555
Follow us
should include messaging about what the offer includes and how to redeem it, as well as any expiration dates. Also, make sure to alert your staff of any offers so you’re ready for a potential influx of customers. You should also get legal consultation on any offers you run. Make sure your offer terms exist on your website, link them in your email, and be sure to note that terms and conditions apply.
Sam,
Life can be stressful. But instead of taking your stress out on another bowl of mac and cheese (we’ve all been there), join us on the mat instead!
We make it easy with a free 7-day pass to any of our yoga classes! Simply download the attached 7-day guest pass and get full access to all of our classes for seven straight days. It’s a great way to meet your instructors, try a class (or several!), and ask any questions you might have. You’ll enjoy all the benefits of yoga for free. And we promise not to hassle you with a high-pressure sales pitch. That’s because we’re so confident you’ll love our yoga classes, you’ll want to be a member after seven days!*
Redeem Offer
Namaste,
Jane Dowe, Owner, A Yoga Studio
(555) 555-5555 | [email protected]
Sign Up & Redeem Offer
Free
7-Day
Pass
SIGN UP & REDEEM OFFER A YOGA STUDIO 555-555-5555 Follow uson Facebook for tips, inspiration, and special event info!
---
CUSTOMER TESTIMONIAL EMAILS
---Let your current customers and your great work to do the talking for you with customer testimonial emails. Compelling video testimonials, five-star reviews, and photos of client projects can be a wonderful source of information to include in emails that demonstrate to your leads why they should choose to do business with you. Here are two examples of customer testimonial emails you can create.
RESULTS EXAMPLE EMAILS
Your emails can include links to your online portfolio or pages of before-and-after photos of client projects that demonstrate your expertise. By giving your leads concrete examples of your work, you can help them see the true quality you provide. Plus, showing your work demonstrates your skills and professionalism. And when you build confidence in your solution, you’re increasing a lead’s likelihood to buy from you.
Hello Sam,
You’re sure to have an image in mind of what your dream kitchen could look like, and we want you to know that we can make that dream come true! For over 10 years, we’ve helped homeowners like you turn their ideas into reality! In fact, you can visit our website gallery of before-and-after photos of real kitchens we’ve remodeled for actual clients! Visit goldenkitchens.com
See the difference Golden Kitchen Remodeling can make in your home.
Sincerely, Lance Stevens
Golden Kitchen Remodeling
(555) 555-5555 l [email protected] See The Dream Kitchens We’ve Made Reality!
GOLDEN KITCHEN REMODELING 555-555-5555
VIEW BEFORE AND AFTER PHOTOS
Follow us
on Facebook for offers and tips!
customers themselves. You can also include positive quotes from your happy customers. Plus, if customers have given you permission to use their review or testimonial on your website, you can include a link to your site within a customer review email.
Dear Sam,
There are many kitchen remodeling businesses you can choose from, so why not go with the one that consistently receives four- and five-star ratings on Yelp? Golden Kitchen Remodeling has received more than a dozen positive reviews on this site in the past year alone!
One customer said this about Golden Kitchen Remodeling:
“Love my new kitchen from Golden Remodeling. Lance and his team were professional, prompt, and courteous throughout the entire process. The remodel was affordable, too. Would highly recommend them!”
Be sure to check out our Facebook page, too, to hear more from our happy customers!
Kind regards,
Lance Stevens Owner, Golden Kitchen Remodeling (555) 555-5555 l [email protected]
See The Dream Kitchens We’ve Made Reality!
Hear Why Our Customers Love Us
GOLDEN KITCHEN REMODELING 555-555-5555
VIEW BEFORE AND AFTER PHOTOS HEAR FROM MORE HAPPY CUSTOMERS!
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Conclusion
---From building your contact list and tracking marketing sources to responding to leads and nurturing them throughout the sales cycle, lead management should be an integral part of your marketing strategy. That’s because great lead management can help more leads become customers — and more customers means more for your bottom line.
Want to increase customer conversions and get clear insight into your marketing ROI? ReachEdge lead conversion software is designed to do just that. It captures more leads from your marketing, helps you convert those leads into customers, and tracks the source so you know what works — all so you can make the most of your marketing.
Call us at
866-978-9312
to learn
---Track the Marketing Source
Knowing where your leads are coming from, such as online ads, organic traffic, or social media, helps you to know how each source is working. This information provides insights regarding your budget and if you are focused on the most effective marketing channels for your business.
Respond to Calls & Emails ASAP
Consumers often choose the business that follows up first because it shows them the business is ready to help them with their needs. And by following up quickly with your leads, you can provide them with the helpful information they need in order to make a decision to do business with you.
Nurture Long-Term Leads
One of the best ways to turn leads into customers is to ensure they don’t forget about you! By providing consistent, relevant, and helpful information to your leads via email, you can continue to build your relationship with them. Then when the time comes for them to make a purchasing decision, you’ll have a better chance of being the company they choose.
Build Your Contact List
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help local businesses get more out of their marketing.
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