three channels used for lead nurturing are email
(65%), phone (44%) and direct mail (26%).
Your own plan should take into account the
specific nuances of your customer list and the
type of information you are delivering.
There are two key advantages to putting a contact strategy in
place:
1. You are investing wisely in customer management, using your
budget where it will work most effectively.
2. You reduce “random acts of marketing” that may be unfocused
and reactive instead of proactive.
“You can be sure your market is effectively covered over the period,
whether you plan by the year or the quarter,” says Stevens. “The
plan can also be adjusted in response to market conditions, like
special promotions to meet sales targets.”
Be Engaging
Ongoing marketing and communications can be shared among
your team more easily when a strategic plan is in place. Everyone
on your staff becomes part of your marketing team when you
consider that every customer touch is an opportunity to educate,
inform and build relationships.
“Your intent is to move them along the journey
toward a solution, ideally one that you can
provide,” says Stevens. “This is not the time to
sell but rather a time to engage and inform.”
While this advice is most relevant in B2B
marketing, it can apply to the B2C and nonprofit
marketing relationship.
Regardless of the channel, the information you send must have
perceived value to the customer. Always think in terms of the
recipients’ needs or wants, and why they should care about what
you are saying. They are likely to be disinterested that you have a
new production tool in your workshop, while interest may be piqued
by how it provides a better customer experience, a less expensive
product or higher-quality result.
By providing this kind of educational marketing message, you
will effectively position yourself as an expert in your industry and
become a trusted source of information.
n
3 Essentials to Your
Communications
Checklist
1. Customize your message.
You may not know everything about your
customers, but you do have some data
that can be quite useful. Add first names to
an email message. Make regional or local
variations of your mailings. Create different
versions of your direct mail brochure for
different industries so the material is more
relevant to your recipients.
2. Have a strong call to action.
Remember to make the “ask.” Be clear what
you want them to do, whether it’s download
a free report, RSVP to your event or enter a
contest online.
3. Track results.
Monitor the number of responses you
receive to your outreach campaign, and
track qualified leads, appointments set, offer
downloads or website traffic. And, measure
the ROI. It will be essential for evaluating
what worked – and what didn’t – for your
next campaign.
“As you attempt to deepen your customer
relationship,” Stevens explains, “make the
conversation a two-way street. This keeps the
engagement moving forward and gives you an
opportunity to adjust your messaging based on
your customer’s feedback.”
4
WINTER
|
2014
09
