How To Nurture Your Leads: Successful Business Owners Secrets Revealed

Your job as a business owner is to get prospects to opt-in to your email subscription list by providing you with their email address.  When done right, it will skyrocket your trustworthiness, position you as an expert and set you apart from your competition.

At this stage you haven’t put sales pressure into your ad to make the quick sale.  You start the process of getting them to raise their hand.  Here you’re simply asking them to contact you and identify themselves to you.

This is a very important part of your Lead Generation-Profit Maximizing sales process because:

• It’s the first time during the Interaction that you get something of value for the effort you put in – an opt-in to your list.
• All interaction before this step happened outside your territory – this is the first step of them interacting on your turf (your Website or funnel).
• It’s the first time you’re talking to those who have some interest in what you have to offer.

Capturing leads into your list for future follow-up will be critical to your marketing success.

Many businesses drop the ball in this stage of the selling process.  They make the mistake of going after the buy and forget everything that should come before it.  Only a small percentage of interested leads may be ready to buy from you immediately.  Lead capture is all about properly handling their interest and building your future sales pipeline.

This is why this stage is devoted to getting the prospect to opt in by giving you their email address.  Make no mistake, this stage isn’t about trying to force prospects to give you their email address before they’re allowed to buy.  However, there are times when prospects will skip the opt-in step and go straight to buying your offer.  And that’s fine.

But don’t be tempted to ignore this stage and go straight to getting the first buy.  This stage of the sales process is here to help you get the sale.

What Do You Want to Accomplish at this stage of the selling process?

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Your aim at this stage is to get prospects that have visited your Website to give you their email address by opting into your email subscriber list.

To do that, you have to continue building on the interaction that started at the awareness stage, and continue building their trust in your business.

At this stage your Website will serve two primary functions:

• Discover your prospects current interests.
• Provide information relevant to those interests.

Your Website will serve as a gathering place for prospects to encounter your offer.  Here’s where you have an already built platform that you control.  Your site becomes your soil where you get to plant your crop.

Once you’ve attracted visitors to visit your Website, converting them to qualified leads will be more difficult.   When looking at visitors from a lead generation standpoint, it’s the job of your Landing Page to convert those visitors into leads.

Every page on your Website is potentially a Landing Page.  So, what is a Landing Page?  A Landing Page is the place visitors have reached after clicking an advertisement hyperlink.

The link could come from any number of sources: email, search engines, pay-per-click (PPC) ads, affiliate offers, etc.  Therefore, it’s important to design each and every page in your Website to clearly direct visitors (your potential customers) to take the actions you want them to take (no matter where they land in your Website).  The goal is to make it easy for visitors to find the information they are seeking.

Properly designed Landing Pages take the burden off your Website “Homepage” from doing all the heavy lifting.  If you’re running pay-per-click (PPC) ads, it’s better to drive potential customers to ad-specific Landing Pages and not your “Homepage”. 

To gain their trust, it’s important to give a sign up or Call to Action (CTA) to the prospects that have visited your Website.  The job of your Landing Page is to squeeze out your prospect’s email address as you promise to give them something of value back in return at no cost to that prospect.  Ask and you shall get.

Where Does Consistent Interaction Come into Play?

At this stage, you build your message into your content and the design of your Website.  Here you make sure everything that’s on your Website fits with your Brand and the Interaction you’re building.

This stage is also about the Interaction you’re having with the first-time visitors to your Website.  Here you’ll start to build trust with them, and now their visit will either:

• Confirm their trust in you, leaving them with positive thoughts and emotions towards you.
• Prove your business to be even more trustworthy, leading them to feel they must give you their email address.

It’s important to present your business in a way that conveys trust and confidence.  Fly by night operations have made many people distrust small businesses by default.  Using technology strategically is one way small businesses can level the playing field when compared to the large companies.

Your Interaction at this stage is to come across in your Brand as:

• We are a real business.
• Our customers love us.
• Our products are here to solve your problem.
• This is who we are.
• These are our values.
• We are experts in the subject.

At this stage, everything you do to increase the power of your Interaction will improve your relationship with every single prospect, at whatever customer level they’ve reached.