This approach truly cannot be working for any business. There is nothing wrong with a direct approach to marketing your product and services. If you find that your audience is not responding to your more direct campaigns then I recommend you evolve your marketing strategy into a marketing approach the nurtures a lead.

Lead nurturing is real and necessary. Direct marketing campaigns are critical as closed mouths don't get fed however you must take into consideration how long you have had a prospect in your sales funnel. If you post the occasional meformer type post that provides no type of informative insight for your prospect customer you will easily find that many of your direct marketing campaigns are struggling to reach even average conversion rates.

How to nurture a prospect

So it's easy enough to tell a person don't do this or don't do that. The best help anyone can provide a person is to tell them exactly what they must do. I am going to suggest 5 approaches to ensuring you nurture your audience in advance of a direct marketing campaign

Create Targeted content – Prospects and customers nurtured with targeted content produce an increase in sales opportunities of more than 20%. Also, read our post on the 5 steps approach to building a target audience and higher conversions. Multi-channel nurturing – Include a content deployment plan that sends your message out into multiple channels. Marketers are struggling to achieve double-digit percentages in reach and open rates. When you leverage a post across multiple channels your exposure rate will improve significantly. Multiple Touches - Prospects and customers that receive an average of 10 touches from the time they enter the top of the funnel until they’re a closed convert at a higher rate than those that have fewer than 10 touches. Also, see our post on digital marketing frequency rates. Timely Follow Ups - The odds of a customer entering the sales process, or becoming qualified, are 21 times greater when contacted within five minutes versus 30 minutes after an inbound lead converts on your website. Automation, retargeting and webhooks are just some of the tactics marketers use to provide rapid follow up. Post Scoring - 68% of successful marketers cite post scoring based on content and engagement as the most effective tactic for improving revenue contribution from customer nurturing. Understanding which posts are generating the highest level of engagement ensures your campaigns to follow will continue to nurture the customer.

Conclusion

I hope this helps your business better understand how important it is to nurture your customers. If your current marketing strategies are failing to convert customers it may be because your approach is too direct, lacks customer nurturing and omits a follow-up strategy. Let's talk about your strategy. if you need guidance on building a nurturing strategy start a Free Focus Chat appointment with me today.