You need to be really disciplined about lead nurture.
This is where so many marketing dollars are wasted.
People don’t go out of their way to buy from you. They need to be prompted and reminded.
Capture leads then nurture them. Remember, only a small percentage are ready to buy “now”. Your marketing needs to also allow for those who are more likely to buy “later”.
That’s where the gold is buried.
Create a process to follow-up leads and previous enquiries in order to convert as many as possible, so that you are always on the top of their mind.
You should also have a process for following-up and frequently communicating with your existing clients to ensure they’re doing as much as possible with you. To maximise their lifetime value.
And, wherever possible, these processes should be automated for consistency and efficiency.
Once you have a process for capturing leads, set up an email drip of useful content that reinforces your ideas and message and shows them the way forward.
Don’t use it just for announcements or to sell overtly. Add value first and then invite them to take the next step “whenever they are ready”.