Online Lead Nurturing From Landing Page Development

  

 Email Article  

Tweet  

  

  

 delicious  

  

  

In our posts last week we talked about how to generate internet leads through a process of landing page development so that your company website can begin to transform your web presence into a business development tool that is an asset of the company with a high ROI. An important part of successful inbound internet marketing programs is to take those inbound inquiries and turn them into new clients so today we'll begin to talk about online lead nurturing, the process of making an online lead more sales ready with minimal effort, which is the next step in the process of this overall transformation.

You might ask, "Why not have the sales team take the inquiry when it comes in?" Great question and certainly an option...an expensive one! Some considertations:

1. A Forrester Research report shows that companies with effective lead nurturing programs create 50% more sales ready leads at a 33% lower cost;
2. Sirius Decisions has projected that 70% of sales leads will be genertated online by 2015. Taking time to contact and educate each one is important and valuable but very expensive if done by real sales staff; 
3. Information from Tippit says that, in general, leads don't want to be contacted by a salesperson until the final third of the sales process. Doing so before that point is costly in time, money and is a bother to the prospect.

When a visitor has come to your website and taken the step of converting through one of your offers, what does it mean? Well, at the very least, they feel that there is some benefit to them for taking this action otherwise they wouldn't have taken time to fill out your form, that would just be a waste of their time. So how do you best take that inquiry and maximize the opportunity to turn it into new business for your company? This is what online lead nurturing is about and when executed effectively, your website will become one of the best lead generation websites and an important part of your company's business development initiative. It's critical to realize that just because someone has converted on your website it doesn't mean they want to be contacted and SOLD! Online lead nurturing will allow you to develop a relationship with the prospect and provide them with further valuable information with the goal of earning their business when they are ready to buy! Be patient and thoughtful in this process and you'll reap the rewards!

In our next post we'll begin looking at some of the specific details of how to go about creating an effective online lead nurturing campaign that will save your company time and money and continue transforming your site into a real company asset.

We're at edge of the future!