You put a lot of time and energy into nurturing your leads. It’s understandably frustrating when a deal won’t close. You wonder what you’re doing wrong and what more you can do to convert them.
There are many reasons why a prospect doesn’t buy. It could be to do with their budget or just poor timing. It could be that they haven’t felt a connection with your business or they simply don’t understand what you do.
Even if you think a deal won’t close, don’t dismiss them as a lost cause. You’ve already invested the resources to generate the lead; you may as well attempt to close the deal.
But how do you do this when your standard lead nurturing process has failed?
What to do when a deal won’t close
This is where long term nurture comes in.
Long term nurture is a process that encourages ‘slow’ or ‘difficult’ leads to convert. After initial set up, long term nurture doesn’t require much time commitment. It takes care of your slower leads whilst you focus on those leads more likely to convert within your given sales cycle.
What should a long term nurture campaign look like?
Long term nurture usually takes form as an email campaign, similar to your usual lead nurturing campaigns but over a longer period of time. It should be automated, using segmentation and personalisation to make it relevant to each prospect.
The length of your long term nurture campaign will vary depending on the length of your standard sales cycle. Set an objective for your leads, such as signing up for a demo or making a purchase. Once they’ve met this objective, remove them from the campaign.
Don’t be too sales-heavy in these emails. After all, for some reason or another, these leads are not yet ready to buy. Instead, use your long term nurture campaign to provide value to your prospects.
Your long term nurture campaign is a good chance to find out more about your leads. By analysing their interactions and activity with the emails and content you send, you can gain insight into their challenges and pain points. You can even discover what’s holding them back from buying.
Use this information to your advantage. Once you’ve learnt more about a lead, you can add them into a relevant campaign that’s more likely to convert them.
What kind of content should you include in your long term nurture campaign?
A long term nurture campaign is your chance to put together something really exciting. These prospects have lost interest and now is your chance to engage them and re-capture their attention. Focus on sending valuable, interesting content.
Tell a story
Stories are a good way to capture a lead’s interest and develop a connection with them. Write about a case study or even a personal account of why you started the business. With this kind of content, you can hope to elicit an emotional response from your prospects.
Give leads an insight into your business
Send some content that gives leads a behind-the-scenes insight into your business. The more leads feel they know about your business, the more likely they are to feel compelled to buy from you.
Answer some FAQs
Your prospects may have a number of questions or concerns that are preventing them from making a purchase. By offering up answers to these questions, you can dispel some of their concerns and encourage them to move further along the sales funnel.
You can use your long term nurture campaign to shout about your popular content. Whether this is in the form of blog posts, eBooks or even videos, choose your most popular content and re-purpose it as part of your long term nurture efforts.
It’s inevitable that some leads won’t close within your normal sales cycle time-frame. Long term nurture is a great way to remedy that.
Start piecing together an informative, engaging campaign and re-ignite the interest of your lost leads.
For more information on how long term nurture fits in with your CRM and automation efforts, contact Flowbird today.