Companies often go out of their way to generate leads. The main goal, of course, is to later convert them into customers. However, what many businesses don’t realize is that relationships with leads need to be nurtured. In this article, we are going to be discussing 5 mistakes in nurturing moving leads.
What is lead nurturing?
Before we dive deeper into lead nurturing mistakes, let’s first set a baseline for our discussion. We often hear marketers confuse lead nurturing with email marketing or other automated solutions. However, lead management for moving companies represents the entire process of finding leads and guiding them through your sales funnel.
In order for leads to progress all the way to customers – you need to maintain and nurture the relationship you have built up. Therefore lead nurturing isn’t just sending out a bunch of automated emails. Unless carefully curated, that strategy will give you poor results. On the other hand, if you put in the effort and nurture the leads you’ve generated you can boost your conversions.
Five mistakes in nurturing moving leads
Not knowing what to do with leads
There are numerous ways to handle and manage your relationship with customers. One of the most efficient tactics is to rely on CRM (Customer Relationship Marketing) software. You could even integrate CRM software with third-party tools. CRM email integration for movers can actually boost the effectiveness of the process by giving you more options to contact your leads. However, some companies think that after they have integrated the latest software, they can just sit back and watch the business roll in on its own. Realistically, that approach will just lead to numerous mistakes in nurturing moving leads.
First of all, your sales pipeline needs to be properly constructed. Make sure that the entire marketing and sales departments know how to handle the process of transitioning leads. If you are too eager and move leads to the next step in the pipeline before they are ready – you could end up hurting your bottom line. The best tactic is to let leads take their time. Allow them to advance down the sales funnel at their own pace. Granted, that you should be there every step of the way to offer them support and encouragement.
Neglecting social media as a platform for nurturing moving leads
The best places to advertise and to connect to your audience have become social media platforms. They can foster direct communication between your employees and potential customers. The most prominent social networks, like Facebook, can even offer you ways to manage your marketing campaigns with a lead generation objective. From there, it’s a simple step to integrate the new leads with your CRM software and continue building your relationship with them.
Keep in mind that leads generated through social media tend to spend most of their time on those platforms. Therefore you should focus most of your efforts on creating content and marketing on those same platforms. If social networks are where your leads live, then you should meet them halfway and establish a strong presence there.
Not focusing on repeat business
When it comes to lead generation, there are numerous tactics for small businesses to apply. However, getting caught up in the constant struggle to generate new leads can lead to mistakes in nurturing moving leads which you already have. Most small businesses need to rely on word of mouth and repeat customers to ensure a stable profit. Care for your customer base, because in the moving industry – word of mouth and positive reviews can make or break your business. With this in mind, you need to do your best to nurture leads, regardless of where they are in the sales funnel.
Repeat customers can be a huge boon to your business. People tend to move every few years. If you continue to nurture your relationship with them, it’s very likely that they will seek you out the next time they need movers. Another thing to keep in mind is that you shouldn’t let your leads grow cold. People need movers when they are relocating. If you miss that window of opportunity and check up on your leads after they have moved house – they probably won’t need your services.
Communication with all of your leads is generic
Unlike what most people think, the typical moving company offers a wide array of services. Your moving company can offer anything from packing, assembling, and disassembling furniture, rigging, pickup, and delivery, etc. Simply targeting all of your leads with the same generic ‘hire movers’ marketing won’t get you far. It also doesn’t do justice to all of the other services you are offering.
Consider the various needs of your leads and offer them specific solutions to their individual problems. Specialized CRM software for movers can help you differentiate your leads into groups. From there you can send them personalized messages with custom offers best suited to their needs. Simply relying on generic emails is one of the most common mistakes in nurturing moving leads. However, your leads are much more likely to respond to a personalized approach.
If your entire interaction with leads boils down to you sending them marketing emails, those leads will quickly lose interest in your company. Although leads have shown interest in your services, aggressively focusing only on closing the sale is a mistake. Your leads will feel forced to progress down the sales funnel. That’s a surefire way to alienate your audience and cause a drop in conversion rates.
The best approach you can take is to offer them guidance and help. Try to create content that also reflects your intentions. Create guides and offer advice on how to pack and prepare for a move. Your leads will find value in such content and it will build trust in your brand.
Nurturing your leads is the best way to boost conversions and increase sales. However, in order to avoid the most common 5 mistakes in nurturing moving leads, you need to have a comprehensive strategy and the right digital tools to support it.
Subscribe for industry
news & updates
"*" indicates required fields