Guidelines for nurturing moving leads long-termSchedule a Free Demo
Not so long ago, marketing was all about making a good first impression. Companies tried as hard as they could to present their products/services in a catchy, informative, and easy to remember manner. And, while this approach to marketing still has its merit, the general marketing practice has changed dramatically. Nowadays, the notion of “no lead left behind” is dominant. After all, you can hardly expect your customers to do business with you just simply because you advertise your business. But, this approach to marketing does come with its own set of difficulties and complications. So, to help shine some light on the subject, we are going to elaborate on important guidelines for nurturing moving leads long-term.
3 easy steps toward nurturing moving leads long-term
It is safe to say that a moving company yields at least 50% of its revenue due to long-term lead nurturing. Even if you have little competition in your area, you still need to nurture and develop your leads. This is especially true for long-distance moving companies with a large area of service. In their case, lead nurturing is practically a must as most customers will come as a result of online marketing.
Now, while lead nurturing is by no means easy or simple, there are a couple of things that can ensure its efficiency lead management. The key here is to get a good understanding of your customer base. And to understand how your engagement can help turn leads into customers.
Understand your customers need
As a moving company, you already know that your customer’s primary need is to relocate. But, while this is true, it is not nearly precise enough to give you a good understanding of your customer needs. First, you need to figure out what your customers base is. Are we talking about young professionals moving to a big city? Are we talking about elderly people moving to retirement homes? Or are talking about young students just starting college? Of course, no moving company has a completely homogeneous customer base. But in small to mid-sized moving companies there is always a distinct customers base to speak of.
Once you understand your customers base you can proceed to time your engagement properly. Say, for example, that you primarily deal with students. Here you have the advantage of knowing when their need for relocation will peak (start of the semester). You can then use this information to offer the right service, at the right time. Combine that with a discount for storage, and you’ll easily turn your lead into a paying customer.
Make good use of CRM software
Unfortunately, it is not always easy to pinpoint how and when to engage your customers. To find this out you will have to monitor them for a long time and try out different strategies. Here you need to use effective moving leads management software. By using it you will not only develop a good strategy, but you will also have a good idea of how to monitor it.
Long-term lead management can only be fruitful if you have a strategy. And you can only have a viable strategy if you are able to monitor the effectiveness of your engagements. The more time you spend using this software, the better you will know which customers to engage and when.
Learn how to sort your leads
Another thing you ought to tackle as soon as possible is sorting your leads. While there are different ways to sort leads we would suggest that you start with two groups. Namely, low-priority and high-priority. Your low-priority are leads that have little chance of an immediate conversion. They are your visitors that just stumbled upon your website and decided not to stay long. The high-priority leads are visitors that visited at least three pages on your website and remained on it for a notable period. With them, you can safely employ your agents to contact them directly and offer moving services. Your leads will naturally flow between the two groups depending on their needs and interest. But, it is vital that you have a clear understanding of which leads belong where so that you can connect them with your CRM.
Mass follow up for low-priority leads
Low-priority leads are best dealt with by mass follow-up campaigns. You find a non-intrusive way (usually email marketing) to engage your low-priority leads and simply keep your company on their radar. In time, these leads may turn into high-priority. But, if not, you really want to avoid spending too many resources in vain.
A personal touch for high-priority leads
For high-priority leads, you want to have more of a personal touch. You, of course, don’t have to personalize every bit of interaction you have with them. But, if you feel that they are likely to do business with you, you should definitely employ an agent to handle them. To bring that lead to a full conversion they need to feel that there is an agent on the other side that is ready to assist them.
Once you get a hang of it, nurturing moving leads long-term will become fairly straightforward. The difficulty lies in outlining your lead management and ensuring that you don’t waste your resources. With MoversTech CRM you can easily automate large segments of lead nurture and make the whole ordeal much easier to manage. But, it is paramount that you have a deep understanding of your lead management and your CR as a whole is all about. That way you can make effective changes when need be.