The key to keeping your sales flowing is marketing to the right customers in the right way. This starts with a systematic plan on how to identify who your perfect customer is, where to find them, and how to nurture them to a sale. So, how can you identify, target, and nurture new prospects until they become your ideal customers?
Defining your target customers means identifying the specific needs (“pain points”) and characteristics of the consumers or businesses you believe will buy your product. When aiming to gain customers in the financial industry, it’s important to consider business revenue, location, and number of employees. Be as specific as possible. It’s also helpful to focus on what exactly these customers are interested in buying. Then, let prospects know what it is that you do and how you can help them.
This is where email nurturing comes in. So, you already know who needs nurturing. Now it’s time to segment your ideal customer types in preparation for creating campaigns. You need to nurture them through the sales funnel first to make them more ready to buy.
Offer content with value – webinars, eBooks, whitepapers, etc. Utilize the content you’ve already created. But, how do you know what type of content to send and what its purpose should be? You should be sending:
Educational Content Email
Promotional Content Email
Best Practices Email
Demo/ Product Offer Email
Ultimately, you should be picking offers that will appeal to a finance-oriented audience with the intention of moving these people further down the sales funnel and closer to the customer stage. A couple of tips on how to effectively plan to do this include: providing information about your offers and goals for each email, and including the subject line and CTA you’ll use to entice the reader to accept the offer. It’s essential that you’re organizing your campaigns and implementing goals to reach that final step: the sale.
It’s smart to set up a timeline for your emails. Typically, it's a good idea to send 2 to 3 emails to your prospects in a lead nurturing campaign. Try to space out your emails accordingly. For example, if your typical cycle runs 30 days, you may want to set up a campaign for emails to be sent out the 1st, 10th, and 20th days after a conversion. Don’t rush into a sale; let it take its natural course. As your campaigns run, make sure to experiment with the offers you send, the subject lines, and the calls-to-actions found within the email. There's always room to improve your campaign. Make sure you take advantage of testing and experimentation to better nurture your leads.
Now that you better understand how to identify, target, and nurture your ideal customers in the financial industry, your efforts are bound to fill up your sales pipeline. Nurturing takes patience; there is no quick shortcut. But, taking the time to gain valuable customers will be 100% worth it.
For 30 more helpful tips on how to gain valuable leads, click below!