Vesta Digital Blog

Posts Tagged ‘lead nurturing

Why Do People Unsubscribe or Unlike?If you own a small business, have a business website, and practice an effective amount of social media marketing, you should be well on your way to building a strong and loyal customer base.

Some small business owners however, start to experience a mass unsubscribing or unliking movement by their leads. As if all of their leads got together and decided to stick it to them by either completely ignoring the lead nurturing efforts, or unsubscribing all together.

Why does this happen?

There are a few reasons why people may ignore your updates, emails, and offers. However, the first and most important step you need to take in solving this problem is to be honest with yourself and see if you are doing anything to drive your leads away.

Email marketing mistakes

According to Entrepreneur.com, “the trigger that prompts 54% of consumers to unsubscribe is when the offending company bombards a subscriber’s email with too many marketing messages.”

So, are you bombarding your subscribers? If you are constantly sending emails without any valuable content in them, there is no doubt that they will eventually unsubscribe or ignore you completely.

You can fix this problem by asking for feedback about what kind of information they would like to receive on a regular basis, and by offering some deals and some incentive for your leads to actually open and read the emails you send them. Again, it’s about quality not quantity.

Social media marketing mistakes

The majority of Facebook users have “liked” a business page or two during their membership. Unfortunately, almost half of those who have liked a business page rarely if ever visit it.

“Not surprisingly, excessive posting accounts for 44% of the decision to ‘unlike,’ while 43% of Facebook users indicate their account is too crowded with brands” according to Entrepreneur.com.

The basic remedy for this problem is caring about your customers. People want a brand that cares about what they like, what they don’t like, what they want to know, and what they don’t want t o know. As long as you interact with people who “like” your business page on Facebook, they will interact with you and trust your brand.

You just need to make sure you are limiting your posts and providing engaging conversations and offers.

Distributed by IntelBuilder Social Media Platform

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entrepreneur successIf you are an entrepreneur starting your own business, there are a few traits you must possess in order to succeed. The global economy is changing, and so is the small business market.

Hone in on the 6 traits listed and explained below and you are well on your way into succeeding as an entrepreneur and business owner.

Have a plan

If you start a business without a specific, detailed plan, you are most definitely planning to fail. When designing your business plan, have realistic, attainable goals. While setting goals is important, it is even more important to outline exactly how you plan to get there.

Have discipline

As an entrepreneur, you have nothing but hard work ahead of you. By disciplining yourself and persevering through the difficult times (as there most certainly will be difficult times), you will be able to build yourself up. You are working for yourself, there are no hourly workdays, you need to spend as much time as possible focused on your tasks and finishing them.

Be frugal

Your budget in the beginning is extremely important. Breaking even should not be your goal. Your goal should be profiting. By saving as much money as possible when you can, you will avoid the risk of drowning in your own cost.

Have sales sense

Your biggest asset when you start your own business is your tactful marketing strategies. If you are selling a relatively new product or offering a new service, your biggest priority is to market it and make it available. Creating connections will be the best way to launch a marketing strategy. Invest time in establishing yourself through social media networks.

Know your priorities

Your true priority is your customer. Cultivate relationships with your customers and spend most of your time nurturing leads and following up with prospects.

Maintain your image

Have a professional looking business website. Always be professionally dressed when meeting with potential clients or partners. Have professional and clean business cards. All of these things may seem like common sense, but paying attention to these little details can go a long way.

lead nurturingLike most companies, you have probably built a significant database of prospective customers. Where you might be stuck is how to turn those prospective customers into loyal, returning customers. Lead nurturing is by definition: “A process by which leads are tracked and developed into sales opportunities.”

Lead nurturing generally begins when a company builds a database of unqualified leads (or suspects). After building the database, the company will use it to send offers and promotions to the suspects in an attempt to gain attention, response, and profit.

Here are a few key tips to effectively nurture your leads as according to Jon Miller, a writer for Marketo (a B2B Marketing blog):

Make it valuable — to them, not just you.

Each and every lead nurturing interaction needs to be relevant and useful to the recipient. If it’s too promotional or not helpful, then severing the relationship is usually just a delete button or unsubscribe link away. In a recent MarketingSherpa webinar, Anne Holland shared the five key topics that people care about: safety (keep my job), ease (make my job easier), power (get more power), greed (make more money), and ego (raise their awareness).

Make it bite-sized. 

The internet has changed how buyers make B2B purchases, and it’s affected how they consume content. Rarely does a business buyer have time to print out and read an entire whitepaper, watch a 60 minute webinar, or read more than a few bullet points on a website. Instead, today’s buyers have become accustomed to consuming bite-sized chunks of information in small free periods.

Match your content to buyer profiles.

Prospects find content targeted to their role or industry much more valuable than generic content. According to MarketingSherpa and KnowledgeStorm, 82% of prospects say content targeted to their specific industry is more valuable and 67% say content targeted to their job function is more valuable. 49% say the same for content targeted to their country size, and 29% for content targeted to their geography.

Match your content to buying stages. 

Different types of content will appeal to buyers in different stages of their buying cycle, e.g. awareness vs. research vs. negotiation and purchase. Thought leadership and best practices work best during the awareness stage; comparisons, reviews, and pricing information appeals during the research stage; and information about the company, support, etc. will work best at the purchase stage.

Get the timing right.

It’s always difficult to say exactly how often you should send nurturing contacts. My general advice is that more than once a week is too much and less than once a month is not enough, and the right answer for your company is somewhere in between.