Legal vendors looking to increase leads will find that developing and implementing a specific lead nurturing strategy is critical. The problem that many legal vendors encounter is an inability to develop a lead nurturing strategy that actually resonates with clients. This is because clients no longer want to be sold to. Instead, they want to perform their own research and make informed decisions. Each year, many companies make the mistake of trying to be too aggressive when pursuing leads. If a lead is not yet ready to make a purchase and your approach is too aggressive, you are likely to lose business.
The key is to develop a lead nurturing strategy that will help your buyers get to know you, so they will be more inclined to trust your business therefore, more likely to make a buying decision. This means taking the time to create and then maintain relationships with leads. To do that you need to focus on developing a presence on the platforms where your leads are most likely to be. However this takes time and effort. This is not an overnight process so do not expect instant gratification. Below are a few steps to help you start developing a lead nurturing strategy.
Alignment of Sales and Marketing
First, make sure sales and marketing are aligned. It’s essential that both your sales and marketing departments agree as to what constitutes a lead. Without this type of alignment, it’s more likely that leads will fall through the cracks rather than being followed up on.
Develop a Process for Managing Leads
It’s also critical to ensure you have a process in place for managing leads. After all, why put that much effort into developing leads if you do not have a process for handling them? The process you develop should include how to register leads, where to register them, and how to follow up. Once again, both your sales and marketing departments should agree on how this process will work.
Creating a Content Program for Nurturing Leads
Once you have determined how to define leads and how to manage them, the next step is to create a content program for nurturing leads. Keep in mind that this program should be relatively easy. If you try to overcomplicate it there’s a greater chance that it simply won’t get done.
Create a System for Communicating Your Message
Email should comprise a critical part of your lead nurturing program. A variety of email types can be used to generate leads. One type is educational email content. This type of email can provide general educational content. The key to making this type of email work is to ensure it is not sales-driven. You should offer links to blog articles, case studies, white papers, or videos.
Another option would be to offer an email newsletter. The purpose is to demonstrate your innovation and knowledge in your particular practice field. Such information might include news about your company, recent developments, new additions, awards and achievements, and events or community involvement.
Measuring and Analyzing
Finally, don’t forget to set up a system for tracking, measuring, and analyzing your leads so that you will know whether your efforts have been worth the investment. Performing this type of analysis will not only help you to understand whether your strategy has been successful but also show you where there is room for improvement.
Remember, nurturing leads takes time and effort throughout your entire organization. When handled properly, the effort can be well worth it.