In the first part of the series, we talked about keeping clients happy long after you’ve built their WordPress site by making it simple for them to collect fresh leads. Now, we’re going to look at how to nurture these leads with relevant conversations. And next, in Part 3, we’ll tie it all together and explain how you can send hot leads to your clients and create recurring revenue for your agency or freelance business.
Once you’ve added handy custom fields or form code snippets for collecting visitor information, you’re out of the picture, right?
Nope, actually, it doesn’t have to be that way. You can stay in your clients’ hearts and minds by extending your services to engage newly collected leads in a conversation that ultimately results in more sales for your client.
Spinning straw into gold with email marketing
Consider this stat from Kissmetrics: 96% of people who visit a website for the first time are not ready to buy.
Your client might be tempted to hit up new leads with a sales pitch right off the bat. But they’d probably be disappointed to find that very few leads are ready to convert right now.
It’s a delicate balance. New leads are worthless if they’re just left alone in a database collecting dust. At the same time, most new leads aren’t ripe enough for a sales call just yet.
In fact, according to Forrester, 70 to 90 percent of a buyer’s journey is complete before they are ready to engage with sales. In addition, buyers typically consume 11.4 pieces of content before making a purchase.
This means that buyers prefer to do their own research and educate themselves long before engaging in a sales conversation. They are prone to hit up a website several times before making a purchasing decision, getting familiar with a business and the business’s solutions.
With email marketing, you can help your client control the conversation with new leads by delivering bits of thought leadership over time that guide buyers down the path to conversion.
However, if you’ve been in your email inbox lately, you probably feel inundated with hundreds of emails begging for your attention.
So how do you spin straw (a stack of leads) into gold (new business for your client) with email marketing?
When it comes to modern email marketing, personalization is key. A generic newsletter isn’t enough to get attention anymore.
A personal, targeted email is the magic touch you need to reach and influence buyers. When you communicate with leads in a way that addresses their personal needs and desires, open rates and click-through rates soar, while unsubscribes and spam complaints decline.
Getting personal in the inbox
So how do you send personalized content to new leads collected from your client’s WordPress site?
If your client’s site has helpful resources – like guides, ebooks, white papers, etc. – you already have a big hint as to what topics new leads might like.
For example, say your client owns a bicycle shop. They have two how-to-guides on their website.
One is a guide on “Getting into Racing.”
The other is a guide to “Fixing a Flat.”
You now have great clues as to what type of content to send leads based on the resource they’ve downloaded, which leads us to…
Drip, drip, drop: Drip campaigns
A drip campaign is a series of emails that educates and engages leads with a goal of ultimately driving them to make a purchase. But what should you send? How can you create emails that are personal enough to attract attention in a crowded inbox?
Back to the bicycle shop example, you can build two email campaigns according to the resource a new lead has downloaded.
So if a visitor downloaded the racing guide, a follow-up series of emails might look like this:
- Day 1: A Basic Training Schedule
- Day 8: Competition Manual
- Day 15: Group Ride Etiquette
- Day 22: Essential Race Gear (with a call-to-action to check out your client’s bike shop)
Similarly, if a visitor downloaded the guide to fixing flats, a campaign might look like:
- Day 1: Handy Bike Maintenance Chart
- Day 8: How to Clean a Chain and Drivetrain
- Day 15: How to Remove and Install Pedals
- Day 22: A Coupon for Bike Parts (with a call-to-action to check out the bike shop’s service department for new and used parts)
With a good email campaign, you put relevant content right in the buyer’s inbox. They don’t have to look anywhere else for great tips, and they’ve gained a sense of trust in your client. So when the time comes to buy racing gear or bike replacement parts, your client is their first choice.
By adding personalized email marketing to your services, you can turn more of the leads your client has collected from the WordPress site you built into customers. That’s a huge value-add for your clients.
The uncertainty of where your next gig is coming from is stressful, and finding new clients is tough. With a lead nurturing strategy in place, you can enjoy steady, recurring revenue from your WordPress clients each month. Hatchbuck’s Partner Program gives you all of the tools you need to collect, nurture, and convert leads for your WordPress clients. Learn more here.
Want more insight into how to generate steady revenue through WordPress? Check back next week to learn about turning leads into new (and repeat!) customers.