Why Lead Nurturing is the World’s Best Pre-sale Service

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Lead nurturingFirst off, what exactly is lead nurturing?

According to Forrester it is “ a process by which leads are tracked and developed into sales-qualified leads”

When you are standing in the supermarket with a chocolate bar in your hand, you might not need very much nurturing before you decide you are just not yourself without the Snickers. Your sugar cravings will take care of all the nurturing required.

But if you are an accountant sitting in your office already dreading next year’s tax season, you might be looking around for some software that will make your life easier. Now the tax season is months away and you have to convince your boss to invest in the software first, so you wouldn’t exactly be in a position to click the “ad to cart” button quite yet.

So lead nurturing is everything that happens in the time between a potential customer’s first interaction with a company and the time when they are actually ready to purchase.

As a marketer the last thing I want to happen is that you (play along with me – you are the accountant) visit my website, receive tons of great information and then forget all about me and when tax season comes along my company name rings no bells and some schmuck runs off with the sale.

So what happens in the time between your first visit to my website, and tax season being just around the corner?

Well it is not uncommon that the chosen path would be something like this; I’ll send an email thanking you for your interest and asking for a meeting or time to talk.

Then what? I drum my fingers on the desk for a week and then I send another email asking if you are ready now. And if I’m super annoying I’ll pick up the phone and bug you at some inconvenient time and pester you with a sales pitch that you’d rather be without.

After a few more rounds of this, I start to resemble a kid on the backseat of a car constantly pestering the parents with “are we there yet”.

And guess what I am very likely to get out that whole exercise? Nuttin! Except the status of royal pain in the ass… not really what I was aiming for.

That’s where lead nurturing comes in.

To nurture means to care for, help and/or encourage someone or something while they are growing or developing.

That is just touching… in one single sentence I managed to transform my field of work into something truly noble. I’m welling up and feeling all proud… and getting totally sidetracked!

The point here is that you (remember you are the accountant) are not ready nor able to make the purchase on the first visit, but what you would like are buckets full of enlightening and compelling information that will help you sell the idea of purchasing the software to your boss.

With the right lead nurturing system, I will be able to see what areas of my website you have visited, what information you have consumed and what type of media you prefer.

Don’t let that give you the heebie-jeebies and think it is awfully big-brotherish. If you were in a shoe store looking at pumps, you wouldn’t want me to come over and start telling you about winter boots would you? Same thing, except online I can only see what you are looking at if I can track you. Maybe it’s the word tracking… it’s kinda off-putting, like I’m spying or something, which is not the intention at all.

Good lead nurturing should be like the experience you get in a good restaurant where the waiter manages to top up your glass every time you are just about to run out of wine. Now how is the waiter going to know you are running low on dancing juice if he can’t observe you? And God forbid he tops up your glass with water instead of wine! The horror!!

Think about it, the more I know about your particular interests, the better equipped I will be to give you the exact information you need, when you need it and in the format you prefer.

And before I start growing some sort of halo above my head, yes this is all done in the name of making a sale.

I represent a company, not a charity, and we need to sell stuff to make money in order to survive. All of a sudden I don’t feel so noble anymore, but that’s ok cuz it was never the intention to begin with.

What I do want is to provide you with information that you want, when you want it and how you want it. I want that when you get that sales call, you will be like “Man I’m so glad you called – tax season is just around the corner and my boss really want us to upgrade the software!”

I believe lead nurturing is awesome service, and I’m a sucker for awesome service. How about you?

Oh and just for you numbers freaks, here are a few eye-opening stats:

  • More than 25% of leads take seven months or more to close
  • 73% of leads are lost because they are sent to sales before they are ready to buy
  • Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost
  • Nurtured leads spend 47% more on purchases than non-nurtured leads

When Retargeting Smells Like Stalking

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http://www.dreamstime.com/stock-photography-woman-peeking-blinds-image28298072Ever had the eerie feeling someone’s watching you? How do they in mysterious ways keep bumping into you no matter where you go? Pop! Right in your face – again. Ugh, it’s down right freaky.

I often feel this way after a good dose of online window shopping. The next many many days, the stores that I have visited just keep showing up on my screen everywhere I go. Constantly I must be presented with the same jackets, shirts, shoes or whatever I have been looking at. I know what they look like thank you very much, I was the one who found them remember, I don’t need to see them again every 10 minutes.

I know the idea behind retargeting, as this (at times super annoying) marketing tool is called, is to nudge and remind a store visitor of the items they looked at in the hope that they will return to the store and complete the purchase. But there is also such a thing as frequency, which is the amount of times you present these little nudges to your potential customers, and boy do some online retailers get this wrong!

In particularly I find online clothing retailer Zalando to be overly zealous in their deployment of retargeting. They seem to be hunting rather than targeting, and I am apparently the prey. As is common with us prey, we don’t much care for our hunters, so we hide and make sure we never ever cross your path again. Which in your case, Zalando, means you have freaked and annoyed me sufficiently that I will not visit your otherwise very nice online establishment again for fear of being hunted days on end with the same images over and over.

Took me less than 10 minutes to bump into these 3 ads (4 actually since one ad was not enough in one of them) and this has happened non-stop for well over a week now.

Zalando 123

Sometimes less really is more. I’d appreciate a little friendly nudge now and then, maybe with a nice discount incentive to encourage me to return and make the purchase. But this kind of frequency has the opposite effect, I don’t want to go back because by now I’m fed up with Zalando.

As a marketing professional myself, I also appreciate that frequency can be a particularly difficult beast to master. I think what I would do, would be to test my way forward. Split test different frequencies and pair them with different buyer profiles.

Hopefully that should prevent campaigns from being are so far off target it resembles some kind of “shock and awe” strategy.

 

 

Didn’t Know You Could Shop Furniture Like That?

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Today’s world of savvy consumers expect a lot from online retailers; whether you are pure-play online or store plus online, you cannot ignore the power of the modern consumer, as a retailer the viability of your existence is at the mercy their clicks – they can make you or break you.

Although brick and mortar stores still account for 90% of the revenue created, there is a clear shift in the purchasing habits of shoppers, they are migrating online. A survey by UK’s webloyalty shows that overall online purchasing has increased by 27,6 percentage points over the past ten years[1].

Ecommerce evolution

When you think of furniture you don’t immediately think online shopping. But maybe you should. Just maybe furniture today is where shoes were 10 years ago. Back then everyone was saying that you couldn’t buy shoes online, that you had to try them on first. And along came Zappos and ASOS and changed all of that!

Today online sale of furniture account for 8% of the total industry sales in the US and it’s forecast to grow 45% by the time we hit 2015.

But how exactly do you buy furniture online? I wouldn’t trust buying a new sofa from just seeing a picture on a website! Well, some pretty nifty creative gadget are now available courtesy a few businesses with enough foresight to see that this is what tomorrow’s shopper wants.

I want to share two of them with you.

The first one is called LoveMyHome and before I get on with how awesome they are, I want to have full disclosure and let you know that I work with LoveMyHome, but that doesn’t make them any less awesome 🙂

LoveMyHome supply the furniture industry with interactive product visualization tools that help you and me when we shop furniture online. First up is the issue of viewing products properly, that means knowing what a product looks like from all angles. Don’t know about you, but I wouldn’t buy an armchair that I didn’t know what looked like from the back. That’s where 3D product visualization comes into play – it allows you to spin the furniture around, zoom in and out and change things like fabric or material if the furniture comes in different colours.

LoveMyHome 3D Room Designer
LoveMyHome 3D Room Designer

Second issue when buying furniture is will it fit in my house. This problem has always existed, whether you shop online or in store. I often get misled when it comes to the size of things when I’m in a furniture store because the store space is so huge it makes the furniture appear smaller than it really is.

Then when you receive delivery of the new King size bed, you realize why they call it King!

So LoveMyHome created a super user friendly 3D Room Designer that allows you to draw your room or house to scale and then place furniture in it to see if it will fit. It is fun to use and you can jump into your own design and take a walk in your own virtual home. It resembles a computer game when you are in this mode, and it is a powerful experience to see your home and the new furniture online like this.

A great way to really understand what something will look like before you buy it. The furniture store equivalent to the fitting room!

Check it out for yourself www.lovemyhome.net. I think all furniture retailers should have this feature as part of their website.

The second one is SnapShop. This little fella is really cool if you just quickly want to get an idea of what something would look like in your home. It works as an augmented reality app and can be downloaded for free from the Itunes store.

The SnapShop app
The SnapShop app

You simply take a picture of the area you want to furnish and then place items on top of the picture. There is access to a number of stores directly from within the app which makes it really easy to find new stuff for your home. You can scale items so they look correct in the picture. For me the big issue with this app is that you don’t actually know when you have hit the right size. Not so cool if you buy something you believe will fit because you have scaled it to fit, but in reality it looks like you have purchased a child’s furniture.

Still it is a very cool tool if you just quickly want to see if something would go with the decor of your home. Check it out here  www.snapshopinc.com

 

 


[1] Experian White Paper: “The changing face of UK retail in today’s multi-channel world” page 8

[2] http://www.webloyalty.co.uk/images/webloyalty-conlumino-home-retail-research.pdf page 19 viewed Feb. 26th 2013

How can you make Showrooming work for you

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??????????????????????????????????????????????????????????????????????????????Basically Showrooming means that consumers browse physical stores in order to gather information only to turn around and purchase the products online. This practice is not likely to become a favorite with retailers anytime soon, as it in 33% of the cases[1] means a lost sale for the brick and mortar store. 90% of smartphone owners who used their mobile while in a store to research products were looking at somebody else’s site. That’s not good news for the pure brick and mortar operations as they have very limited means to fight it. As for multichannel retailers, they better do everything in their power to make sure the consumer is encouraged to surf their site.

If you can’t beat it – join it!

According to an IBM study, Showrooming drives 50% of online sales[2] perhaps not surprising considering one in five American consumers actively practice Showrooming.

The main reason consumers showroom is to compare prices between retailers, so the obvious answer to combat Showrooming would be to be the cheapest. This approach however is gravely flawed, as that would catapult every retailer into the reddest of red oceans, leaving everyone on the brink of extinction.

A much better approach would be to recognize that not all consumers are created equal. Not everyone is driven purely on price. Offering your customers an engaging and satisfying shopping experience will go a long way to retain them in your store. Good old fashion customer service would be a good place to start. A study done by Zendesk shows that the two main factors in creating loyal customers are quality and service, price only makes it to third place[3].

But since 20% of your customers will likely reach for their mobiles while in store anyway, the second place to focus attention is on the online experience you present them with .

Ready – Set – Engage!

Engagement is the keyword here; make the experience interesting and useful. Personalize the journey as much as possible by allowing customers to interact with your brand, make it suit their specific needs and let them share their findings with the world through social media. The more time a consumer spends online with your brand, the more engaged they become and the more likely they are to close the sale with you.

In addition the transition between the online and offline store should be seamless and coherent; the offering, look and feel should be equal across all channels, leaving the customer with the feeling that it is one integrated experience. The use of responsive design when building websites, where the pages will adapt automatically to the medium being used to view them, will go a long way in creating a consistent impression when using a digital medium.

Use data driven marketing and take advantage of what technology makes possible, offer free wi-fi in store and include smart sensors and QR codes offering personally tailored specials and information in real time. A global survey done by Cisco reveal that 75% of consumers want a personalized experience, once they have opted in[4].

By making it more advantageous to be on your site while in store, you actually make Showrooming work for you.