Achieving Online Customer Acquisition

Consistently acquiring new customers at the end of your online selling process is very, very satisfying! It validates all your hard work in defining, designing, implementing and improving the process.

But most importantly, it is REPEATABLE

NEW CUSTOMER? IT’S NOT OVER

Over time, you nurturing goal is to acquire a new customer. In many cases, this process can be wholly driven online to the point that when a prospective customer is ready to buy, they contact you.

However, also in many cases, in particular where a high value or more complex sale is concerned, “outbound” person-to-person sales interventions may be appropriate. In this later case, the goal of digital sales lead nurturing is to prime the prospect for a direct sales contact. It is therefore important to be able to determine when such a stage has been reached.

Indeed, should pre-mature direct sales contact be made and the prospect is not ready to buy, care should be taken to pass that lead back into the digital nurturing process instead of qualifying them out. Just because a prospect is not ready to buy from you now does not mean that they never will.

Putting in the effort to “connect” your normal offline sales process with your online sales process is worth it. When this can be achieve, natural trigger points will emerge that flag the need for an outbound contact a various times in the process.

If you are thinking that¬†there is more sales involvement in digital marketing than you had thus far realised, then that’s a good thing!

KEY THOUGHTS!

FRONT END SALE

The first sale you make to this client.

BACK END SALES

All future sales you will make to this client. Collectively referred to as the Lifetime Value of your Customer.

MORE NURTURING

Switching to a new nurturing process targeted at up-selling or cross-selling this new client.

CRM INTEGRATION

Now is the time to build relationships. Continue your journey as a consistent provider of value and exceed your customer’s expectations in that regard.

KEEP REFINING

Whilst your higher level lead nurturing process is defined, you will have many such email sequences with Landing Pages that need refinement.

INITIAL EFFORT

Although the effort to build and refine nurturing email campaigns and their associated landing pages is significant, the content is reusable and the process is repeatable.