How to build effective lead nurturing text campaigns
An effective lead nurturing strategy can make a world of difference. Studies show that 50% of new prospects are not ready to make a buying decision. Lead nurturing is the process of engaging your prospective customers by providing relevant information at each stage of the buyer’s journey.
Traditionally, lead nurturing has been done through a series of automated emails. However, with historically low email open rates, this strategy has become less and less effective. But its 98% open rate and 45% response rate makes business texting the most powerful method of lead nurturing available.
The buyer’s journey
The specific messaging and offering of lead nurturing campaigns vary from business to business, but the goal is the same: to guide our customer through the buyer’s journey by offering consistent and relevant value.
When nurturing your leads, you want to achieve four goals throughout the buyer’s journey:
- Awareness goal: Provide value focused on concepts that are related to your offering. At this point, your prospective customer is probably not ready to make a decision, so it would not be a time to include your offering or a strong call to action. Instead, focus on problems and pain points your customers may be experiencing.
- Interest goal: Once your customer has moved through the awareness stage and has shown interest, the next goal is to gain the customer’s trust and prove to them your credibility. This is a great time to position yourself as a thought leader and include some testimonials from happy customers.
- Consideration goal: After you have accurately targeted your prospective customer’s pain points and built trust and credibility, they should be ready to consider making a purchase. This is the perfect time to introduce products and solutions, with a soft call to action.
- Purchase goals: Finally, send a quick follow-up with a strong call to action.
Skipio’s automated text message campaigns help you execute effective lead nurturing strategies. Texting offers a direct line of communication that your customers are already actively checking. Include any links, videos, pictures, or even audio messages with your campaign to provide the value your customers need to make a decision.
Here’s an example of a Skipio lead nurturing automated text message campaign for a local gym:
Awareness (pain points)
Text 1: Hey [First Name]! It’s Carlos. Thanks for showing interest in Los fit gym. This is my personal line, so feel free to call or text me directly with any questions you have.
Text 2: Starting a new fitness and diet routine can be overwhelming. It’s hard to find the time and motivation. Our trainers work with our members one on one to create a fitness plan that works for their lifestyle! As always, let me know if you have questions!
Text 3: Sometimes looking at nutrition facts can seem like a foreign language, right [First Name]? That’s why we made our fat burning recipe book. Use these easy recipes and get a head start on your new lifestyle change! Here’s the link: “Insert Link”.
Interest (credibility and trust)
Text 4: Hey [First Name], check out these results from one of our members, Norma! Can you believe she’s a mom and she’s 40?! We call her “six pack mom” now. I love seeing the transformations of my members. Do you have any diet or workout questions I can answer?
Text 5: Here’s this week’s workout. We created this routine to specifically target stubborn belly fat. Try our new flat tummy toner workout from home and tell me what you think! Workout of the Week: Flat Tummy Toner.
Text 6: Here’s a message from our member Amber: “A year ago I said I wanted to wear a bikini again. I would never have imagined that I would get here with two small kids and a full-time job. Now I sleep better and have more energy too.” Hear from more happy customers!
Consideration (solution and offering)
Text 7: Great news, [First Name]! We just opened up sign-ups for our 60-day transformation challenge! This is a perfect time to take control and make a change. Call me with questions, or sign up here. (Hurry! Spots fill up fast.)
Text 8: Oh I almost forgot, we have classes running every 30 minutes during the week so you can find the time that works best for your schedule!
Purchase (call to action)
Text 9: Hey [First Name], I reserved a spot for you in our program. Let’s get on a call to go over the program in detail. What time works best for you?
Utilize ringless voicemails
Ringless voicemail is a great tool to increase the power of this call to action. Record an audio message that says something like, “Hey, I just wanted to give you a call personally to go over the program and answer any questions you may have. Give me a call back! My number is…” and send the message straight to the voicemail of all of your prospective new leads!
Now it’s your turn! Make sure you check out all the ways to optimize your lead nurturing and then create your own effective lead nurturing campaigns.
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