Getting leads is GREAT! Converting Leads into sales is even GREATER!
How do we nurture leads?
The phrase ‘nurture leads’ is all about establishing a relationship with potential customers or clients. Then helping them through the buying journey, towards an eventual sale.
Your campaign is working and you are getting good leads. All is going well right? However, I see too many dive centers or ocean operators dropping the ball when it comes to staying on top of the leads. Lack of time or organization can lead to leads getting forgotten about or not getting the attention that they need to become a sale. Remember you paid money to get these leads, so treat them as valuable.
The process of nurturing leads involves purposefully engaging your target audience by offering relevant information, supporting them in any way they need, and maintaining a sense of delight throughout every stage of the buyer’s journey.
Tip #1 - Get organized!
Create a doc or Google sheet, and import your leads as they are coming in. If you are using a CRM program add them and segment them from which social media campaign they came from.
Tip #2 - Define your leads
In a simple doc file or Google sheet segment your leads into the dates they came in, Add all the information we provided you with such as Name, email, phone number, country, etc.
Add more columns to keep track of your contact with them or lack of it.
Here are some ideas.
Contact data such as name, email, phone number, and location.
Method of contact. This could be email, call, WhatsApp, SMS, or even smoke signals. Whichever way you can contact the lead do it! From their method of response, you will find out their preferred way of communicating. Let's say you send an email and WhatsApp, but the lead only gets back to you via WhatsApp, then stick to that.
Last contact date. This is important so you know when to do a second or third follow-up with them. Don't let too much time pass.
Feedback. This could be notes on how you feel about this lead after having been in contact with him/her. Note like "Interested in IDC, but need to complete his Divemaster Course First" This information gives you additional data about the lead, for when to contact again, and with what message. This also helps to remember the lead from the others you are in contact with.
Action needed? This is a good point, to remind you what's next. Here are some examples: "Send liveaboard prices for the November trip via WhatsApp asap!" / "Send payment link to his email" / "Share video from last dive trip we did in Zanzibar". Again, these are just examples, choose in your own words whats needed, and don't forget to follow up.
Rating. Rate your lead based on the feedback you get from them. How interested are they in the product determines their score. Use a 1-10 point system or 1-5 stars⭐, if that works better for you.
Value. What's the potential value of this lead? Is this lead interested in just an IDC program, or in a whole Gopro/zero-to-hero package? This data helps you prioritize leads into potential value groups.
Here is an example.
Name | Phone Number | Country | Call | Mail sent | WA sent | Last contact | Feedback | Action Needed | Rating | Value | |
Michelle Rodrigues | hollywoooddiva@gmail.com | 555.12345676 | USA | NO | YES | YES | 23/5/23 | Wants to join October IDC in the Maldives | Send prices to Email | 9 | 2399$ |
Tip #3 - Try multiple ways of connecting.
From the campaign level, we set up what contact information we wish to get from our potential leads. Email and phone numbers are the most common. Email is a good contact point and many still use this as their preferred way of communicating before buying a service or product. However, in this day and age, there are two issues with email. The open rate for an email in 2023 is 10-16%. Most emails are considered spam and we ignore them unless they are from a source we have been in contact with before. Check how many unread emails you have in your spam folder from companies.
Secondly, we are getting used to wanting information like yesterday already. Instant messaging apps such as WhatsApp or SMS even, offer a more direct and personal relationship with the lead.
With direct messaging, there are no real filters, and the lead gets the message no matter what. Simply add the phone number to your contact list and search for them in WhatsApp afterward. Since WhatsApp is owned by Facebook/META, retargeting on this platform is easy and highly successful as it shares data. If targeting the Chinese market, look into WeChat and other popular direct message platforms of the countries you are running campaigns in.
Make it personal! Call the leads. Set yourself aside from your competition. Most companies just message or email, however a more personal approach in this industry is paramount. We are not selling car tires or doing drop shipping, we are selling unforgettable experiences or life-changing careers. Reach out to the leads by giving them a call. Who would not be pleasantly surprised if their Course Director in Mauritius or dive center owner in Thailand calls them about their course or trip? There are plenty of apps out there such as Skype, Google Voice, and Viber.
Check out these links for apps.
Tip #4 - Keep the leads interested.
Listen to the leads! Engage with them and send them relevant and personal information. If a lead is interested in for example your upcoming red sea trip, send them a video complication from the last trip you did. Don't push hard sales, but build relationships.
"The best marketing doesn't feel like marketing"
Tim Fishburn
Final comments
In conclusion, lead nurturing is an essential component of any successful sales and marketing strategy. By developing personalized content and communication strategies, businesses can build trust and relationships with their potential customers, guiding them toward a purchase decision and ultimately driving revenue growth.
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