In the home improvement world, you can’t find success without a healthy lead flow. But, it’s not enough to generate tons of leads each month. You need to take the time to nurture them in order for them to actually become sales. So, what’s the most effective strategy for nurturing leads? We have the game plan you need outlined below.
Focus on Content Marketing
Creating content for your target market is a great way to create brand awareness and appeal to more of your potential leads. You can also use this content as part of the other nurturing strategies like email marketing and social media that we’ll discuss below, so it’s the perfect place to start.
Great examples of content marketing include:
As you’re planning your strategy, make sure you create a variety of content that appeals to leads in all parts of the sales funnel.
Top of the funnel (awareness): Create content that explains more about your services and how they meet your customers’ needs, such as blog posts or infographics.
Middle of the funnel (consideration): Create content that builds trust with your leads, like case studies that show your worth.
Bottom of the funnel (purchase): Create content that drives leads to convert like pricing pages, special offers, etc.
Use Email Marketing to Your Advantage
Email marketing is one of the most powerful and cost-effective lead-nurturing tools available to you. You can segment your leads into different groups––such as sit-no-sales––and send targeted messages to them that are more likely to resonate than generic emails.
You can also easily A/B test emails, testing which messages and calls-to-action drive the most engagement.
Follow-Up With Leads Regularly
Keeping in touch with your leads helps you to build a relationship that will eventually lead to sales. You can keep the conversation going with your leads by sharing special discounts, upcoming events, etc.
However, be careful not to overdo it. Avoid sending communications to your leads more than once per day so they don’t feel like they’re being spammed by your company.
Personalize Your Communications
When you do reach out to your leads, take the time to personalize the messages when possible. Around 42% of consumers say they’re annoyed when content isn’t personalized, so it’s worth addressing your leads by name or making recommendations based on demographic information whenever possible.
Get Active on Social Media
This year, 32% of homebuyers are made up of Millennials or Gen Zs. These two generations have largely grown up using the internet, using social media and they expect your home improvement company to have a social presence if you want their money. At a minimum, we recommend setting up and actively using the following social media platforms:
- Google Business Profile
You can then use your social accounts to promote the content you make, show examples of your recent work, share links to your latest blog posts, promote free eBooks to download, etc.
Social media is also the perfect place to interact with your leads. You can chat directly with your audience in the comments on your profiles, study the analytics of your followers, and get in on social trends to increase brand awareness.
Survey Your Leads
One of the best ways to nurture your leads is to get feedback directly from them. Create surveys to get more information about their goals and pain points so you have a better idea of how to address them and move them to the next stage of your sales funnel.
Nurturing Leads Is Easier With FatCat
The simple truth is that nurturing leads takes time. If you don’t have the bandwidth to dedicate to your marketing efforts, let FatCat take the reins. We specialize in these lead nurturing tactics for home improvement companies, helping you get more sales and increase your bottom line.