subject: Lead Nurturing and the Importance of Consistency [print this page] Lead Nurturing and the Importance of Consistency
It's been a busy day today. I have to admit, it was hard for me to make time for this article. However, communicating on a regular basis with my clients and prospects is one of my most important marketing tools.
I know, as a marketer, it's critical for me to nurture the relationships I have with both my ongoing clients and my incoming prospects. They might not be ready to buy from me right at this very moment, but if I can stay in touch with them on a regular basis, then when they are ready to buy, I'll be front of mind.
This consistency is the key to successful lead nurturing. I'll be much more successful as a marketer if I can stay in touch regularly.
On the one hand, I don't want to pester my prospects so much I become a nuisance. But on the other, I don't want to contact them so infrequently they forget about me, either. I have to create a schedule that's appropriate for my prospects and that I can stick with.
This schedule is my secret weapon, and it makes creating regular articles breathtakingly easy.
It's my editorial calendar.
Magazine editors have been using editorial calendars for years. Before each year starts, they plan out every issue for the next 12 months. It keeps them on topic. It helps them avoid writing too much about any one subject. And it makes executing each issue a piece of cake.
Creating an editorial calendar will eliminate half the battle of regularly staying in touch with and nurturing your leads.
For me, I can handle about two sets of articles a month. You, on the other hand, may prefer to go with a blog that you update with short entries once a week, or possibly an electronic newsletter that you send out every quarter. It's your choice.
Selecting the schedule is relatively simple. Knowing what to write about, however, is not. In fact, it's the biggest challenge most of us marketers faceand it's the subject of my next article, so stay tuned!
