Top 7 Worst Lead Generation and Lead Nurturing Tactics: Part 2. “It’s Not Me. It’s You.”
Defining lead nurturing strategies can be challenging – even after the overarching lead generation plan is well-thought-out, tactics need smart execution.
So, you’ve given up your business’ creepy stalker-guy lead nurturing tactics in favor of a permission-based, opt-in approach before proceeding to drown your leads in your email-marketing love. And your leads are still jumping ship right and left? Shocker. Girlfriend, clearly you still have a lot to learn. Let us help you to mend your errant ways as we move along with the second of our top 7 lead generation and lead nurturing personas responsible for driving otherwise qualified leads away: the Clingy Girlfriend Brand.
“Hi, it’s me again! I saw you didn’t respond to my last 20 text messages today, so I thought I’d send another …”
“Hi, it’s me. Just wanted to say I’m thinking of you and I sure hope you’re thinking of me too. Call me!”
“Hi, it’s me again – just wondered if you were on the other line. Guess not. Oh well – Call me!”
“Hi. Haven’t heard back from you yet and was starting to worry you’d forgotten about me. Call me soon, ‘k?”
“Hi! Umm…do you even like me anymore? I mean, I never hear from you. You should call me!”
“Hi! I bet you’ll never guess where I am – in your inbox! You should come SEE me! Or, call me? Please?”
Endearing, isn’t it? Not. In your enthusiasm to spread the good word about your brand or business, can it be that you’ve gone too far and turned into the clingy girlfriend brand that is scaring your previously-enamored leads away? If your e-mail marketing campaign involves indiscriminately hitting up all of your leads multiple times a day, or even multiple days a week, it’s time to take a chill pill and learn about a little thing we call “restraint”.
Too Much of a Good Thing Is Still Too Much
Even if your leads like what you have to offer enough to voluntarily opt into your e-mail campaign, too much of a good thing is still too much and can quickly sour their opinion. Sending multiple e-mails a day even to initially enthusiastic leads is, plain and simple, a total turn-off. Because, face it, your inbox-stuffing efforts are suffocating them and interfering with the rest of their lives. You can be sure whatever warm fuzzies your leads once harbored for you will evaporate as the annoyance factor of your e-mail bombardment campaign rapidly peaks.
Give Them Their *Space*
So, how much is too much? Even once-a-day emails could be pushing the envelope on your leads’ patience. The appropriate frequency of your e-mail campaign will vary based on the industry you’re in, the product or service you’re selling, and by the level of interest already shown by your leads. If you’re the kind of business that runs different “deals” on a daily basis, then daily emails might be appropriate. It may also vary based on the amount of valuable content you’re capable of generating in any given time span. Ask yourself: are you really delivering the value your leads expect for the amount of time you’re taking out of their lives? It’s a fine line between enough and too much. In today’s world, quality is definitely more important than quantity. And when it comes to your e-mail and content marketing efforts, “value” must be defined in terms of what your leads want or expect to receive.
Setting Boundaries and Expectations
If you’re even thinking about hitting up your leads more than once a week, you may want to invite a little input from them before you start. When they opt-in to your email marketing campaign through downloading a free ebook or simply signing up, let them set some parameters on the frequency of your interactions. Ask them how frequently they want to hear from you, and, if applicable – what they want to hear about.
Give them a few simple choices – a couple of boxes they can click on to tailor the relationship to their liking. By learning your leads’ preferences and then honoring those choices, you’ll be back on track with nurturing your leads as opposed to wigging them out. And that, my friends, is how you pave the way for a much happier, healthier, long-term relationship, with lead nurturing tactics that increase conversion rates and email ROI.
What other undesirable marketing personas have you encountered lately? Tell us in the comments field below and find out if it made our Top 7 List!
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Also published on Medium.