Marketing Mix for Aged Leads

April 21, 2009
Fish Market Business Man
Image by BlindPew via Flickr

Conventional market research and wisdom tells us that a customer must hear our message multiple times before they will buy. The same rules apply to aged leads. In fact, it may be even more important.

Most aged leads are generated by Web inquiries based on a single marketing impression. Unfortunately, most lead buyers do little to build on or reinforce that first message. Smart lead buyers simply leverage that first impression to quickly build a better image of their company, brand, and capability to assist that customer.

To do that effectively you need a good marketing mix strategy.

Email

From the moment your lead provider transmits that lead to your lead management system you need to be reinforcing that you are ready. This usually means a lead receipt email.

Take the time to make this first marketing impression professional and a confidence builder in the quality of your company. You should tell them who you are, what makes you the best choice, and what they should expect.

 

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Web

Email is an important marketing tool to quickly get out the message: “I am  ready to help and I will contact you shortly.” However, if you really want to assure customers that you are for real and serious about your business you should have a website.

Your website should allow the customer to really get to know you and your company, without pressure. It should be a detailed reinforcement of your marketing message.

Calls

Nothing really closes the marketing message like a phone call. This should be your most effective marketing touch. It gives you direct interaction with your customer–an opportunity to learn what it will take to close the deal.

Direct Mail

With aged leads, direct mail is an often forgotten winner. Sometimes these customers have been left without follow-up on their inquiry for several months. You may be starting from marketing “square-one.” Direct mail is a very effective way to cheaply retart the conversation and introduction yourself in a brand, low-risk way.

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About Troy Wilson