This post began life as thoughts regarding an About Us ‘page Leadamo Academy was writing for a client. The anomaly is this kind of page shouldn’t actually be ‘About Us’ (as businesses, products or services) but should really be called ‘About How We Can Help You.’ There’s a subtle and not so subtle shift at work here. Why do we say that when you have clicked here to read about lead nurturing? We say it because in this brave new world lead nurturing is something very different. Once upon a time in a rural economy most people wouldn’t buy much at all. They had little exposure to consumer goods. Most times you would barter your agricultural products for some labour or whatever was required. Once in a while a tinker might roll up and sell some ribbon or pots but little else.

1. Lead nurturing the Leadamo
Academy way
This post began life as thoughts regarding an About Us ‘page Leadamo
Academy was writing for a client. The anomaly is this kind of page shouldn’t
actually be ‘About Us’ (as businesses, products or services) but should really
be called ‘About How We Can Help You.’ There’s a subtle and not so subtle
shift at work here. Why do we say that when you have clicked here to read
about lead nurturing? We say it because in this brave new world lead
nurturing is something very different.
Once upon a time in a rural economy most people
wouldn’t buy much at all.
They had little exposure to consumer goods. Most times you would barter
your agricultural products for some labour or whatever was required. Once in
a while a tinker might roll up and sell some ribbon or pots but little else.

2. People didn’t know they had needs outside of the everyday and therefore
were, let’s face it’ easily impressed by colour, difference and otherness.
Leadamo Academy’s Lead Nurturing Strategy Is
Both Science Art and some old fashioned bed side
manner
Nowadays anyone wanting to make a purchase does their research.
Potential customers often need up to 10 different information sources to feel
fully informed. They are ready to buy when they want and not when you are
ready to sell. So is there any point in even looking for leads? Of course. There
is just a slight shift of emphasis from the ‘I’m not going to be here forever so
you’d better buy right now model.’
Customers have incredible power.
When they say, ‘Don’t worry pal, I’ll go elsewhere’ they do and sometimes
don’t even stop long enough to allow you to respond. So if you are thinking of
nurturing the leads that come your way via social media it is worth thinking
hard and fast before you make a mistake and lose them forever.
A lead does not mean you already have a foot in the door.
A lead is like a potential lover(!) and a softly softly, slowly slowly approach
usually works more effectively. Yes there will always be one night stands but
sustainable relationships were never built on those. So before you do anything
consider what your strategy for building relationships might be. Yes, it might
sound cynical but it’s important.
Trust is vital.
Being there with just the right amount of engagement is key. Consistency and
relevancy is always essential. However, you might be irrelevant but so
engaging people can’t help but open your emails or read your tweets every
time. Thoughtful use of social media that might tap into the current psyche;

3. the odd news jack; pithy observation; interesting share keeps your brand on
the simmer without boiling over and making a mess.
When you are always present and are there or thereabout people begin to expect
something from you.
I always know when people I expect to hear from have gone quiet – my inbox
looks strangely naked. However, anything self-seeking and overtly
promotional, without a touch of humility soon gets short shrift. Why would I
want to engage with someone who shouts: ‘Look at me!’ in my ear every time
I might look their way? Sending out a newsletter is a little bit like getting one of
those annoying Round Robin letters’ people insist on writing every Christmas:
This is about me mine, us, our and actually I am not interested in anything you
have to say. Not good. Consider how what you have might help those who
don’t have it. What can I do for you is a much better opening line than ‘Hey,
mine’s bigger, cheaper, faster than anyone else on the block.
Have you noticed that when friends call out of the blue a little voice is always
saying, ‘Hmnn I wonder what they want?’
Or is this me being cynical? I listen and wonder just how long it will take them
to say, ‘Oh by the way I was wondering whether…’ Randomly calling a
prospective lead every few weeks to see if they are finally ready to take you
up on your special offer that was apparently only a 24 hour special but has
somehow stretched into the following month. Credit a potential customer with
some savvy. Negative marketing can sometimes happen here. Try it.
Don’t abuse your lead nurturing database
Don’t be tempted to make use of your database for every single thing you
have to say. Filter it. Some publications, ideas will be more appropriate to
some and not others. Take care!
If Leadamo Academy has one piece of advice it would be taken from this
publication:

4. Do not offer content that promotes your company’s products and services and does not
take into account your prospects’ interests or needs at their stage of buying.
How can you tell? Ask yourself if the information you’re providing will be useful
to them even if they never buy from you.
Academy.Leadamo.com