{"id":1434,"date":"2017-09-14T13:45:03","date_gmt":"2017-09-14T13:45:03","guid":{"rendered":"https:\/\/www.industrialfx.com\/?p=1434"},"modified":"2017-09-14T13:45:03","modified_gmt":"2017-09-14T13:45:03","slug":"lead-nurturing-industrial-companies","status":"publish","type":"post","link":"https:\/\/www.industrialfx.com\/lead-nurturing-industrial-companies\/","title":{"rendered":"Lead Nurturing for Industrial Companies"},"content":{"rendered":"
In an industry where generating new leads is a primary focus, it can be easy to get caught up in the excitement of a new lead coming through.<\/p>\n
Whether the lead is a contact form submission, a phone call, or a newsletter signup, new leads mean more business. So, why is it that so many industrial companies drop the ball and don\u2019t convert these leads into customers?<\/p>\n
The answer lies in lead nurturing.<\/p>\n
Your job doesn\u2019t end when leads roll in. Actually, quite the opposite is true. Converting leads into sales is a job all its own. Luckily, lead nurturing is here to help.<\/p>\n
Lead nurturing is just what it sounds like \u2013 cultivating leads so they may return and grow into sales. This is usually done by following up and reaching out to the leads that came through to try to make a sale. Though there are many ways to do this, the most common type of lead nurturing is done through email.<\/p>\n
<\/p>\n
Your leads are essentially a list of individuals or companies who have shown an interest in your industrial products or services. In order to become a lead on your site, someone has to fill out a contact form and provide their email address to you. This gives you permission to contact them about your industrial company.<\/p>\n
After you\u2019ve captured leads via contact forms on your website, you can use Google Analytics to gain more in-depth information about your site visitors in order to customize their emails and nurture them as a lead.<\/p>\n
With the Google Analytics platform, you\u2019ll have access to information surrounding the pages your leads visited, how long they spent on the site, and how they found the site.<\/p>\n
These metrics about your leads, in conjunction with their email address they provided to you, allows you to follow up with personalized emails.<\/p>\n
For example, if an individual spent most of their time on a particular machinery page, you could send an email regarding that specific piece of machinery. Emails can be tailored to highlight anything the individual showed interest in.<\/p>\n
Then, you can create multiple email campaigns that target different products, services, and features that can be sent out to leads who showed an interest in a particular product.<\/p>\n
The key is to make sure that the emails are targeting whatever the lead showed interest in. Otherwise, the email will appear to be a generic promotional email. You want your leads to know that you are paying attention to what they\u2019re looking for, and you can provide it to them.<\/p>\n