You know a thing or two about using search engine optimization (SEO) as part of your online marketing strategy to get more customers. With the help of an inbound marketing agency you’ve done keyword research and developed all kinds of materials to attract people to your small business – a good looking website, blog articles, eBooks, and social media posts – and you’re even getting people filling out the forms to actually get their hands on your material. But now that you have the SEO leads – people who have shown interest in what you’re offering - what should you do with them?
1. Segment your leads into lists
Based on the eBook they downloaded or the form they filled out, you can segment your leads into different lists so they only receive the information they really care about. For example, you’re a home maintenance company and a homeowner was searching online for a fall heating system checklist. They found a checklist you created and filled out the form giving you all the information you requested in exchange for the free download.
Now you can put them into an HVAC services list and send them any specials or new resources you create related to heating and air conditioning systems. Depending on the type of offer they downloaded and the information you requested from them, you could potentially segment them into lists based on where they are in the buyer’s journey, how long they’ve been a homeowner, if they are male or female, or even what type of heating system they have.
2. Nurture your leads with emails
Your goal is to guide your SEO leads through the buyer’s journey so they become customers – YOUR customers. An email nurturing campaign can help with this. Immediately after download the lead receives a “Thank you email” with a link to the free download.
Then, using inbound marketing software you can automate emails to be sent on the days and times of your choosing over a certain period of time to stay top of mind. Check out the sample below that can be applied to almost any business:
[Source: HubSpot Blog - What Content Should You Use in Your Lead Nurturing Emails?]
You want to offer content that is relevant to where the lead is in the buying process. For example, if they downloaded an eBook offer – like the heating system fall checklist – then they are still researching and in the awareness phase, but if they downloaded a price sheet comparing HVAC systems, they may be in the consideration or decision phase.
You can help them with their research by providing a link to a short “how to change a filter” video, a relevant yet more specific eBook such as “Questions to Ask if Your Heating System Breaks” and later in the process, a coupon for a service. See how each offer nudges them a little further along?
You don’t want to be spammy and annoying, so you may eventually have to break up with your lead, but you also don’t want to let them go completely.
3. Don’t forget about your leads
Once your SEO leads fill out a form they have given you permission to send them stuff, so do it! Send them your monthly newsletter if you have one or the latest offer or special you have. Someone who downloaded a heating system checklist could benefit from a coupon for a fall tune-up special or the air conditioning checklist in the spring. If your business isn’t sending them something, your competitor just might be!
The point is, unless they unsubscribe from your email lists, you can keep periodically offering them helpful information to lead them further on their buyer’s journey with the ultimate goal of becoming a customer.
To learn more about what to do with your SEO leads or how to create an email nurturing campaign, contact us Half a Bubble Out.
Since 2002, Half a Bubble Out has been dedicated to providing marketing, advertising and small business consulting that meet the needs of our clients. We specialize in powerfully telling stories through inbound marketing to grow your business filled with more passion and provision. Based in Chico California, we serve clients throughout Northern California and across the country to New York.
