Forgetting curve is a way back confirmed phenomenon of human brain. It turns out that most of us forget 79% of new information within a few days since learning about it. For entrepreneurs, it means that their potential clients forget most information received in marketing and sales activities or they even blow completely info existence. How to tackle this effect then?
Forgetting is a natural, biological process which helps us function properly and keep our brain healthy. Can you imagine a situation your remember literally everything? We’d be wasted with totally useless knowledge! This probably is the crux of the matter. If we want our potential customers to remember about us and pick up major information from our offer, it must be relevant for them. What is significant knowledge for people? Firstly, the one we need and the one presented in attractive form. It’s also related that the knowledge reaches our potential client at the right moment. Another important aspect of remembering is repeating.
We know what we need in sales process. We must regularly reach our clients with really essential information about our product and offer, at appropriate timing and communication channel. Such activity will serve to rest in client’s awareness and increase number of persons deciding to make a purchase. Marketing Automation offers ideal solution for that task, which is Lead Nurturing. It’s based on simple rule: DO NOT SELL. It’s channeled to recently acquired contacts, not ready for purchase at this stage and is based on typical, educational messages. The main tasks Lead Nurturing pursues are:
- potential client education
- providing key information, necessary when making decision about purchase
- keeping in touch and maintaining relation with potential client
- gradual guidance of potential client along the sales funnel
- delivering potential client to purchase readiness state
Lead nurturing implementation improves marketing-sales process effectiveness in the company. The biggest winner for us is servicing each contact we acquire. Without Lead Nurturing, the rating of leads ignored by sales department gets as high as 85% and the average is 70%. In this situation, most of the work and money is poured down the drain. The other significant change is the quality increase of the contacts provided to sales department. Better educated client means better contact with the sales person and the talks are much more substantial.
To sum up, if we want our current and potential clients to remember about us, we need to take care of the relation with them. The easiest way to get it, is suitable communication, reaching each clients individually and delivering them relevant content at an appropriate time.
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