When you’re marketing big-ticket home improvements, the answer is not to use your marketing to push more and more leads to your sales team, but instead to move prospects through a nurturing process that ends with higher quality leads getting your sales team’s attention and resources.
Think of it this way: If your marketing gets you 2,000 “not ready to buy” leads and 20 “ready to buy today” leads, would you prefer for your sales team to keep trying to persuade that 2,000, or would you rather let your seamless, integrated marketing strategies take that on, and send sales to close the deal with the 20?
Let’s say you choose the latter. Here’s where your email marketing figures in.
A critical tool in your nurturing process, email marketing is a unifying element for your multitude of marketing efforts. After all, your strategic mixed use of online and offline tools as well as your strategic mixed use of direct response and branding ads have “visit our website” as a call to action.
At your site, you get contact information. Email geared to the prospect’s focus area nurtures the lead, fosters the decision-making process and, most importantly, gets the prospect ready for sales.
Don’t forget – Hudson,Ink’s PowerSuite tools are all about integrating your marketing. Be sure to implement these online and print tools to market to prospects, connect to customers and get your sales team the leads they need.