Nurturing Conversions

Ultimately, the goal is conversion. You have to convert the prospect! They have to buy, join, sign-up, and become involved. CONVERSION is the KEY factor! Honestly, in marketing nothing else matters! If you don’t convert the prospect, then the entire process is a waste.

So, nurturing conversions will take testing and working on your identity touch points until you have a system built where you convert a high number of prospects into buyers.

For example, if you capture 20 prospects with your bait, you know that your system will nurture, educate, and convert them. It might be 10% or it might be 50%, but the goal is that you move the clients through the funnel and make them customers and clients.

Many people think that prospects will automatically join or become customers on their own! THAT ISN’T THE TRUTH! People join when they are invited, to do what they want to do anyway! For example, people will buy something when you give them an offer to buy something they want to buy anyway. It sounds dumb, but some people just send nice brand marketing that says, “we’re here to help”! DON’T DO THAT! Your organization must ask the prospect to buy and put the offer in front of them! You must ask them to make a decision!

Remember, it shouldn’t be high pressure sales, but you campaigns must have offers so that the client can be educated and can ultimately purchase. At some point you are going to have to split your prospect campaign into two campaigns, customers and old prospects.

Your buyers will join a different campaign to continue to build the relationship. The marketing might discuss other products or even up sells and other products they might be interested in. You might ask them for referrals or even give them the opportunity to become involved in another way. It is a deeper step! YOU SHOULD NEVER MARKET A CUSTOMER LIKE A PROSPECT AFTER THEY HAVE BOUGHT! So, your campaigns must move the client from a prospect to a customer after their purchase.

Old prospects are those who didn’t buy from you, or they weren’t ready to buy just yet! What do you do with them? You put them on a different campaign and still nurture them. Most likely you’ll do cheap marketing services for these clients. Email and maybe some SMS and postcards. However, your goal is to stick with them in case they decide to buy from you next time!
A few years ago, in one of my businesses I had a client contact me 2 years after our conversation and told me that they wanted to buy on that day! I didn’t remember them, and had no idea who they were, but they had been receiving my personal emails!??? What they had in reality been receiving is my automated “dead prospect” campaign. We closed the deal and made $8,000.00! NEVER LET A DEAD LEAD GO! CONTINUE TO MARKET!


Hi, I'm Robert (Bob) McCombie founder and CEO of McCombie Marketing Solutions. I am passionate about family, veterans, business and marketing.


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