In the past, we’ve posted some thoughts about drip campaigns and how they can help you to engage buyers over time, especially when dealing with large or complex sales funnels. Today, we want to touch on a finer point of that process, which involves the way you get potential customers to share personal or business details with you.
One of the classic mistakes online marketers make is to ask for too much too soon. They’ll throw a five-page report online, for example, and require a registration to get it. But when a prospect goes to that registration page, there might be 10 or 15 different fields. That leads to a majority of prospects deciding that the information just isn’t worth it, and taking their business elsewhere.
That’s no way to generate leads from your website. So, if you want to use your drip campaigns to get more contact details, here are a few things you should remember…
The First “Yes” is the Hardest
When a prospect first comes to your website, they don’t know you and have no reason to trust you. So, that initial conversion – getting them to share any piece of information – is crucial. Think of that initial inquiry as your attempt to “ask the prospect out” for a cup of coffee. You want it to be a low-stress, low-commitment environment. See if you can get a first name and an email address. That’s enough to get started with.
Once Contacts Trust You, They’ll Share More
The next point is a crucial one: when a prospect sees that you are going to send exactly what you promised – and refrain from bombarding them with aggressive sales messages – they become a little more comfortable with you. That means they’ll be receptive to future drips, especially if they are on-message and relevant to the initial interest that was expressed in their conversion. The goal here is to build trust, not to generate immediate sales.
Give Value to Get Value
In your future drips, you can offer bigger pieces of information. Perhaps the initial five-page report is followed by an exclusive online video, or an online calculator. To use these, you can require a prospect to share additional pieces of information, like a last name, their job title, or the size of their company. After all, they already know you, you’re giving them more value in return, and these details might be relevant to the new offer you’re presenting them with (for example, one video for small businesses and another for corporations).
Why the Details Matter
You can follow this process multiple times until you have lots of pieces of information about your potential customer. That’s great, because it’s eventually going to lead to one of two outcomes: either they’ll contact you because you presented them with sufficient information to prove you can help solve their problem, or you’ll have all the details you need to create a killer presentation and close the deal. Either way, taking a patient approach is going to lead you in the right direction.
Online or off, business relationships develop over time. If you can get prospects to take that first step (by sharing a name in an email, for example), then you can probably get them to take subsequent steps over time. But, they won’t do it all at once, so set up your drip campaigns in a way that’s going to lead to success, not frustration for you and your prospects.