Whether you are starting to think about lead nurturing or you have already set up landing pages and started to bring in potential leads, there is no magic formula for when you should start your lead generation campaigns.
Getting Started With Lead Nurturing
It is worth noting that before you get started, you will need to begin by setting up your lead funnels and capturing channels. You could create a landing page that collects email addresses, or you could even use simple lead forms on blog posts or your home page. Some businesses use social media and other platforms, too. As long as your email addresses are collected with full consent, the main goal is creating your initial lists. From there, you can start to narrow down the list, using strategies such as lead scoring to determine the leads that you want to target first. You can also start to plan your lead nurturing strategy.
When is the best time to get your lead nurturing campaign off the ground, then? There are three potential time-frames that you should focus on to get started. Here’s how to use each time-frame to get the best results.
When people enter their details, they should ideally receive a confirmation email as soon as they hit that submit button. There are a few reasons for this, not least because you have a chance to start building relationships right from the start. If you have used a lead magnet, you will need to send your freebie instantly. This initial email does not have to be too complicated – you are simply confirming that your leads have signed up to your list.
First 24 hours
The first 24 hours are often critical in any lead generation campaign. If you have not made contact immediately, you will need to try and do so soon. When no confirmation is received and no initial contact is made, leads may start to turn lukewarm. Some may not even proceed to confirmation. Others may lose interest and not bother opening future emails. You may get some who are patient enough to wait, however.
The first week is also important. Hopefully, you have made initial contact, either immediately after your lead has signed up or soon afterwards. In the first week, you will need to begin your lead campaign. By this point, you should have scored your leads and identified the warmest leads. You should also have segmented your lists accordingly. You can now officially start your campaign, taking leads through your nurturing process and hopefully passing them along to sales as they look like they are about to convert.
As you can see, the process is more of a marathon than a sprint. Trying to head straight into a nurturing sequence on the first email or even 24 hours after contact can scare off leads quickly. But making no contact at all can be just as damaging. Plan a realistic time-frame for your lead nurturing campaign and you should start to see results.