It’s the age-old debate, “Nature versus Nurture.” Is your success or failure more a factor of your innate qualities (nature), or your experiences (nurture)? In other words, are you simply born with “it” or can anyone develop the qualities necessary to succeed at a given goal?
Before you answer this question, you should know that recent studies show both sides of this argument are wrong. It’s not just one or the other. Both nature and nurture factors play an important role in how well we navigate through life’s many challenges.
That should be great news if you ever thought you didn’t have an innate quality required to succeed at one of your goals. Now you can confidently shift your focus away from thinking you simply don’t have what it takes, and instead invest your time training and practicing to improve your skills. In many situations, training more than makes up for a lack of “natural ability.”
Now let’s turn our attention to your marketing and ask the same question about nature versus nurture. Which one is more important for the success of your marketing activities?
Nature: All Leads Are NOT Created Equal
When you look at your marketing, you can think of “nature” as the source of your leads. Examples of lead sources include:
- general contact form submission
- quote request form submission
- phone call inquiry
- free trial request
- discount coupon request
Clearly, the source of the lead plays a critical role in your marketing because all leads are not created equally. For example, in most businesses, phone call inquiries tend to lead to more sales compared to general contact form submissions. That’s not always the case, but I’m sure you get the point. Some lead sources will have a higher conversion rate to customers than others.
At this point, you may be tempted to jump to the conclusion that “nature” is the most important factor in marketing. Not so fast! Nature alone is only half the story. And if you rely solely on nature, and ignore nurture, then I guarantee you’re leaving a lot of money on the table.
Nurture: You Can Boost Lead Quality Over Time
As you probably guessed, in marketing “nurture” is your follow-up. More specifically I’m talking about your email marketing follow-up via autoresponders and newsletter broadcasts.
As I mentioned above, if you’re ignoring this marketing tactic, then you’re letting money slip through your fingers. That’s because of the fact that lead quality is not a permanent state. Just because a lead is initially “low quality” with basically no chance of converting to a sale based on the lead source, doesn’t mean that same lead can’t eventually become “high quality” via an email nurture campaign.
Don’t fall into the trap of thinking lead quality can’t improve over time. That’s no different than believing people can’t train and improve their skills to overcome an innate lack of ability. It can be done and email follow-up is one of the best ways to improve lead quality.
Through consistent email follow-up, you can educate your leads on your product or service, explain why you’re the best solution available, and stay top of mind so that your business is the logical first choice when the timing is right.
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