3 Lead Nurturing Mistakes That Are Costing You Business

3 Lead Nurturing Mistakes That Are Costing You Business

business texting lead nurturing

Converting leads into sales is the duty of any business, but it’s easier said than done. A few simple mistakes can cause leads to fall through the cracks, never to be heard from again. No matter how you’re following up with your potential customers, whether it’s using a business text messaging service or other tools such as an email drip campaign, here are a few classic mistakes that you should try to avoid.

3 Lead nurturing mistakes to avoid

While we’re writing these with business text messaging services in mind, since that’s our expertise, you can also apply the same tactics to other digital marketing campaigns.

1. Mistake: Being too generic

You definitely don’t want to turn leads off by sending generic information. These days people are inundated with marketing messages so be specific to break through. For example, if you’re a fitness studio you probably don’t want to send an offer to join your hardcore, heavyweight fitness class to someone who has indicated they’re trying to rehab an injury. You also don’t want to be so middle-of-the-road that your marketing messages come across as bland.

Try this instead:

So, how do you find a way to talk to the groups on your list with tailored business text messages? By segmenting your list.

Here’s how you can start segmenting:

  • Step one: Figure out what the important segments are for your business. You don’t want to be asking your audience too many questions, so narrow down what’s most critical. If you have a chain of restaurants, for example, you might ask for their zip code so you can send exclusive offers for your location. If you have a pizza shop, maybe you ask what kind of crust each individual prefers so you can send deals based on that preference.  
  • Step two: Execute a plan for getting this information. One simple way to do this with business text messaging is to create a survey. If you’re segmenting your list based on some of the common factors such as location or birthdate, you’ll find those segments are already made for you within SlickText. From your SlickText dashboard head to marketing tools → manage surveys → options → edit survey → step 2: survey questions. Then you’ll be able to go into advanced options and add fields.

lead nurturing mistakes business text messaging

It’s also easy to customize your own segments by setting up a “custom field” if you want to ask about something unique to your business like pizza crust, or biking style. This training video gives you step-by-step instructions on how to do that.

  • Step three: Target messages to each segment. Now that you have your audience grouped by “city” or “pizza crust preferences” or whatever option you chose, you want to develop messaging that will speak to those specific people. Be careful your messages for “thin crust” people don’t get sent to “stuffed crust” people. The easiest way to learn how to segment for a “custom field” you’ve created is found at 3:25 on the video linked to above. To create segments based on the stock fields that are already in your SlickText account go to 1:51 on this video.  

2. Mistake: Insisting on phone calls

You might believe that a number one sales strategy is to get potential clients on the phone. Or maybe you’re a local business person, such as a contractor or landscaper, and you find phone calls are the fastest way to convey your point or answer questions.

We’re not saying you’re wrong about either of those, but the facts are that 85% of customers prefer text messages over phone calls or emails. Even though you might be more comfortable selling over the phone, customers prefer that you text them and appreciate companies who do.

Try this instead:

You don’t have to message clients from you personal phone, however. You can set up business text messaging to text through your SlickText account.

If you don’t already have your inbox set up in the header of your SlickText account, go to your name in the top right hand corner. Click on “my account” then “inboxing” on the left hand side. Turn your inbox on and click “save,” which should make your inbox appear in the header of your dashboard.

From the inbox, you can both send and receive messages. Remember: every outbound text counts toward your monthly quota.

nurture leads with texting

This will help you stay in touch with people who text you, but it’ll also help you to reach out. Instead of getting people to fill out a form and be in touch later, you can simply send a text and get their direct response. Research says 45% of customers respond to branded text messages.  

3. Mistake: Not getting personal

Customers don’t want to feel like they’re merely another lead on your list. They want to feel like you actually care about them specifically. How can you personalize your business text messages when you have hundreds of people on your list? It’s possible to do with merge tags.

Try this instead:

Merge tags allow you to take information that you’ve segmented your customers by and insert that information into your text so your copy sounds natural.

Here are some elements of your business text messages you could consider personalizing:

  • First name
  • Last name
  • Company
  • Title
  • What your customer ordered or purchased
  • What your customer owns (car, bike, boat)
  • Dates
  • Birthday
  • Anniversary, workiversary, etc
  • Results of a survey

Here are some examples of how you could use the above ideas in real text messages:

  • Hi [CUSTOMER NAME], we haven’t seen you at the dentist in [X] months. Time for a teeth cleaning! Come in next week for 20% off.
  • Hi [CUSTOMER NAME], does your [BOAT MODEL] need a tune up before summer? We have an [AWESOME DEAL] this week.
  • [CUSTOMER NAME], we hope your work at [COMPANY NAME] is better than ever. Still thinking about [SERVICE RELATED TO COMPANY]? We have a [SPECIFIC DEAL] on now.
  • In March you told us you were looking for a new road bike! We just got [MODEL NAMES] in stock and have a spring sale for 30% off last year’s bikes. Come pick out a new bike in time for summer.
  • Hey [CUSTOMERNAME], did you like the thin crust pepperoni pizza you ordered last Friday? Please complete a survey to tell us about it.

There are many ways to get creative with merge tags and if you’re hesitant about how to use them, don’t be. This instructional video will guide you through how to insert them into your texts.

Measure the results business text messaging for lead nurturing

Improving your lead nurturing by correcting these simple mistakes could have a positive impact on your business. That’s why it’s important to measure what you’re doing. That way you’ll know if these tactics gave you a big win, or if you need to keep tweaking.