Let’s get one thing straight: if we are talking about customers we are talking about relations with them. And like in every relationship, it takes time and trust. Unless it’s a one-night stand, then be careful because it can end up with unexpected results…
So in order to build up your relation it takes a little TLC (tender loving care). Because if you want to convert your status from “it’s complicated” (lead) into “in a relationship” (customers) it takes alluring content, friendly reminders and opportunities for us to guide potential customers into actually becoming one.
In AIESEC talk, this simply means, how can we get every person who signs up on OP to actually go and click that APPLY button and officially become an EP?!
Time and time again we realize that despite having good attraction strategies and the ability for us to drive people towards the OP, not every single one of them end up participating in any of our exchange products.
But why? What is our bottleneck here?
It all comes down to spicing up the relationship: are you engaging your customer, keeping her/him intrigued, building up the tension and attraction. And are they enjoying the experience with you?
In order to achieve this, we have a solution and it’s called – effective Lead Nurturing. It’s quite simple. Think of the customer behaviors of young people in your own city, or across your country/territory. What is that first touchpoint that makes the most sense for you to reach them after they sign up? More than that, how can you best follow up with engaging content to ensure they follow through with an AIESEC internship? In general, what experience are we putting them through after they sign up digitally?
As we look at the Customer Flow, currently we have “Email Lead Nurturing” as a point on Customer Flow Implementation. Yet, when we look at the range of customers we have, and when we try to understand from a customer’s perspective how they want to be contacted…it’s different around the world. Some young people don’t have email addresses, or for those that do, may not even check them often. Different is different - but we need to be strategic enough to contact them in a way that works!
Now what is the change in the Customer Flow Checklist?
Moving forward, it’s up to MC teams to define what channel would work best for their Lead Nurturing strategies.
- Do young people in my country constantly check email and prefer it as a touchpoint? Then consider email marketing. Get an account with GetResponse, which we sync with OP!
- Do young people in my country like to receive text messages upon signing up for a new account? Are they more responsive via text? Why not consider a Lead Nurturing platform that enables SMS automation?
- Do young people in my country prefer push notifications that they can receive in an application? Are they more mobile-oriented? Have you thought of investing in an app that allows you to send content via mobile?
- Got other ideas that work for the youth in your entity? Do you think a combination of some of the above tactics would work for you? Go for it!
At the end of the day, to cross off “Lead Nurturing for Conversion” on the CF Checklist, you must simply have a Lead Nurturing strategy in place managed and directed by the MC!
We have also updated the CF Implementation Guide and Checklist! Check it out below: