Let’s recap: You’ve created a marketing plan with top marketing tactics recommended for moving companies like yours. And you’ve even implemented ideas for getting more moving leads for your business. So, what do you do now that your phone, email and web forms are coming in hot?
That’s where lead nurturing comes in. Not all customers inquiring are ready to give you their credit card number right away. Some need a little education, information, and time before making the right decision.
Lead nurturing isn’t about a quick win. Like the term suggests, it’s about building a relationship with a potential new customer… however long that might take. Because when done right, the lead will automatically come to you when they are ready!
Never waste time following-up on hot moving leads
First and foremost, when a lead comes in (regardless of the method), follow up immediately. Sitting on their information for the next time you send out a quarterly postcard might be too late. Chances are they’ve submitted inquiries to multiple moving companies in your area, so being one of the first to respond will keep you top-of-mind.
A quick follow-up doesn’t have to be elaborate or expensive. In fact, it can be as simple as an automated email you set up in your marketing system. This can look something like this:
Lead comes in >> Send message with FAQs, price calculator, link to article
Having an automated lead nurture email ready to go can buy your team time to review the information and send a more customized message or call the lead directly. This is an especially great plan when you get many leads at once during the busy season to make sure they all get an initial response quickly.
Create relevant and tailored content
Creating content should be on the top of your list. One thing prospects will look for is answers to their burning questions (how much does it cost, how long does it take, what services you offer, etc.). And if this answer is readily available to them, that just scores your moving company bonus points.
The content should be found in various formats. Think of landing pages, FAQ sections, blog articles, social media posts, videos, infographics, moving estimate calculators, etc. There is no such thing as too much information or too much content. The better prepared your leads are, the further down the buyer’s journey they’ll be when they contact you. And educational content means your moving business is trustworthy.
This library of content is what you can use to tailor your marketing campaigns to your moving leads. Depending on who your ideal customers are, consider creating tailored content for each of these types of prospects.
For example, a residential mover could target younger couples living in 1-bedroom apartments or large families with a 5-bedroom house. And commercial movers can target small businesses with 1000-square foot store or large corporate offices on multiple floors of a downtown high-rise. All these different types of customers require answers to different questions, so you can create an incredible breadth of content based on their needs, objectives, interests, goals, etc.
Use emails to get the right information directly to moving prospects
Emails come in many different shapes and sizes:
- Direct emails: one-on-one messages someone sends (like what you send to your friends or manager at work)
- Newsletters: a weekly or monthly recap of new articles, general company information, community-related events, etc.
- Sales and promotional emails: offering a discount on moving services, special offers, etc.
- Automated email sequences: this can be a sequence that you send to prospects that send in quote requests (packing lists, where to change your address, service providers in your area, etc).
(Almost) everyone has email these days. It’s one of the best and easiest forms of communication around. And when shopping around for quick info or a quick quote, most customers prefer to get this digitally instead of a phone call.
The goal of emails is to always get your customers the information they requested (availability for moving dates) or that they don’t know they need yet (who to notify of your new address).
The more information you have on your ideal customers and your prospects, the more personalized you can make these emails that go out, which in turn, makes them have a better experience with your company overall.
Using different channels to nurture your moving leads
Emails aren’t the only marketing channel available to a moving business. Your website is one, and there’s also your social media channels, SEO, ads, retargeting ads, direct mail postcards, pricing calculators, and more. It’s important to use several different channels to reach your prospects so that you can stay relevant in their search for the perfect moving company.
This might be a good place to remind you that having robust moving company software like Supermove can help you keep track of all your marketing efforts and sales leads so you can work as a team to convert customers. Check out our free tour of Supermove’s CRM for movers to learn how we can help you improve lead conversion by 5-10%.