Avionics News January 2013 - 56
BUSINESS BASICS
Continued from page 55
Use the customer’s information you already gathered to keep the call personal, and refer back to previous conversations to show you remember them. 3. Start simple. Begin your lead-nurturing program with early-stage customers. Get this tweaked and running smoothly, and then build onto it for mid-stage and late-stage customers. A welcome-stage needs only a simple three-touch series, and it should identify the problems your products and services solve, what kinds of customers you help and where they can find additional information about your shop online, such as popular downloads or videos. From there, ask them to sign up for your email, register for your website or make another commitment. This allows them to receive next-step educational information, such as bloglike messages that teach them something, or a teaser about a new industry report or article reprint posted on your website.
At the same time, point them to your Facebook, Twitter and other social-media sites. Post updates of work in progress, completion photos, news and links to interesting content from other sources. The online chatter among your customers demonstrates that others like and follow you. 4. Measure messages. For your nurturing program to work, prospects must find value in the effort. Inevitably, you will tweak the program to help it mature. Boring, irrelevant content can cause customers to emotionally unsubscribe to your communications, according to Brian Carroll, author of Lead Generation for the Complex Sale. You should watch three things to keep this from happening. The first looks at click-through rates for your call to action. By using a unique tracking link in emails, you can see how many customers converted. If no one is clicking, you’re not stating anything compelling. The second examines whether your emails are even opened. This measures whether or not your information is
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Avionics News January 2013
Table of Contents for the Digital Edition of Avionics News January 2013
Point of Communication
AEA Now
The View From Washington
International News and Regulatory Updates
Renewal & Revival in Albuquerque
Member Profile
Change of Ownership
Avionics News Celebrates 50 Years of History
A Conversation With...
Ten New Year's Resolutions for your Business
Aviation Aces
Member Profile
Business Basics
Using Inspiration to Motivate Today's Students
AEAviators
Legal Ease
What's New
Avionics News January 2013 - Intro
Avionics News January 2013 - Cover1
Avionics News January 2013 - Cover2
Avionics News January 2013 - 1
Avionics News January 2013 - 2
Avionics News January 2013 - 3
Avionics News January 2013 - Point of Communication
Avionics News January 2013 - 5
Avionics News January 2013 - AEA Now
Avionics News January 2013 - 7
Avionics News January 2013 - 8
Avionics News January 2013 - 9
Avionics News January 2013 - 10
Avionics News January 2013 - 11
Avionics News January 2013 - 12
Avionics News January 2013 - 13
Avionics News January 2013 - The View From Washington
Avionics News January 2013 - 15
Avionics News January 2013 - International News and Regulatory Updates
Avionics News January 2013 - 17
Avionics News January 2013 - 18
Avionics News January 2013 - 19
Avionics News January 2013 - Renewal & Revival in Albuquerque
Avionics News January 2013 - 21
Avionics News January 2013 - 22
Avionics News January 2013 - 23
Avionics News January 2013 - Member Profile
Avionics News January 2013 - 25
Avionics News January 2013 - 26
Avionics News January 2013 - 27
Avionics News January 2013 - Change of Ownership
Avionics News January 2013 - 29
Avionics News January 2013 - 30
Avionics News January 2013 - 31
Avionics News January 2013 - 32
Avionics News January 2013 - 33
Avionics News January 2013 - Avionics News Celebrates 50 Years of History
Avionics News January 2013 - 35
Avionics News January 2013 - 36
Avionics News January 2013 - 37
Avionics News January 2013 - 38
Avionics News January 2013 - 39
Avionics News January 2013 - A Conversation With...
Avionics News January 2013 - 41
Avionics News January 2013 - Ten New Year's Resolutions for your Business
Avionics News January 2013 - 43
Avionics News January 2013 - 44
Avionics News January 2013 - 45
Avionics News January 2013 - Aviation Aces
Avionics News January 2013 - 47
Avionics News January 2013 - 48
Avionics News January 2013 - 49
Avionics News January 2013 - Member Profile
Avionics News January 2013 - 51
Avionics News January 2013 - 52
Avionics News January 2013 - 53
Avionics News January 2013 - Business Basics
Avionics News January 2013 - 55
Avionics News January 2013 - 56
Avionics News January 2013 - 57
Avionics News January 2013 - Using Inspiration to Motivate Today's Students
Avionics News January 2013 - 59
Avionics News January 2013 - 60
Avionics News January 2013 - 61
Avionics News January 2013 - AEAviators
Avionics News January 2013 - 63
Avionics News January 2013 - Legal Ease
Avionics News January 2013 - 65
Avionics News January 2013 - What's New
Avionics News January 2013 - 67
Avionics News January 2013 - 68
Avionics News January 2013 - 69
Avionics News January 2013 - 70
Avionics News January 2013 - 71
Avionics News January 2013 - 72
Avionics News January 2013 - Cover3
Avionics News January 2013 - Cover4
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