This past week I was eating at a pizza place with a friend and we saw the missionaries come in. I told them to come join us after they had ordered. We talked about this missionary effort and they started to suggest names of people that we should send Ensigns to. They were interested in sending magazines to help the people that failed to progress all the way to membership. I’m hopeful that we’ll continue to receive contacts from them.
This principle of working with someone and trying to prepare them for personal interaction (again or for the first time), in marketing, is called lead nurturing. An example of this is a “drip” campaign where a lead will receive an email every two weeks to a month and if they show interest by opening the email, clicking on a link, or any number of predefined actions they’ll be contacted by sales, or they can even have the option to contact sales directly.
That is one of the goals we have with buying subscriptions for investigators. We want to nurture the investigator without utilizing our missionaries valuable time. It’s like the drip campaigns because they get regular contact and the chance to make the next move. Then when they show interest they are much more likely to be baptized.
