Don’t make the mistake many marketers make. Don’t allow your efforts to be undermined by SOS. Shiny Object Syndrome. You know, total focus on today’s leads and lose track of yesterday’s.
 
Nothing can drive up CPC like un-nurtured leads. Sure, we all want conversion and we want it now. But, not having a lead nurturing process in place is equivalent to spending all your time with the new baby and forgetting the rest of the children. You want them all to grow up, don’t you?

 
A well designed and executed lead nurturing program will build revenue and drive down CPC. Try testing a series of timed communications to build trust among prospects … provide value-add content … give them a reason to stay connected to you until they are ready to buy. Over time you will find that those prospects will become some of your best customers. You’re establishing a conversation, building confidence and giving them reason to want buy from you.
 
Come on.  Be a nurturer.