So you wrote a terrific blog post, offered your potential lead a free ebook about a problem or goal they have, and now all they have to do is give you their email address.
And they do!
Now what? What do you do with them now that they’ve become the thing most prized (second to an actual sale) by marketers the world over: a true, interested lead?
1. Fire up the ol’ CRM
Lead generation creates, well, leads. The customer relationship manager (CRM) helps you manage those leads and look at what free offers they download, sales calls they receive, and any visits they make to your business because of an event, freebie, discount, etc.
The idea is that you need to follow what your lead does – and doesn’t do – and watch what offers you send them and what they do – or don’t do – with those offers. Many, many, many companies offer CRM software tools, including HubSpot (one of our faves), Salesforce, and more.
If you have a lead, but don’t have a CRM, it’s time to get one. Pronto!
2. Make sure the lead gets what they asked for – promptly and automatically
They gave you their email address for the free ebook; as soon as they hit “send,” send them an email that shows them how to download the book.
How can you do this so quickly? Inbound and digital marketing today takes a lot of work: writing blog posts, creating ebooks, finding great keywords, posting on social media, sending out emails and on, and on, and on. Automating as much of this as possible makes a marketer’s life easier and more successful.
Make sure to keep sending that lead great information. Content is huge when it comes to converting visitors into leads and keeping them coming back.
3. Plan, plan, plan
Far before any website visitor submits their information on a lead generation form, you need to set up the follow-up steps in CRM (or other follow up tool). This is simple professionalism that will be executed on a large and detailed scale as you keep track of what happens to your leads while they progress along their buyer’s journey. Check for gaps and inconsistencies before launching your marketing efforts.
4. Give the lead to one account executive and one only
Spreading leads around only results in inconsistent follow-ups, meaning communications will vary. Lead notes will become less detailed and too general. Ensuring one person interacts with one lead ensures communication stays consistent.
5. Respect leads’ contact wishes
Most people prefer email communications rather than phone calls, texts, etc. for marketing messages as it’s far less disruptive. Marketers, however, prefer text/SMS messaging because it provides them more control over when they look at the message. People tend to look at text messages and phone calls right away, while emails don’t demand as much urgent attention. (Don’t believe us? Just try not to check your phone the next time it buzzes!)
This really only applies to people who are already a lead. If you “cold” email someone, meaning they haven’t provided you their information, chances are they’ll just delete it. A text message, however, is usually opened. (Again: just try to ignore a text.)
Your leads are leads because they willingly gave you their email address. They know you; they asked you to email them. Show professionalism and respect: contact them in the way they prefer, and that’s probably via email.
Here at Ingenex Digital Marketing, when it comes to lead generation best practices, we know a thing or two (or hundreds). We’ve helped dozens of our clients find highly targeted prospects, and consequently, turned them into leads. Contact us for more information.