Best Practices for Follow-up Sequences After Lead Capture

Organise your leads into three groups; hot, warm, and cold. This ensures you don't treat them with a one-size-fits-all approach.

Timely Responses

Create a welcome or thank you email, or even a phone call, which should be done within the first twelve to twenty four hours. Offer to answer questions that demonstrates your attention and care.

Useful Content

Add value to your leads, no matter what stage of the funnel they are in. Blog posts, infographics, success stories, guides, and stats are all great ways to help convert your leads into customers. Nurture your leads.

Personalisation

Personalise any correspondence, including the leads name, while sending them information based on the pages visited on your website, or responding personally to an online query.

Communication Channels

Leads usually have their preferred communication methods, which you have no idea what it is at this point. Make use of emails, post, phone calls, and social media to connect with your leads. This doesn't mean reaching out with every communication tool you have. It is being prepared to be available to meet you leads preferred communication methods. 

• Emails tend to be less invasive, allowing leads to read emails at their own convenience
• Phone calls are an opportunity to demonstrate your professionalism and expertise
• Text messages should be used when you have already communicated with the lead

Follow-Up Schedule

On average, it can take up to seven or ten touches before you convert a lead. Creating a follow-up schedule ensures you provide consistent communication, reducing the risk of the lead falling through the cracks. An effective follow up schedule may be:

• Send an email once weekly
• Call the lead once a month
• Face to face can happen every quarter

When to Abandon

Of course, not every lead you get coming into your business is going to convert. As a result, it's just as important to know when to abandon a lead.  Qualifying your leads is important and should be done early to save you time and energy. Some questions to ask includes:

• Is the lead able to make the purchase?
• Is the lead motivated?
• Is the lead the decision maker?

If you realise a few leads are not qualified, don't throw their information away, rather put them on a “follow-up later” list. You can create  campaign to target these leads when their circumstances have changed.

Conclusion

Following up on leads is essential, but it's also easy to get on their bad side quickly. Your goal should not be to convince the lead to take action, but rather be there and ready as soon as they are ready to convert. If you need help with your lead generation strategy, contact Genie Crawl. We would love to help you put an effective lead strategy in place, reducing the risk of any potential leads slipping through the cracks.