Biz Tips: So Now What Do I Do? 4 Essential Steps in Communicating With Your Leads

Biz Tips: So Now What Do I Do? 4 Essential Steps in Communicating With Your Leads

Biz Tip:

So Now What Do I Do? 4 Essential Steps in Communicating With Your Leads

So you’ve been doing an incredible job on the marketing front. You’ve created amazing content and gone on to become rather formidable on the social media front. Not only that, you’re even starting to see your Google ranking move up the almighty SEO scale.

Most importantly, your list of truly viable leads is increasing. In fact, you’ve got a pretty impressive list… well, at least it’s impressive considering where you’ve come from.

Then all of a sudden you’ve come to a realisation and you’re starting to sweat as you think to yourself, “Good leads. Exciting leads. I have a chance to prove what this marketing thing is all about… I have a realistic opportunity to grow the business and I don’t want to blow it!”

Yes, the time has come to figure out how to actually communicate with these tangible leads.

The basics

There are endless ways you can communicate with your new list of potential customers. Let’s be honest. You yourself have been the victim of poor digital communication yourself. So you definitely know how not to do it. The key is – wait for it – effective communication. And that naturally, is where we want to focus.

So how do you go effectively go about communicating? What is the right next step? Actually, that answer is based on a number of important factors that include:

  1. Who they are. This should be obvious, right? But you’d be surprised by how many businesses don’t know even the basics of their customers. Develop as many accurate buyer personas as suits your customers and potential customers.
  2. What specific service or product they want. Hopefully, you’ve done your due diligence when getting these leads in the first place so this should be something you can quickly identify.
  3. What questions they need to have answered. Even if they didn’t actually ask a specific question, it shouldn’t be too hard to figure this out with some basic detective work. If they downloaded a content offer, converted on a specific website page, or found you through a targeted ad, then you know the kind of information that they’re interested in. Keep giving them relevant content, or ask more questions to find out what else they want to learn about.
  4. How much communication they’ve had with you so far. Let’s face it, we all need a little space from time to time and you don’t want them searching for the unfollow button or unsubscribe link. Nurture them gently and follow the following guidelines.

Lead nurturing evaluation

Is a lead qualified as being “sales-ready”? Make sure they’re “ripe” before your sales team goes to pick this choice fruit. This may seem obvious, but you don’t want to ruin a ripening fruit by picking it too soon. Plus, you should make sure that your team is spending their time on those leads who are actually ready and willing to take the next step, whether it be with a service or product, bringing them with care through the buyer’s journey.

Timing is everything.

Even though a customer may seem ready for action, you still have to make sure it’s truly the right time for you as well. Make sure your lead nurturing is in line with your sales cycle while being careful not to bombard them with so many emails that they unsubscribe from all email communication. If your sales cycle is a few months long, make sure to time it so they get an email every few weeks and, if applicable to your business, at least one direct point of contact with a salesperson.

Tell them what they want to hear!

Consistently refine your messaging. Be sure to keep giving them relevant content. If you need to, don’t be afraid to ask more questions to find out what else they want to learn about. Finding the right new costumers to continually grow your business is often difficult, and it’s worth spending the time to nurture those relationships so that you are building a dedicated customer base.

Provide valuable resources.

Any time spent researching and developing quality resources is well spent time. You are learning what customers need and how you can provide the information that they are looking for. It would bode you well to create resources that are unique to each of the personas you’ve created. You can include your blog posts in relevant emails, encouraging your contacts to travel a little further in the buyer’s journey. This not only provides them with more information, but it gets them back to your website where they can interact with your organization a little more.

When you have a clear understanding of your marketing strategy and how your new leads fit into it, you will be well on your way to successful, continual growth.

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