You’ve built an intelligent paid acquisition campaign to drive inbound leads on the channels your audiences hang out in most. Your ad creatives and calls to action are click-worthy. You’ve tested and retested your landing pages and contact forms to ensure they look great on mobile and desktop alike. You’ve put a singular focus on simplifying the contact form to reduce roadblocks and lead data is integrated seamlessly with your CRM and you’ve made sure your landing pages and forms are GDPR compliant. Woohoo. The leads start pouring in.
You reach 5, 10, 15 even 30% of your leads, but the others – just don’t return your calls.
Unfortunately for any business running lead generation campaigns, this is a common theme. However, there are strategies that if put in place correctly and consistently implemented, will help to reduce unresponsiveness and increase closings.
Speed to Lead
There are multiple communication methods that may be effective in reaching your prospect based on your customer demographics. Email, phone, Social messaging (LinkedIn, FB, etc.) conversational AI bots, SMS, and WhatsApp are just some of the communication methods to test in order to effectively engage your potential customers. There are also a number of AI-powered “all-in-one” hubs that can be implemented to help with this process as well.
Test Phone First
For most first engagements it’s worth testing a phone call first. A call adds credibility by showcasing an investment in building a relationship with the prospect. As well, it’s far easier to close a lead by phone than any other communication method. You are able to alleviate concerns on the spot by addressing their pain points. Adding a “best time to call” drop-down in the lead form can also mitigate the discomfort of “bad timing” responses.
Frequency refers to the number of outreach attempts made (regardless of communication platform). The industry average for prospect outreach is 6 to 10 attempts with the first two outreach channels traditionally being phone and email. Hubspot suggests a 48-hour break after day 1, before attempting to reach out again so that prospects don’t feel harassed. Ultimately only testing will help you determine the ideal prospect threshold.
While an array of studies have been executed about the best time of day for prospect outreach, there are no hard and fast rules. However there are some suggested sweet spots: According to a cross-check of multiple reports, the best time of day is between 4 pm and 6 pm on Wednesdays and Thursdays.
When reaching out via messaging or email, take the time to research your lead and personalize your outreach. Mention specific details that were conveyed in their lead form (not just their first name) that show you’ve done your homework. For example, what keyword triggered their response? What specific service did they show interest in? If your communication sounds generic and cold it will be perceived as spam and expect to be ignored.
Offer value and solutions in your messaging. Instead of focusing solely on your product or service, provide value to the lead by offering helpful information, insights, or solutions to their challenges. Position yourself as a trusted advisor who genuinely wants to assist them. This approach can increase engagement and make them more likely to respond.
People are more likely to engage if they see that others have benefited from your product or service. Incorporate social proof, such as customer testimonials or case studies, into your outreach to establish credibility and build trust.
Sales Break-Up Emails
Yes, it’s a thing. A sales breakup email is the final email you send to your prospects when they’ve not responded to your previous attempts. The purpose of this email is that you are moving on unless your prospects want to re-engage. However, it’s not just a simple goodbye. The goal is to provide value as you are saying farewell. According to InstantlyAI an email template like the one below can get a percentage of your prospects back in the sales cycle:
Remember, re-engaging leads is an investment. Be patient and persistent, but also respect the lead’s decision if they choose not to re-engage.
Fran Jakubowicz is the CEO of SunHouse Marketing, a full service digital marketing agency with a track record of excellence. A digital lead generation expert, Fran and her team have generated hundreds of thousands of leads and millions of dollars in sales for her clients. Fran invests in training and certifying her team across all digital marketing channels to ensure that her clients are benefiting from the freshest digital marketing strategies, Google best practices and tools available. Working across multiple verticals including health, pharmaceutical, finance, law, education, non-profit and eCommerce, Fran and her team have been helping organizations reach their digital goals since 2009. Fran grew up in communications. Early in her career, she worked in her family’s public relations firm, DCI (Dworkin Communications Inc). Since that time Fran has been involved in an impressive array of projects, assisting companies and non-profit organizations to attain their goals. In the days before the internet Fran practiced traditional marketing and PR. With this background, it was only natural for Fran to evolve her skills, and to become a very successful online marketer. In a rare combination, Fran blends over 20 years of experience with her love and passion for the latest and hottest technologies. This unique worldview allows Fran to assist companies to achieve their goals. Connect with Fran on LinkedIn.