After prospects have visited your website, called, or emailed you, they’ve converted into leads. But chances are they’re not ready to make a purchasing decision. This stage of the customer buyer journey is typically research-based; i.e., your leads need preliminary information about prices, products, or services. They’re also evaluating your company for its overall customer service and professionalism. And, they’re most likely contacting your competitors during this phase, too.
After your leads have expressed initial interest in your company, you need to continue to stay top of mind with them throughout their purchase process. That way when the time does come for them to make a decision, you’re the company they choose. This doesn’t have to be a difficult or mysterious process. With some basic lead management practices, you can stay top of mind with your leads and ultimately earn more of their business.
1. Bring Them Back With Retargeting
After leads have visited your website, you can continue to reach them with banner ads as they surf the Web. Using technology known as site retargeting, you can remind them of your business so they return to your website. For example, let’s say you’re a dentist in Dallas, Texas and a prospective new patient visits your website. After reading several pages on your site, he leaves your website and visits other potentially unrelated sites across the Web. Because he has already visited your site, the retargeting technology can identify him as an interested shopper and show your display ad to him as he continues to surf the Web. It’s a perfect opportunity to re-engage him with a promotional offer like “Half Off Teeth Whitening” and a strong call to action like “Book Your Free Consultation Today” so he will click the ad and return to your website. By staying top of mind with your lead while he was in the consideration phase, you can encourage him take another step toward becoming a customer.
2. Call Your Leads Back Quickly and Ask Questions
Did you know that up to half of consumers buy from the businesses that respond back to them first? If you rely on a voicemail system or answering service to help you manage the calls coming into your business, it’s important to return those quickly – within the first hour is ideal. The longer you wait, the greater the chances that a competitor will reach your prospects before you do. When you do follow up with your leads, be prepared to collect pertinent information such as their email address, location, and the reason for their call if they didn’t tell you when they contacted you. For instance, did they want to set an appointment for an initial consultation? Were they interested in a specific product? Do they need pricing information, etc.? This information not only enables you to help your lead, it also gives you background information you can use in follow-up communications.
3. Follow Up With Emails
Emails are a great way to stay top of mind with your leads and previous customers. Following up with these consumers with links to relevant industry articles, alerts about upcoming sales and special promotions, news about your products and services, and testimonials from happy customers are just a few topics you can include in follow-up emails. By providing timely, personal, and helpful information, you can build your business relationship with your prospects so that when they’re ready to buy, you’ve increased your chance at earning the sale.
How do you stay top of mind with your leads? Let us know with a comment!