Say the leads from social media, the website, Adwords and display ads all end up in one bin and are followed up in the same way. Is this smart? No, because everyone is different, so each lead should also be treated differently. How do you do this exactly? You can read about it in this blog.
Why is it important?
Every lead is at a different stage in the sales funnel. Leads have different needs. That’s why it’s important not to throw all leads into one bin. Carefully store all leads in a specific bin, with different characteristics. All these bins should then be followed up specifically, depending on the stage in the sales funnel.
Determining the specific characteristics
How do you find out the specific characteristics of a lead? A good start is the lead flow. Think about the leads through different channels such as social media leads, website leads, Adwords leads or display leads. You can then subdivide these into marketing qualified leads (via email) or sales qualified leads (via phone).
Also think about filter questions in your campaigns. Take a hearing test campaign as an example. Here it is important to ask whether someone already wears a hearing aid or not. If someone does not wear a hearing aid yet, this person has other wishes and needs than someone who already wears a hearing aid. Therefore, that person needs a completely different follow-up. The person who already has a hearing aid obviously does not need you to explain how it works. He or she is more interested in the latest technologies, for example.
Determining the right follow-up
One way of following up is to call first, or to e-mail first. Or a combination: to mail first and then call, or vice versa. What is the right follow-up? That differs per tray. It takes careful consideration and it is important that you empathize with the lead.
Suppose someone on your website indicates to be interested in solar panels. This website lead also indicates that he only wants to proceed with the purchase in three months time. You can of course call him directly, but in this case it might be more effective to first send information and only then call.
Another example of a small, smart adjustment that has a positive effect on conversion. For a pet insurance company, we asked the lead in an online campaign for the name of the pet in question. When following up with these leads, we explicitly mentioned the pet’s name. This was received pleasantly and personally. The conversion of a sale was as much as 27% higher than when no pet name was mentioned!
The big advantage for you
There is no “one size fits all “approach when it comes to following up leads. So categorize all leads into bins, tailor the right follow up for each bin and take a good look at which bins you can optimize or exclude. This also makes it easier for you to filter out the ‘ideal boxes’, so that you can focus on the leads that are the most profitable.
We deliver many different types of leads for our advertisers, all of which need a unique follow-up. Advice on the many possibilities? Schedule a free discovery call with no obligation. Schedule your 20-minute discovery call here.
