Even if you’re adopting all the lead management tips we’ve covered this month, you won’t be successful without a bit of organization and consistency. If you’re a small company, it’s worth it to invest in a good CRM tool, and if you’re at a larger company, make sure you’re using yours to its full advantage. It should link to your marketing automation software and help optimize your content distribution by making the most of customer habits.
How much contact is too much, too little, just the right amount? No company wants to annoy leads, and the perfect level of contact rests on a fine line. Thanks to CRM and marketing automation tools, this doesn’t have to be guesswork. Take a hard look at what times of day contact elicits the highest engagement from your leads, and at what frequency. Some companies reach out more than once per week, but some stop at once per month. Consult the numbers to find what works best for your community, build a plan around it and stick to it.
Once you’ve built a plan for timing and frequency of lead contact, your nurturing plan will be well on its way. Take it one step further, though, and make sure you understand what patterns of content distribution worked to get your leads’ attention. Did they like personalized newsletters or industry blog posts? Do they like to be called by name in emails, and how do they respond to phone calls? Form an organized view of what’s worked in the past, and use it to shape future plans for success.
Content marketing has gotten a lot of attention this year, and not without merit. After you’ve organized what kind of day-to-day content works best for your leads, take it further. Assess your content marketing plan and how it fits in with the consistency of your lead management strategy. Will your leads respond best to a white paper, an eBook, or a YouTube video? Figure it out, and make a plan for consistent delivery that adds value to their lives.
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