This month on the blog, we’re talking about engagement. Today we’re explaining the number one secret to keeping prospects engaged, which might surprise you. It’s not new or revolutionary, but it’s essential. One of the most critical pieces of the lead nurturing puzzle is this: follow up. Follow up often, and be consistent. Companies who have adopted an aligned sales and marketing strategy are often best equipped to engage their target in continued communication.
Following up doesn’t necessarily mean a series of check-in calls or emails, because your company is more engaging than that. In a world of constant chatter, it’s important to stand out however you can. Lead nurturing is a perfect opportunity to do just that. When you build a follow up plan, think outside the box to make every interaction educational and valuable.
Few things are more powerful than receiving helpful information at the right time. When a company provides the answer a prospect is seeking, that person is more likely to be intrigued, become engaged and turn into a customer. With smart social listening and data-driven insights, companies can provide highly relevant white papers or case studies, turning leads into sales.
When it’s time to follow up with a prospect, offer something they can’t refuse. For some, this might be a discount or incentive, and for others, it might be a product trial. Either way, create something exclusive that only your engaged network has the privilege to enjoy.
One thing that B2B and B2C companies have in common is the power of testimonials. Peer to peer advice is highly respected, and your follow up system should use it. Provide prospects with testimonials related to their industry, or connect them to your community’s user forum. Real life success stories of your product or service might convince a lead to stay engaged or take the next step.
Why put a lead on the phone with a sales rep when you could answer questions in a more dynamic way? Try starting conversations with leads on social networks, or offering video testimonials from customer advocates. Be visual, responsive and conversational – in a word, engaging.
Image via (cc) Angelo DeSantis
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