What is the most critical part of generating leads? Follow Up!
It is by far the most important part of the process.
In this section we’re going to explore three ways you can leverage automation to help with response time and improved customer experience.
Before we jump into each of these, consider the following staggering statistics:
- You Have 5 Minutes to Contact Leads
- Less Than 7% of Businesses Respond in 5 Minutes or Less
- 78% of Customers Buy From the First Responder
- Sales Conversions Decrease 391% After the First Minute
- Longer Than 5
Minutes = an 80% Decrease in Lead Qualification
- Right Now, 55% of Companies Take 5+ Days to Respond
So, knowing that, what can we do?
This is the simplest way to tackle immediate response.
Auto-responders are messages that get sent automatically when someone fills out a form on your website. You can use merge tags to personalize them so they don’t feel completely robotic, and you can also provide response time expectations or an alternative method of communication for a more timely response.
Here’s an example from New Approach Painting. It acknowledges the inquiry has been received and provides an expectation of when someone will be in touch.
Calendly is a great way to give potential customers an opportunity to book a phone call right into your calendar’s availability! Just include the link on your autoresponder message.
There are two main ways to leverage this, depending on your organization:
Use the sales person’s calendar.
Use an organizational calendar that is shared and whoever is available takes the call.
You can go to calendly.com to set up an account. Here’s an example of what it looks like:
You can also check out one of our calendly accounts and if you’d like to book an initial call, just fill out the form. 🙂
3. Drip Campaigns
This a great way to stay in front of your current or potential customers. The idea is simple:
When someone fills out a form on your website, they get added to a list. Everyone added to this list is then sent a series of emails that have predefined content and delivery times.
For example, someone fills out the form on your website. They get an immediate response acknowledging the inquiry. One week later, they get another message that provides value. Then they receive additional messages at the following times:
- 3 weeks after they submitted
- 6 weeks after they submitted
- 12 weeks after they submitted
- And a last one 20 weeks after
Now there are a whole bunch of considerations for this, but we’ll keep it focused on a few key points.
- Keep it simple, use Mailchimp if you don’t have a CRM capable of doing this.
- Make the messages valuable, helpful, and informative. Not salesy!
- The content for the emails needs to helpful enough to be relevant, but also generic enough that they will be useful to a potential or a current customer. That way you don’t have to manually clean your list based on the status of the contact receiving the messages.
- Last, but certainly not least, this IS CASL compliant. If you’d like to know why, you can read this excerpt from the Government of Canada’s Website.
Here’s an example of a drip campaign from Bryan’s Fuel:
And here is a sample report of the people that have started this series of emails, and the amount of people that have received each one. Check out the open and click rates.
The best part of this approach is that it happens while you’re sleeping! You can set it and forget it.
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