Do you regularly email your prospects to follow up on leads? If you do, I’d encourage you to think about how you respond to emails in your own inbox… Do you scan, delete, file or flag but never really pay full attention to the details of the email before eventually deleting it? If your emails aren’t getting the interaction you’d like, it could be for this very same reason.
Surprise your prospects by not using email…
Email marketing is a proven tactic for effective communication and conversion of leads but you can try other methods if you need to capture someone’s attention or just mix up your methods. The multi-channel follow up method could be considered ‘disruptive’ because you’re communicating in a way that is not necessarily expected. You’re disrupting your prospects normal behaviour of scan/delete by approaching them through another medium.
Here are some considerations on other communication methods:
Text
Not only is this different to an email, but it’s also a way of making sure they have your mobile number in their contacts. It’s quick, effective and less formal, if that suits your brand tone of voice.
A similar tactic to text messaging, WhatsApp is also great for sharing documents which could include a summary of your meeting, a quote or a map.
Voice Note
Still underused in my opinion, voice notes are a friendly approach and can be just a quick informal message. You could use this method to notify someone of an email you’ll send later.
Video by email
Using video is really engaging, especially if you want to demonstrate something using a screen recorder, or mobile footage. This can be sent informally or formally depending on the content and your prospect.
Direct mail
I love receiving post and I’m sure it’s interesting for you to get something in the mail you weren’t expecting. A branded postcard to say thank you, or even before the meeting as a reminder is a memorable way to touch base.
So there we have some alternative ways to follow up on leads and stay in touch with your prospects. But before putting them to use, consider some best practices…
Best practices for alternative methods to follow up on leads
These best practices are not only specific to non-email communications, but are worth considering whenever you contact a prospect:
Personalise your message
Include a polite thread that follows on from the conversation you had, such as a mention about the coffee, the venue or the weekend. You may wish to remind them how you met in the first instance if you’re connecting on social media and following up after a networking chat. I find this particularly helpful for looking back on later!
Get the timing right
In any relationship, following up immediately can seem too keen or pushy, but leaving it too long could make you look disinterested. Consider as well, your conversation and whether they spoke about being very busy, a lark or a night owl, or never working Fridays. And if you agreed a day you’d contact them on, stick to it.
Give value
Yes, you’re following up on the lead, but this is an excellent opportunity to demonstrate your expertise and compassion and show that you could be highly valuable to them. Give free advice, suggest making an introduction to someone in your network, or share a useful link.
Put your CRM to good use
You might find that using multiple communication channels can complicate the customer journey, but a good CRM will track the follow-up for you and make sure you never miss an opportunity.
Be consistent
Sometimes you can contact someone using a method that’s not expected, and it goes down very well, but if you mix it up too much it gets difficult to keep a conversation thread going. So once communications are established, pick the preferred method and stick to it. If you’re unsure, simply ask what they prefer. I hope you’ve found this article enlightening and perhaps even motivating. You can message me on Facebook or LinkedIn, or even leave me voice or video note if you like!