Running lead-generation ads can be one of the smartest investments for your business. They’re cost-effective, help you grow your email list, and provide opportunities for future sales without paying to reach them again. But! Getting the leads is just the beginning.
If you’re not managing your leads effectively, you’re leaving money on the table. Many businesses focus all their energy on getting leads but lack systems to handle them once they come in. Let’s talk about why having a process that works for your business is critical—and explore a few ways you can optimise your lead management.
Why a Lead Management Process Matters
Think of your leads as seeds. Without proper care and attention, they’ll never grow into thriving plants. Leads need nurturing to convert into customers. When you invest in lead gen ads, you’re essentially paying to grow a list of potential customers. But without a process, that list will just sit there unused and unprofitable.
- You’re qualifying leads to focus on those most likely to convert.
- You’re following up promptly while your brand is still fresh in their minds.
- You’re personalising your communication to match their needs and interests.
Your Lead Handling Toolbox
- Screening Forms and Questionnaires: Use these to gather more details upfront. This helps you prioritise leads and tailor your communication to meet the responses you receive.
- Email Tags and Automation: Assign tags to leads based on their behaviour or responses. Automation tools can send personalised follow-ups without extra effort.
- Phone Calls or Consultations: For high-value leads, a quick call can establish trust and clarify their needs.
- Text Messaging (SMS Follow-Ups): Many people respond more quickly to text messages than emails. Use SMS to send appointment reminders, personalised offers, or quick follow-ups.
- Live Chat or Chatbots: Add a chatbot or live chat feature to your website or landing page. These tools can qualify leads in real-time, answer questions, and bring your attention quickly to high-value leads.
- Social Media Messaging: For leads who engage via social media, DMs can be a direct and personal way to follow up. This can feel more informal and approachable.
- Drip Email Campaigns: Build a series of automated emails that nurture leads over time. Each email can address a specific pain point, share testimonials, offer value like free resources or discounts or offer upsells that start to encourage sales.
- Incentive-Based Follow-Ups: Offer incentives like a free consultation, a discount, or exclusive content to encourage further engagement.
- Webinars or Workshops: Invite leads to an exclusive webinar or free workshop. This establishes your authority and keeps them engaged with your brand.
- CRM Systems: Implement a Customer Relationship Management (CRM) tool to organise, track, and follow up with leads. CRMs like HubSpot or Salesforce can help you automate and personalise outreach.
- Direct Mail Follow-Ups: For high-value or niche leads, consider sending something physical like a handwritten note, small gift, or brochure. This creates a memorable impression.
Choosing the Right Tool for Your Leads
- What’s the typical value of a lead for my business?
- How quickly do my leads expect a response?
- Am I targeting high-volume, low-touch leads or fewer high-value, high-touch prospects?
- What tools or systems do I already have in place?
This will help you to pick the tools and processes that will be the best fit for your business and your goals.
Make the Most of Your Investment
Let’s Get Your Ads Set Up for Success
Need advice on creating lead-handling systems? I’m happy to guide you through that as an add-on to ensure you’re making the most of every lead.