I have some bad news, guys…
Running ads, investing in SEO, or even that shiny new marketing campaign doesn’t magically = new clients.
There’s a lot more than goes into this equation, and it’s time we address the elephant in the room.
I’m talking about lead follow-ups.
I see this all the time in my own agency – we create amazing ads that do their job and bring in new leads.
But that’s as far as we can go – bringing you new leads.
It’s up to our clients to actually close these leads and turn them into paying customers.
Unfortunately, being a business owner doesn’t make you a pro at lead follow-ups overnight; it really is a skill, so today I want to show you some lead follow-up strategies that will help you close more clients + alternative options if lead follow-ups aren’t your thing.
LEAD FOLLOW UP BEST PRACTICES
THE BEST TIME TO FOLLOW UP WITH LEADS:
Looking at the data, it’s clear that when you follow up is just as important as how you follow up.
Ideally, you want to reach out within five minutes. But this can be hard for many of us as busy business owners as we’re unable to constantly wait by the phone. That doesn’t change the fact that stats show following up within five minutes can increase the likelihood of engagement by 9X for web leads.
To take this up a notch, calling within one minute of an inquiry can improve conversions by nearly 400%
And calling just two minutes after that can still improve conversions by 160%.
This goes to show the sooner you can follow up with your leads – the better.
We have short attention spans, even if someone is interested in your offer initially, a few minutes can change a lot!
They could talk themselves out of it.
Forget they even clicked on your ad.
Research your competitor and receive a quicker response.
Anything can happen.
This is why you want to hop on a call as soon as possible to alleviate any concerns, show them you can solve their problem, and give them a glimpse into what it looks like to work with you.
Think about it: if you’re not quick to follow up with a new lead – someone who you want to invest in your services.
How quick will you be to respond to a client who has already paid you for said services and has an issue come up?
This is what’s going on in the minds of your potential clients, even if it’s on the subconscious level when you don’t follow up or make an effort soon after they express interest.
HOW TO FOLLOW UP WITH LEADS:
Now that we know the best time to reach out to new leads – let’s talk about how you reach out.
The data shows 75% of online buyers expect two to four calls before giving up. That means you need a system to ensure you’re reaching out strategically. Sometimes it takes a few calls before you get that “yes.”
One way to increase your chances of getting a response is to leave voicemails. This gives your new lead a way to get in contact with you at a more convenient time for them and tells them exactly who you are so they won’t be skeptical the next time they see a random number calling their cell.
No-pressure follow-ups are also preferred by 57% of customers. From my experience, I know I’m definitely part of this 57%. I’m a lot more likely to entertain someone who gives me their info, shows me how they can solve my problem, and leaves the option up to me.
But when I get those calls or emails that include phrases like:
“Let me know by the end of the day”
“It’s urgent that we speak”
“I need an answer right away”
It’s almost always immediately a no for me. No one wants to feel like they’re being told what to do when they’re not even 100% sure they want to work with you yet.
It goes over 10x better when you show your value and leave the ball in their court.
Because the person you’re reaching out to doesn’t “have” to do anything – and they know it.
Focus more on showing them why they should want to!
I wanted to add this in here because I think it’s something great for businesses to consider when following up as well. Multiple contacts with multiple prospects can increase response rates by 160%. This obviously won’t work as well for B2C companies, but if you’re serving B2B businesses, consider not just contacting the CEO but their project manager, assistant if they have one, and other people within the company that could be persuaded to relay this info to the person in charge.
The Bottom Line: Lead Follow Up Time Matters
What I’m saying is to stop thinking of your follow ups as just an additional touch point and more like a non-negotiable in your business.
The odds of reaching a lead decrease by 10 after the first hour of contact and 400 after the first day. That’s a BIG difference, and it’s costing you customers.
So, what do you do if you’re a busy business owner who needs more time (or finds follow-ups aren’t their strong suit)?
OPTION #1: USE A CRM
Customer Relationship Management, or CRM, systems are essential tools for managing your interactions with potential and current customers. A CRM system helps you keep track of your leads, set reminders for follow-ups, and store valuable information about each lead.
For example, platforms like GoHighLevel, Hubspot can allow you to easily access a lead’s history, preferences, and past interactions, allowing you to personalize your communication and build stronger relationships.
Another cool tool is something called Streak, a CRM that integrates straight within Gmail. This allows you to move leads through a pipeline without ever leaving your inbox.
CRMs are also a great opportunity to organize your leads. You can separate them into hot or cold leads, how valuable they are to you, what level of attention they need, and so much more. This can help you prioritize your time and help you continue to close needle-moving leads.
OPTION #2: HIRE A CALL CENTER
This sounds scarier than it is! Call centers have come a looong way.
You can provide scripts and resources for these agents to ensure new leads won’t even know these calls are being outsourced. They’ll think they’re speaking to someone straight from your office.
And it’s also less of an investment than you might think.
Ask yourself this: How long would it take for you or your team to follow up with new leads?
That’s time that could be spent growing other aspects of the business.
Not to mention, the chances you can always follow up with your leads within five minutes are low, especially on the weekends when everyone is out of the office (and you should be, too).
Call centers ensure follow-ups are quick, follow best practices, and can even be performed on the weekends (the peak time for new leads to come through your pipeline).
Pair this with a booking software like Housecall Pro or Calendly where your call center can book appointments on your behalf and keep your calendar full.
This can dramatically increase your ROI and take your marketing campaigns to the next level.
OPTION #3: DESIGNATE A TEAM MEMBER TO FOLLOW-UPS
If you don’t have enough leads to hire a call center just yet, consider assigning a staff member to take them over.
This is POWERFUL, especially to help you, the CEO, get out of office management and spend time where you thrive. If you haven’t already, this one move alone could amplify the number of closed deals you get because the response time isn’t dependent on your schedule.
My tips here are to:
- Have templated scripts with room for personalization, so that your team is equipped with what they need to represent you and follow up appropriately.
- Teach your team what a good lead looks like from an unideal lead (and what to do with each)
- Set clear expectations on when leads should be followed up with. For example, notifications should be turned on and leads need to be responded to within 5 minutes of contact. You could incentivize this as well to reward your team for great communication.
It’s also important to note that you shouldn’t leave it 100% on that one team member. Make sure you’re also training other team members in the office to ensure everyone is staying on top of lead follow-ups, even if this team member is away from the office.
Lead Follow Up in Marketing Can 10x Your Growth
To wrap things up, I want to acknowledge that I know this isn’t the message business owners want to hear, but it is one many of us need to hear. When I started my podcast, I promised I wouldn’t just hop on here with the feel-good tips and tricks. I wanted to provide real value and help you scale your business and reach your goals.
That said, this isn’t about calling anyone out. It’s about recognizing that most of us don’t follow these guidelines to a T. And if we’re honest with ourselves about it we can only improve, grow, and succeed together.
So until next time,
Keep Succeeding Small
