Lead Follow-Up Objective #1 – Share Your Knowledge

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The reason you invest in marketing communications is to generate leads that can be turned into sales. But all leads are not created equal.

Hot leads typically get all the attention, and understandably so, because they are the prospects who are most likely to place an order in the least amount of time and with the least amount of effort. But what about secondary leads?

You initiate a follow-up brand communications program – a blog, an e-mail newsletter, a podcast, a social media program – whatever is most appropriate to periodically reconnect with the leads you have developed to accomplish three objectives. In this post we’ll consider the first objective.

Sharing your knowledge.

The only way to turn any prospect into a sale is to demonstrate that you know what you're talking about. A hot lead has to make that decision quickly, but secondary leads have time to evaluate things more carefully. So use the time wisely. Tell them your perspective on key industry issues. Give them your thoughts on solutions that could be valuable. First steps that they could initiate themselves. Dangers to avoid. And obstacles they will encounter. Let prospects see how you think and develop solutions. Sharing your knowledge gives prospects a no-obligation way to evaluate your thinking and some practical ideas they can use to demonstrate your value.

Read about the other two lead follow-up program objectives now.

If you want to talk to someone about a brand follow-up program for your leads, contact us today by e-mail or phone, 903-534-5220.