How to Improve Your Follow-Up With Blog Leads
If you have a great blog and a decent conversion strategy, you should be able to generate a steady flow of leads for your business. However, closing those leads can be troublesome if you have limited sales experience—or limited time to follow up with them.
Fortunately, if you have a decent pool of leads and a close-ratio that could stand some improvement, there are some straightforward strategies that can help you polish your approach.
Perfect Your Lead Qualification Process
First, understand that not all leads are equal. Just because someone fills out a form on your website doesn’t mean they’re likely to be interested in what you’re selling. Ideally, you’ll spend more time trying to close sales with people who are most likely to make a purchase; otherwise, you’re just wasting time.
Therefore, the first step of the process is improving your qualification. Depending on the nature of your blog and the extent of your marketing and lead generation strategy, this could include a number of steps, like tweaking the types of content you produce, adding more gateways to control lead flow, or developing more niche, fine-tuned landing pages to suit different types of audiences.
Start With the Right Proposal
Assuming you’ve polished your lead generation strategy and you’re getting better-qualified leads overall, it’s important to start your follow-up with a good sales proposal. The right sales proposal should be polished and professional looking, yet customized to the individual customer. It should be detailed and informative, yet concise enough to get your main points across quickly and intuitively. It should also list the benefits, and give a detailed pricing breakdown.
It’s hard to write a proposal from scratch, so consider using a tool like Proposable to generate better templates and finalized proposals for your blog.
Follow-up at the Right Intervals
Next, make sure you’re following up regularly, and at the right intervals. Closing a sale sometimes demands several follow-ups, but many salespeople give up after one or two. The easiest way to do this is by structuring an automated email drip campaign, which will send emails automatically to your prospects at predefined intervals, but you can also do this manually if you have a small blog and plenty of free time. Tools like Constant Contact make this easy.
Try to wait at least 48 hours between sending emails, and increase the time between emails as you continue getting no response. If you overwhelm your prospect at any time, they may block you.
Use Multiple Communication Mediums
Following up over email is the most common and convenient method, but it isn’t the only method available to you. If you’re interested in maximizing your potential results, it’s in your best interest to use multiple communication channels. Starting with a couple of emails will help reinforce your brand with your lead, and introduce them to what you’re selling. But sometimes, a phone call or a face-to-face conversation is better for explaining exactly what you’re selling and answering questions. Try to set up an appointment for a live conversation as soon as you can.
Anticipate and Overcome Objections
There will always be leads you aren’t able to immediately close, despite a promising initial conversation. Their points of contention, or objections, are standing in the way. If you want to improve your close ratio and land more sales, you need to be able to anticipate these objections, and find a way to overcome them.
Common types of objections include:
- Price. Your lead likes what you have to offer, but they’re concerned it costs too much—maybe they’ve found a cheaper deal, or maybe they aren’t sure if your solution is worth it.
- Benefits/needs. Your lead isn’t sure your product or service can deliver what it promises, or else doesn’t know if they truly need it.
- Competition. There are lots of brands like yours. Why should your lead choose you over a competitor?
- Timing. Your lead likes the deal, but now isn’t the right time—or is it?
Note that there’s a fine line between addressing objections and straight-up arguing with your prospects. If you’re too pushy or aggressive, you might lose the sale outright. Keep it in balance.
Experimenting and Adapting
The most important tip for closing more leads is to experiment and adapt. There are certainly some common best practices that work for most businesses, but at the end of the day, every blog is unique, and your customers will require a unique approach.
The only way to find the “perfect” way to follow-up with your blog leads is to try out a variety of different approaches, measure the results, and keep the tactics that seem to work best. Only through this process of ongoing trial and error will you be able to nail the ideal pattern.