You’ve got leads! It’s a thrilling part of marketing. Someone saw your offer and shared their name and email. So ... now what?
This is where opportunity meets strategy. You don’t want to overwhelm them with emails, but cutting them loose too soon isn’t smart either.
Here at Zoe Marketing & Communications, we’ve helped clients manage leads since 2020. Here’s how to guide yours.
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5 top actions to take once your marketing has earned leads
1. Segment your prospects
Know where your prospects are in their journey:
- Cold: Brand-new to you. They’ve downloaded something free, for instance, and are just curious.
- Warm: They’ve interacted with your site or signed up for a newsletter.
- Hot: Close to buying. They’ve filled out a “get more info” form.
If you use a CRM, track how they engage with your site and customize follow-up emails based on their status.
2. Allow for opt-outs and vet your leads
Leads come from forms on your website or ads on platforms like Facebook. Be transparent about how you’ll use their info and always give an opt-out option.
Ensure your input system is clean:
- Label fields clearly. Ask for a first name and email (make them required); possibly a last name, and rarely a phone number.
- Avoid duplicates by syncing new data with existing profiles.
- Use an email verification service like Kickbox to weed out fake emails and improve quality.
3. Give fast gratification
Act quickly to deliver what you promised.
Turnaround times matter:
- Downloads or event registration: Automate these with an instant response. For events, send reminders a day and a few hours before.
- Enewsletter registration: Send a welcome email and assure them they’ll get the next edition.
- Requests to learn more: Send a confirmation email within minutes and call within 5 minutes if a phone number is included.
And always confirm:
- A thank you page or email reassures prospects and explains what’s next.
- For example: “Thanks for reaching out! We’ll be in touch within one business day. Meanwhile, check out our pricing page.”
4. Nurture your leads with quality content
Once you’ve fulfilled your offer, use follow-up emails to build a relationship.
What to avoid:
- Don’t push for a sale right away.
- Don’t spam or ghost them.
- Don’t send generic emails.
What to do:
- Personalize with first names.
- Share valuable content — blog posts, guides, success stories or videos.
- Keep it short (50-200 words) and link to more info on your site.
- Space emails at least a week apart.
- Limit your nurturing series to 2-3 emails before making a sales pitch.
Pro tip: Use later emails to ask for additional info (e.g., ZIP code or purchase plans) and offer something enticing, like 10% off their first purchase.
5. Stay engaged or shift to ‘dormant’ status
Not every lead will convert right away, but the buyer's journey is a process. That means you shouldn’t just give up.
- Dial down your frequency: After your initial emails, continue with periodic updates — quarterly or every few months.
- Invite them to your enewsletter: Explain the value and frequency, and let them opt in.
- Don’t delete inactive leads: Some decisions, like buying a kayak or picking a school, take months or even a year. Track their engagement, label them “dormant” after six months, and check back later.
What’s next for your leads?
Lead generation is just the first step. The experience you provide after they fill out a form can make or break the relationship.
Want help building your lead-nurturing strategy? Talk to us at Zoe Marketing & Communications. We’ll craft custom campaigns to turn your leads into loyal customers.
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