1. Re-focus your next email
Before you send your next email to a prospect, include a piece of helpful content. Whether it's a recent
blog post, a case study or some FAQs, show your prospect that you are helpful and knowledgeable with
relevant content. Make this content the focus of the email and even mention it in the subject line.
This can spark a conversation with a prospect and give them something to share with their connections.
2. Be relevant
There is a lot of information to process after leaving that prospect meeting, but keep their pain points
at the top of your mind. Your follow-up should include content that is relevant to that topic.
could be content you have at your fingertips or something you need to put together quickly. Below are a
Here are a few examples of content:
- Articles that showcase your expertise
The sales process in most industries hinges on the
trust of potential customers. Your prospects want to know they are choosing an expert. Contributing
articles to reputable publications gives you a stamp of approval from a third party and positions
you and your company as credible experts.
- Case studies and whitepapers that offer value
You can also show your prospects what it
would be like to work with you by sharing case studies of successful clients in similar industries
or with similar goals. Seeing success stories from real clients will be a testament to your
superior service and will allow prospects to imagine working with you to achieve their goals.
- Articles that pertain to a specific email or call
Re-engage a prospect with an article
that addresses something you have discussed or that relates to their specific industry. For
example, suppose a prospect is active in the smartwatch industry and you recently read a great
analysis about how the Apple Watch will give others in the market a huge boost. Send your prospect
an email with a link to this article, and tell him how excited you are. In addition to opening a
conversation that the prospect is passionate about, you will also show that you are aware of
industry trends and care about their success.
3. Tie content to tracking
Maybe you use a CRM to track actions with prospects, but do you keep track of content there as well? Most CRMs don't offer this capability. Look to platforms like Leadcamp that can help you do this. This will give you a bigger and clearer picture of your prospects' needs and wants. For example, if they have read a few of your blog posts and downloaded a case study, they are showing interest. Look at the topics of the content they are reading, as this may open your eyes to that prospect's mindset. By being so well informed, the first conversation will go much more smoothly for both parties.
understand buying signals
What you measure is what you know. There is
tremendous value in knowing the actions of your prospects so you can personalize and
optimize their experience.
Start measuring today
4. Use a variety of content
People digest content in many different ways, so offer your contacts different types of content, such as
videos, infographics, blog posts and articles. This not only increases the likelihood that a piece of
content will appeal to your prospect, but it also shows that you are capable of using many different
forms of content.
5. Use trackable links
Email attachments and large files can keep prospects from reading your content. Instead, use a tool like
Leadcamp to store and create links to your content. This works for
any web page, from blog posts to e-books and videos.
Shortening links and making content easier accessible not only makes it easy for your reader to access
your content, but is also trackable so you can see the performance of your content in real time. This
means you have access to the number of clicks, views, scrolltime and more. From there, you can refine
and revise your content to achieve better results.
Parts of this article where originally published by Kelsey Raymond