- Follow-up your thank-you email with a phone call
- Direct mail (a real one!) and a follow-up phone call
- An email with an educational third-party article
- Send a blog post link via email and leave a voicemail referencing the email
- Email with an invitation to a webinar
- Email with a whitepaper or an e-book
- Email a link to a relevant podcast and ask for feedback
- Send a free report and make a phone call
- Email with a discount coupon
- Invitation to a trade show or an event you are attending
All outbound marketing campaigns are about successful communication that leads to a won deal. By communication we mean email campaigns, both cold and warm, phone calls and, of course, follow-ups.
The goal of the follow-up is to summarize all previous communication and push a potential customer to take the next step in your buying journey. Follow-ups usually take the form of email messages or phone calls.
A follow-up call is not something very customizable and you are not the only one participating in a call, which means you can be easily diverted from the topic. The preferred follow-up method is an email message. Email follow-ups give you the freedom to adjust your message and customize it according to your goals and the next steps in your journey.
In this article we will show you 10 ways you can build and customize your follow-ups – from the very basic to sophisticated ones. These methods will let you build more trusted relationships with your potential clients, nurture your leads (a point which should never be overlooked) and close more deals with less steps.
Follow-up your thank-you email with a phone call
This is a very basic follow-up method that consists of a one-off email message and one phone call. In the email message you can summarize your previous conversation and mention the key points you discussed. Make sure to think of the next step that must be made to proceed in your journey – it could be any call to action that is relevant to your outbound marketing goal.
This email message can be followed by a short phone call. The goal is basically to tell a person to take a look in their inbox and quickly discuss the next steps. Straightforward and easy.
Direct mail (a real one!) and a follow-up phone call
This method is similar to the one described above, with one distinction – you send real direct mail, not an email. This method works well if you work with top-enterprise level clients or your potential client is from a very traditional country. This method will make your sales communication really stand out.
A follow-up call is a good addition here, to let a lead know you’ve sent mail and quickly discuss the following steps.
An email with an educational third-party article
This method consists of sending an email with a third-party article – basically sharing curated content. This will allow you to kill two birds (three, actually) with one stone – show your expertise, educate your potential client, and show them that the problem you are solving is a pretty common one. This method is one of the less salesy ones.
You can use this method not only in your follow-up campaigns, but also in your lead nurturing campaigns. Don’t underestimate the power of curated content!
Send a blog post link via email and leave a voicemail referencing the email
Also a method with curated content, but this time you send an article from your blog. This could be your corporate domain-based blog or your article on Medium or LinkedIn. If you don’t yet have a blog of your own, here’s an in-depth tutorial you can follow on how to start a blog the right way.
This method will emphasize your qualified opinion and build better communication. Make sure the article has call-to-actions or pushes the reader to take certain steps.
A voicemail will let your potential lead know about your recent follow-up.
Email with an invitation to a webinar
Webinars rock! If you have one planned, make sure you grab the opportunity to invite your potential lead to the webinar in a follow-up email. Tell them they’ll be able to ask questions and get answers in real-time, plus they will be eligible to get some extras and bonuses for webinar attendees only.
A webinar is a great chance to learn more about your potential clients, see their questions and what troubles them, get feedback and communicate with many of them at the same time. It’s also a good way to show you are an expert – because, well, they all tuned in just to listen to you.
Email with a whitepaper or an e-book
If you have such evergreen content in your marketing library, make sure to use it for follow-ups. It works great when you don’t have any upcoming webinars or events planned, but still want to show your expertise.
A good whitepaper or an e-book is worth many emails or calls, if it’s good enough, of course. It’s also a good way to show you are serious about the problems you are solving, and that you spend the time to publish e-books and educate people around you.
Make sure your e-book or whitepaper has a few call-to-actions leading to the next step in your buying journey.
Email a link to a relevant podcast and ask for feedback
This time you are sending a link to a podcast where you discuss problems and solutions that are relevant to your potential client.
Here is the twist – ask for feedback, this will let you know how much a lead trusts you and how relevant your solution is to their problem.
Send a free report and make a phone call
This one is my favorite method as I believe it is one of the most effective follow-up approaches. It consists of sending a free report to your potential client. You can analyze their environment, their actual methods and their customers, basically anything related to the problem you are solving.
It takes time to create a report, so it’s best to have a report template ready – this way you will only have to fill it with custom numbers and some tips.
The report method will position you as a high-quality expert, point out the problems your potential client has and build a very trusted relationship between the two of you.
Once you have sent the report, make a quick call to your lead and let them know about the report you’ve emailed.
Email with a discount coupon
This method can increase your conversions dramatically if you sell something that is relatively inexpensive, and doesn’t take much time to make a buying decision about. A discount coupon is a great motivator, and it’s a good idea to have a limited-time discount.
You can even call your lead right after you send an email and say that a personal discount has been sent to their inbox.
Invitation to a trade show or an event you are attending
If you work with leads from your geographical location or have potential clients from an area you are going to attend an event in, it’s a good idea to invite them as well.
It’s a great chance to meet in person and build the most personal and stable relationships possible. Meeting in person can move your deal from 0 to won in literally 10 minutes.
Any trade shows or offline events should be used to gather as many leads around you as possible, invite everyone. The best-case scenario is if you can schedule your meetings in advance, thus planning your event efficiently.
We’ve mentioned this in our previous articles and it’s worth mentioning again – personal approach is everything. Choosing the right follow-up to make your lead feel valued and understood is the make-or-break moment in your relationship. Use these 10 approaches to invigorate your follow-ups and woo your potential clients.