We’re walking through a step-by-step tutorial on how to write, publish and market an eBook campaign to generate leads. We’re currently in Phase #5: Nurturing Your Leads. Today we are on Step #21: The Follow Up Email.
Send an email one week after the download
A week after a lead downloads your eBook, send a follow up email inviting them to connect with you. You can offer them a free evaluation, ask for feedback about your eBook, or schedule a time to discuss their individual needs with them one-on-one.
When possible, avoid sending an automated email for the one week follow up. Have a member of your sales team personally contact your leads.
If you must send an automated email due to the sheer volume of conversions, make the email as personal as possible. That might mean including a headshot, inviting them to connect your social networks, or incorporating their lead information into the email, such as their first name or company.
Responding to leads
Most importantly, you want to be sure that you aren’t answering all of your inquiries in a generic way. Your eBook campaign may be one of many campaigns your company is running and the last thing you want is to appear to be spread too thin to address your customer’s specific inquiry. As Robert Krekstein of Global Inside Sales wrote on B2B Marketing Insider:
It is essential that the follow up call not only reference the specific piece of content that they viewed but immediately direct the discussion to [...] the broader needs and pains of their company. It is very likely that the prospect has viewed several sites and looked at multiple pieces of content, so even if they cannot recall your specific piece, you want to be sure you can have a business discussion around multiple issues that he/she might be having.
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