How to Use Text Messaging to Nurture Warm Leads
Warm leads are the most exciting and the most fragile of prospects. It can be very hard to keep leads interested without being pushy, to give them space to make a decision without seeming absent. Sales, marketing, and recruitment teams want to keep leads interested and provide them with valuable information while also meeting them on their own terms.
To reach this delicate balance, it takes more than just the right messaging. Teams need to reach out to customers in the right way — and since consumers prefer text messaging over other mediums, text messaging is emerging as a super effective way to bump these warm leads to hot.
To build a real-time communication strategy that engages prospects on their terms, here are a few ways to nurture leads with text messaging:
#1. Solve their problems
It is very easy for your teams to fall into a “business first” approach. After all, your company has worked hard to create great products and wants to make sure potential customers know about them.
But this strategy leaves the customer feeling like you care more about how great you are than you do about their challenges. Text messaging is a great way to get a conversation going that is about the customer and allows for authentic feedback and touch points.
When leads mention their problems are pain points, strengthen the relationship by texting them a resource that addresses their needs, like a topical guide or video. By sending materials that directly address their concerns, it demonstrates empathy and active listening. It also shows that the person reaching out is a problem solver and not just a product pusher. The sweet spot is where your solutions meet a customer’s challenge — and text is an easy, unobtrusive way to share the valuable info that can close the deal.
An example of a helpful text message response:
“You mentioned you were looking to find new ways to engage your leads. I thought you might find this quick guide on using MMS helpful: https://textus.com/product/mms/”
This message is short and to the point (which is what makes it perfect for a text). It demonstrates that you understand the lead’s challenge and will offer a solution to help address it. You’re not only a good listener, but you have an answer to offer!
#2. Respect their time
Everyone has times in their lives when engaging in a call or meeting is difficult. There are a lot of reasons a prospect might not be able to connect when you call — they might have travel commitments or be in an important meeting. Perhaps they have to put out a fire at work or are waiting in line for coffee and don’t want to be rude.
Text messaging is a great way for your teams to understand a lead’s availability without interrupting their life. A text message can be read and responded to quickly and runs less of a risk of getting buried in their overflowing email or voicemail inboxes.
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