Peculiarities of Communication With Warm and Cold Leads
Before we start, let’s differentiate between two notions of cold and warm leads. Cold leads are those who know nothing about your company. A warm lead emerges when a person is already interested in products or services.
As their engagement levels differ, ways to communicate with them should differ as well.
Warm leads are more beneficial than cold ones because communication with them can bring better results. There are many ways to generate warm leads. For example, you can invest in the relationships with the existing customers by writing blog posts, using leads capturing techniques, social media, mentioning referrals, hosting webinars, and writing emails. Let’s briefly check up each of these patterns.
Create a Blog
It’s always easier to evoke interest in customers who already know about your business rather than to attract new users. A blog with valuable content can help attract warm leads and keep their interest until they decide to purchase from you.
Basically, lead capturing revolves around creating content that helps your prospects solve their problems or address their pain points. You can ask them to share email addresses to send them useful materials like books, checklists, etc. This will help build trusting relations.
Email marketing is one of the most effective and trusted methods to generate leads which proved to be so for many years. You can use email marketing to boost your conversions. However, you should pay attention to every little detail like ICP, content, spam, etc. to make it work.
Different engaging posts in social media can potentially attract thousands of prospects’ attention as users open their social media accounts at least one time a day. Use this powerful tool to retain the interest.
This approach is a cost-effective way to reach those you can’t contact directly. Referrals can help generate B2B leads as people tend to trust those services and products that were tested by someone they are in contact with.
Hosting webinars is a way to reach your target audience that is often overlooked. With the help of webinars, you can arrange direct contact with your prospects, build trust and spread brand awareness.
How to Work with Cold Leads
The effectiveness of cold leads is lower than that of warm leads. Cold leads require more effort as compared to warm leads. The major principle of making use of cold leads is to develop trusting relationships by providing value. Let’s examine how this can be reached.
Send Invitations to Events
Events offer a great opportunity to socialize and establish new contacts. It’s great when you can invite your prospects to visit your events and expand the network. Thereafter, it’s important to arrange a follow-up email or a call to ask for feedback. This will help develop such connections and build trust.
Use Your Contacts’ Social Media Connections
If you operate for some time in business, most probably, you succeeded to establish your network. You can use cold contacts from the list of your contacts to expand your network. For example, you can use the profiles of your warm contacts in social media to establish connections with people from their list. This is a relatively fast way to build relationships.
Social media is a tool for building relationships with your prospects. You can place industry-specific articles or content stimulating reflection. This will help cold contacts to engage in a conversation. This will help you build credibility and demonstrate your expertise.
Provide Business Advice
You can expand your network by providing cold contacts with free tools. Once they are utilized, encourage people to send you their feedback. This will help engage with them and start a conversation leading to developing trust. Your potential customers will value your effort to solve their problems. Remember that engagement with cold contacts will always require more time as compared to the warm ones.
Provide Valuable Content
You can demonstrate your expertise by offering valuable articles. When trying to reach out to your B2B prospects, pay attention to the problems existing in their industry. Your potential customers will value your efforts if you deliver high-quality research-based content. Also, pay attention to the subject lines when using email marketing tools to deliver your content as cold contacts require quite a different approach as compared to warm contacts.
Be Kind and Patient
It may take long till your cold contacts warm up. Patiently wait for them to come back and your efforts will be granted. Don’t be too pushy.
You are recommended to develop two different strategies to address warm and cold contacts. This will help differentiate the approaches used to reach different groups and maximize your results. Addressing each group of prospects separately can help you develop the right communication and build trust.
Originally published 2021.01.11 , updated 2021.01.19