We’ve talked before about meeting your potential clients wherever they are in the buying process. That means, some of your potential clients might just be getting to know you, while other long-time fans might be ready to buy.
The key is being ready to engage both types of audiences.
Step 1: Warm up colder leads with email marketing
For those people who aren’t ready to buy yet, your job is to warm them up. A great way to do this when they’re scrolling through your IG feed or poking around on your website is to drive them to a subscribe button or form.
Get these peeps on your email list and start sending them regular content so they get to know you, your brand and your services better.
Step 2: Make the ask
After you’ve used your emails to paint a beautiful picture of who you are and what you can do (honestly, even Monet would be jealous), now’s the time to take it up a notch in the commitment curve. (Don’t know what that is? Rebecca, co-founder of Flodesk, explains what it is and why it matters right here.)
It’s time to switch gears from increasing awareness about you and your brand to making the ask.
What does that look like?
It could be “Book a consultation with me,” “Schedule your portrait session,” “Wanna work together?” or simply “Book now.” Pointing people to whatever service you’re trying to sell is key.
Step 3: Turn hot leads into clients with HoneyBook
While your email marketing software is great at keeping in touch with your email list and warming up colder leads, HoneyBook shines at converting leads who are ready to book you.
In your emails where you make the ask, be sure to link your CTA to your webpage with your embedded HoneyBook contact form. As soon as an inquiry submits your contact form, they are automatically added into your HoneyBook pipeline.
All within HoneyBook, you can:
- Set up an automation to respond to your inquiry ASAP (and even send automated follow-up emails if they don’t respond!)
- See exactly how many new inquiries you have and what stage they’re in
- Send them marketing materials customized for them (and then contracts and invoices, too, when they’re ready)
Not ready for email marketing yet? Don’t worry, you can still do all of the above in HoneyBook.
Your email marketing software and HoneyBook work together like relay runners. There’s a baton hand-off when a lead goes from cold/warm to hot. And by following this best practice, you’ll be turning hot leads into paying clients in no time.