What action item after a lead form?

You receive a lead form from your advertising on social media platforms, say Facebook or LinkedIn. You reply by sending an email. What is your action item for the email?

A popular option is the request fora call. You can make it easy with a Calendly invite. You thank the lead for the interest. You quickly describe your service. Then, you inquire whether the prospect is motivated to have a call with you.

The advantage of this approach is that you offer a clear next step. But it works only under two conditions: if the leads are highly qualified and if they have already exhibited a manifest interest.

These two conditions are unlikely to occur if they fill out a Lead Form from social media.

So, what is the best approach?

Have an introductory question to establish a natural conversation. If the lead is too cold, it is unlikely they will commit immediately to a call. If there is no emotional investment, they won’t agree to a call.

You have to ask a question whose answer is perceived as safe. A good option would be to verify if they are a qualified lead. You thank them for the interest. You quickly explain what you do. For instance, you offer accounting services for dentists. You simply ask them if they have already opened a dental practice or if they are planning to. It’s easy and safe for the lead to reply “Yes, I am a dentist.”

After they reply, you start the conversation. Small increments of commitment to warm up the lead before you ask for the call work when leads come from social media forms.

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