How to Use Text Messaging to Nurture Warm Leads

Warm leads are both the most promising and the most delicate prospects. It can be tough to maintain their interest without coming on too strong, while also allowing them room to decide without appearing disengaged. Sales, marketing, and recruitment teams aim to keep leads engaged and offer useful information, all while respecting their pace.

Achieving this careful balance requires more than just effective messaging. Teams must connect with customers in the right manner—and since consumers favor text messaging over other forms of communication, it is becoming a highly effective method to turn these warm leads into hot ones.

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.

Sales is a human interaction, and text is a great way to be considerate of prospects’ time while continuing to move a sale forward.

Text message example:

“I hope your daughter’s wedding went well. You mentioned you might have some time to chat after the festivities ended – how would tomorrow at 2 p.m. sound?”

This message is mindful of the prospect’s time and also shows the personal attention in remembering important details about their life. It’s personable and friendly without being overly familiar and keeps the sale moving without being inconsiderate.

#3. Respond to professional success

Follow the professional accomplishments of warm leads and their organizations. A great way to track this is to set up a Google Alert for a lead’s company. When good news rolls through, send congratulations in a quick text message!

There’s a dual benefit of doing this — not only does it acknowledge a lead’s accomplishments, but it also shows that you are in tune with a lead’s industry.

Text message example:

“Just saw your org was named in the Top 50 Best Places to Work – congratulations! I’d love to talk to you about your success. Do you have 10 minutes this afternoon?”

In this example, you show the lead your company is top of mind and set up a great jumping-off point for your next conversation.

#4. Follow up on downloads and comments

Every time a prospect takes action, you have an opportunity to strengthen your connection. When your prospect downloads a guide, leaves a social media comment or attends a trade show, it’s a great opportunity to send a text.

No matter how good your content is, it can’t address every customer concern. But it can often serve as a great starting point for a larger conversation — so take advantage.

Text message example:

“Hi, thanks for coming to our webinar yesterday! Check to see if you have any questions on picking the right tech for your firm — are you available to chat tomorrow afternoon?”

This gives them a great opportunity to engage with follow up questions while the topic is still fresh on a prospect’s mind. You can also text them with additional resources or invite them to your next webinar – try to provide value at every turn!

#5. Thank them for meeting with you

Your potential customer’s time is valuable. When you have a phone call or meeting with a warm prospect, use a text send a thank you. Don’t wait until the next day, either – send it within an hour or two of speaking with them so they stay fresh in your mind.

Text message example:

“Great to speak with you! I appreciate your time. I’d like to stay in touch – can I give you a call next Tuesday around 3 p.m.?”

This shows them you are acknowledging their time is valuable and gives you the ability to capitalize on a great meeting to keep the ball rolling, on their own terms.

#6. Follow up on a nurturing email

After sending a check-in email to a warm prospect, send a quick text to make sure they saw it. Think of this is as the final button on the email nurture.

Text message example:

“Hi, I sent an email, but I wanted to check in here, too. I’m looking forward to touching base – do you have some time tomorrow afternoon to chat?”

We all get tons of email, so it’s possible they missed it completely. This makes sure they saw your valuable email and also gives them an easy way to ask questions or re-engage.

Making it easy for your potential customers to communicate with you is an absolute necessity to keep your warm leads moving down the funnel. By leveraging text messaging, you can interact with your clients in a fast, easy, and friendly way that doesn’t necessitate a big commitment from your potential future customers. Use the tips above to ensure your communication is on the right track and make that next big sale happen.

Originally published here.