In today’s competitive landscape, precision is key. Potential clients want to know that you understand their fears, concerns, and questions and can provide the advice and answers that will instill trust and win their business. You can’t do this by sending out the same mass emails to everyone in your database. Instead of taking a half-hearted one-size-fits-all-needs approach, you can use a CRM that will help you segment and target different sets of prospects and clients with unique, specific, and helpful messaging.

Nurture and Convert New Prospects Through Targeting

When you take the time to look at the process of a contract signing in full, you’ll see just how much time and effort goes in to completing a document, especially when multiple parties are involved. It takes time to send the documents to one party, have them send it back with their signatures, send it on to the next party, etcetera, etcetera.

How does that work in action? Think of it through the lens of a classic marketing funnel:

  • Awareness – a prospect reads a review of your business, gets a referral, sees an ad, or finds you through a search engine. At this stage, they’re not quite ready to buy and may need some more info. Maybe they submit their lead information.
  • Consideration – You’re in the running! Perhaps the prospect is comparing you to several other providers. How do you stand out? Maybe you can provide case studies or testimonials from happy past clients.
  • Purchase – They’ve finally made their decision, and it’s time to buy.
Now, this is somewhat of a simplification of how a marketing funnel works, but no matter what stage a prospect is in, you should always be nurturing them toward a purchase. Perhaps you build email campaigns with blog posts that show off the cost savings of solar installation or send over testimonials for other successful probate cases your firm has handled – these kinds of nurtured drip emails have a 2x higher open rate than traditional one-off emails you or your staff is manually sending and result in 40% more revenue, on average.
Don’t let another prospect slip through the cracks because you forgot (or didn’t have the time) to follow up with them quickly. Leveraging automation ensures you’ll always stay a step ahead of your competition!

Targeted Communication On Your Clients’ Terms

Americans, on average, look at their smartphones a whopping 52 times a day, and over 85% of the population relies on their device as a primary mode of communication. Although you want a CRM that can integrate with or even replace your phone system like Shape, you’ll also need to consider the role texting will play in your business.

What are the advantages of using a CRM that will enable texting to the various segments of your prospects and clients in your database? Consider these stats (14) (15):

  • 97% of Americans text daily
  • Americans text 5x more than they talk on the phone
  • 78% of consumers say text message is the fastest way to reach them for important service updates and purchases
  • 58% of consumers say they view a business more positively if they offered SMS capabilities
  • 91% of users who opted in to receive texts from a brand see those messages as “somewhat” or “very useful”

By building texting into your onboarding or nurturing workflow with Shape, you can craft tailored messaging to fit specific client needs.

Try adding a project status update into your workflows, or a welcome message for every new lead that submits their information on your website – the possibilities of targeted messaging allow you to breed relevant and meaningful relationships that will result in greater client satisfaction, and that’s only going to help your bottom line.

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