The Art of Follow-Up

It’s an integral part of the marketing process yet most marketers don’t do it. Unfortunately, not following up on your marketing efforts leads to missed opportunities and sales.

"Over Coffee" by Drew Herron via CC BY-NC-SA 2.0

Do you excel at the art of follow-up?

We get it. You’re busy. You meant to follow up on the leads from the tradeshow or a marketing campaign or your latest email newsletter, but other things got in the way. Your boss called. Your kids got home from school. Life happened.

What’s the big deal?

The business-to-business (B2B) buying cycle is longer than business-to-consumer (B2C) and typically involves more people. You have to spend more time nurturing prospects and may have to touch them 7, 8 or 9 times (or more) before getting a sale.

How Many Touches Make a Sale?

While you would love to send out an email newsletter and have your website flooded with orders, that rarely happens. However, with the analytics available today, you can see who opened your newsletter the most and what links they clicked on, along with other data. Follow up with these prospects! They’re interested and may have been interrupted by life before reaching out to you.

“The single biggest problem in communication is the illusion that it has taken place.”  -George Bernard Shaw, author

Now here’s the fun part. How do you consistently follow up with people without being annoying?

  1. Get Social — It’s helpful to be connected to your customers and prospects on social media (business accounts at least), so you can engage with them. Each like of a post or retweet is a soft touch and reminds the person that you’re available.
  2. Note Communication Preferences — You have a slew of communication options at your fingertips today, but your customers and prospects probably have a preference. If Bob prefers Facebook Messenger, send him a message. If Sally would rather talk on the phone, give her a call.
  3. Be Customer-Focused — Yes, you want the sale but that’s not your customer’s or prospect’s issue. Let them know why you’re following up: so they don’t miss incredible savings or show up at their tradeshow next week empty-handed. How is closing this sale going to help them?
  4. Be Flexible — If you’re not hearing back, offer to schedule a quick call or visit when it’s most convenient for your customer or prospect. Let them know that you value their time and will be brief. It may be easier for your customer to meet you at a coffee shop for lunch or talk on their way to pick up their kids after work.

Following up is extra work but it also leads to more opportunities and sales, especially when done right. Use your data to decide where your best opportunities lie, but be human when reaching out to your customers and prospects. The art of follow-up is one of those things that computers just don’t understand, and that’s a good thing. 🙂

Feedback on Following Up

How do you decide when to follow up with customers and prospects?

Have you noticed your customers’ communication preferences?

Do you need more targeted leads to follow up on? CCC is Inbound Certified and we make marketing that people love. Let’s talk about how we can help you. 

Pic credit: Over Coffee by Drew Herron via CC BY-NC-SA 2.o

Happy Follow-Up Friday!
Jaime

Let’s chat (about follow-up, your marketing needs or otherwise):
Facebook logo Twitter logo Instagram logo Pinterest logo LinkedIn logo

Boosting Sales 101: 5 Marketing Tips You Should Know

No matter what industry you work in, you need to make sure that you get the most out of it. Sometimes, it can feel as though your business is stagnating. Are you ready to boost your sales? Here are five marketing tips that can help.

"Handy Man" by Frankie Leon via CC BY 2.0

1) Come to grips with conversion rates

At first, the idea of conversion rates may sound a little tricky. It may surprise you to know that you can easily learn how to improve your conversion rate optimization. If you get help from an expert, you’ll see that it’s pretty straightforward. You don’t just want people to visit your site; you want them to (eventually) buy something! If they are just browsing, they are not making you any money.

2) Boost your social media presence

Social media sites can be excellent tools for businesses, yet many neglect them. If you want to make the most of your website, you need to share it on social media. Take a look at some of the best social media sites for online marketing. Once you have familiarized yourself with them, you can start to reap the rewards of using them. If it all seems a little confusing, don’t panic. It’s a lot to take in at once, so you need to take things slow. One step at a time, you will learn how to make them work for you.

3) Try direct marketing methods

Direct marketing is not as simple as it sounds. It means that you reach out to people in a face-to-face way. It might seem a little intimidating, but it doesn’t have to be. You could run a marketing event or attend a networking session. When you get into the habit of attending these types of events, you will see that they can make a major difference.

4) Chase repeat sales

When someone buys something from your company, the process should not stop there. You’re not looking for one-off sales; you need repeat sales if your business is to succeed. So, what should you do? Well, it’s all about building a relationship with your client base. They need to see you as more than just a vendor — you need to be part of their lives. Understand their biggest challenges and figure out how you can help them overcome these obstacles.

5) Research your market

How much do you know about your buyers? If you don’t do market research, you’re going to have a problem. There are always different business trends that you need to consider, and you need to understand who your ideal customer is. Spend some time each week doing a little research. When you get into this habit, it will pay off for your business in the long run.

It’s time to start putting these ideas to good use. If you change the way you approach your business, your business will change too.

p.s. Did you know CCC is Inbound Certified? Let’s talk about how we can help you attract the right customers, not more empty leads.

All about Inbound,
Jaime

Let’s chat (about Inbound marketing, conversion rates or otherwise):
Facebook logo Twitter logo Instagram logo Pinterest logo LinkedIn logo