The Art of Follow-Up
Follow up marketing strategies are the most underused strategies – you may have heard that it takes 4 to 10 connections with a potential client before they actually sign on to work with you.
That’s why follow up is so important. Do miss out on those valuable connections!
Here are 8 tips for you to do better follow up:
1. Follow-up needs to be timely
Always follow-up sooner rather than later. For every day you wait, you lessen the impact of the follow-up communication.
For follow-up strategies such as acknowledging referrals, testimonials, new acquaintances, new business and so on, do your best to follow up in one or two days.
2. Follow-up needs to be frequent
The frequency and amount of follow-up needed depends on the reason and method for your follow-up. For example, if you are following up regarding an upcoming teleseminar, you may be contacting your list a total of 5 times over the two weeks leading up to and including the date of the teleseminar.
Or if you’re following up after someone has downloaded your free giveaway, you may have 20 follow-up emails in your autoresponder sequence that goes out over a six month period to them.
Don’t be afraid of following up too frequently. And remember to always provide a way for them to remove themselves from the conversation (virtual or other) you’ve started with them.
3. Follow-up needs to be consistent
Not only does follow up need to be frequent, it needs to be consistent.
As with any marketing strategy you choose to do, if you do not do it on a regular basis and do it haphazardly, then that’s what you’ll get in return – haphazard results.
Remember that marketing (including follow up) is about building a relationship and if people hear from you a couple times and then not for a few months, they’re not going to get a warm, fuzzy feeling about you. Consistently following up shows people that you value them, are reliable and committed to providing a service to them.
4. Follow-up needs to build momentum
Frequency and consistency with follow-up marketing allows for momentum to occur. I define momentum in marketing as each strategy and communication builds on each other and are linked together.
For example, you might start your second email by saying, “8 days ago I sent you an email…” Or after they’ve purchased a product or downloaded an ebook, send them a handful of emails that highlight something specific about the product or in the report that can help them.
Referencing the previous communication links what you’re saying with what you’ve already said, and reminds your prospect that you care enough to continue the conversation.
5. Follow-up needs to be organized
To ensure that your follow-up marketing is consistent, you need to organize it by putting it in your calendar and on your to-do list.
When you carve out time in your daily and weekly schedule for follow-up activities, then you go a long way towards actually doing them! How many of us get things done that we haven’t made time for? Not very many of us I’ll bet!
So put a half-hour aside each Friday to write some thank you notes, and schedule an hour each Monday to write your weekly ezine, and an hour every second Wednesday to write a new email message to send to your list.
6. Follow-up needs to be automated
Try to automate your follow-up marketing as much as you can. All of us are busy and the more we can systematize our marketing, the easier and quicker we can start reaping the rewards.
Luckily there is an abundance of tools and people you can use to simplify and automate your follow-up activities – from autoresponders to full contact management systems to Virtual Assistants.
An example of automating your follow-up marketing would be an ecommerce program that sends out automatic emails in a series after someone purchases your product, or a company that formats and sends out your ezine, or a VA who produces and sends out electronic greeting and thank you cards for you.
7. Follow-up needs reliable data
To take advantage of many of the ways to follow up with your prospects and clients, you need to have a system in place that captures information about people and keeps track of interactions and communications you have with everyone.
Use a CRM to gather and store information like client’s birthdays, business anniversary dates, purchasing information, emails that were sent, and so on.
8. Follow-up needs to have varied delivery methods.
Keep your follow-up marketing interesting and keep people intrigued by using different methods of delivery. Incorporate email, telephone, direct mail, audio and so on, to provide variety in how you connect with people and grab their attention.
If you incorporate these 8 components into your follow-up marketing – or actually any marketing tactics that you employ – it will go a long way to helping you market more quickly, easily and consistently.