When you’re busy, instigating proper follow-up marketing is often overlooked, unless you have a sales team. Many articles draw you into the lure of “sexier” marketing tactics and new ways to approach social media. Meanwhile that person who emailed you recently ‘just wondering’ is not receiving any further information after that initial response.
If you focus a lot of time and money driving new leads and prospects, but don’t follow up on the 80% or 90% of leads who are not yet ready to buy, your system has a lot of holes. And I hate waste! By fixing this follow-up marketing failure, your business can turn any type of leads into more workshop attendees, more clients, or reader fans.
Perhaps you’re better than most; maybe your business stays in touch with customers through a regular newsletter and various offer emails. That’s great, but you can still do better! For the marketer/author who desires to get their book or product to a bigger target market, it’s important to use strategic follow-up methods (often helped by email marketing software and attractive sign up forms).
This is much like a bricks and mortar business who uses personalised follow-ups to differentiate their business from others, often delighting prospects with how they approach and educate. When your marketing system is automated and streamlined, the fact is, you can promote with less money, but end up with more ready-to-buy people. That’s more people who would have slipped through your response system’s holes.
We advise to have autoresponders set up from your contact forms and have the email marketing system (with branded templates) send regular and thrilling content that is created by your content manager/copywriter.
Fixing Follow-up and qualifying is covered in Step 7 of The Differentiator Program by Power of Words. Get a preview of this in person (Redcliffe Qld), or coming soon, here online.