For small company owners, managing follow-up efforts may be a challenge. Besides the fact that they’re labor-intensive to produce, there’s also the nagging concern. It matters that where do you draw the line between persistent and annoying?
Most people aren’t interested the first time you make an offer to them, even if it appears that you have crossed a line. So if you don’t have a follow-up strategy in place, you’re missing out on clients who may have converted had they heard from you again. Alternately, you risk losing out on the hope to move clients up the product hierarchy.
What are the components of a successful follow-up campaign, and which technologies might help you achieve it?
Determine Your Objectives
The first step in any marketing plan is to figure out why you’re doing it in the first place. Your follow-up campaigns are no different. What do you want your customers or prospects to do as a result of receiving the campaign?
Getting a potential customer to join a demo call with a member of your sales team might be a challenge. Getting a current client to join your referral program may be the solution. There are many ways to achieve your goal. The most effective strategy is to identify what action you want the single person to perform.
Refresh Your Content Regular Bases.
There’s a lot of email coming your way every day if you have an email address that you use. To ensure that your emails are ignored or deleted, refrain from asking the same question repeatedly in the same format.
Your follow-up should not merely be a rehash of the original message but rather something new. A landscaping company can reach out to consumers at the end of the winter. They can ask them if they would like to schedule regular lawn care appointments for the spring and summer.
As a marketer, it’s important to remember that each email should be tailored to the specific needs of your target audience. For example, a video depicting a family enjoying more time at the beach because someone else is taking care of their landscape may be the first example of this. One of the following options may be a collection of client reviews of the lawn care service from the previous year. Here are a few things to look for in a lawn care company’s proposal letter to have a better idea of what you’re in for.
The timing of your actions should be carefully considered.
When it comes to scheduling follow-ups, there’s a bit of science behind it. To avoid feeling spammed, do not send too many communications at once. It is possible to miss out on a deal if there are significant communication gaps.
Two days is the ideal amount of time between emails. The average time it takes for someone to reply to your email is around twenty-four hours after you send it. That implies that you don’t want to send an email every day, but you also don’t want a lag period of weeks.
There is no one-size-fits-all answer to this question. Looking after your sales cycle and your consumers are essential components of getting the timing just right. There may be an internal clearance procedure involved in purchasing a B2B product or service. It means a lengthier sales cycle for you. The reason for this is that your contact must have enough time to run your proposal through their company’s decision-makers. They get back to you—either with an answer or with a request for further information.
For an e-commerce firm working with a single customer, the timing will be different. For example, you may run a follow-up campaign for apparel retailers when someone abandons their shopping basket on your website. As a general rule, it doesn’t take long for someone to buy a new pair of shoes or clothing.
Think Outside the Box.
Email is an essential component of any successful marketing campaign, and it’s an excellent tool for follow-up efforts as well. There are, however, several different options available. When it comes to communication, it’s easy to forget about old-fashioned techniques like phone calls and snail-mail.
To stand out during so much email, it’s sometimes necessary to go the extra mile and use a less conventional, more old-school method of contacting your audience. A successful follow-up campaign will involve scheduled emails, but it should also incorporate other forms of communication, such as phone calls and text messages. In addition, new technology makes it easier to use old-school methods to their full potential. For example, tech-enhanced direct mailers may deliver personalized offers to individual customers, as well as bespoke landing sites depending on their preferences, as we’ve seen.
What if you’re the owner of a law firm? The person who filled out your form on your website is interested in learning more about your estate planning services. While an email follow-up campaign may and should be triggered, you should also strive for a phone call. Following up on emails that have gone unanswered, phone your contact and explain that you are delighted to answer any questions or share any more information you may have. Your campaign can also include mailings. When someone fills out the form, send them a brochure on estate planning with a personalized note attached, offering to meet with them one-on-one if they’d want to learn more about the subject matter.
Get the Job Done with the Right Equipment
It’s essential to use marketing automation and CRM solutions to track your interactions with prospects and customers. You can easily guarantee that you’re following up with them.
There are a variety of CRM and marketing automation systems out there that can be used together. Think about using an ActiveCampaign or OntraPort-type platform to keep track of and carry out your marketing efforts.
CRM and marketing automation tools allow you to monitor every interaction a consumer has with you. With marketing automation, a customer or prospect can take a specific action. It trigger an email follow-up, a text message, or any other type of campaign.
Perseverance is a crucial factor in making a sale or pushing customers up the product ladder. With the aid of a marketing automation platform, you can set yourself up for success by creating a campaign that effectively runs itself after you’ve established it.