The Fortune is in the Follow-Up: Easy Follow-Up Tips For Your Marketing
By now, your seasonal marketing campaign is well under way, RIGHT?
(Remember those essential preparation tips we learned from the likes of John Lewis?)
Because above all, we’ve learned that every good marketing campaign starts with a whimper …
… and ends with a BANG!
To summarise, that means whetting appetites with your product, service or event at the start of your campaign, then ramping up the frequency of your communications as the end date draws nearer.
As an example, Classic FM recently hosted a live music event that they had been promoting on the radio for the past four months. They began by mentioning the event perhaps once a fortnight, gradually building to once a week, and as the date approached, once an hour.
Campaigns like this allow your audience enough time to get comfortable with you and what you’re selling, find out more if they need to, then make a final purchasing decision.
In my last post, I discussed the mechanics of your campaign – i.e. what activities will help make your marketing a success.
I’ve also covered the importance of creating a basic marketing checklist you can tweak for each campaign you run. This is an easy, ‘rinse and repeat’ process that saves lots of time, which is why it’s used by so many large companies.
So, it seems we’ve covered everything!
Except one thing…
The humble FOLLOW-UP
Everyone spends soooo much time worrying about the promotional aspects of a campaign, and then the delivery; so much so that the poor, old follow-up tends to be forgotten – at a cost!
The fortune is in the follow-up!
Your campaign priority will naturally be focused on persuading people to pay for your product, service, or specific event (or at least sign up for your newsletter!). But the way you choose to follow up with people is also hugely important.
In short, the right follow-up process has immense power. Enough to affect your ongoing customer relationships, and your future sales potential.
The Perfect Follow-Up Process Starts With Knowledge
As in, knowledge about who to follow up with, and knowledge about what actually counts as a good follow-up.
Let’s start with who.
During your marketing campaign, you will have identified three types of people:
- Prospects consist of your entire target audience; these are the people you most want to buy from your campaign.
- Leads are people who have interacted with your campaign messages – perhaps they’ve downloaded your lead magnet or Liked you on social media – but are yet to buy.
- Customers are people who have interacted with you and bought something as a result.
Guess where you should be focusing most of your follow-up efforts?
If you guessed “leads and customers”, you were right! Your follow-up process should focus mostly on guiding leads to make their first purchase, and on customers to come back and buy again.
After all, prospects who aren’t leads or customers not only haven’t bought anything from you, they also haven’t responded to your campaign or shared their details with you.
Yes, you could still try to organise some prospect follow-up activity. But because you often don’t know who they are, converting them is likely to be harder, costlier, and more time-consuming.
Now, let’s move on to what makes a good follow-up system.
Planning Your Follow-Up is Key
Follow-ups are often overlooked, as businesses focus on coming up with new, creative marketing campaigns.
But planning and organising your follow-up process before you launch your campaign could result in greater success.
It’s easy to think that if you just put everything out on social media, record a video, and write a blog post, customers will automatically follow. But in reality, many people need a little extra TLC before they make a purchasing decision.
You might think that if someone has downloaded your lead magnet and then disappeared, they’re not really interested in what you’ve got to offer. But this might not be the case.
A good follow-up system means you’ll be checking back in with them, sharing extra insights or information, and answering their questions. This is the kind of effort that has the power to covert straggling leads into paying customers!
Why It Pays To Automate Your Follow-Up
For me, follow-up automation is the secret of any successful marketing campaign.
Luckily, it’s so easy to organise. All you need is an email marketing platform. This will have the ability to create automated follow-on emails (know as autoresponders).[Example of email marketing platforms include Mailchimp, Constant Contact, Active Campaign, Campaign Monitor, Infusionsoft, Awebber …. Ant the list goes on]
From there, you can create a simple sequence of friendly, automated communications, each one building on the previous message sent.
- your first email could thank people for downloading your lead magnet,
- your second email could encourage people to follow you on social media,
- your third email could include a follow-on resource, such as a blog post or video link,
- your fourth email could answer some common customer questions.
At each stage of the process, your email marketing platform will provide you with vital information about who is opening your messages, who is clicking on your calls to action, and who may have unsubscribed.
So you will be able to analyse what people are really interested in, then provide it…
…which is much more likely to result in a successful campaign!
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Plus, if you’d like to discuss your own marketing campaign strategy with someone who’s been there, done that and got the T-shirt to prove it, why not book a FREE Discovery Call with me today?