The Importance Of Follow-Up
To illustrate the importance of following up, let’s take a look at how advertising works. When you post on social media or run advertising, you are hoping to sell your merchandise or service. Advertising and posting can be effective. People can see your offer and some may even buy on that first exposure. The most common result is low to no sales on the first exposure. This is due to having no connection between the prospect and your brand.
That first exposure is like you saying, “Hey … look at our stuff.” Those prospects who are interested may click the link to check out your offer. If you give up on that first exposure, you are absolutely leaving money on the table. Why? Your prospect may have been genuinely interested. But they may have also been busy. They might have been looking for information. Or they could have just been doing some comparison shopping.
They are thinking something along the lines of “Yeah … this might be something I want or need” but they aren’t ready to make a buying decision yet.
What you want to do is make sure the web site you are advertising offers more information along with the opportunity to buy. Let that prospect know you will be happy to send them more information if they would like to receive it. Then they fill out the capture form you so wisely added to your site, you gave yourself the opportunity to follow up with your interested prospects.
Your advertising efforts and budget (both time and money) got them to look at your offer. Your follow-up will be how you remind them of your offer, build rapport, make connection, and ultimately close the sale.
Here are a few tips how to effectively manage your follow-up campaigns:
Be Consistent Remember, they clicked your link or responded to your ad because they were interested to see what your offer was about. They most likely didn’t buy on that first exposure but they gave you their email address and said, “Send me more info.”. They invited you to make a connection. Be sure to consistently follow up with these prospects. If you don’t, they will be much more likely to forget about your offer and go with a competitor.
Keep It Relevant Make sure the follow up messages you are sending are focused on what they responded to. Keep the needs and interests of your prospects in mind when creating your follow-up messages.
Once you understand the importance of follow-up, you begin to see why so many businesses are utilizing email marketing. Using email marketing is like hiring a 24/7 staff to follow up with your most interested prospects. Take us up on a Free 30 Day Trial to put email marketing to work in your business.
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