Any company receives a large number of contacts. These contacts range from people you meet while networking to potential customer who call in to enquire about services to existing customers looking to do more business.
Imagine if you had stayed in touch with every single person you’ve ever met through your business dealings. You would have a ridiculous pool of contacts linking you to numerous possibilities, endeavours and benefits.
The problem with people, however, is that ‘keeping in touch’ is too much like hard work. It’s difficult to follow up with someone when they don’t seem too interested or the opportunity they offer doesn’t seem very promising. It is, however, one of the most important factors of any business. Following up with potential and existing clients is something that you simply have to do.
How to Follow Up, Properly
Following up on contacts doesn’t have to be a full time job – but you do need to spend time ensuring that each individual is catered to and cared for.
Technology
There’s absolutely nothing wrong with using a marketing automation system to get in touch with contacts. Automated communication can be highly targeted to each client or potential customer.
Timing
Your timing – when sending out marketing communication – is extremely important. If you send out too much, too often you’ll seem spammy and annoy your contacts. On the flip side, if you send out too little you’ll be forgotten. Having said this, when a potential client contacts you chances are you’ll talk more regularly.
Medium
The medium you choose to use to communicate is also to be considered. The bulk of your communication can be email messages. It doesn’t, however, hurt to make a phone call every now and again. In fact, you can have that fancy automation system you use send you a reminder to call a contact. Direct mail and handwritten postcards are also a nice addition to normal, everyday emails. Making the customer feel special has never been a bad thing.
Content
Content is important – if it smells like a newsletter you have a problem. Most people take one look at that ‘unsubscribe’ button and do exactly that – unsubscribe. Your communication should be professional but look like personalised emails. Your replies should also be prompt and targeted towards the contact’s initial area of interest.
The effect of following up is exponential and you’ll quickly see results – and have happy customers.
Have any more tips about following up with your contacts? Let me know by commenting below or connect with me via Twitter @SoundIdeaDMA
Sound Idea Digital is a full service digital marketing agency that specialises in content marketing | www.soundidea.co.za | info@soundidea.co.za
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