There are so many reasons why marketing campaigns fail, but "not following up" shouldn't be one of them.
So many marketing campaigns fail because people send them out, but expect that the first "hit" should result in their telephones ringing off the hook. It's nice to think that this will be the case, but in the real world, that rarely happens.
When executing a marketing campaign, make sure you have enough resources to follow-up with every single person that has received your campaign. Also ensure that this is done in a timely manner, not months after.
If you are going to invest in a marketing campaign, then you want to realize the full value of the campaign. Always aim for a minimum of three touches with any prospect. If you are doing a direct marketing campaign, ensure that you send the campaign, follow up with an email, then a phone call to organize a meeting.
So many marketing campaigns fail because people send them out, but expect that the first "hit" should result in their telephones ringing off the hook. It's nice to think that this will be the case, but in the real world, that rarely happens.
When executing a marketing campaign, make sure you have enough resources to follow-up with every single person that has received your campaign. Also ensure that this is done in a timely manner, not months after.
If you are going to invest in a marketing campaign, then you want to realize the full value of the campaign. Always aim for a minimum of three touches with any prospect. If you are doing a direct marketing campaign, ensure that you send the campaign, follow up with an email, then a phone call to organize a meeting.
Don't Be Afraid Of 'No'
No one likes rejection, but someone not being interested in your product or service is not rejection. It's just that what you are offering is not the current need of that person at that time. Part of sales and connecting with prospects is the opportunity to share your story. If that person is not the right fit, maybe they know of someone who could benefit from your services.
We are all very busy and sometimes messages are missed or get moved down the daily priority list. Following up a few times is not annoying. Just give a few days between messages and try reaching out through different channels (i.e. email, phone, social media).
Unless you are making random telemarketing calls, I doubt you will encounter anyone being rude. I have yet to have anyone be rude when I ask if they were in need of marketing services and support. Some are not in need of my services, some need to think about it or are not ready, some set up a meeting, and others may know someone who could benefit from marketing help. Professionals are just that, professional. If you are courteous, the response you receive will be likewise.
False Expectations
I have a client who I ask if he had ever used LinkedIn to target prospects. He said yes, he had connected with two people and with no response. Look, marketing is a numbers game and always has been. The way we reach prospects has changed, but one request does not equal one yes.
Don't limit the number people you are willing to reach, and don't limit your follow-up. Most people do not follow-up well. OK, they just don't follow-up at all. You can really set yourself apart from the pack by a simple phone call or email. If people are not interested, they will kindly let you know. More often than not, people are happy that I followed up.
Don't Start, What You Won't Finish
Think about how much time, money, and energy you’ve put into developing marketing materials, sales strategies, and networking events. Dropping the ball at the follow-up stage sends a message to customers that they can’t count on you. This is unprofessional business behavior. Is that the impression you want to leave with your potential customers? You must walk the walk. Proper follow up will assist your customer. It helps cement your relationship with your customer
Customers respect people who are efficient, organized and dedicated enough to follow up and follow through in a professional manner. When you follow up, you close sales. Since few people follow up properly with customers, doing so allows you to stand out from your competitors.
Following up is not only a good habit, it's good for business. Don't let your marketing investment of time and money be wasted by poor follow-up.
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