Why follow ups are so important…

Over recent years, society has become obsessed with getting immediate results. Most of us demand it as a basic right, expecting to get anything we want, whenever we want it. In many ways, this expectation has helped us to create a faster, more efficient society which can provide for such demands. However, not everything can be delivered here and now – some results take time. This is especially true of marketing. So many companies sabotage their marketing through impatience. If a campaign doesn’t produce results instantaneously, we write it off. Unfortunately, this is the way to a whole heap of failed campaigns.

Not once, not twice, but three times; this is the average number of times a prospect will be contacted before they respond. Selling takes time, as does building up an awareness of your brand. If your company name isn’t readily familiar to your potential customers, expect it to take a while for you to develop a relationship between you and them.

Following up your initial mailing with another letter, an email, or even a phone call, can significantly increase the response rate of your marketing. Some companies have seen between a 25% to 50% improvement on their initial response. Why – because even those who intended to respond initially have probably forgotten. Contacting your prospects again and reinforcing your message, along with a strong call to action, helps your message to stand out amongst the zillions of others and gives people another chance to reply.

So, next time you’re doing your marketing plan, make sure that you factor in follow ups. It’s all about keeping up a consistent contact with your market (without bombarding them), and reminding them about who you are, where they can contact you, and what you can do to help.