The Single Biggest Reason Your Marketing Sucks!
Simply put… Your lack of follow-up!
You may think you follow-up enough, but I’m here to tell you that you don’t! How do I know this? Because I have YET to meet a single business owner, sales person, or marketing “expert” that follows up enough.
But because you may still be skeptical, I’ll put my theory to the test.
How many times on average do you follow up on a lead that doesn’t call you back before you quit?
The AVERAGE answer is 2 to 3 times.
The BEST answer… As many times as it takes to reach them or until they get a restraining order… That may sound extreme, but is it really?
The SECOND best answer is 20 times. Want to see your conversion rates quadruple? Follow up like you’re getting paid to do it. Wait a minute… You are getting paid to do it! So follow-up!
Here are just a few more reasons why you should follow-up more:
- Leads are expensive and follow-up will increase your conversion rates and cut your marketing costs
- Your product or service is NOT the center of the universe for your prospects. So even if they ARE interested they have other things going on in their life that are more important. You have to consistently and repeatedly get in front of them
- It takes a prospect 12 to 18 times of hearing your name, seeing your emails, listening to your voice mails to even recognize your brand. So anything below 12 marketing touches is a complete waste of time and money unless you are just plain lucky.
One more quick test for my theory. Suppose you get a hold of the person and they are not interested. Do you follow up?
The AVERAGE answer is no.
The BEST answer is YES. And not only do you follow up, you build a case over time with valuable data of why they should be interested. You find out what their objections are and you probe for valuable data that you can use to fine tune your sales process and be a closing MACHINE. No wait, you don’t do that. Your answer was no… you don’t follow up…
Getting the picture of why your marketing probably sucks?
… Here’s the good news…
If your company is currently in this position and you are still surviving, a few simple changes to your follow-up and you could be THRIVING!
Here are just 2 things that I would implement right away.
1. Create a 20 week marketing campaign that includes email, phone calls, and direct mail follow-up
2. Shorten your pieces. A big mistake people make is trying to tell a prospect 100 facts about their product in the very first touch in hopes that all that data will get a sale. The problem with this is that you overwhelm the client and you don’t leave anything of value to share with them after the first contact. Leave them wanting more…
To learn more about this topic, visit http://www.michaellejeune.com
You can also connect with Michael on Facebook, Twitter, and LinkedIn.
6 Things You Can Learn from Groupon’s Marketing
By Mike A Fazio
I’ve been on Groupon’s mailing list for a little while and have noticed their freakishly fast growth. I wondered if there were some magical marketing ideas that I could glean from them. So, in the spirit of “talent borrows; genius steals”, here are 6 things that we can all learn from Groupon’s marketing machine:
1. Have a Mobile Version of Your Website… That Works.
I’m not sure how else to say this, so, a lot of mobile websites suck. They are hard to use, they don’t have all the main features of the full site or they have features that don’t work. Groupon’s mobile website, however, is like a cool ocean breeze on a hot day of bad web programming.
This dawned on me the other day when I opened a Groupon e-mail on my iPhone and clicked (tapped?) a link. Up came my browser with the expected content in a readable font with a few, big buttons as calls to action that gave me all the options I needed and wanted (including a large “Buy Now” button, since that’s what they ultimately want users to do).
And that is exactly what we need in our mobile sites: speed, clarity of content, big, easy-to-tap buttons and relevant calls to action that look good on a phone.
2. Be Consistent
Green and dark gray. That’s who Groupon is. From their e-mails to their website to their mobile app, you are always well aware that you still in the Groupon ‘system.’ And it’s basically seamless – the image they use in the e-mail is the same image you see on the landing page and is the same image they use in the app. Why? So users don’t get lost.
I’m going to say that again “they are consistent so their users don’t get lost.” No one wants to reorient themselves when they click a link – they’ll just leave your site and find another that is more simple; and trust me, there are other sites that do what you do.
3. Focus Your Message
Why do people use Groupon? To buy products and services at a discount. So, why would Groupon want to talk about or promote anything else?
And they don’t.
I’m not sure I can be any clearer than that.
4. Maintain a High Level of Quality
I would never dream of seeing an e-mail from Groupon with a typo – maybe it happens, but it would definitely be the exception. Their bar-setting quality standards go beyond just making sure they’ve proof-read their communications (I mean, we all do that… right?); their clean, high-quality look is accentuated in their layouts, choice of colors and images they use for their deals.
Let me be bold enough to say, “If you don’t have a super-creative graphic designer on your marketing team, you need to hire one or get a contract with an outside agency.” It’s no coincidence that Groupon’s website conforms to the 960 Grid System (www.960.gs) or that their main color is green (the color of cash); most importantly, it’s no accident that they proof-read their writing. It’s a very intentional level of quality from very creative, very professional graphic artists and writers. And you need some of those.
5. Participate on Facebook A LOT
Groupon posts a status update every couple of hours – from links to their deals to job listings to videos of llamas, they are active with share-able content and their followers love them for it.
Their sales team loves them for it, too. Why? Because they are keeping Groupon top-of-mind for their customers and giving people ample opportunity to share a Facebook post with their friends, thus getting more fans. Sales people love fans because fans buy things.
I’m not suggesting you start posting non-sense on your Facebook wall – but if you want people to talk about you, and interact with you, you need to post things that your target audience will enjoy reading and, more importantly, sharing. And you need to do it with a frequency that lets people know you’re still there.
6. Have Fun with It
I would like to draw your attention to the fact that Groupon shared a link on Facebook to a video of a llama and a cat interacting with each other. On top of that, their posts look like they were written by a real person.
That might be the bigger thing to remember – your customers are real people and they expect to interact with real people. The best way for you to show that your company is full of real people is when you can have fun with what you do. You don’t have to post links to llamas on your Facebook page or website, but you need to find a way to bring a human-touch back to your marketing.
*Full disclosure: at the time of writing, the author has no relationship with Groupon outside of occasionally using their service. And I like coupons.
Mike Fazio is a dad, husband, friend and writer. He has been writing for a while but recently got organized enough to keep all his thoughts in one place. He loves his family and he loves to have discussions about the things he writes.
Check out his blog for more: http://mikefazio.wordpress.com.