In my 30 years in business, nothing has ever been more effective as a sales tool than building a relationship with your prospects.
I used to send a paper newsletter to clients and prospects every quarter to keep them informed and stay connected.
In a world of blogs, tweets, social media, cookies, sticky pixels and follow me marketing, is a newsletter still an effective tool? The answer is both yes and no. As a business owner I am constantly looking for R.O.I. on my marketing dollar. This means that a cost effective blog or email can stretch my marketing dollar further, so in terms of raw numbers, electronic media trumps paper.
The real question we need to ask is what media or channel sends the right message in the right way at the right time for our prospects.
You need to become a Welcome Guest rather than an Annoying Pest
You see, keeping in touch is not about spamming or harassing your prospects. It’s about meeting them where they’re at and leading them on a journey to understanding who you are and how you can help them.
Too many business owners do not invest in nurturing their database and their relationships, they would rather find a quick fix through a Google adwords campaign or some other form of paid advertising. It cost 6 time more to get a new customer than it does to get an existing customer to come back.
For most, it’s easy to procrastinate. A good friend of mine said, “Don’t let Perfection get in the way of Production!”. Put your ego to the side and get your first email/blog posted, and don’t stop there. Commit to keeping in regular contact for the rest of your business life.
Take your “Keep in touch” strategy seriously by investing in building and maintaining your database through great content and regular contact and watch your marketing start paying huge dividends.
- Decide today to keep in regular contact with your clients, prospects and referral partners.
- Set a frequency of contact. In most cases it should be no less than quarterly.
- Choose your channels of choice. Email is still the best for direct contact, but you can blog, tweet, post, SMS, even use snail mail.
- Set up diary reminders to keep you accountable.
- Don’t expect any sales or leads, just do it to keep the relationship going.
- Create content by asking yourself “How do I add value or help my prospects?”
- Keep at it!
To find out more about the best “Keep in touch” strategies, get in touch with one of our team today.