The Forgotten Art of the Follow-Up (And Two Ways To Use It In A Digital Age)
While the days of cold calling aren’t what they used to be, that doesn’t mean the tactics that made them effective aren’t important. Most prospects had to be contacted 5+ times after the initial contact before the sale was made.
The nature of social media and websites has made for a whole new throng of wannapreneurs that crowd your Facebook wall.
It’s turned into a Carly Rae Jepsen song gone bad.
“Hey, I just met you and this is crazy. But here’s my fat burner and buy it maybe.”
No value or follow-up whatsoever.
Take it or leave it.
Personally, I think it’s great. It means that if you’re willing to put in the work to make the sale, they’re a lot easier to come by. And the follow-up is one of the best tactics you can use to keep raking in the sales while the one-pump chumps swing and miss.
While I’m never against picking up the phone and giving a prospect a call, there are easier ways.
In fact, I’m going to share two of them with you today.
“Free Make Money From Home Blueprint”.
“Free Fat-Burning Cheat Sheet”.
You’ve seen these offers everywhere. And if you don’t already have one that pertains to your business, you need to create one ASAP. The lead magnet is one of the most effective ways to get leads. But that’s for another day.
Today, let’s talk about what happens after they sign up for your lead magnet. If you just give them the lead magnet and don’t follow up via email after, you’re missing out on quite a few sales.
In fact, you should be following up with an additional 5-10 emails. Send them testimonials. Send them ideas on how to get more out of your lead magnet. Send them valuable content. Send them SOMETHING.
Regardless of whether they initially intended on buying, your lead magnet caught their eye.
They’re interested in you.
Keep them interested. Keep sending valuable content with a few sales pitches sprinkled in. You’ll be amazed at how much high your conversion rate is.
If you don’t have a basic retargeting ad set up, you’re losing money. I don’t care if you just have a basic sales page that you direct people to from social media and email.
Every single person that views your sales page and doesn’t buy needs to keep you front of mind. This is where retargeting ads are invaluable.
Better yet, it’s something you can do yourself. You can go to Udemy and find a great course on retargeting for $10. It’ll teach you more than you’ll ever need. They take some basic technical knowledge, but they’re not too hard.
If you’re not familiar with retargeting ads, think about the last time you went on Amazon. You browsed a few products, maybe even put one in your cart, but didn’t buy it. Then you start checking out other sites only to see ads showing you that exact product you were just looking at.
And guess what? If you wanted it, you’ll probably go back and buy it. That’s the power of retargeting.
The Big Picture
Ok, so you have your two “must-have” follow-ups. Let’s take a look at a before and after for John, a local plumber that I made up for the purpose of the post.
John Without Follow-ups
John wants to attract new customers. So he posts a link to his lead magnet, “John’s 7 Plumbing Quick Fixes” on Facebook.
Out of his 500 friends, 12 sign up for his free lead magnet. Out of those 12, 3 actually read his lead magnet.
Then maybe, just maybe, one of those is actually looking for a new customer.
John gets a sale.
Now, I’ll be honest, even that’s a bit optimistic. With Facebook’s atrocious organic reach, it’s doubtful he’d get that many people to sign up for his lead magnet.
John WITH Follow-ups
Those same 12 people sign up for his lead magnet.
Then they get 7 follow-up emails that explain the quick fixes, show testimonials, and provide valuable information.
Now John is seen as a plumbing expert. Out of those 12, 9 agree that John is a really good plumber and knows what he’s talking about.
So 3-4 of those actually call John after a few emails.
Already doing better, but it doesn’t end there.
Some people just don’t need plumbing services right now. They’ll check out his sales page out of curiosity, but don’t actually need help.
That’s where retargeting comes in. John set up a 90-day retargeting campaign (which are buckets cheaper than traditional ads) for people that viewed his page but didn’t buy.
Weeks pass and plumbing issues inevitably come up for a few more people. They’re on Facebook one day and they see John’s retargeting ad and are reminded of his services.
So they give him a call and John gets a few more customers.
Now you start to see how this works even better with larger email lists and paid advertising? The differences between the two are astounding. And what’s best is that it can be all automated.
The email sequence and the retargeting campaign just need to be set up once. Sure, you might have some tweaks, but it’s basically set it and forget it.
So before you start your next campaign or offer, don’t forget the follow-up. It’ll easily triple your sales without having to do much extra work.