The Evolution of Marketing Communication
As a part of our roles as Business Consultants here at DBM Grow, we spend a fair amount of time helping businesses attract new clients or customers. And, generally speaking, collecting a lead or contact information isn’t all that challenging. The success or failure of a marketing campaign that generates leads is usually defined by the follow-up…. “what does a business DO after they have a lead or a person’s contact information? “.
Ten years ago, there were basically three avenues to follow-up with these “internet” leads. Email was the most popular source of follow-up because it was typically the easiest information to cull from a user online. And the follow-up via email was quick, easy and could often be automated…even in the internet stone ages of a decade ago. The phone number was also a possibility. People still talked on the phone in 2010, right? And the third option that was commonly used was a mailer to their physical address. Those were the times we lived in.
Today, those three avenues still exist, but we’ve added a host of other ways to connect and communicate with potential customers…texting, Facebook, Instagram, Snapchat, LinkedIn and others….have all been added to the list.
Depending on your customer base, how you reach out to a potential client can vary. If you’re dealing with the corporate type, perhaps LinkedIn or email or a phone call are most appropriate. If your target is 20-somethings, you might choose to avoid email and evolve to a more modern technology.
Maybe all of this seems rather obvious. And to the savvy business owner, it probably is. But we see two common failures in this process among our clients that struggle to turn a lead into a customer.
First and foremost, if possible,
REACH OUT TO YOUR LEADS IN MULTIPLE WAYS
When you first capture a lead, you have no idea how they prefer to communicate. So, in as many ways as you can, reach out to them with a short message to see how they prefer to communicate. Send a brief text or a message on Facebook or give them a quick call.
STAY IN YOUR POTENTIAL CUSTOMER’S COMFORT ZONE
Too often, we as business owners are most comfortable doing what’s easiest or most comfortable to us. So, if email is easiest, we gravitate to email. Or if we’re used to calling, we pick up the phone and dial. However, when you reach out to a lead in multiple ways, you can determine their communication comfort zone. And when they choose to respond to you via phone or text or email or some other method, DON’T IGNORE THAT METHOD. Your lead has essentially raised their hand and said “Yes, I prefer text messages” or “I’m on Facebook all the time. So, I’ll respond to your messages there.” And keep the communications in their preferred method until it is necessary to move to a different method. At some point you may have to meet them or call them or email them, but until that is a necessity, stay in their lane.
It’s no secret that following up on leads is critical. But as technology, apps, and social media evolve, HOW you follow up must also evolve. Reach out in as many ways as you can. Find their communication comfort zone. Stay in their comfort zone until there is a reason to change and close more leads by doing so.
If this is something that you don’t have time for, don’t do well, or need help with. Feel free to reach out to us at DBM Grow. We solve problems like this every day for our clients and you could be the next one we help!