In a previous article, we discussed the fact that Businesses can and should make the most of their websites. In order to do that there were seven processes mentioned:
1) Capture contact information
2) create a follow up system
3) use copywriting
4) get people’s attention and use direct response pages
5) get endorsements
6) use multi-media and last but not least
7) make sure you are mobile friendly
We focused in particular to the first process, which was capturing contact information leading to the building of your contact database. If you recall there were two primary ways that a business could do this: 1) social media accounts and 2) email marketing.
Having the accounts available is a great first step; however, for them to bring your company more profits, you will need to take action in the form of follow ups.
Follow up means that once you have established that you are able to contact the customer or prospect, you will send them messages that will eventually lead to a sale.
The easiest of the three methods is to contact your database members by email.
Some companies use an online newsletter format; others send an email with promotional specials. Some companies email often, others email once monthly.
Regardless of how often you actually send out an email, you should make sure to:
1) send your subscribers information they value related to what you sell,
2) give them notice of specials that you are having that are exclusive to those who receive your message and
3) link them back to your website in case they may become interested in something else you have there.
The order in which you do these three things in your email follow up is not as important as being consistent in what you do.
The more involved follow up is coming from the daily use of your social media accounts. Although, we could probably spend an entire article one each social network; it is best to start with Facebook.com. What is it that a company needs to do in order to follow up with Facebook Users?
Using the company business page, your first objective is to get people to agree to receive Facebook messages from you while they are logged in to Facebook.
When an individual comes to your Fan page and click’s the like button, they are essentially agreeing to receive Facebook updates from your business. Your follow up process is much like email in that sending updates, you are making those who have become “fans” of your page aware of things that you can offer that benefit them.
As you send out these updates, it is a good idea to send out a sales message every time in a form of a CTA (Call to Action). In fact, it is a good idea when you are using your social media accounts to send out one sales message for every four updates. The main reason is that if you are perceived as someone who is not trying to help, people will tune out of your messages.
Consistency is key for your Facebook updates as is interaction. The expectation is that you will allow customers, prospects and fans to “talk back” to you. And rather than deleting or ignoring their comments, you will want to interact with them.
This causes more loyalty and more buyers to want to work with you.