Are you, or someone in your company, actually fracturing your sales funnel without even realizing it? Have you been working tirelessly to perfect your SEO and social media marketing and outreach only to find that someone is constantly dropping the ball when customers come knocking?
The major reason a company’s conversions and sales funnel gets broken is an absence of consistent followup. Whether it continues to be a SEO campaign, a reaching out to social media networks, an email initiative or simply a sales rep falling asleep, following up regular customers and potential buyers is critical to consistent and long term sales growth.
The first important take away from all of this is that your word, as a company, has to be good. These days, even in the business world, one can be hard pressed to encounter someone who actually keeps their word. A pathetic “my bad” isn’t going to cut it. Say that ridiculous phrase too many times and you will be closing down and looking for a job asking people if they want fries with that. You, and your employees, must tell a customer exactly what is going to happen, what you are going to do for them, and then make certain it happens. It is all rather simple yet is so often ignored. If nothing else, you will stand out because people will realize that when you or your company says they will do something, it actually gets done.
Information they can use is hugely significant and this is where your content comes in. Asking customers if they want to learn more about you is the same as asking them to pass the salt. It is useless. Ask them a “yes” or “no” question and you will, almost inevitably, get a “no”. Your content needs to take a step up in support of your SEO and social media marketing. That is what educates, informs and engages. Setting yourself up as an expert and authority is what counts. Words are meaningless. It’s action that counts. Show them how you are going to make their lives better.
Another startling reason your sales are not where you want them to be with regard to followup is not knowing what it takes in the end. Marketing and sales research has consistently implied that it takes at least seven exposures to a product or service before a potential customer might pull the trigger. Combine your SEO, your social media marketing and email campaigns along with some direct marketing and you will begin to build your brand awareness to where it needs to be. The more they see you, the greater the chance they will consider you to be legitimate and, therefore, like you and trust you. If they like you and trust you, the buying part is just a click away.
-Written by Kevin Sawyer