Why Your Marketing Isn’t Working, It’s Not What You’re Selling, It’s How You’re Following up

You’ve spent weeks crafting the perfect marketing campaign. The design is on point, the copy is snappy, and you’ve targeted the right audience. You hit ‘go,’ sit back, and wait for the flood of customers to roll in… except they don’t. What happened?

Before you start thinking it’s your product or service that’s the problem, consider this, it might not be what you’re selling that’s the issue, it’s how you’re following up.

Marketing is a bit like dating. Sure, a great first impression is important, but if you don’t follow up, that initial interest fizzles out quickly. And in business, failing to follow up on your marketing efforts can mean the difference between landing a loyal customer and losing them to a competitor.

The Follow-Up Gap

Here’s where many businesses go wrong, they focus all their energy on creating a great marketing message, but when it comes to following up with leads, they drop the ball. Maybe it’s a delayed response to an inquiry, or maybe it’s a one-time email blast with no follow-up sequence. Whatever the case, the result is the same, potential customers fall through the cracks, and all your marketing efforts go to waste.

Effective marketing isn’t just about getting attention; it’s about keeping it. And that’s where follow up comes in. If you’re not consistently engaging with potential customers after your initial outreach, you’re missing out on valuable opportunities to build relationships, nurture leads, and ultimately convert them into paying customers.

Why Follow-Up Matters

Think about it, how many times have you expressed interest in a product or service, only to never hear back from the company? Or worse, you get a response weeks later, long after you’ve lost interest or found another option. It’s frustrating, right? Your customers feel the same way.

Here’s why follow-through is crucial for your marketing efforts,

· Builds Trust, when you consistently follow up with leads and customers, you’re demonstrating reliability and commitment. Customers want to know that you’ll be there when they need you and that starts with timely, effective communication.

· Keeps You Top of Mind, in a world where consumers are constantly bombarded with information, staying top of mind is key. A well-timed follow-up email or phone call reminds potential customers of your offer and keeps them engaged.

· Moves Leads Through the Sales Funnel, not every lead is ready to buy the moment they first hear about you. Follow up allows you to nurture these leads, providing them with the information and reassurance they need to move through the decision-making process.

· Improves Conversion Rates, it’s not enough to simply capture a lead, you need to guide them to the finish line. Consistent follow-up increases the likelihood that a potential customer will convert into a paying customer.

Common Follow-Up Mistakes

Now that we know why follow up is so important, let’s talk about where businesses commonly go wrong. Here are a few follow-up mistakes that could be sabotaging your marketing efforts,

1. One-and-Done Outreach

Many businesses make the mistake of thinking one email or ad campaign is enough to seal the deal. But the reality is, most people need multiple touchpoints before they’re ready to make a purchase. If you’re not consistently following up after your initial outreach, you’re missing out on a chance to build a relationship with potential customers.

2. Slow Response Times

In today’s fast-paced world, people expect quick responses. If someone expresses interest in your product or service and doesn’t hear back from you within a reasonable time, they’re likely to move on to a competitor. Make sure you have a system in place to respond to inquiries promptly, whether it’s through email, social media, or phone.

3. Lack of Personalisation

Customers want to feel valued, not like just another number in your sales funnel. If your follow-up emails or calls feel generic, you’re missing an opportunity to create a personal connection. Take the time to personalise your follow-up communication based on the lead’s interests or behaviour.

4. No Clear Call to Action

Following up is great, but if you’re not giving leads a clear next step, you’re not moving them any closer to making a purchase. Every follow-up should include a clear call to action, whether it’s scheduling a demo, signing up for a newsletter, or making a purchase. Make it easy for them to take the next step.

5. Giving Up Too Soon

It can be tempting to write off a lead after one or two attempts, but the truth is, persistence pays off. Studies show that it can take 5-7 touchpoints before a customer is ready to buy. Don’t give up too soon, keep following up (without being pushy, of course) to stay top of mind and nurture the relationship.

How to Improve Your Follow Up

Now that we’ve identified the common pitfalls, let’s talk about how to improve your follow up and turn more leads into loyal customers.

1. Create a Follow-Up Sequence

Don’t leave follow-up to chance. Create a structured follow-up sequence that includes multiple touchpoints over a set period. This could include a series of emails, phone calls, or even retargeting ads. The key is to stay engaged with your leads without overwhelming them.

2. Use Automation Wisely

Automation tools like email marketing platforms can be a game-changer when it comes to follow-up. You can set up automated email sequences that are triggered when someone signs up for your newsletter, fills out a form, or clicks on an ad. This ensures that no lead falls through the cracks and that your follow-up is timely and consistent.

3. Personalise Your Communication

While automation is great for efficiency, it’s important to add a personal touch to your follow-up communication. Use the information you’ve gathered about the lead to personalise your emails or calls. Mention their name, reference the specific product or service they’re interested in, and offer solutions tailored to their needs.

4. Set Clear Goals for Each Follow-Up

Every follow-up should have a clear goal. Are you trying to schedule a call? Get the lead to sign up for a webinar? Encourage them to make a purchase? Make sure your call to action is clear and easy to follow. Don’t leave it up to the lead to figure out what to do next.

5. Track and Measure Your Efforts

Follow-through isn’t a one-size-fits-all approach. What works for one lead might not work for another. That’s why it’s important to track and measure your follow-up efforts. Use tools like customer relationship management (CRM) software to monitor how leads are responding to your follow-up and adjust your strategy accordingly.

6. Stay Consistent

Consistency is key when it comes to follow-through. It’s not enough to send one or two follow-up emails and call it a day. Make follow-up a regular part of your marketing strategy. Whether it’s weekly emails, monthly check-ins, or periodic calls, consistency shows that you’re committed to building a relationship with your customers.

In Conclusion

Your marketing might not be broken; it could just need better follow up. By consistently engaging with leads after your initial outreach, you can build trust, stay top of mind, and guide potential customers through the decision-making process.

Remember, marketing is a marathon, not a sprint. It’s not just about making a great first impression, it’s about following up and building long-term relationships that lead to conversions.

So, if your marketing isn’t working, take a closer look at your follow up. Chances are, it’s the missing piece of the puzzle.