The concept 360 degree marketing is nothing new. It’s been here forever, yet some people keep dropping the ball on this! You drop the ball when you stop at an activity and lose sight of the prospects and customers you’ve invited to an event or sent a promotion to. You then move on to another activity, leaving them hanging.
The buying cycle is precisely that, a cycle; it goes on and on, with one item progressing from one phase to another. If you forget which phase your customer or prospect is on, you’ll end up sending them something they’ve already seen or don’t need. You lose the chance to nurture them and eventually, the opportunity to build a stronger relationship. Let’s enumerate what you lose:
- Lose the opportunity to nurture – When you lose sight of your customers, you lose sight of the bigger picture. Every target has to move on to a phase for you to eventually get a sale. When you fail to continually connect, you lose the window that allows you to further educate your customers on your product and brand. The relationship that you could be building will always be on an introductory level, never progressing to the next phase in the funnel.
- Lose what you have spent – You’ve spent X amount of dollars to get a particular customer to participate in your activity but if you explore that activity alone, you’ll never know what your customers are thinking. Consumers now have become more careful regarding purchases; they rarely spend upon first contact with a product. They research, they ask their colleagues and peers’ opinions. So if you don’t provide them a guide to knowing your product better, you just made things harder for them to decide. Therefore, the efforts at acquiring a prospect just went down the drain.
- Lose another $ because you’re targeting the same set of people again – You’re going to spend another X amount of dollars to re-educate a prospect when you could have done this the first time they participated in your activity.
What you can do: 3 follow-through strategies
1. Email marketing all the way – A prospect’s experience should not end at one activity. A single activity does not determine what a prospect thinks about. Oftentimes, this activity should not initiate your judgment on whether the prospect will buy your product. After an activity, a follow up email is appropriate for 4 situations:
- Send them an email to thank them for participating. Show them gratitude for spending time with your brand.
- Send them the relevant materials as a reminder. Remind them of what transpired during an activity. It may be a white paper or speaker presentations during an event. Whatever it is, it should be related to what they have just experienced.
- Physical presence is not required to experience your brand – For those who were unable to attend your event, widen the channels for experiencing your brand. Send them an email to express regret over not having seen them at the event and share the speaker presentations.
- Send them something new. You can send them a promotion or something that can create an experience.
Email marketing is a great way to keep tabs on consumers’ interest level or update their details or marketing channel preferences.
2. Re-qualify – There are different reasons why you should re-qualify your leads. The first is if the leads get rejected by Sales; the second, if your prospects are not ready to purchase. Whichever it is, re-qualifying helps you identify levels of interest, so you can appropriately send prospects the information that they’re looking for. Use telemarketing to re-qualify. It’s also one way of finding out how you can provide further assistance, just to let them know that they can reach you via a phone call.
3. Lead nurturing – Turn on the scoreboards! Isn’t it time you start lead nurturing? According to Hubspot’s Intro to Lead Nurturing ebook, lead nurturing emails get 4–10 times the response rate of standalone email blasts. Lead nurturing helps you not only track a prospect’s interest level, but also identify the action appropriate for the level where your prospect is. What’s more, this process can be automated. Hubspot, Marketo, and Eloqua are among the few that offer marketing software automation.
Don’t lose sight of the bigger picture
For every action, there is an end goal to meet—to contribute to the sales revenue of the organization—because this is the challenge to marketing. In order to accomplish this goal, you should be able to do the following:
- Remove redundancies in spending for customer/prospect acquisition.
- Track buying behavior.
- Keep communication lines with the customer consistent and open.
Once you instill this process in all your marketing activities, you’ll get value for money and be able to tell your CXOs where your customers are in the buying process. As a result, you have a clearer understanding of your marketing pipeline and eventually, your contribution to the sales revenue. Marketing will save the day once again!
Comments or questions are welcome.