A mutually beneficial client winning strategy
Marketing education is a big part of our overall new business strategy. At Creative Agency Secrets we strive to find ways to connect with our potential clients and be a part of their marketing success whether they work with us or not. We hold complimentary marketing management and idea calls, host free marketing seminars, create appraisals for websites and so on. But what makes it all work is our ability to follow up with the people we meet and educate. It’s one of our core lead generation and client winning strategies, and it could work for your business as well.
What following up does for your business
Staying connected develops relationships between you and your prospective clients or friends. This means you build up a network of people who can use your services, direct you to new clients and endorse your work.
Here’s a case study of a sports equipment online retailer we manage marketing activities for called Space Saver Rowing Systems. The client was so impressed with our work that when their manufacturer started looking for marketing assistance, the client directed them to us.
In another example, we worked with Zeald website designers to host a free marketing event. From that connection we gained several new clients, among them – European Auto Spares. We followed up with them individually after the event.
We’ve got loads of these stories and all because we helped our contacts in their endeavours and kept up communications with them. In short, following up with people can net you leads and create a healthy flow of revenue for your business.
Meeting summaries for prospective clients – summaries are quite common, usually in the form of a dreary PDF or bullet-pointed word document. Along with that, we like to include anecdotes or a friendly sentence relating to something new we learned about the prospective client from that meeting. This gives those who joined the meeting more reason to read the email and even better, a reason to reply. To the right an example of a regular email following up a business meeting.
Something that we love to include in these that makes all the difference, is a link to one of our helpful blog posts or free eBooks. We look for a related topic in the email, then link a keyword or two and mention it may help. For example, if the email pertains to construction an email campaign, we might link to our cold emails eBook!
Newsletters – if you run a regular newsletter about your personal or company activities, invite your contacts to it. Make sure first that they’ll get something out of your blog posts and focus on explaining that to them. Newsletters don’t only inform, they help keep you and your business in the minds of others. This can make the difference between whether or not they think of you when new work arises. For an example, sign up to our newsletter list and see what you learn.
Related business – categorise your past clients and business friends by business type. This lets you update contacts in different industries on related updates to your activities or information you find. To make the most of this, as soon as you form a new business relationship you should create a related industry update alert via a tool like Google Alerts. This way you’re following the industries most related to your activities and the alerts remind you that you have a connection to that industry. Then you can report any exciting news you find straight to them.
Us? Well, we’ve created our subcontracted services listing for exactly this reason. It’s an activity we do whereby we list all the work we can’t do or isn’t related to our services, and those listings get picked up by other businesses with the right set of skills for the job. It’s a fairly simple information sharing activity but with huge potential impact. As a result, people loves connecting with us.
Follow them – if you keep up to date with the activities of your contacts you can provide more relevant input or updates. This is another exercise making sure you keep your follow ups linked to you with context as opposed to random email drops asking them how they are.
Daily tasks for this would include reading LinkedIn status updates. Weekly or monthly tasks include reading your contacts’ newsletters. One way we keep up with our industries and clients is by setting Google Alerts searching for company names. We also set an event on our Google Calendar that has a list of company websites and blogs to read up on in the description.
Be diligent and consistent when you’re following up with people. Sometimes they are busy or skip emails, life gets in the way. Keep trying while not being too aggressive and you’ll grow on the minds of your clients and leads. Change up your approach to be more informative if a friendly nature doesn’t catch their eye. For example, you could direct them to tools or blog posts that will directly improve their way of business or provide them with a new opportunity. We posted up several examples of catch up emails and following leads through email that we’ve written previously to help you on your way.
Many of these ways to follow up with contacts can fit into your day to day activities, especially if you’re a marketing agency like us. If you spot yourself working on something that could help out some of your business contacts, send them an email and keep up to date. But more importantly – keep your business in their minds, and leading with a positive impression.
The blue icons opposite are part of our 8-Step New Business Development Methodology.
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