It is absolutely essential that you follow up with your clients and prospects, but how you do it depends on whether they are online contacts or offline.
In the busy business world people are bombarded with information, and most of it is irrelevant to them after a few weeks, whether they contacted you by email or met you at a trade show, they will forget who you are quickly. As everyone collects email addresses these days, one of the simplest ways to jog someone’s memory is to have an email program that allows you to attach a Facebook picture of yourself.
If you are getting leads from an opt-in page on your website, a good autoresponder system can take a lot of the grunt work out of keeping in touch, especially if you have a huge list of prospects. But the design of that opt-in box should be considered before you launch it. The simplest way is to ask people how they would like to be contacted! Give them a choice of email, phone or regular mail if necessary or you can organize two separate lists within your autoresponder system, one for offline clients, and another for online contacts. You can also capture their date of birth and send a card or e-card on their birthday, and with an address you can send information via regular mail, if they request it.
The most effective way to keep in touch with local offline clients is by using a mixture of “old-fashioned” methods, direct mail and phone calls, but you can also send them emails.
A regular newsletter keeping them up to date on the latest developments in your industry should be sent to all of your clients. It is a good way of keeping qualified buyers “warm” until they make a decision.
If you meet a prospective client at a trade show or business meeting contact them immediately saying how nice it was to meet them. Any communication you send should be branded with either your company name or something that will help to remind them of who you are and what you do. It is surprising how many emails go out from businesses that can easily be mistaken for spam. They are badly written, contain no useful information and you can’t figure out who they are from!
Put very careful thought into everything you send out. It should always be useful to your prospective client, short and to the point, contain all your contact information, be branded and personalized.
Your list is valuable, treat your subscribers with respect and they will reciprocate.