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How & Why Follow-Up Works
Definition of Follow-Up: (Noun) An action or thing that serves to increase the effectiveness of a previous one, as a second or subsequent visit.
Advertising is about maximizing the return on investment for your advertising dollars. You carefully target your clients, create professional ads, maximize your media presence, and get a great response. Now what happens?
Here is a SECRET: THE FORTUNE IS IN THE FOLLOW-UP!
Follow-Up: The Typical Response
When a potential prospect requests information, most businesses send it out promptly. They send a card, a brochure, or an e-mail, maybe make a phone call, or send a fax. Then they do nothing at all. The typical business does not follow-up. Think about it, when were the last few purchases you made? Did any company follow-up with you?
They just sit back and wait. And wait. And wait…
If a customer actually makes a purchase, most businesses will sincerely say “Thank You.” Then they do nothing at all. Imagine if they did, would that make a difference?
They just sit back and wait. And wait. And wait…
Follow-Up With Prospects
People have many reasons for not immediately making a desired purchase, or giving you the response you want. They may be shopping around, or procrastinating. They may be very busy, or distracted, or broke, or tired. They may have just forgotten, or misplaced your information. They may not be ready, or maybe they’re just not comfortable trusting you yet.
Lot’s of things can go wrong in the purchase process.
It’s your job to follow-up with these customers. If your company gives the typical response, and will just follow-up a single time with prospective clients, then your advertising return on investment is not even close to being maximized.
And how do prospects respond when you again? This is about human nature. People respect a company that is organized enough to follow-up in a planned fashion. Because so many companies don’t follow-up, you stand out from the crowd. You follow-up, and you win customers.
You never know where a prospect is in the sales process unless you stay in contact long enough to find out. And with each contact follow-up you make, you increase the odds that a client will act on your offer.
Follow-Up With Existing Customers
Surprisingly, few businesses actively follow-up with their existing clients. This is a mistake. Your existing customers produce more sales at a lower cost to you. They already know and trust you.
Harvard Business Review reported that companies could increase profits by up to 85% simply by decreasing customer defections by 5%. Customer retention is unequivocally the most important process your company must do.
If you follow-up, it will help you to identify problems that customers had but didn’t complain about. This will allow you to resolve those problems and keep those customers. You are providing excellent customer service, and you will generate positive and ongoing word of mouth advertising about your company. A little follow-up goes a long way.
Well, it’s true. Think of customer retention as pebbles rolling down a mountainside. Happy customers spread the word, and soon you can have an avalanche on your hands. Follow-up is the key.
Follow-up works to build customer loyalty. It’s how you tell your customers that they are important. Research shows that 68% of customers that don’t return to a company say that the company never contacted them, was indifferent, or had a poor attitude. Sending your customers follow-up cards is the solution.
And of course your competition is trying to win your customers. But you can beat them. A follow-up personal card is more powerful that a full page ad in the New York Times. If you invest in your customers, they will keep bringing – and sending – you business for life. No competitor will be able to win them away if you stay in contact and follow-up with your customers.
Creating a Follow-Up Program
The first thing to do is to decide how many times you want follow-up.The more difficult your products are to understand, and the more expensive they are, the greater number of times you will want to follow-up.
Decide how often you want to contact your customer. Give them enough time to consider your offer, but not enough time to forget about you. Consider asking existing clients about what they consider appropriate follow-up times to be.
Your follow-up cards or conversations should be crafted as carefully as your initial offer. Tell your prospects that you are making sure they are well informed. Remind them that they had previously requested information. Give additional information if possible, and offer to answer questions.
Consider adding extra benefits in your follow-up cards. Maybe a gift card or a box of brownies! Always thank them for considering your products, and ask for the sale. You might ask permission to follow-up again later. If they decline, you will save a little money, and maybe lessen any negative feedback.
Your advertising brought them in. Now it’s your job to close the sale. Follow-Up is the absolute most powerful way to win on-going new and repeat business and Buy Instagram Followers Australia .
Link building for websites and SEO is becoming harder. As Google Penguin and Panda are updated and further algorithmic changes are rolled out, Webmasters are finding it harder and harder to get those ever-valuable back links to their websites.
Many websites and blogs that have been a source of back links through commenting facilities have also changed the way they publish those links. It used to be that approved blog comments were deemed as “do follow” but many now are shown as “no follow”.
You may think that that a link is a link however, that is not the case. There is a great difference between the 2 but both have values that are useful to any Webmaster and SEOs.
Do Follow Links
“Do follow” links are the back links that carry the most weight with Google. It is a visible vote from a Webmaster that they deem the website being linked to as worthy of recognition. By giving a “do follow” link the Webmaster has not only provided a clickable link to a web site but also tells Google that it can follow that link to the website and log the vote for recommendation. It is these links that so many SEOs and Webmasters crave as they dramatically help with a websites SEO and Page Ranking. It gets even better if the website linking uses keyword rich anchor text along with the “do follow link”. This helps Google not only make a note of the link but also what kinds of keywords that link in relevant for.
No Follow Links
On the converse, “no follow” links are as their name suggests. Although the link is made, which may be with keyword rich anchor text or not, the fact is “no follow” has little effect with Google. In fact it has no effect, which can be perceived as the problem with them. By being “no follow”, Google is aware of the link but ignores it as a sign of recommendation for that website.
To Follow Or not To Follow
So is there any point in spending time developing “no follow” links or are they just a waste of time?
Creating links to your website should not only be about raising your Page Rank. It is also about engaging with other web users and allowing them the opportunity to come to your website by following a link. The fact that a link is “no follow” does not mean that if someone clicks on it then they won’t taken them to your website.
Some of the most valuable SEO campaigns are launched using a variety of back links, including “no follow” links. If you are to launch a video campaign on You Tube, the link will be “no follow” but has a huge value in the amount of traffic it can generate by people clicking on it.
The cornerstone of good SEO is realising that the Internet is used by people and not just by search engines. Although “do follow” links are very important, by themselves they do not always generate clickable content. Most of the highly trafficked websites that offer the ability for back links are only for “no follow” links however, owing to the amount of visitors that these website get, that link can generate high volumes of traffic to your website.
The Debate Continues
Google is very keen on natural link building and Penguin has a keen eye on the SEO strategies employed by link builders. The Google anti spam team are very much alive to the “do follow” and “no follow” debate. There has been a lot of SEO chatter from Google and high profile SEOs that a predominantly “do follow” campaign can be deemed as an unnatural link building profile and as such can have a lesser effect that first thought. A natural link building campaign will have a blend of “do follow” and “no follow” coupled with diverse anchor text, from relevant websites.
As SEO moves on, all competent SEOs realise that those strategies that were being employed only 8 months ago are now not working as they once were. The science of search is changing and Google does not like how some SEOs and Webmasters have been manipulating rather than optimising websites and search engine results.
The key to successful SEO campaigns is diversity of links and organic growth. The days of paying a small SEO £300 for a link building campaign are far behind us, although even we still get emails offering these services.
Using “no follow” links in the right way should be an important part of any SEO campaign. What they lack in Google authority they can dramatically make up for in traffic generation and a heightened online profile. Couple this with the satellite uses of anchor text link diversity and suddenly, “no follow” becomes an important part of the SEO arsenal.
This article has been written by Richard Hartley who is a senior SEO at Big Red Rocket.
Richard is highly respected in the SEO industry and has a loyal client base both in the UK and overseas. Richard has worked with many well known brands in a variety of competitive market places and can be contacted directly through Big Red Rocket and Buy Followers UK.