In the past few weeks since the UK has gone into Lock-down, we have been posting tips to help companies consider their marketing during the Coronavirus crisis. Here is a summary of the latest tips in case you missed them:
Tip # 5: Test and Measure
Once you are clear on your message and campaign tools, start experimenting to see how you get your message across best. This will ensure that you get a better return from your campaign. Here are a few things to consider:
- Try a number of platforms to promote your message
- Segment your data and send smaller campaigns to see which get better engagement
- Try to use new tactics you have not used before
All of the above are great ways to test but the key thing is to measure your results carefully to ensure you understand what works best at the moment. One more thing to remember is to be realistic and give it time and some repetition to ensure you are being heard.
Tip # 6: Follow up, follow up, follow up
I hope that our previous tips have helped you put together a winning marketing campaign that is appropriate for the current climate. Our tip today relates to what you should do once the dust has settled behind your campaign. To ensure that you are maximising on your return, follow up with every lead you generated and keep following up until you get a definitive answer.
One of my favourite quotes demonstrating this is from Wanda Alan who wrote Follow Up Sales Strategies. She said that 80% of sales are made between the 5th and 12th contact, yet most salespeople only make three follow up calls or less. The numbers of contacts are irrelevant, what matters is that you make as many as it takes to get a definitive answer.
Against popular belief, prospects normally appreciate your follow up as long as it is done in a polite and appropriate manner. Timelines will depend on your product and sales cycle but I have been known to keep in touch with people for several years before they eventually became clients. Don’t give up, believe in your product and remember that you are talking to people who expressed an interest in your company.
Tip # 7: Identify your clients’ buying personas
Last week my tip was all about ensuring you follow up with your prospects until you get a definitive answer. If you have followed up on this advice, you might be feeling rather frustrated with some of your leads by now. This is why this week’s tip is all about making some sense of buying personas which in turn will help you follow up more effectively.
When I get frustrated with following up, I take a deep breath and remind myself of a piece of research undertaken by DISC which identified that only around 35% of the population make decisions quickly, the rest still like to take their time but, importantly, do make buying decisions eventually. To help you use this in practice, consider your prospects’ buying decision, of which there are four:
- The Decisive: These buyers have a clear picture in their mind of what results they want. They value rapid action so will typically make quick decisions if they feel your solution is right.
- The Interactive: These buyers want to shape events and enjoy “getting their way” when it comes to negotiations or buying something. They typically make quick buying decision particularly when they feel a sense of connection with you.
- The Stabiliser. These buyers are more passive and introverted and interested in the how and why of a solution. Their primary interests are in maintaining stability so prefer to “take their time” and weigh up all options and outcomes before making a decision.
- The Conscientious: These buyers are also more passive and introverted. They too take a much more detailed and accuracy-based approach to their buying habits. Without sufficient data to prove any statements made to them, you will fail to achieve their buy-in.
Now you are aware, I suggest that you take some time considering your pipeline opportunities and dividing them up into buying personas where possible. This will really help with setting expectations and probable timelines. It might even help you to get rid of some dead horses too.
I hope this is helpful to your current thinking. As always, I am happy to have a chat and share the insights we are gathering from the campaigns we are running for clients at the moment.