So what do you need for a good follow up system?
1. Capture Page
What is a capture page? It’s a page designed to capture information. And they are absolutely necessary for a good follow up system.
Below is an example I have for a Google Analytics Webinar I am having. The first picture is the page they see. The next image is the screen you get after clicking on the ‘Sign Up For This FREE Webinar’ yellow button.
2. A REALLY GOOD Lead Magnet
What do I mean by a ‘lead magnet?’ It’s something that your potential leads are drawn to (get it…magnet? 😉 ).
Most people always say to me “no one wants to sign up for those emails.” But what if someone offered a solution to a problem you have been having and can’t fix? You just may sign up, right?
Well, that is what a lead magnet is. The lead magnet needs to offer a solution or fix to something that is driving the ideal client crazy.
In order to come up with a good lead magnet, you really need to understand your target market and understand their biggest problems and concerns.
3. Email System (Automated)
So you have your lead capture page. Ok, great. Now you need an email connected to the page so it is now automated.
To maximize the benefits of a good follow up system, you want as much of the process automated as possible. So when people put in their email address, they automatically get an email that gives them information about the webinar. If you were giving away an ebook, the email would deliver the ebook to the prospect automatically.
The email system needs to be automated. Otherwise you will spend too much time (and you won’t follow up as much as you need to).
The email system should also remind people about the webinar (maybe 1 day and 1 hour before the webinar).
After the webinar, you can email the replay, or a freebie you mention in the webinar, or just a thank you for attending.
You don’t stop there. You will want to continue to provide value to these people.
If they signed up for this email, they obviously have interest in Google Analytics, in data analytics, and in making their marketing more effective. So my future emails to them will be to provide information and knowledge about these subjects.
And every now and again, I will promote a specific product or maybe an event.
You need to be building content every week (and every day if possible). This content can come in a variety of different ways.
Blog posts are great for building content for many reasons. Blog posts naturally help with SEO (shows the site as a site that is updated frequently, allows you to have different pages for specific key words, brings more traffic naturally), shows you as the expert, and helps you build your name as a thought leader.
Blog posts are great for using in your follow up system emails because it brings people back to your website (and the more you can bring them back the better).
Make sure your subject matter is geared to your target market. Make sure your ideal client would benefit from the information you are giving (and they want the information you are giving).
White papers and ebooks are just another format for providing information. Often you can combine several different blog posts to create a white paper or ebook.
I like using a white paper to solve 1 specific problem. But it could also provide a full process.
You will want to load the white papers and ebooks to your website. Then bring people back to your website to download them.
There are so many different forms of content. You can do videos. You can also do audio.
For videos, you can do a video of you explaining something or giving tips. You can also use explainer videos (example whiteboard videos). And you can use screen capture videos (where you capture something you are doing on the computer — great for how to videos). You can also create a Powerpoint presentation and record narration to turn it into a video (export it as MP4).
For audios, you can record an explanation. You can also take content from other areas and narrate to create different forms of content. You can use a free software program called Audacity to record your information. You will just need a decent microphone ($50-$100). For information on audio and podcasting information, click HERE to see Dr. Tommy’s gear recommendations.
5. Social Media Integration
A key step in the follow up process is connecting via social media. There are several different ways to do this.
1. Go directly to each application and request the connection. I would not friend request on Facebook right away as most people see this as personal (but if you have an existing relationship, then I would). But most people are ok with the other applications (maybe not SnapChat but just play it by ear).
2. Include ‘follow me’ or ‘Like my page’ in the email signature for your different social media.
3. Run contests on social media to entice people to follow you or connect with you.
Once you are connected, you will want to post on a regular basis. You will also want to purposely interact with these people. This is a manual process but works effectively. You should like and comment on their posts as well as send them messages. Just don’t be the smarmy salesy person that just tries to get a quick buck.
Consider this the first date of the relationship. You want to get to know the person. You want to show value. The way you do that in the business world is to provide value and provide information that will help them. Don’t propose to them on the first date!
6. Offline Follow Up
If you are doing a good job staying in front of the people using online methods like emails (that are automated) and social media, your follow up system will become EVEN MORE POWERFUL if you add in an offline follow up.
What do I mean by offline? Offline includes handwritten note cards, letters, lumpy mail, live events (seminars, workshops), and more.
The important thing to remember with offline, is you want it further down in the funnel (make sure to see the picture of the funnel below). You want people to recognize your name (from seeing your emails and seeing your social media). You want people to have ALREADY taken some action. Doing the offline tasks are manual (and take significantly more time and cost more money). So you only want to do these offline tasks for people that have already taken action and will recognize your name.
A follow up system is an absolutely essential part of your overall marketing strategy. A follow up system allows you to stay in front of the leads you generated and allows you to build the know, like, and trust.
Below is an example using the sales funnel to see how it works:
Do you want step by step instructions to create your own follow up system / sales funnel? Go to our SALES FUNNEL page by clicking HERE!