The Story
This month, I’m going to share something we did in February that quadrupled our enquiry level for UK Trademark Registration. It’s so simple and obvious, I’m actually annoyed we weren’t already doing it sooner.
We knew we should have been doing it and thought we were, but it turns out we weren’t. Now that we are, we want to share it so you don’t have to wait as long as we did to take action.
One phrase I use a lot (much to the annoyance of my colleagues) is that marketing is a process and not an event. Think about a marketing event such as a seminar or networking meeting. While it is an event, the reality is that business doesn’t usually take place in that room on that day. We all know that it’s the follow-up that decides whether an opportunity will become business.
So, What Are the Hints and Tips for This Tale?
Hint –Put yourself in your clients’ shoes
It doesn’t matter if it’s a prospect or an existing client or a new client. If you are doing outreach whether for UK Trademark Registration or for a new shade of lipstick, you need to be consistent. One attempt is not enough.
There must be a follow-up process, which can easily be automated. Little and often. Less is more as long as it’s consistent.
Also, whilst this relates to email, email has the worst response rate for most client engagement. Our experience from best to worst is:
WhatsApp – 35% average
SMS – 25% average
Post – 15% average
Email – 5% average
But if you really want to speak to your clients, then try all of the above but ultimately, pick up the phone, that is your best bet if you want to speak to somebody.
TIP – Be Consistent with your Outreach strategy
If you want to hear more about outreach strategy’s let us know by emailing enquires@thetrademarkhelpline.com with the title ‘Outreach Strategy’
Questions about this
Why is follow-up so important in business marketing?
Because marketing is a process, not an event. At a seminar or networking meeting, business rarely happens in the room on the day. It is the follow-up that decides whether an opportunity becomes business. One attempt at outreach is not enough, whether it is to a prospect, a new client or an existing one. A consistent follow-up process, little and often, works best and can easily be automated.
Answered by Jonathan Paton, Founder & CEOWhich communication channel gets the best response from clients?
In our experience, WhatsApp performs best, with around a 35% average response rate, followed by SMS at about 25%, post at about 15% and email at about 5%. Email has the worst response rate for most client engagement. Using a mix of channels helps, but for a real conversation, picking up the phone is still the best option.
Answered by Jonathan Paton, Founder & CEO
