Follow Up Marketing: Keeping Guests Engaged AFTER They Visit
Out of sight, out of mind? Not necessarily!
By Laura Andrews
Keeping a visitor readily engaged with your organization or product may seem impossible and daunting, but the art (and necessity of “Follow Up Marketing” doesn’t have to be that way. Small changes in your marketing plan and your loyalty program can help keep your visitors engaged long after they visit your website, event or location.
The number one thing to remember to keep visitors engaged is the follow up email and social media posts. I’m inferring two things of you, reader, by making this claim.
I’m inferring that you have a current e-mail distribution list from your visitors, whether from an event sign-up or website visit enter-to-win or white paper download, and that you have an active social media base. I’m inferring these two things, because these are the bare minimum things that you should have. If you don’t have these, move them to the top of your to do list and then keep reading this blog post.
Back to following up. Reach out to guests of your event or visitors to your website and tell them what happened. If you held a successful event, tell them. Did you raise a certain amount of money or do so well that your event will come back next year? Tell them! If they were a part of an event goal, they should know what that goal was and if it was met. This will make your attendees feel invested and interested in coming back next year.
Don’t forget to say thank you.
In that email follow up and social media post don’t forget to say thank you. Thank your guests or event attendees for attending; they took time out of their day and likely money out of their pockets to be there. Send them a heartfelt thank you and if you’re so inclined, a potential discount to come back next year (more on that below).
Thank your website visitors for continuing to come back and utilize this resource. Offer enter-to-win opportunities and contests to keep them engaged, keep them coming back and keep them interested.
Never underestimate the feedback survey.
You may think your event went well or that your website offers everything that it needs to, but you’ll never really know until you ask. Draft a short feedback survey and use it! Ask overall satisfaction, likelihood to return and likelihood to recommend to friends and family. Let event and web attendees tell you what they liked or disliked and what they need you to do to make it better. Don’t forget to grab a few demographics as well.
Keep them engaged by keeping them in the know.
Continue to tell event and web attendees what is coming up in the next week, month or year. Let them know what events are coming back and when they can expect to see ticket information. Let them know changes you’ve made to your website and how this can help them.
If your organization or company has something big coming, consider a countdown clock with periodic email and social media updates. Counting down can mean counting ahead.
Discounts make the marketing world go round.
Whenever possible, keep your attendees engaged by offering special discounts and promotions exclusive to them. If you’re having an event, offer a discount code to get them to sign up early. Not only does this help you plan, but it gives them time to help spread the word to family and friends. Getting past attendees to commit early is the best recipe for both parties.
Remember how it feels to be left out of an email chain or group text? That’s how your customers feel when you leave them out of your plans. Keep them engaged by keeping in touch. We don’t need daily check-ins, but weekly or monthly will do! Loyalty programs only work when you show loyalty to them just as much as you want them to show loyalty to you!
Follow Up Marketing is more than just an option for a business focused on growth- It’s the price of playing the game. If you are facing challenges in staying in front of your guests and customers after the first visit, chances are, you’ll benefit from the RipList.
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