One of the key ingredients in your online marketing mix is what you do offline. There shouldn’t be a barrier, between your offline and online worlds. Both are intertwined.
When you think about it, what you do offline is very important in determining the success of your website. A vast majority of my clients use their websites as lead generation tools. They use the site to help people understand more about their product and their company so that they fill out a contact form or make a phone call.
The website helps gather interested and qualified leads. However, the follow up contact seals the deal. How you present yourself, when you follow up, is critical. This is another stage in the sale funnel that requires optimisation.
Do you have a follow up script? Do you note down what approach works well and what doesn’t? Are you testing and measuring how you interact with potential clients offline to same extent as I do for you online?
Remember, if you increase your contact to sales rate from 10% to 20% you are doubling your sales and expanding your Return on Investment from marketing exponentially.
It makes sense to view your online and offline marketing as a complete package.