Marketing can often seem like spending your money on nothing, and if you don’t get it right it often is. So what truly amazes me is the number of companies that seem to rapidly lose interest in the hot leads their marketing does generate (just watch Badger Or Bust to see this in action). For example on one occasion we have recieved marketing info from three companies with services we wished to use. We contacted all three, even met one in person, and not a single one ever followed up on our enquiry – not even as far as asking what our budget was or quoting us a price.

It’s a widely accepted fact that it costs roughly ten times more to aquire a new customer, than keep an existing one, so why do so many businesses fail to follow up on opportunities for new business? I don’t have the answers, but here are some suggestions for businesses looking to improve:

• If a customer calls, return their call, if you offer email contact info make sure you read it and reply regularly – i.e. within 24 hours, during the working week.
• Make it easy to find info on your company, products and prices. A website is a great way to do this, it’s a marketing brochure that’s available worldwide 24 hours a day, 7 days a week, 365 days a year. If you don’t know how to get a website online contact me and I’ll be happy to help point you in the right direction.
• If you advertise via a website, or any other marketing material, make sure you keep it up to date, especially your contact details.
• Look after your customers once you’ve got them, but don’t offer them too much for free, as it will lower the value they place on your products and services.

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