It seems counterintuitive. Nobody likes to get multiple phone calls or having to bug people about anything. This is especially true when it comes to marketing. Nobody wants to be that annoying person that constantly knocks down doors.
Unfortunately… numbers just don’t lie. If you want to increase business conversions, you have to increase your touch points with customers.
Yesterday, I saw a tweet from @CPollittIU (Director of Inbound Marketing for Kuno Creative) in which he showcased a slide from a recent study. The direct link to his twit pic is http://twitpic.com/8jvltf. The slide points out the dramatic increase of conversions based on blog posting frequency. In short, the more often you post the more often you will get conversions from your blog.
It’s no longer the once a week posting needed to get Google’s attention. Blogs that post daily or even more than daily are looking at huge conversions from content.
Obviously we are partial to this information because we provide blogging for business. However, frequency is not a new phenomenon and it isn’t limited to blogging. Spyro Kourtis, in an article for DM News “Sales or Marketing: Who Spilled the Leads?” (May 3, 22004), cites a study by Cahners Research that showed 89 percent of business-to-business buyers took more than 90 days to make purchases after they become a lead for a company. And a lot can happen in 90 days.
Are you only touching base once, twice or ten times? Are you only contacting them for 5, 10 or 30 days? At best this leaves a full 2 months for your competition to jump in and make their case.
A case study by Lead 360 (which you can download here) states that 50% of leads are only called once. And by calling a lead 6 times you raise your rate of contact about 93%. That’s pretty incredible.
Do your own Google search and you will find this answer: quality over frequency.
So the bottom line is, as long as you are providing a value to the client each time you connect, you can’t call them too much. Fifteen phone calls over the year that “just check in” would make anybody upset. There is no value in “checking in” for either party.
So whether you are emailing, blogging, calling, or all three, you don’t have to worry about bugging your clients or prospects with frequency. Providing value over and over and over… will only increase your conversions.
If you have found a study, infographic or anything else that contradicts this with solid numbers I would be thrilled to see it. Leave the link in the comments or hit me up on twitter @Content_Money.
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