Circling Back: An Overlooked, Yet Simple Strategy For Everyone

For me, circling back in areas that aren't related to marketing is what truly taught me the importance of following up. I'm sure everyone can relate to that.

It wasn't until I began my career in marketing though that I truly understood how impactful following up can truly be. When you boil marketing strategy down, it's quite interesting how imperative this simple concept is. Take touch points, for instance - which I touch on a bit in my website & marketing funnel blog post. Many of the different stages of marketing are a roundabout way of circling back. For example, if someone shows interest in a product or Googles it, they might be returned with an ad showing that product on whatever website they choose to visit next. In a way, this automation is a follow up. In the same way you'd text or call a friend who you haven't heard from in a while, it sometimes takes more than one try when it comes to business. In this post, I'm going to be describing a couple of actions that might fit into your outreach plan when it comes to circling back with potential and current customers.

Campaigns

Firstly, I recommend that every business have some sort of email and SMS (text message) marketing plan. One platform that I would advise businesses to get started with is Mailchimp, which offers a free plan for those who are just getting into it. Start by sending a weekly or monthly newsletter with updates about your business, special offers, and anything else you think might be worth including! In addition, having a series of follow ups programmed for customers who have actually used your product or service is an excellent idea. Especially in marketing, the saying "out of sight, out of mind" rings true! You want potential and current customers to instantly think of your business when recalling your industry. The way I like to frame it is simple: when you show customers that you're available, they become available to do business with you.

Content

Social media is certainly entertaining, but especially in this age it's a valuable marketing tool as well. It gives businesses an easy way to circle back with potential customers by continuing the conversation through useful and engaging content (stay tuned for the Instagram post on the YBMK Instagram). This could look like sharing follow-up posts that expand on a previous topic, offering content that deals with topics related to what you offer, or highlighting customer experiences. When your audience repeatedly sees your brand providing helpful or interesting information, it builds trust. Over time, you'll become top of mind as you become increasingly familiar to those who view your content. People should want to spend time on your page! It's up to you to give them a reason to stay.

The truth is, many customers don’t make decisions the first time they encounter a product or service, so not following up can cost businesses. Humans are creatures of pattern and repetition. It takes us more than one encounter with something to remember it, understand it, and feel comfortable enough to act on it. That’s where circling back thoughtfully and carefully placed touchpoints come into play. Whether it’s through email, social media, or one of the many other methods available, I urge every business owner to find a way to consistently be present.