Marketing Commentary from interlinkONE
Multi-channel marketing communications - all in one!
Continue the Conversation
Posted by 
on Monday, December 7, 2009 
at 1:48 PM 
in 
As a business, we all strive to take actions to keep ourselves in the forefront of our customers and prospects minds.
To accomplish this, we send out newsletters… We place advertisements where they read, listen and watch… We send out direct mail pieces… We set up a booth at the trade shows they attend… We call them and email them… [and the list goes on].
Certainly we seek to get the most of out of the time and investment that is required by those activities.
How to maximize our investment
One way to do this is to find ways to “continue the conversation”… or to make it easy for people to jump to the next step when it comes to learning about our company, product, or service.
Here is an example. I participated in a contest that was sponsored by Jay Baer’s Convince and Convert. (This is by far one of my favorite sites to visit and subscribe to).
Guess what? I won! The prize was a copy of Gary Vaynerchuk’s book “Crush It”.
Jay mailed me a copy of the book. Attached to it was the sticky note that you see at the top of the post.
The note thanked me for participating, and it also included a URL.
That URL took me to the post related to the contest (which was asking a question to GaryVee)… but more than that, it meant that I was once again on the Convince and Convert site. I could go look at the latest articles and commentary.
Yes, by including the note on the shipment of the book, Jay made it easy for me to once again check out his site, and learn what he was up to. He made it possible to “continue the conversation”.
How can this approach apply to you?
It might mean putting a QR Code on the bottom of your printed materials… or putting a ReTweet button on your PDFs… or linking your email signature to a new video… or including a promotional printed piece when you mail our your next invoice.
Those are just a few possibilities.
The bottom line is this: if you can make it easier for your prospects and customers to communicate with you, they just might do so 
.
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