Episode Summary: Ep. 292 - Ask Us ANYTHING❓Follow Up FAST or Say Goodbye FOREVER ➕Embarrassing Yourself at Industry Events🫠

In Episode 292 of "Do This, NOT That: Marketing Tips with Jay Schwedelson", host Jay Schwedelson dives into two compelling questions from listeners: effective follow-up strategies in marketing and handling embarrassing moments at industry events. This episode, released on March 19, 2025, offers actionable insights and personal anecdotes that resonate with both business and consumer marketers.

1. Mastering Follow-Up Strategies in Marketing

Listener's Dilemma:
Baker from Atlanta reaches out with concerns about her company's poor lead conversion rates, attributing the issue to ineffective follow-up strategies. Specifically, Baker notes that despite generating leads through content downloads and webinars, the lack of timely and proper follow-up is stalling conversions.

Jay’s Insights:

• The Critical Role of Timeliness:
  Jay emphasizes that the speed of follow-up is paramount. Citing data from World Data Research, he states:

  "Follow-up communications sent more than three hours after a lead is generated... convert to pipeline 80% less than leads that are followed up sooner." (04:30)

  This statistic underscores the importance of swift engagement with potential leads to maintain their interest and increase conversion likelihood.

• Immediate Action Plans:
  Beyond speed, having a robust follow-up plan in place is essential. Jay shares his agency's policy:

  "If they do not show us the plan and have a plan on how they will follow up as soon as the leads are generated or as soon as the sales are made... we will not take a campaign from a client." (10:15)

  This proactive approach ensures that once a lead is generated, there's no delay in nurturing that relationship.

• Personalized Communication:
  Instead of generic, graphical HTML emails, Jay advocates for letter format emails that reference the individual's initial engagement. He highlights:

  "Letter format emails that reference the original engagement... convert to pipeline 200% more than non-letter format emails." (15:45)

  This personalized touch fosters a more genuine connection, making the recipient feel valued and understood.

• Creative Consumer Follow-Up:
  For consumer marketers, Jay suggests innovative approaches beyond standard confirmation emails. Examples include engaging customers through challenges or offering special incentives related to their purchase, thereby enhancing the post-purchase experience.

2. Navigating Embarrassing Moments at Industry Events

Listener's Story:
Avery from Scottsdale shares an unfortunate incident where she spilled coffee on a speaker at an industry event, leaving her mortified. She seeks advice on handling such embarrassing situations gracefully.

Jay’s Response:

• Sharing Personal Embarrassments:
  Jay opens up about his own embarrassing moments to create relatability. One standout story involves him accidentally locking himself in a hotel hallway wearing only boxers:

  "I was in my room in my boxers... I knocked on the door, which is very weird because I was the only person in the room." (22:10)

  This lighthearted recounting serves to humanize Jay and reassure listeners that everyone faces awkward moments.

• Impact on Professional Image:
  Despite the embarrassment, Jay illustrates how professionalism can mitigate negative perceptions. In another instance, after criticizing Target's email marketing in a presentation, he faced backlash from representatives:

  "One of them walked towards me... I just want you to know, I was in charge of that campaign. Thanks a lot." (28:30)

  This experience underscores the importance of humility and the willingness to apologize when mistakes occur.

• Turning Embarrassment into Growth:
  Jay encourages embracing these moments as opportunities for personal and professional growth. By addressing mistakes transparently and maintaining composure, professionals can foster stronger relationships and build resilience.

Key Takeaways

1. Speed Matters:
   Immediate follow-up within hours significantly boosts lead conversion rates.

2. Have a Plan:
   A well-structured follow-up strategy is non-negotiable for successful campaigns.

3. Personalization is Key:
   Tailored communications foster genuine connections and enhance engagement.

4. Embrace Imperfections:
   Handling embarrassing moments with grace can strengthen professional relationships and personal growth.

Conclusion

Episode 292 offers a blend of strategic marketing advice and personal storytelling, providing listeners with both practical tips and relatable experiences. Jay Schwedelson effectively highlights the importance of timely and personalized follow-up in marketing while also offering comforting insights into handling professional embarrassments. This episode serves as a valuable resource for marketers seeking to refine their strategies and navigate the complexities of industry interactions.

For more actionable marketing insights and engaging discussions, subscribe to "Do This, NOT That: Marketing Tips with Jay Schwedelson" and stay ahead in the competitive landscape.