The Art of Follow-up in the Science of Visibility

Some would say that internet visibility, ala web page content and SEO tools, is a science. I would tend to agree.  You can certainly measure page hits, calculate analytics, and derive "scores" for what tactics are most effective. But what about the end goal -- connecting with people?

Recently, a follow-up e-mail came from a sponsor of an event that I attended. It took a few days for it to cycle through their internal process. I'm sure someone entered all of the contact info into a database. Perhaps someone else formatted the e-mail message in their template. It's also likely that the originator approved the final version before it was sent. This was from the largest law firm in town, ergo they have deeper pockets that many companies. The nature of what they do also lends itself toward a certain attentiveness to minutia. 

Those details aside, when all is said and done, this guy did his follow-up in an impressive way. He thanked us for attending. A link to his PowerPoint presentation was included, along with links to related materials on the company site. Spammer-resistant contact information was there, as well. These folks were thorough! If there is any chance of our engaging his firm in the future, he moved at least a little closer to top of mind. 

How solid is your follow-up strategy? Are you building your visibility by remembering the simple things, such as follow-up? Make sure you cover this area. You can be sure that your competition will be. 

A word of advice:

Get to your follow-up quickly. The snail at the end of the line becomes a meal for creatures higher -- and faster -- in the food chain.

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