Follow up is all about giving people the valuable information they need and want; showing them you understand their problems and concerns; creating opportunities for them to get to know and trust you; and proving your credibility and the value of your products and services.

Many of us think that a follow-up strategy is to email or call someone a week or two after the initial contact and then maybe touch base occasionally over the next couple of months.

Also, many small business owners think that follow-up is only centered around sales - that you contact someone to see if they're ready to buy something.

Follow up encompasses so much more than this and is so much more vital than most people think.

I believe that marketing is all about fostering a relationship with people and one of the key ways to do this is by having consistent and relevant follow-up as part of your marketing strategy.

A relationship isn't based on one date and a marketing relationship isn't built on one contact between you and your prospect. It also works at the other end of the spectrum: a relationship won't be sustained without any contact and a business relationship will fall by the wayside if a client is ignored.

Try to think of follow-up as keeping the lines of communication open between you and your prospective and current customers.

Below are 9 reasons why follow up is such an important part of your marketing strategy.

1. Build relationships

Marketing is all about fostering a relationship with people and one of the key ways to do this is by having consistent and relevant follow-up as part of your marketing strategy.

2. Build credibility and expert status

A big part of attracting and keeping clients is building trust and credibility. People need to know that you do know what you are talking about. By following up with valuable, needed information you demonstrate your expertise and the value of your services and products.

3. Educate people

Another reason to follow up is so that you can educate your prospects and clients on how you can help them - via yourself, your company, your website, your products and services, your blog, your podcasts, your ezine, your programs and so on.

4. Stay top of mind

People buy when they are ready, not when you're ready to make a sale! It's important to constantly keep in front of people so that when they're ready to buy you'll be there. In other words, you have to follow up with them regularly.

5. Keep your clients happy

I've heard the statistic that 68% of customers stop buying because of indifference. In other words, a company has failed to show their clients that they are important and valued. Follow up allows you to keep your relationships with customers fresh, valuable and appreciated.

6. Opportunity to up-sell and cross-sell

When you follow up consistently it keeps you top of mind in your current customers' minds and also allows you the chance to up-sell and cross-sell them with products and services you think they might benefit from.

7. Make the necessary number of contacts

Although we worry about contacting people too much, studies show that most people need several contacts (that are useful and relevant to them) before they'll say yes to being your client.

Follow-up marketing strategies will help you make ongoing, consistent contact with prospective customers, partners and so on.

8. Stop the "feast or famine" cycle

Most of us are familiar with having either too few clients or having so many that we can't handle it all. Consistent follow-up helps creates a steady stream of prospects and customers and helps you to avoid the stress of bouncing back and forth between feast and famine.

9. Break through all the clutter and get noticed

In this crazy fast-paced world we are inundated with thousands of messages each and every day. This means as small business owners, you need to repeat your message over and over if you're going to break through all the noise.

As you can see, there are lots of valuable reasons why follow-up is important. Start implementing follow-up marketing strategies in your business immediately so that you can start reaping the rewards immediately!