HOW TO DESIGN A FOLLOW UP CAMPAIGN

OVERVIEW

• Basics• Autoresponders• Text Messaging• Lists• Co-op• The Message• Follow-Up• Monitor & Measure

BASICSYou know by now that you need to communicate with your prospects on an average of seven times before they buy from you. This can be dependent on your type of business of course. If you are a plumber and someone has an emergency, you get a call right away. How do you insure that customer will call you again for the next plumbing issue?

BASICSThe key is to stay in touch with your prospects and your customers. There are a few ways to do this. Which of the following have you implemented?• Newsletter• Scheduled email messages• Broadcast email messages• Text messaging (scheduled or

broadcast)

AUTORESPONDERS

If you have a form on your website to capture information, does that just go to your email to follow up with a lead or are you building a “list”?

AUTORESPONDERS• With an Autoresponder system, you can

design a follow up campaign. In fact, you can have several campaigns.

• You may want to be sending a different message to your prospects that what you send to your customers.

• You may also have a mixed customer base (i.e. a salon for men and women) and want to send a different message to each set.

AUTORESPONDERS• With your customers, you may want

to send them a monthly newsletter.• For your prospects, you may want to

send them a series of messages that you will “drip” over time.

• Consider sending out tips or other interesting information.

TEXT MESSAGING• Text messaging works much the

same way email marketing does.• You can send a broadcast message.• You can send a scheduled message.• A text message can be 140

characters so you need to choose your words wisely.

TEXT MESSAGING• Text Messaging can be beneficial for

many types of business.• Restaurants are an obvious choice to

send out offers on a slow night or remind your customers to come in on a Friday night before a movie.

TEXT MESSAGING• Service oriented businesses can send

a mass broadcast text to fill a cancellation. Much more efficient than having the front desk make calls.

• Auto service shops can send out messages for oil changes.

• Optometrists can send out messages for patients to purchase contact lenses.

TEXT MESSAGING• Another benefit to text messages is

that they can work hand in hand with email campaigns. This increases your email open rate.

• You can also increase the rate of attendance for webinars and other events.

LISTS• You need to generate a list before you can

follow up with anyone. The best way to do this is by offering an incentive. This is critical to your online lead generation efforts.

• Use a free report, a free consultation, or a coupon/discount if possible.

• You need to give something to get something and it needs to be appropriate to your audience.

LISTS• You must have a call to action. Tell

them to fill out your form in order to get what you have to offer.

• You can further define your lists by having options. Let them opt-in to lists that are of interest to them.

LISTSYour message needs to be appropriate or you are going to have people opting out of your list. Don’t be too salesy. You can offer specials but be sure to provide value. Make the message count.

CO-OPThis follow up method is largely under-used. Try finding industries that compliment your own and invite that business to market services with you.

CO-OPAn appliance repair company may want to work with an electrician and plumber. Can you think of other possibilities?

THE MESSAGE• What you say to your audience is

very important. • Stay relevant. If they opt-in to your

list on dental care, don’t start talking to them about skin-care.

THE MESSAGEConsider sending out a series of tips on your most frequently asked questions. You may also want to include information that your readers should be thinking about but don’t know to ask.

FOLLOW-UP• Be sure to follow-up with your list.

Ask them if there is something specific you can assist them with.

• As you get feedback from your readers, check to see if you have incorporated any of the pain points in your messages.

MONITOR & MEASURE• Monitor your open rate and your

unsubscribe rate to give you an idea of what may need to be changed.

• Measure your conversion rate. If you have low conversions from your opt-ins, look to see where things are getting bottlenecked.

RECAP• Basics• Autoresponders• Text Messaging• Lists• Co-op• The Message• Follow-up• Monitor & Measure

MORE INFORMATION

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