How to Use Your Campaign

Here we will cover exactly what your campaign is, what it does and how you will use it on a daily basis.

At Richter, we noticed a disconnect between marketing and sales. A huge amount of time and energy are spent on marketing and the generation of “leads”, without the same support given to what happens in sales.

Your Campaign handles this disconnect. Each video perfectly addresses each key step of your sales cycle. It's your best pitch, every time.

Your Campaign is a series of videos and corresponding email templates that walk a prospect all the way through the sales process, from first contact to close.

Your Campaign is unique, and it's not just a marketing tool. It's designed to help you close more sales, faster.

What is a Campaign?

Why Campaign?

INTRODUCTION

When a new prospect comes in, send the second video using its corresponding email template.

Campaign videos increase interest by methodically enlightening your prospect on what you're offering, step by step.

Use the first Campaign video to create initial interest with or without its corresponding email template.

Using Campaign In Sales

SALES

Once the prospect has viewed the second video, send the third video using its email template. (Note: of course you would follow the exact sales sequence and use the right asset at the right time to move the cycle forward step by step.)

By this time, the prospect has been educated on what you’re offering. Send the fourth video using its email template to recommend a specific solution and keep the sales process moving.

Next, walk through the specific deliverables of your solution by sending video #5 with its template.

At this point, the prospect will probably have some common questions. Address the most frequent questions and objections by sending video #6 with its template. ( NOTE: Again the campaign is meant to assist the sales cycle to be a lever that helps move the cycle forward toward concluding it.)

Now you can build confidence by sending your case study and client testimonial videos, using their email templates.

Build even more confidence by showing the prospect more about your company, sending video #9 with its template.

Now your prospect knows you are offering a solution they need, they’ve had their questions answered, and they’re confident in your ability to deliver. Guide the sale to a close by sending video #10, which will outline the steps to get started.

Once the prospect becomes a client, ensure their transition into your company is smooth by sending video #11, “What to Expect Going Forward,” with its template.

Finally, it’s vital to acknowledge a new client. Send them the final video with its template to thank them for becoming a client, and wrap up the sales cycle.

You can also use your Campaign videos individually, to address a specific question or concern.

Once the prospect has watched each video, they will have progressed all the way through the sales cycle, resulting in a closed sale and a new client who knows what will happen next.

As you can see, your Campaign makes selling easier than ever before. It should not be used as a crutch, or to replace one-to-one personal communication, but when used as above it will unstick your sales prospects and keep them moving, interested and easy to talk to.

When someone watches even one Campaign video, the result is always the same - more interest, and a prospect that’s closer to being a closed sale.

Your Campaign was created to generate interest in what you’re offering by methodically enlightening prospects, step by step. Given this, your Campaign videos and email templates make excellent marketing material.

The key to success with Campaign video marketing is consistency. The process is extremely simple and has proven very effective.

Most businesses have large mailing lists of potential clients and leads that sit stagnant, or only receive the monthly corporate newsletter. There is a constant search for the right content to send that will breath new life into these relationships and result in new clients closed.

Using Campaign In Marketing

MARKETING

From there, using the tools within your CRM, send each Campaign video to your list in turn, using the corresponding email template, modified according to your needs.

First, organize your mailing lists into a CRM that can send and track email marketing campaigns. We recommend Salesforce, Eloqua, or InfusionSoft, but many other tools will work.

How to Market Your Company Using Your Campaign

As you receive responses, simply pick up the sales process by passing the baton to sales and having the salesperson move forward to the next video and email template in the sequence.

It’s best to have an interval of 1-2 weeks between each message. This means an entire marketing campaign will take anywhere from 12-24 weeks. We do not recommend it taking longer than 36 weeks.

Once all messages have been sent, you can start the cycle over again with slight modifications to each email template when appropriate.

If you’re marketing to a specific group, such as previous clients, or a specific field, you may want to modify the email messages accordingly.

Second, survey your team often on their use of your Campaign videos, to find out what’s working and where they’re having trouble.

For sales and marketing managers, measuring the effectiveness of your Campaign videos is a vital part of ensuring adoption and return on your investment.

When managing a sales team using Campaign, adoption of the procedure as written here is the lynchpin of success. Changing it, and especially making it more complicated, only leads to delays and stalled sales cycles.

First, have all your salespeople read this guide.

Measuring Campaign Effectiveness

MEASUREMENT

In Campaign video marketing, by using relationship management software such as Salesforce or Eloqua, you can track the open rates and responses to your messages. Using this information, you can continue what’s working or subtly tweak your messaging accordingly.

If they deviate from this guide, have them re-read it and get back to the basics of sending the next video to each prospect.

Congratulations on your new Campaign and we truly wish you the utmost success in using it! It’s a tool like no other and when this guide is understood and used, it will make the incredible work that you do in marketing and sales that much easier.

Should you, or anyone else at your company, ever have any questions concerning Campaign or this guide, please don’t hesitate to reach out to the team here at Richter. We would love to hear from you and are happy to help!

SUMMARY

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