Managing an effective follow-up campaign can be quite challenging, particularly for a startup. The reason is that apart from the effort and time needed to kick-start the campaign, there is always the difficulty of maintaining a balance between persistence and annoyance. Follow up can make it looks like you are going too far but the truth is that many people don’t consider your offer at the first go. Hence, where there is no follow up the campaign, there is a good chance of losing prospects who could have turn to your loyal customer.
In this piece, we will be delving into the components necessary to make an effective Follow-up campaign and the tools that can make things easy for you as far as follow up campaign is concerned. Read along!
What are your goals?
First and foremost, you have to define your goals before you can begin your follow-up the campaign. Start by asking yourself about what you would like your clients to bring to the table once you start to see the outcome of the campaign. Whether you want the prospect to give a call to your sales team or you want an existing client to participate in your referral program; whatever goal you intend to achieve, it is vital to have a specific purpose so that your follow up can be designed in a way that it promotes that goal.
Maintain fresh messages
Without a doubt, every user of emails knows how the quantity of email that enters their inbox on a daily basis. Hence, if you keep up with sending the same content of messages designed in the same way recurrently, then, there is a good chance that your messages will be overlooked or deleted. Regardless of how excellent your goals are, your follow up must not be a “copy and paste” affair. For instance, assuming you manage a landscaping business and there is a need to inform your clients that the winter is coming, and also motivate them to demand a recurring lawn care treatments in the summer and spring; each content for the goals must be different and even the approach. Your first approach can be a short video displaying families who are spending quality time together at a picnic while a team is taking care of their lawn. The second approach might reveal a set of positive feedbacks from the existing clients who placed an order for lawn care package in the previous year and love your service. While the third can be a proposal of lawn care services plan including the management of spring plantings, the fourth can be a request to meet and discuss your services.
Strategize your timing
Timing is integral to an effective follow-up. The reason is that if you send different messages within short periods to another, the receiver may consider it as spams. Also, if your timing between one follow up to another is too broad, then, you are at risk of missing out on chances to secure a sale.
Hence, the most advisable period is a minimum of two days between each email. In most cases, if a person will reply to your message, it shouldn’t take him/her more than 24 hours after receiving the message. Hence, do not send messages from one hour to another and also, avoid leaving your follow-up till over a week or more.
Take note that a perfect timing may vary based on your kind of business. Consequently, one factor to consider if you want to get your timing right is to know the relationship between your sales cycle and your clients. If your brand runs as B2B, then, you are mostly running an extended sales cycle, and it is most likely that a company’s decision to buy your product will be internally scrutinized before approval. The direct implication is that it is best for you to leave more time between your communications so as to give your contact an ample time to run your offer with the stakeholders and get back to you – with their decision or more details.
Concerning an e-commerce business dealing with individual clients, the timing is not the same. For instance, if you are a retailer in cloth dealings and you run a follow up campaign that activates once someone leaves a cart on your site; ensure that such emails are grouped closely because in such a case, it won’t take a week for a single person to decide on either to buy a pair of shoe or polo top.
Combine email with other channels
The use of email is a vital aspect of a marketing campaign – including follow-ups. Nevertheless, some other means are available – and more effective. For instance, our ever-improving digital world has made us forget about reliable methods such as phone calls or snail mail. Sometimes, the best way to reach out to a person is through the conventional means if you want to be noticed because as far as email is concerned your message is just one among countless others.
While an effective follow-up campaign will entail a well-scheduled email, you have to add other communication means too. Also, with technology, you can utilize the conventional means more efficient. Regarding tech-improved direct mailers; some of the examples include forwarding specially designed mail to prospective clients which entails specific information for a particular individual or the use of landing pages for their particular needs.
For instance, assuming you are managing a law firm and one of your website visitors demands your estate planning service after filling a form. As planned, once it triggers a follow-up campaign, endeavour to use a phone call to follow up too. In a case where you have sent a series of follow up without any response, make contact and say that you are trying to follow up your emails and will be glad to answer any question or request for further details. Also, you may integrate mailers into your campaign. For example, you can send pamphlets containing info on estate planning few weeks after someone has filled out your form. The brochure should include a customized letter with an offer to have a physical conversation with the prospect if interested.
Get the right tools to execute your plan
To track your interactions with prospective clients or existing customers, tools such as marketing automation and CRM tool are crucial to have. And also, endeavour to check your follow-up constantly.
Some tools are available which can perform the tasks of marketing automation and CRM together. Few among them are OntraPort and ActiveCampaign which tracks and execute campaigns effectively. A tool that can perform CRM and marketing automation will enable you to follow through all your means of contacts whether via analogue communication such as a postcard or digital like email. The marketing automation component enables you to set time for email follow-ups, SMS adverts among other strategies which can be activated while a prospect or client is performing an action.
Persistence is the key if you want to improve your conversion rate and increase your sales. Doing this can be quite tedious for a single person; however, through the use of marketing automation tools, your targeted success is attainable. All you need is to establish your campaign and run it.
Get an unfair advantage
Actionable digital marketing tips, tricks, and tactics – delivered straight into your inbox. Sent once a month (maybe twice, if you’re lucky!)