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Kickstart Campaigns: New Prospect Follow Up
Click Here for a quick reference sheet on this Kickstart Campaign
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Overview of Campaign
This campaign is meant for new prospects. The idea here is to convert people from mere web visitors into prospects on your list with whom you can build a relationship over time and eventually sell to (saweeeet!!). Typically, visitors will be drawn to your website or landing page by some ad you've got on the web (adwords ad, banner on a partner's website, etc..) which offers them a free, high-value, content-rich resource ("bait") in exchange for their "opt-in". When they arrive to your website or the landing page, they will (hopefully) trade their contact info in exchange for your free resource (opt-in). If you don't yet have at least one free resource created for this, no worries. We've created the ultimate "Bait Creator" worksheet and guide that will walk you through the process of creating that.
The Intention of this Campaign
To first deliver the promised free resource to the new prospect, and then to follow up automatically over time with new prospects in a way that leaves you far more likely to get the sale.
This campaign aims to accomplish this in 3 ways:
- By having the prospect grow to know, like, and trust you over time. After all, we tend to want to buy from those that we know like and trust. Right? They get to know you through your writing and whatever other content you hook 'em up with, whether videos, guides, checklists, whatever. Given that the foundation of the copy for the emails and postcards is already provided for you, we suggest that you go through and look for opportunities to inject a bit of your own personality and company/brand culture in order to give your prospects a taste of YOU. They will get to trust you because of the expert-caliber information you provide them and because you're acting like a trusted adviser, not some sleazy salesperson.
- By developing reciprocity in the minds (and hearts) of your prospects. Since they are getting massive value from the information and resources you're sending them through this campaign, there should be a sense of gratitude developing, and even a sense that they kinda "owe you one" for how much great free stuff they've gotten from you. Think of it like a bank account. The more value you add to them over time (deposit into their account), the more likely it is that when you go to make a withdrawal (make an offer/ask for the sale), that there will be sufficient funds to cover the withdrawal, and they will actually buy. This is why the number of high-value, content-rich, non-"salesy" communications FAR outweigh the number of offers in the campaign. You're trying to develop a relationship here, not simply come to them with your hand out. That's what everyone else is doing. It's been done. Of course, in order to actually get the sale, you must have great products and highly compelling offers as well. That's a given.
- By keeping your company and products top-of-mind throughout your prospects' buying process so that once they are actually ready to buy, you're the first, natural, and obvious choice.
What you get
- A simple Name and Email only SmartForm (which you are free to customize/add fields to): "New Prospect: SmartForm: 1"
- 2 Landing Page : "New Prospect: Offer 1" and "New Prospect: Landing Page 2"
- Two Postcards : "New Prospect: Special Offer", and "New Prospect: Offer: 2"
- A Step Sequence (which prospects will be subscribed to automatically upon filling out the form): "New Prospect: Step Sequence"
What you need to do
- If your account did not come with this campaign, you will first need to install it. Package code: 6NTfTyB8JUYtzaQ
- Gather/create your lead-getting bait (and any other valuable resources you want to use (optional)
- Customize your content (emails, postcards, landing pages, etc.)
- Add rules and tags (we show you exactly how)
Minimum Account Level Needed To use This Campaign: Jalapeno
Benefits of having higher account level:
Habanero:
- Ability to use PURLs in your emails and postcards for increased personalization and higher response rates.
- Ability to use Landing Pages which make it far easier for you to provide places for prospects to respond to your offers (without Landing Pages you will have to create the page where people will fill out your forms or purchase your products (using some kind of content management/website building software, rather than our nifty Kickstart pages) and plug the URL's in for those pages in the appropriate places).
SendPepper Pro:
All those listed in Habanero, PLUS...
- Ability to use rules (which get fired based on product sales). Since you get commerce-based rules in SendPepper Pro, you have the ability to use the rule which automatically removes people from the "New Prospect Follow Up" sequence and adds 'em to "New Customer Follow Up" sequence when they make a purchase. If not, you will have to go through and do this manually in order to prevent new customers from continuing to get the "buy our stuff" type communications in your "New Prospect Sequence.
OfficeAutopilot:
All those listed in SendPepper Pro, PLUS...
- Ability to use Rule Steps in your sequence to automatically move prospects from "New Prospect Follow up" sequence when they finish receiving all steps, and add to the "Long Term Lead Nurture" sequence automatically, as opposed to having to do it manually. If you do not have this rule, contacts will stay subscribed to "New Prospect Follow up" (which won't hurt) but will not be subscribed to "Long Term Lead Nurture" sequence unless you do so manually.
How long this will take: 50-140 Minutes
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Instructions for Implementing
- Open up the SmartForm: "New Prospect: SmartForm 1"
- Do you want single or double opt-in? Choose which, and set accordingly.
- If you'd like a notification email sent to you or someone else on your team each time this form gets filled out, indicate the email address in the 'Send Notification..." field.
- Do you want to collect more information than just name and email address? If so, select which fields and add them.
- Create a specific tag to have applied to the contact when they click 'submit' on the SmartForm. See, tags are great for segmenting your list based on lead source (and other things), so, take a moment and consider what would be the best way to tag people who come in through this SmartForm so that you can best segment them from the droves of all your other contacts and all the lead sources you either currently have or will have eventually. You might create a tag called "New Prospect: [Whatever the name of the "Bait" is that you used to get 'em in]", so for instance, you might make one called "New Prospect: Top 5 Ways to Lose Belly Fat Report Form". Then, later, when you've got numerous SmartForms and lead sources, you'll always know that anyone on your list with this tag (perhaps you'll quickly create a group of contacts tagged this way) have all come in through this particular SmartForm, because they were seeking that particular guide, and you can market to them appropriately over time because of that distinguishing tag.
- Do any other customizing you'd like to the SmartForm
- The SmartForm is already connected to the Landing Page ("New Prospect: Offer 1") via javascript, so any changes you make will be automatically updated to the SmartForm on "New Prospect: Offer 1"
- Click the 'Pages' tab and open the page called "New Prospect: Offer 1: We'll Try Anything Once" and customize with the specific details of your business and your offer. You can add your own logo, change or add images, text, or even add video or other HTML items.
- Set hosting for the page.
- Proofread for spelling, punctuation, grammar and content.
- Save it.
- View it live on the web (since it's now hosted and live) by copying/pasting the URL into your browser.
- Do the same for "New Prospect: Offer 2: Knockout Offer"
- Click the 'Messages' tab
- Open and customize both of the postcards that are included: "New Prospect: Offer 1: We'll Try Anything Once", and "New Prospect: Offer: 2: Knockout"
- Be sure to double check your work for spelling, punctuation, grammar and content.
- Since these postcards (in many cases) will be driving people to a landing page, you'll want to already have customized your landing page, and set the hosting for it so that you can merge a PURL onto the postcard in the place indicated for greater personalization (and better response).
- "Proof" the card to be certain everything looks as it should.
- Save.
- When you've done all this, the cards are ready to be brought into the sequence (in the next step).
- Open up the Step Sequence called "New Prospect: Step Sequence"
- Go through each step and customize each email message and add any others you'd like. If you haven't yet created the free resources, you can use our handy-dandy "ultimate 'Bait Creator' worksheet and guide" that will walk you through the process of creating them.
- If a given email provides a link to a free resource of some kind, you'll want to be sure you've already got it hosted and live on the web. You can use SendPepper/OfficeAutopilot to host many free resources. Read how! Then, you'll simply link the words in your email with the URL where your free thing is hosted.
- Be sure to double check your work for spelling, punctuation, grammar and content.
- Update and clean up the text-only version of the email below the HTML editor if you'd like to send both an HTML and text-only version of the emails.
- Be sure to save each step and save the sequence at the end.
- Change scheduling of email steps as you see fit or leave 'em as is.
- Add corresponding postcards in and set scheduling for postcard steps. Postcards have intentionally been left out of the sequence because you must customize the postcard that belongs in this sequence (which you did in the previous phase), and there's no way to do so within the sequence, as is the the case with emails. Should I use task steps as placeholders for these?
The Sequence: "New Prospect Follow-Up"
Sequence Steps
The steps are listed below in the order they're in within the sequence. You may, however, mix 'em up any way your little heart desires (reschedule/delete/edit certain steps). Whatever floats your boat! We didn't include the actual copy here because, let's face it, that'd just be ridiculous. You can take a look at the corresponding emails, postcards and tasks to see it. You'll need to edit and customize it anyway. Note that the email steps are also available in the message library. However, if you change a message in the message library, you must go into the sequence and pull the new version in as it will not automatically update the version within the sequence. This is of key importance.
We include the name of the email or postcard, the subject, and the intent of a given step. We include the intent here to give you a clear picture of WHY the step is there. Every step of every sequence has an intent. Read 'em. You just may learn somethin'!
Step 1: Email: "New Prospect: Email 1: Here's your ___________!"
Default Scheduling: Day 0: Immediately
Subject: Hey [First Name]! Here's your ___________!
The Intent: This email is meant to give 'em the thing they opted-in for, and to give them the confidence that they've made the right choice. This is done through testimonials (even though this thing is free and they've ALREADY given you their contact info for it, you must continue to SELL it so that they're feeling excited about it). The idea is to reinforce in their minds that they've made a wise choice by giving you their contact info.
Step 2: Postcard: New Prospect: Special Offer"
Day 0: Immediately
Note: Though this step goes out immediately, it will actually arrive 7-10 days after the person is first subscribed to the sequence (after they first fill out the SmartForm in most cases) due to printing and mailing time and weekends. Also, because this is a mailed step, only those contacts for whom you've already got a physical address will be sent a postcard. The rest will not receive it and there's nothing for you to worry about or do here. There's a very similar email step that will go out as well so that for those of your contacts that you don't have a physical address for, you will still be able to get the offer to 'em, and for those that DO get the postcard, they will get the offer in more than one medium (email AND postcard, for the ol' 1-2 punch! Booyah!).
The Intent: To convert your prospects into customers by giving them a great reason to buy!
Step 3: Email: "New Prospect: Didgya get that?"
Day 0: 15 Min. after last step
Subject: Didgya get that?
The intent: This email helps get the new prospect into the mindset that they are entering into an authentic conversation with you/your company vs. just an all-automated one.
Step 4: Email: "New Prospect: 25/99/50 Reasons why People Choose us"
Day 3: 9AM
Subject: 25/99/50 Reasons why People Choose [Biz Name]
The Intent: This email is all about knocking people over the head with social proof. It's just a truck-load of testimonials. They should be left with: "HOLY MOLY! Their thing CLEARLY works! How can all these people possibly be wrong?! This must be for me!"
Step 5: Email: "New Prospect: Another Free Guide/Article/Vid: (1)"
Day 6: 9AM
Subject: Here's a little guide/article/vid we created! You've gotta see this.
The Intent: This is another valuable, free thing that will educate your prospect, engender their good faith, trust, and develop reciprocity (make them fall in love with you, basically).
Step 6: Email: "New Prospect: Offer: 1"
Day 9: 9AM
Subject: First Time Ever: _____% off ______
The Intent: To convert your prospects into customers by giving them a great reason to buy!
Note: You can of course change the offer however you like, we're just giving you a baseline to go off of.
Step 7: Email: "New Prospect: Why Some People Go With The Competition"
Day 12: 6AM
Subject: Why some people go with less qualified (less expensive) providers of ______________
The Intent: This is your opportunity to go through the common objections that people raise about doing business with you, and diffuse them one-by-one before the prospect has a chance to do it. Get preemptive: handle the objections before they've raised them.
Step 8: Email: "New Prospect: Insert Cleverly-Worded (Killer) Feature and Benefit of Your Thing Here"
Day 16: 1PM
Subject: [Killer Feature] will ______________ your _________________! (Example for our product: "Split Testing your emails will explode your ROI!"
The Intent: To educate your prospects on a particularly powerful or little-known feature of your product and its benefits so they're more likely to buy.
Step 9: Postcard: "New Prospect: Offer: 2"
Day 15: 6AM
Subject: Hey [First Name]! Buy one _____________ get ________________"
The Intent: To drive 'em to a landing page to buy.
Note: Though this step goes out at day 13, it will be arriving around day 22-23, either on, or just before the email step (step 11) that contains the same offer due to printing and mailing time. Because this is a mailed step, only those contacts for whom you've already got a physical address will be sent a postcard. The rest will not, and there's nothing for you to worry about or do here. A nearly identical step will go out as the 11th step, as well so that for those of your contacts that you don't have a physical address for, you will still be able to get the offer to 'em, and for those that DO get the postcard, they will get the offer in more than one medium (email AND postcard!).
The Intent: To convert your prospects into customers by giving them a great reason to buy!
Step 10: Email: "New Prospect: We've Got 'Street Cred'"
Day 21: 10AM
Subject: We've got "Street Cred."
The Intent: This step is where you let your credibility shine through and engender your prospects' trust even more.
If you cannot adapt your own info to each of these, feel free to add your own versions that make sense for your business.
Step 11: Email: "New Prospect: Offer: 2"
Day 24: 9AM
Subject: Buy _______________ and receive __________________!
The Intent: To convert your prospects into customers by giving them a great reason to buy!
Note: You can of course change the offer however you like, we're just giving you a baseline to go off of.
Step 12: Rule (OfficeAutopilot level accounts Only): "Remove from "New Prospect Follow Up" Seq. and Add to "Long-Term Lead Nurture"
Day 27: 10AM
Description: Unsubscribe from "New Prospect Follow up" sequence, subscribe to "Long Term Lead Nurture"
The Intent: To automatically move prospects from "New Prospect Follow up" sequence when they finish all steps, and add to the "Long Term Lead Nurture" sequence automatically, as opposed to having to do it manually. If you do not have this rule, contacts will stay subscribed to "New Prospect Follow up" (which is of no consequence to you) but will not be subscribed to "Long Term Lead Nurture" sequence unless you do so manually.
Note: You must manually add this rule step, because it isn't possible for us to publish rules to you.
Conditions of this response: None (this is because everyone who makes it to this step in the sequence should be removed and placed upon the "Long Term Follow Up" Sequence).
What Should Happen: Add to Long Term Lead Nurture
Suggested Active Response Rule (Note: SendPepper Pro customers only)
Suggested name of Active Response Rule: If they buy a product, subscribe 'em to "New Customer Follow Up" sequence and Remove from "New Prospect Follow Up"
Trigger: If purchases product: ANY
Condition: None
Response: Subscribe to "New Customer Follow Up" Step sequence and Remove from "New Prospect Follow Up"
FAQs
Some questions we've heard...
Why are these instructions so long and involved? I thought this was supposed to be done-for-me...
Great question! There's some necessary customizing and putting-together-of-pieces that must happen in order for the campaign to actually reflect YOUR business, your offers, and work in the way that you want. While this may seem like a lot, given it could take you a couple of hours to fully customize and "trick out" your version of this campaign (though it could take as little as 30 minutes), it would take you many many hours, not to mention design skills (or outsourcing), copywriting skills, and so fourth to create something of this depth and caliber from scratch. Or, if you're like a great many small business owners, it may never get done at all.
Relevant Links
Overview of Done-for-You Campaigns
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