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Kickstart Campaigns: Long-Term Lead Nurture
Click Here for a quick reference sheet on this Kickstart Campaign
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Overview of Campaign
This is a year-long campaign meant for people who have at some point opted-in to your list to learn more, but who have not bought from you within a certain period of time (which is up to you, depending on the time-frame for your typical sales cycle. The idea here is to nurture older leads with less-frequent communications (one email/mo by default) that help to continue educating your prospects while keeping you top-of-mind until the time they're re-engaged and ready to buy. It's a less aggressive campaign than, "New Prospect Follow Up" campaign and people should be dropped onto this campaign once they've gone through the "New Prospect Follow Up" without buying.
The Intention of this Campaign
Once a prospect has already gone through all the steps in your more aggressive "New Prospect Sequence" and has still not bought from you, it's time for them to get moved to a less aggressive sequence that will "drip" communications out to them with far less frequency now that they've "cooled off". These infrequent touches are just enough to keep you top-of-mind and continue to add value...but from a distance, until they get back to a place where they're actively looking for solutions again. Statistics show that ___% of leads are not followed up with, or not followed up well enough with, and a staggering ___% eventually buy, FROM THE COMPETITION. So...stay top of mind! Be of value! This campaign will help you do both!
This campaign aims to accomplish this in 2 ways:
- By having the prospect continue to growing to know, like, and trust you over time. Like the "New Prospect Follow Up" sequence, this campaign is centered around gaining affinity and trust with your prospects. After all, we tend to want to buy from those that we know like and trust. Right?
- 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 the first, natural, and obvious choice.
What you Get
What you Need to do
- If your account did not come with this campaign, you will first need to install it. Package code: 8Q0AxpIS7iYAPoD
- Create/gather any other valuable resources you want to send out as part of this sequence (optional)
- Customize your content (emails, rules in the sequence, 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 active response 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 add 'em to "New Customer Follow Up" sequence when they make a purchase. If not, you will have to go through and do this manually when you make a sale in order to prevent new customers from continuing to get the "buy our stuff" type communications in your "Long-Term Lead Nurture" and to begin getting the "thanks for buying our stuff" type communications in your "New Customer Follow-up" campaign.
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Instructions for Implementing
A. Customize and host your Landing Page (10-30 min.)
- Click the 'Pages' tab and open the page called "Testimonials/Case Studies" and customize with your own collection of great testimonials, or perhaps a case study or two. You can add your own logo, add change or add images, text, or even add video or other HTML items.
- Set hosting for the page.
- Proof read 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.
- Open up the Step Sequence called "Long-Term Lead Nurture"
- 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.
- Be sure to double check your work for spelling, punctuation, grammar and content.
- 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 any postcards you'd like (we didn't include any postcards in this campaign by default but you're welcome to add one or more if you choose) and set scheduling for postcard steps.
- Be sure to save the sequence when you're all through.
The Sequence: "Long-Term Lead Nurture"
- Name: "Long-Term Lead Nurture" (or whatever you choose, remembering to use the recommended naming conventions so as to keep your system clean and organized)
- Public Name and Public Description: your call here. Remember that the public name and public description is what will show up when your contacts will see on the unsub. page should they choose to unsubscribe, so be careful. This is also an opportunity for you to convince them they don't want to opt-out of receiving the sequence steps.
- Unsubscribe after Last Step: This is simply where you indicate whether you'd like someone to stay on the sequence after the last step is sent, or to have them removed from it. The choice is yours, but it can be a very good idea to let people stay on a sequence forever, so that they're not accidentally resubscribed to the sequence later (which can be annoying for them, and embarrassing for you: imagine getting a bunch of "Buy our thing" type emails after you've already bought it. Total rookie maneuver). Leaving people subscribed to a sequence can also be a good way to segment your list, and quickly see if they've received certain communications.
- Show on Unsub. Page: When checked, this will show the sequence on the Unsubscribe page so that if they choose to, your contacts can opt-out of it. You should check this for all marketing type sequences, however, if there's vital information that customers must get in order to fully make use of a product they've already purchased, or say, emails letting them know about the time/date of a webinar they've signed up for, then you should leave this unchecked so they don't accidentally opt-out of it.
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: "Long-Term Lead Nurture: Feature/Benefit 1"
Default Scheduling: Day 30: 9AM
Subject: "Betch'ya'didn't Know This, [First Name]!"
The Intent: This email is meant to educate your prospects on a single Feature/Benefit of your product/service so as to make 'em more likely to buy.
Step 2: Email:"Long-Term Lead Follow Up: Free Resource 1"
Default Scheduling: Day 60: 9AM
Subject: Download your free ______ now!
The Intent: This is another valuable, education resource you've either created, or gathered from other sources, or re-purposed to add value, stay in touch, and develop reciprocity.
Step 3: Email: "Long-Term Lead Follow Up: Longer Testimonial/Case Study 1"
Default Scheduling: Day 90: 10 AM
Subject: $36,000 earned/56 lbs. Lost/ whatever major benefit your thing promises/ in 45 seconds Flat? See how Tod Snyder did it.
The Intent: This is a longer testimonial or a case study of someone who's gotten great results from your product intended to prove your thing works.
Step 4: Email: "Long-Term Lead Follow Up: Feature/Benefit 2"
Default Scheduling: Day 120: 9AM
Subject: "Can _____[insert name of competitor here (or if you'd rather not mention them by name, just say "The Other Guys")] do this [insert feature or benefit]?"
The Intent: To educate your prospects on a single Feature/Benefit of your product/service so they're more likely to buy. This should be highly distinctive, differentiating feature that your competitors can't touch.
Step 5: Email: "Long-Term Lead Follow Up: Free Resource 2"
Default Scheduling: Day 150: 9AM
Subject: Download your free ______ now!
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: "Long-Term Lead Follow Up: Offer 1"
Default Scheduling: Day 180: 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: "Long-Term Lead Follow Up: Longer testimonial/case study 2"
Default Scheduling: Day 210: 6AM
Subject: You gotta check out __________________'s results. They're UH-MAZING.
The Intent: This is a longer testimonial or a case study of someone who's gotten great results from your product intended to prove your thing works.
Step 8: Email: "Long-Term Lead Follow Up: Feature/Benefit 3"
Default Scheduling: Day 240: 9AM
Subject: "[First Name], who else wants ______[benefit]_________?
The Intent: To educate your prospects on a single Feature/Benefit of your product/service so they're more likely to buy. This should be highly distinctive, differentiating feature that your competitors can't touch.
Step 9: Email: "Long-Term Lead Follow Up: Free Resource 3"
Default Scheduling: Day 270: 9AM
Subject: Download your free ______ now!
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 10: Email: "Long-Term Lead Follow Up: Longer testimonial/case study 3"
Default Scheduling: Day 300: 6AM
Subject: If __________________ can get these results, what could you get?
The Intent: This is a longer testimonial or a case study of someone who's gotten great results from your product intended to prove your thing works.
Step 11: Email: "Long-Term Lead Follow Up: Feature/Benefit 4"
Default Scheduling: Day 330: 9AM
Subject: "[First Name], what would it be like if you had ______[benefit]_________?
The Intent: To educate your prospects on a single Feature/Benefit of your product/service so they're more likely to buy. This should be highly distinctive, differentiating feature that your competitors can't touch.
Step 12: Email: "Long-Term Lead Follow Up: Offer 2"
Default Scheduling: Day 360: 9AM
Subject: [First Name], are you a crazy person?
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.
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 many small business owners, it may never get done at all.
Relevant Links
Overview of Done-for-You Campaigns
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