Kickstart Campaigns: Testimonial/Feedback-Getting Campaign

Click Here for a quick reference sheet on this Kickstart Campaign

Instructions for Implementing

A. Customize your SmartForm (5-10 min.)

1. Open up the SmartForm: "Testimonial/Feedback-Getting: SmartForm 1" 
2. Do you want to collect more information than what the currently present fields will collect? If so, select which fields and add them. Set which fields you want to be required.
3. Be sure the tag: "Testimonial: Has Given One" is selected under 'Tags'. 
   
4. Do any other customizing you'd like to the SmartForm you want
5. The SmartForm is already connected to the Landing Page ("Testimonial/Feedback-Getting: Landing Page 1") via javascript, so any changes you make will be automatically updated to the SmartForm on "New Prospect: Landing Page 1"

B. Customize and host your Landing Page (5-30 min.)

1. Click the 'Pages' tab and open the page called "Testimonial/Feedback-Getting: Landing Page 1" and customize with the specifics details of what you'd like your customers to provide. You can add your own logo, change or add images, text, or even add video or other HTML items.
2. Be sure the SmartForm is merged as expected.
3. Set hosting for the page.
4. Proof read for spelling, punctuation, grammar and content.
5. Save it.
6. View it live on the web (since it's now hosted and live) by copying/pasting the URL into your browser.
7. Test it by filling it out to verify that it works as expected.

C. Customize your postcard (5-30 min.)

1. Click the 'Messages' tab
2. Open and customize the postcards that are included: "Testimonial/Feedback-Getting!"
3. Be sure to double check your work for spelling, punctuation, grammar and content.
4. Since the postcard will be driving people to a landing page, you'll want to have already 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 personlization (and better response).
5. "Proof" the card to be certain everything looks as it should.
6. Save.
7. When you've done all this, the cards are ready to be brought into the sequence (in the next step).

D. Customize your Step Sequences (20-45 min.)

1. Open up the Step Sequence called "Testimonial/Feedback-Getting: Step Sequence"
2. Go through each step and customize each email message, task, and add any others you'd like.
3. Be sure to double check your work for spelling, punctuation, grammar and content.
4. Be sure to save each step and save the sequence at the end.
5. Change scheduling of email steps as you see fit or leave 'em as is.
6. Add corresponding postcard(s) 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 from within the sequence, as is the the case with emails.

The Sequence: "Testimonial/Feedback-Getting"

Sequence Information *and what to put here*

• Name: "Testimonial-Getting" (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 (God forbid), 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 (or headline in the case of postcards), 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: Postcard: Testimonial/Feedback-Getting

Default Scheduling: Day 0: Immediately

Headline: Sooo, what'dy'a think?
Note: Though this postcard gets fired as the first step, it will not arrive for 7-10 days, depending on what day/time of day it gets fired. So, by the time it arrives, the contact will already have gotten the 2nd step, which is an email set to go out on Day 4. Note also that only those contacts for whom you have a valid physical address will be sent the postcard. For others, this step will do nothing and you needn't worry about it. However, since the people on this sequence are your customers, there's really no reason why you SHOULDN'T have their physical address, as it is typically required information during the checkout process.

The Intent: This postcard is to get recent customer to give you feedback (and hopefully say nice things) about your product so you can improve your products and for you to use as testimonials while you're still fresh in their mind.

Step 2: Email: Testimonial/Feedback-Getting: Email 1"

Default Scheduling: Day 4: 9AM

Subject: You Likee??

The Intent: This email is to get recent customers to say nice things about your product/business while it's still fresh in their mind!

Step 3: Email: "Testimonial/Feedback-Getting: Email 2?"

Default Scheduling: Day 13: 10AM

Subject: Well...what'd'ya'think?!

The Intent: This email is intended to get those recent customers who've not yet given feedback to give you some feedback, already! For OfficeAutopilot customers who've set up the Active Response rule called: "Testimonial: If has given one, remove from "Testimonial-Getting", as soon as anyone gives feedback, they will be removed automatically from this sequence, which will prevent them from getting this and subsequent steps.

Step 4: Task

Default Scheduling: Day 16: 9AM
Note: For OfficeAutopilot clients who have set up the Active Response rule called "Testimonial: If has given one, remove from "Testimonial-Getting"
However, if you don't have access to Active response rules because of your subscription level, or if you merely haven't set this rule up, you will receive a task to call ALL people on this sequence, whether or not they've given feedback already). Given this, you should go in and check the contact record to see that they've NOT already got something in their testimonial field in their contact record before you call to harass 'em for feedback.

Subject: [First Name] [Last Name] may not already have given feedback, check first, then call 'em if not.

The Intent: This task is to mobilize the hold-outs!

Suggested Active Response Rule (Note: OfficeAutopilot customers only)

Suggested name of Active Response Rule: If has purchased X place on "Testimonial-Getting" seq.
Trigger: Has purchased (any) product
Condition: None
Response: Subscribe to "Testimonial-Getting"

Suggested Active Response Rule (Note: OfficeAutopilot customers only)
Suggested name of Active Response Rule: If "Would you recommend us to your friends" is "Yes," then send 'em "Refer us: You said you'd refer us, so here's the info you'll need!" Email.
Trigger: If field (How happy are you with the product) has changed.
Condition: And field: "Would you recommend us to your friends?" equals "YES"
Response: Send email "Refer us: You said you'd refer us, so here's the info you'll need!"

This Active response rule watches closely and when anyone who fills out the "Give us Your Feedback" SmartForm indicates that they would in fact recommend your product/service to friends, it sends them the email which provides 'em with everything they need to know in order to refer you.

The Sequence: "Thanks For Giving Us Feedback"

Step 1: Email: "Thanks for Giving Us Feedback, you're entered into our monthly giveaway!"

Default Scheduling: Day 0: 15 Minutes

Subject: Thanks for your feedback!

The Intent: To make 'em feel good and glad they gave you their feedback!

Step 2: Task:

Default Scheduling: Day 0: Immediately

Creating your Monthly give-away:

If you choose to include the monthly drawing promotion as a part of your feedback-generation campaign, you'll simply create a group which includes all the people who have given feedback, then each month, export those people who've left feedback on the previous month, and draw one of their names at random in whatever method you like. This is a really great way to generate some buzz too. For example, when you choose the person, you should publicize that they've won the feedback give-away contest in your monthly newsletter, your blog, or other emails. This will serve as a fun way to engage your list, and give the others a reason to give feedback in the future. The juicier the thing you give away, the more excited people will be to participate. We gave away an iPad to the winner of our "Think Yur Clever? Bring It!" contest. It should be noted here, however, that for this kind of contest, you must be awarding to a random winner, NOT to the best, or most extravagant testimonial given, as that's pretty much just you paying your customers for them to say nice things about your products or services, and it's not any feedback gotten in this manner is invalid. You're merely trying to inspire them to act by giving them a chance to win something.

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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