OverviewBasics

Autoresponders

Text Messaging

Lists

Co-Branding

The Message

Follow-Up

Monitor & Measure

BasicsYou know by now that on average you need to touch your prospects an average on seven times before they buy from you.

BasicsThe key is to stay in touch with your prospects and your customers. There are a few ways to do this. Which of the following have you implemented?:

Newsletter

Scheduled email messages

Broadcast email messages

Text messaging (scheduled or broadcast)

AutorespondersIf you have a form on your website to

capture information, does that just go to your email to follow up with a lead manually or are you building a “Database List”?

Autoresponders

With an Autoresponder system, you can design a follow up campaign. In fact, you can have several campaigns.

You may want to be sending a different message to your prospects than what you send to your customers.

You may also have a mixed customer/prospect base (i.e. home buyers, home sellers, refinance, veteran loan, reverse loan, past clients) and want to send a different message to each set.

Autoresponders

With your customers, you may want to send them a monthly newsletter.

For your prospects, you may want to send them a series of messages that you will “drip” over time. Consider sending out tips or other interesting information. Not always information directly related to your business.

Text MessagingText messaging works much the same way

email marketing does.

You can send a broadcast message

You can send a scheduled message

A text message has limited characters so you need to choose your words wisely. ~135-160 depending on whether a STOP REPLY message is automatically added.

Text Messaging

Text Messaging can be beneficial for many types of business.

Restaurants are an obvious choice to send out offers on a slow night or remind your customers to come in on a Friday night before a movie.

Real Estate Agents could send out a text message about new listings

Mortgage Originators might send out a text message for a new loan or refinancing program.

Text MessagingService oriented businesses can send a mass

broadcast text to fill a cancellation. Much more efficient that having the front desk make calls.

Auto service shops can send out messages for oil changes.

Optometrists can send out messages for patients to purchase contact lenses.

Text MessagingAnother benefit to text messages is that they

can work hand in hand with email campaigns. This increases your email open rate.

You can also increase the rate of attendance for webinars and other events.

Sending cool free stuff is better than sending sales messages.

Don’t annoy your prospects with too many Text Messages. Think of it like your

ListsYou need to generate a list before you can

follow up with anyone. The best way to do this is by offering an incentive. This is critical to your online lead generation efforts.

Use a free report, a free consultation, or a coupon/discount if possible. We call this a Lead Magnet.

You need to give something to get something and it needs to be appropriate to your audience.

ListsYou must have a call to action. Tell them to fill

out your form in order to get what you have to offer. Be specific about what you are asking them to do. “Submit your Name and Email Address in the form to receive our free report on….”

You can further define your list by having options. Let them opt-in to lists that are of interest to them. This allows you to further segment your contact list.

ListsYour message needs to be appropriate or you

are going to have people opting out of your list. Don’t be too pushy.

Remember, email is not the same as face to face selling. If you are too pushy, they can just delete your email.

You can offer specials but be sure to provide value. Make the message count.

Co-BrandingThis follow up method is largely under-used. Try

finding industries that compliment your own and inviting that business to market services with you.

Co-Branding

Think outside the box.

Real Estate Agent/ Mortgage Originator is obvious but there are many other possibilities for co-branding.

Any business in your local area is a potential co-brand partner!

The MessageWhat you say to your audience is very

important.

Don’t get too far off topic. If they opt-in to a list about a real estate, don’t immediately start sending them dog training content. You may segment them later into “Dog Owners” but not at first.

Personalize your messages with their name.

The Message

Consider sending out a series of tips on your most frequently asked questions. You my also want to include information that your readers should be thinking about but don’t know to ask.

The MessageFrequency – Don’t send messages too

frequently but don’t wait too long either. Neither daily or once every six months will do you any good. Once a week or every other week is a good balance.

Follow-UpBe sure to follow up with your list. Ask them if

there is something specific you can assist them with.

As you get feedback from your readers, check to see if you have incorporated any of the pain points in your messages.

Monitor & Measure If possible, monitor your open rate to figure out if

your emails are getting opened. Keep in mind some people may still not receive HTML email so always send a Text and HTML Version. Also, the text version will not give an open rate.

Don’t focus on unsubscribe rate. If you are consistent and deliver solid content then your unsubscribe rate will level off. Focus on getting more and better targeted subscribers and on segmenting your list.

Measure your conversion rate. If you have low conversions from your opt-in then think about whether or not the message make sense to the target market.

RecapBasics

Autoresponders

Text Messaging

Lists

Co-Branding

The Message

Follow-Up

Monitor & Measure

ADD Your Call To Action Here and

A Thank You!