Monday, February 25, 2008
Setting Up Your "Stay In Touch" System
by Mark Satterfield
Gentle Rain Marketing
If we look at marketing as a three-pronged initiative, the main
1) Lead generation
2) Capturing Information
about "Who Raised Their Hand" and
3) Staying In Touch.
Staying in ongoing contact is often the most difficult component of the
process. But it's also the most important.
Part of the challenge is uncertainty. How often should I be in contact?
What should be the content of the messages? How does the frequency of
messaging change over time?
Let me share with you an overall framework, which may be helpful to you
in developing a strategy of your own.
I segment the stay in touch sequence into two large groups.
1) Messages that are sent in the first 90 days and
2) Messages that are sent beyond that point.
Before I explain how I set up my messaging system let's make sure that
we're on the same page regarding exactly what autoresponders (or
stay-in-touch systems) are all about.
An autoresponder system is first and foremost a database of contact
information. The database is populated either by inputting information
about your contacts, or automatically when people fill out a form in order
to get your free information report.
Messages that are subsequently sent are referred to as either TIMED or
BROADCAST. You'll want to use both methods for staying in touch.
TIMED messages are emails that are sent out based on the number of days
that have elapsed since the person initially signed up for your free
For example you might set up a schedule so that one-day after
the report is requested, the reader gets a Thank You email. Then two days
later Email Message #2 goes out asking them if they have any
questions. A week later they get Email #3, and so on.
You can set up a TIMED series of emails on any frequency you desire.
The advantage of the TIMED sequence is that you can write the series of
messages once, and then they're sent out automatically with no further
effort on your part.
Not surprisingly you'll need to make sure that these messages are
either somewhat generic in content (Thank you for requesting...) or address
issues that are "Ever-Green".
By this I mean you want to focus on client problems that were problems
yesterday, problems today, and likely to be problems for
the foreseeable future.
The second types of messages are called BROADCAST. These are messages
that are sent to EVERYONE in your database. The advantage of this type
of message is that it can be topical and timely. For example you'll
notice that in my BROADCAST messages to you, I often reference a current
business article or mention something else that is time-sensitive.
Both are powerful tools, and when you are setting up your stay in touch
strategy you'll want to incorporate both of them.
Naturally there are a number of other issues that go into an effective
Stay In Touch Strategy. How often should I be in contact? How do I keep
the content fresh and interesting over time? How does the frequency of
messaging change over time?
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