.png)
Speaker: Chase Frost
Effective automation campaigns can be a game-changer for businesses of all sizes. In this article, we will delve into a valuable presentation by Chase Frost, a marketing automation expert from Longship. Chase walks us through three critical marketing automation campaigns that can elevate your business. We'll break down the main points and provide insights into executing these campaigns successfully.
Chase Frost: The Expert in Marketing Automation
Before we dive into the essential marketing automation campaigns, let's briefly introduce Chase Frost and Longship. Chase is part of the Longship team, a small but dynamic group of experts in marketing automation. They began their journey with Infusionsoft in 2011 and have since transitioned into implementing various software platforms, emphasizing that the mindset behind the tool is more crucial than the tool itself. Chase is a passionate advocate of creating an outstanding customer journey, which serves as the foundation for their approach to marketing automation.
Essential Campaigns for Every Business Model
Chase kicks off his presentation by emphasizing that there are countless marketing campaigns you can implement, but three are universally essential for any business model. These campaigns lay the groundwork for successful marketing automation, ensuring that your prospects and customers receive the right information at the right time.
The Indoctrination Campaign: The indoctrination campaign is designed to introduce prospects to your business and establish a foundation of trust. Chase provides a simple checklist to build this campaign:
Know your story: Share your passion for your business and your "why."
Be authentic: Be yourself and be real about your values and what your business stands for.
Write three emails: Craft emails that introduce your business and build a connection.
Train prospects: Set expectations for future emails to keep them engaged.
Cross-Sell and Down-Sell Campaigns: These campaigns come into play when prospects don't convert immediately. Chase suggests thinking outside the box by offering alternative paths to connect with your business. Whether you offer complementary products or services, these campaigns encourage prospects to explore different options to connect with you. The key is not to overthink but to provide value and opportunities for engagement.
Long-Term Nurture
Long-term nurture is crucial for maintaining top-of-mind awareness. Even if prospects don't convert initially or if they become one-time customers, it's vital to stay in their inbox. This doesn't require intricate, lengthy emails. Chase emphasizes that simplicity is key, and the purpose is to remain visible.
Key Principles of Marketing Automation
In his presentation, Chase highlights several key principles to keep in mind when implementing marketing automation:
It doesn't need to be perfect; it needs to be done: Striving for perfection can lead to overthinking and stalling. Version one is better than having nothing. Focus on getting your campaigns up and running rather than making them flawless.
Implement the 80/20 rule: Aim to automate processes for 80% of your clients and understand that 20% may require some manual work. Overthinking the intricate details for the entire 100% can hinder your progress.
Tech should come last: Before diving into software tools, outline your strategy on paper or using mapping software. This approach ensures a clear understanding of your campaigns' structure and purpose before executing them in automation software.
Conclusion
Marketing automation is a powerful tool for businesses looking to streamline their marketing efforts, save time, and improve customer experiences. The three critical campaigns, as explained by Chase Frost, are foundational for any business model. Remember that perfection is not the goal; execution is. Keep your customers engaged, and stay top-of-mind by providing valuable content that aligns with their journey. By following these principles, you can harness the potential of marketing automation to drive your business forward.
Q&A
Q1: Do you do any long-term nurturing outside of email?
Yes, I do. The extent of long-term nurturing depends on the lifetime value of the client. I use various strategies, such as sending mailers, gifts, and birthday gestures. Email is the most cost-effective method for many people, but I don't hesitate to include other touchpoints, like gift baskets or phone calls after six months.
Q2: Should the first onboarding email for a SaaS product introduce the new user to the company?
It depends on whether they're a new prospect or a new client. If it's their first interaction with us, I usually launch two campaigns simultaneously. The onboarding email introduces them to the company and the product. We have a system in place to ensure that those who have already been through the sequence don't receive it again.
Q3: When should we use surveys in the client journey?
Surveys can be used at different points in the process. For instance, they are useful for understanding your customers better and segmenting your audience. You can use surveys as a promotional tool, and even create quizzes for engagement. The timing depends on your specific goals and the nature of your business.
Q4: Is there a difference in the email cadence for B2B and B2C businesses or across different industries?
The email cadence can vary, but it's crucial not to overthink it. B2C businesses often have a more aggressive approach and may send more frequent emails. B2B businesses tend to focus on building relationships and might have a slower cadence. However, the key is to stay top of mind without being annoying. The frequency should align with your audience's expectations and behaviors.
Q5: Any thoughts on building a targeted audience without expensive advertising campaigns?
To build a targeted audience without significant ad spend, focus on creating high-quality content. Engaging content can attract your ideal audience organically. Additionally, consider forming partnerships with other businesses that share your target audience. Cross-promotion, co-webinars, and affiliate marketing can help you expand your reach without breaking the bank.
Q6: Have you experienced content bias where a different perspective led to increased engagement?
Content bias can occur when your content doesn't resonate with a particular segment of your audience. It's a great idea to bring in different perspectives, especially from people who represent that group. They can create content that speaks directly to those who may have been disregarded previously. Testing and segmenting your audience based on their responses is essential in such cases.
Comments