How To Make Happier Prospects and Clients
Traveling is one of my favorite pastimes. At present, I am driving around America. So far, I have driven from Florida all the way through to California, stopping along the way. I am working from my Google (G1) phone and a laptop with a wireless aircard.
Why am I telling you this?
It’s a big world and America is a very big place. Living in Florida, it is all too easy for me to think like a Floridian; but I am not my prospect or my client. You are not your prospect or client! Quality marketing is about more than just wearing the right hat; it’s about tapping into the rhythm of your prospects and clients.
What do you mean?
I mean that there is another dimension to marketing, one that I haven’t heard many people talk about. Getting into the rhythm of your prospects and clients is a great way to make your marketing and customer support magnetic. By personalizing your marketing message to specific isolable groups and further segmenting them by rhythm, you will increase your marketing satisfaction rating. To get a high score, you’re marketing needs to nourish; it needs to be relevant, timely, and educational.
When creating evergreen automated follow-up sequences, tapping into the rhythm of your prospects becomes more complex. However, with nearly all email marketing systems, you can perform automated list segmentation to ensure people get the right message at the right time.
How do I get started?
Look at your prospect and client lists and look for patterns like you normally would. Only this time, search for commonalities that extend beyond the actual data. For example, let’s pretend you have a group of clients living in Boulder, CO, a place that is well-known for its outdoor enthusiasts, you could develop a follow-up sequence of content around outdoor sports.
I hear you. You are most likely saying, but my business has nothing to do with outdoor sports. It doesn’t need to. Simply, weave your message into an outdoor sports theme. You don’t even have to be that specific, you could just be cognizant of the seasonal changes in Boulder.
But how do I actually implement this strategy?
I know, I know, I am being pretty vague. This is because it is hard to be specific. There is no limit to how far you can take this concept. My advice to you is this, make assumptions and then test. If you need more data, ask for it. Add an additional field to your web form if necessary. It doesn’t have to be a required one!
Conclusion
Our world is vast but technology is bringing us closer together. Happy customers are the result of targeted follow-up marketing. The key to unlocking another layer on the road to realizing your growth potential is founded in personalizing your communications. It not just about using a merge field with their first name or as simple as explain your benefits in relation to their pain.
If you want to make your business really stand out and if you want to create lasting growth, you need to set in motion systems that nurture. Extend your vision past the actual data; people are much more than a number and selling is about more than statistics. Truly, put yourself in their shoes, not as yourself, but as them! Look at their life, their job, their community, even their newspaper and weave your message around it.
Using marketing and CRM systems, you can automate the delivery of your message. Your tags, custom fields, and action sets are the backbone when creating targeted automated follow-up campaigns. Each of your products and services should have multiple automate follow-up campaigns. While the meat and potatoes of the message is likely to stay the same, the words around it can be tailored to isolable groups.
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