Rolling Out a Successful Lifecycle Marketing Campaign

Rolling Out a Successful Lifecycle Marketing Campaign

Not too long ago, one of our clients was asking about the best way to roll out a lifecycle marketing campaign (LCM or drip). For those of you who are not aware of what an LCM campaign is – it is an email marketing technique for sending multiple messages to a group of subscribers in an automated fashion. This client’s goal was to increase qualified leads in order to boost sales.

You got the Facebook “Like” – Now what?

You got the Facebook "Like" – Now what?

Getting those coveted “likes” for your Facebook page is great – but it’s only the beginning.

So what do you do next?

Read on for 5 tips on how engage your new Facebook fans and keep them coming back.

Build customer relationships and increase sales with social media

If you’re putting any effort at all into social media, you’ve probably asked yourself whether or not it can really help you increase sales.

Well, the answer is yes (Probably. Eventually).

Mastering the basics of email marketing

Most of us are fully aware of the fundamentals of email marketing, and can execute an effective campaign pretty well. And when things are going smoothly, many of us stop thinking about how to improve our processes–you know, the old, “if it ain’t broke, don’t fix it” mentality.

But improving your current skills and processes can be the difference between good campaigns and great ones: campaigns that win you lots of new subscribers and even new customers.

Win the Attention of Undecided Prospects

Email marketing is still one of the most effective channels to nurture prospects due to its low cost, and the willingness of buyers to receive email from companies with whom they already have some kind of relationship. According to DemandGen Report, nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. The following lead nurturing best practices will help you build relationships with your prospects:

  • Get their permission. Before sending marketing messages to your prospects, be sure to ask for their explicit permission, preferably via double opt-in, so they do not see it as unsolicited email or spam. This shows respect by giving your prospects a choice, which will set the tone for relationship building and partnership. The success of your email marketing campaign depends on this more than anything else.
  • Automate your lead nurture strategy. Implement automatically triggered campaigns (a series of automated emails called a “drip” campaign) that deliver consistent brand messages at specified time intervals and when leads reach certain milestones. Drip marketing is a strategy that will help you keep your company fresh in your recipients’ minds until they’re ready to buy. Over time, as prospects respond, you’ll learn more about their needs and interests.

Behavioral Marketing: Subscribers Demand More Personalized Content

Differentiate customers, not just products

Targeting tactics should be a key component of your marketing strategy

Behavioral targeting starts with understanding who your target audience is, what they’re interested in and what their needs are. Crafting your email with their needs in mind will help keep them engaged.

Identifying a target market’s pain points and recognizing differences between groups of customers, is at the heart of marketing. What you think is relevant and what a prospect or customer finds relevant may be two different things.

Hotelier Email Marketing Challenges & Solutions [Post 2 of 5]

Email marketing is an excellent tool for hoteliers to stay in touch with their guests and prospects. Travel related email campaigns retain a loyal audience and create direct revenue opportunities with past, present, and future customers. In this five part blog series we will address common challenges hoteliers face and explore how email marketing is the most effective solution to meet these challenges.

Today’s blog post highlights how automated email marketing is effective at improving customer retention. Whether you are new to email marketing or looking to refine your email campaigns, learn how you can use email to drive action and increase profits.

Hotelier Email Marketing Challenges & Solutions [Post 1 of 5]

Email marketing is an excellent tool for hoteliers to stay in touch with their guests and prospects. Travel related email campaigns retain a loyal audience and create direct revenue opportunities with past, present, and future customers. In this five part blog series we will address common marketing challenges hoteliers face and explore how email is still the most effective solution to meet these challenges.

Today’s blog post highlights how email marketing can help hoteliers improve hotel sales through higher room bookings. Whether you are new to email marketing or are looking to refine your email campaigns, learn how you can use email to drive action and increase profits.

Drive Engagement: Automate Your Lead Nurture Strategy

When creating your lead nurturing campaign it’s important that you carefully plan the flow of your emails to ensure that your overall campaign guides your leads through the funnel. Implement automatically triggered campaigns (a series of automated emails called a “drip” campaign) that deliver consistent brand messages at specified time intervals and when leads reach certain milestones. In a long sales cycle, messages need to be more informative and not a sales pitch. Offer them something of value (webinars, eBooks, white papers, articles, free reports, blog posts, etc.).

Here are five essential elements of an effective lead nurturing campaign:

Meet Your Consumers: Browsing Bob, Maybe Mike, and No-way Ned

Meet Your Consumers: Browsing Bob, Maybe Mike, and No-way NedThere are three types of consumers: those who want to buy your product, those who might want to buy your product, and those who definitely don’t want to buy your product. For simplicity’s sake, let’s refer to these types of consumers as Browsing Bob, Maybe Mike, and No-way Ned, respectively. These consumers often times end up on your email marketing list. To keep your email marketing relevant to your subscribers you should know what type of consumers are receiving your emails.

Browsing Bob is “in the market,” as they say, actively searching for something specific to buy. Maybe Mike, while he might not be seeking you out, will be responsive if he sees a relevant advertisement that catches his eye. No-way Ned, even if he does see an advertisement, has no interest in whatever you’re selling.