5 Automated Campaigns to Use for Your Services Business

Here are 5 automated campaigns blueprints to help you get the most out of the InTouch Simple Automation module. These have been designed specifically for services business, but if you sell products, you could easily adapt the campaigns to fit your needs.

These campaigns cover 5 instances when automation can help you be more efficient, close more deals faster, nurture prospects more effectively and retain existing customers. These 5 campaigns are GUARANTEED to bring you success. So what are you waiting for?

training dayCampaign #1 Completing and Submitting an Enquiry Form

Purpose: An enquiry form focusses on the prospect’s to interest in your services and it expresses the need for further action on your behalf. Most enquiry forms require you to get back to the prospect with further information or answer a specific question about your offer.

Benefits: There are many benefits to an enquiry form. Firstly, it alerts you to the fact that a new lead has entered your sales funnel. Someone who has actually completed and submitted an enquiry form is so much more likely to become a paying customer than somebody who is just browsing your website. A submitted enquiry form is a clear sign of a pretty warm lead. Secondly, you get the lead’s details automatically added to your database (if you have set up an InTouch web form of course – see here for more details on how to do that). With InTouch, all of the manual work is taken out of the equation.

Time: A well executed web form can be the difference between you closing a sale with the lead or losing the sale. Not only does the automatic addition of the lead’s details to your database shave off precious minutes of your busy day, but also the faster you get back to that lead’s enquiry the better. Statistics show that leads responded to within 1 hour have a 74% greater chance of success! Chances are that when they are looking for a service, they are checking more than businesses and more than one websites. Imagine that that prospect has completed 3 forms today, chances are that whoever gets back to that lead first and answers their questions, will stand a greater chance of winning the sale.

Campaign Structure:
This should be the structure of your automated campaign:

  1. Create a new lead – Immediately after the prospect has completed the enquiry form, create a new sales lead. Make sure you assign this lead to the right person in your business who has time to follow up
  2. Send an email – As we previously mentioned, the sooner you get in touch with the lead, the better. Make sure that immediately after they’ve completed the form they receive an email informing them that you’ve received their enquiry and someone will be in touch with them soon.
  3. Create a task for a salesperson to call the lead – Create a task for one of your team members to respond to the enquiry. Be it by phone or via an email, it is essential that someone actually responds to the enquiry.
  4. Create an automated follow up – 3 days after the initial contact with the lead, maybe send a friendly email reminder. Ask them how they are getting on, if they need any further information. Maybe even include a case study?
  5. Create a task for the sales person to follow up with the lead again – Depending on the information you got about the lead after the initial phone call and their engagement it might be worth giving them another call. This would be a great opportunity to find out how willing they are to make a purchase, if they need further assistance, possibly you could send them across some useful content on your service or better yet, a link to customer testimonials showing them how others have benefited from your services.
  6. Create a task for you as the business owner to check the status of this lead and ensure all of the tasks assigned to your team have been followed up

Useful links:
How to create a web form
Creating Automated Campaigns
Your First Automated Campaign – A step-by-step guide to designing your first automated campaign
Essentials for Success: Web Forms & Automated Campaigns

shutterstock_124302109Campaign #2 A Survey, How Did We Do

Purpose: This customer survey would hold two functions – mainly to inform you about the level of service this particular customer have received, but also it will inform the client that you are a caring and considerate business. Customer service is a make or break when it comes to whether or not you keep this client long term. It is of utmost importance that each client receives excellent customer care and their opinions are heard and taken into consideration.

Benefits: We’ve spoken excessively in the past about the reason why customer surveys are valuable for any business. They give you a unique insight into what customers really think of your services, what areas need improvement, plus they also show that you care and respect other people’s opinions.

Time: Send out the survey no later than a week after the service. Any later than that and you risk the customer to have forgotten the way they felt about your business. The sooner you send out the survey the better.

Campaign Structures:

  1. Send the survey in an email – 3 days after the purchase (or after the service has been provided) send out an email with the survey inserted as a link. You can call it ‘How did we do?’ with questions such as – How did we do? How would you rate our service? Would you recommend us to a friend? Are there any improvements you would suggest? Would you be interested in finding out more about our other services such as X,Y and Z?
  2. Send a thank you email – 1 day after you’ve sent the survey has been completed, send out a thank you email.

Monitor responses and be sure to contact customers who have rated your service as ‘poor’ or ‘unsatisfactory’ ask them what went wrong and make it up to them with a discount or an addition service free of charge. You can use positive reviews as testimonials and case studies to entice others to purchase from you.

Useful links:

How to Use The InTouch Survey Feature
Creating a Plain Text Survey
Exporting Survey Results
Why Send Your Customers a Survey

InTouchCampaign #3 Reminder of an Expiring Subscription or Annual Membership

Purpose: Service businesses vary but the majority of you would work on some kind of annual membership or subscription basis. If your customers’ subscriptions are renewed automatically, then that’s great. If your business however works on a self-renewal basis, such as a car insurance company for example, or any other business where the client needs to manually renew their subscription, you might want to set up an automated Date-based campaign to remind them.

Benefits: Let’s take the car insurance company as an example. It is a fairly competitive market where companies virtually fight over customers. The fact that you have secured yourself a customer for one year is fantastic, but wouldn’t it be better if you could keep them for longer? An automated Date-based campaign in this case would serve 3 purposes:

  1. To show the client that you care about their custom by reminding them that the end of their subscription is fast approaching
  2. To remind the salesperson that this particular customer’s contract/membership/subscription is soon ending and they should contact them if they are to keep them
  3. To re-establish your relationship with the customer and to woo them again.

Time: Ideally, this campaign will be spread over at least a month, month and a half. Starting with a single email reminder and then increasing the frequency of communication as the end date approaches.

Campaign Structure:

  1. Send an email reminder – 1 month before the end of the membership send an email reminding the client that their subscription with your service is coming to an end. Offer them to give you call or if possible, to log in and renew their policy themselves.
  2. Send an email reminder – 2 weeks before the end of the membership send another reminder email to notify them of their expiring policy.
  3. Set up a task for someone to give them a call – 2 weeks before Schedule a task for one of your team members who deals with memberships to give the customer a call and possibly offer a tailored membership for them.
  4. SMS reminder – 2 weeks before the end of the policy, send SMS message informing the customers that they only have 3 days left to renew their membership with you.
  5. Send an email/ Send SMS – on the day when the membership expires, send an email and a text message to inform them that their service ends today.
  6. Set up a task for someone to give them a call – Just because they haven’t renewed their subscription with you, doesn’t mean that they won’t. 1 weeks after their subscription has expired, give them a call and try to win them back with a compelling offer.

Useful Links:

[Video] What are Date Based Automated Campaigns
What is a Date Based Automated Campaign

How to write good email subject lines?Campaign #4 Newsletter Sign Up

Another fantastic opportunity to capture the details of every person who visits your website is to offer them to sign up to your communications ie. your weekly newsletter.

Purpose: The purpose of this campaign would be to entice prospects to capture visitors’ details by giving them relevant information. You can segment the visitors based on their area of interest. Simply create a web form with custom fields with the type of content they would like to receive. This could: practical tips, industry news, news about your services etc.

Benefits: By altering the tempo and content based on a prospect’s preferences, the marketing campaign is more tailored and appropriate, and therefore more effective and will yield better results. The automation allows this segmentation and personalization to occur with minimal effort on your part, freeing you up to actually take care of your business.

Time: Emails are sent periodically, typically every 7 to 10 days, but if prospects show interest (open most of your communications and click on links), a follow-up or a quick call from a sales representative will help you capitalize on the prospect’s interest in a timely manner without being too aggressive.

Campaign Structure:

  1. Add the lead to group ‘Newsletter’ – Immediately after the prospect has completed the signup form, have them added to your group or list of people who you send your weekly communications to.
  2. Send an email – Immediately send a confirmation email welcoming them to the the group of people who receive your communications that are filled with exclusive content, tips and discounts.

Useful links:

How to create a web form
Creating Automated Campaigns
Your First Automated Campaign – A step-by-step guide to designing your first automated campaign
Essentials for Success: Web Forms & Automated Campaigns

shutterstock_162536930Campaign #5 Following up After Networking

Purpose: Many smart business owners spent a fair share of their time networking and mingling with like minded people who could very well may be potential customers, partners, or suppliers. Chances are you are one of those smart business owners and in case you didn’t know it InTouch could help you make the most of networking events by helping you follow up effectively.

Benefits: You meet so many people, you collect a pocket full of business cards (aka a pocket full of potential leads) and then what do you do with them? Do you actually follow up with those people? Do you even add them to your database? if the answer is no, chances are that you are missing on some substantial business opportunities. Automated follow up after a networking event is a fantastic way to build on the relationship you’ve started while networking. This is how business is made.

Time: The sample campaign we propose is stretched over 2 weeks with 4 emails being sent from the day you meet up until 2 weeks after the networking event.

Campaign Structure and Useful Links:

Here is a step by step breakdown of the entire sample campaign. This campaign has been created and is actively used by our Founder and CEO James White. He has managed to secure himself 4 sales after running the campaign for only 2 weeks! here is the post and how to emulate his campaign: Following Up After a Networking Event

Final thoughts

People are sometimes reluctant to jump in the automation bandwagon because is such a left-brained activity. Especially if you’re running a small business or startup – that has not really done marketing at scale before – you may feel like you need to have the blueprint just right. This is why I hope that the above 5 campaigns will help you get at ease with automation and start using it actively. It could really help you a lot and transform your business from a small enterprise to a company that can (and will) achieve better results faster and with less effort.

If you would like to get your first automated campaign up and running quickly or if you have any questions, why not give us a call on +44 (0) 333 200 7273 we would be more than happy to help you out and talk you through the process! We or our range of partners even provide a range of services to help you get started with Automation if this would help. Find a partner near you here.

Don’t be afraid to try something new, engaging, or out of the ordinary with your marketing campaigns.

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