Posted by: Kristen Beireis, Trust Marketing Expert

How many products or freebies do you have floating around on your website?  When people sign up for or purchase one of these products, do they hear from you again?  And I’m not talking about the autosubscribe to your newsletter.  I’m talking about a follow-up campaign that keeps building a relationship with those who have already shown interest.

I’m sure you’ve heard it before that repeat customers are more willing to purchase from you than a newbie.  I’m sure you know that keeping in touch with them will create more income for you.  Right?  Then, why focus SO much attention on getting them to download or purchase something if you aren’t going to continue to harness that relationship?

I’ve seen it all too often.  An experienced coach who is GREAT at attracting new clients, but has 20 different lists in their autoresponder that they haven’t spoken to since the day they purchased or downloaded something.  That’s lost money right there!!  A follow-up campaign can keep you in touch with them and when they are looking for the next thing you offer, they will be ready to buy!

If you want to successfully build a relationship with this group of people, here are a few important things to consider when setting up your follow-up campaign:

1)  If your autoresponder system allows for an HTML and a text version of your messages, use both! A branded HTML e-mail is going to be remembered sooner than a plain text e-mail.  So, you want to make sure that you get that branding in front of anyone who is willing to accept an HTML e-mail.   This will reinforce trust and continue to help them remember who you are.

2)  Be consistent. If you get wishy washy in who you are within different e-mails, people will subconsciously think you are wishy washy as a business owner.  So, you want everything to be consistent; your signature, your logo, your colors, your subject (not word for word identical, but have the same format and feel).

3)  Be conversational. From the opt-in message to the 3 month follow-up message, have a conversation with your reader.  Share with them who you are as a business.  Ask questions.  Encourage them to write you back.  Invite them to participate with you in the design process.  Offer them special opportunities because they are in a certain group of people.

4)  Be a coach. As a coach you have a unique opportunity to start challenging their thinking.  Do it in every e-mail that goes out.  They may not get it right away, but if you have a campaign built around one concept and you keep coming at it from different ways, they are going to eventually get it and when they do, they will be ready for something you offer.

5) Provide opportunity. In every e-mail you want to provide them an opportunity to continue THEIR growth.  Do this by sharing resources, pointing towards other opportunities (that are the next step in your marketing funnel) etc…

Every purchase or download  is an opportunity for you and your potential clients.  Treat them with respect, be transparent and make sure you get your branding in front of them as often as possible through the entire campaign.  In the long-run this will create relationships that lead to more purchases and more clients!

I would love to hear your thoughts on follow-up campaigns.  Please leave any questions, tips or suggestions as a comment.

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