Managed Services Marketing: Drip Campaigns are the Perfect Tool to Nurture Your Current Customers

managed services marketingMost managed services marketing professionals understand that automated drip campaigns help convert leads to actual paying customers by facilitating the sales cycle. The best in the business know something most others do not— the true value of investing in drip campaigns is the impact on current customers.

Why Drip Campaigns Are So Important for Nurturing Customers

Managed services marketing experts are well aware of the fact that it is easier and less expensive to sell services to current customers than it is to attempt to convert a new lead. The best customer drip campaigns commence with content marketing strategies that steer efforts in the proper direction and allow for a complete focus on the results of the drip. It all starts with establishing a clear strategy that empowers your team to build drip campaigns with the needs and desires of certain customers in mind.

Start with an Introductory Email

Take some time to write an initial welcoming email to provide customers with what they need. Customers should have all the information necessary to get started. Add a link to additional content or a link that provides access to educational material like an ebook. In many cases, all that is necessary in terms of added information is guidance on how to reach support personnel when assistance is necessary. Add a little something extra like a discount or special offer on subsequent purchases, and new customers will be that much more likely to stick around.

Understand the Value of Blogs

For your drip campaign, a welcome email is an optimal way to introduce new clients to your organization’s insightful blog content. New clients should be provided with a link to a relevant blog post. Each blog post should contain links to additional posts with similar content. Blog posts pay massive dividends across posterity as they will drive traffic to your website in the weeks, months, and years ahead.

Content Should be Segmented

The segmentation of content empowers your organization to customize each drip campaign to a specific audience. A marketing automation platform is necessary to establish rules and guarantee the delivery of meaningful content that suits target customers’ needs and interests. A steady stream of relevant content really will facilitate the sales process.

Use Your Drip Campaign as a Vehicle to Establish Legitimacy

A strategic drip campaign will convince clients that your group is at the forefront of the industry. This is your chance to establish legitimacy as a thought leader. Do not be overtly sales-oriented; try to inform, educate, and assist clients with problem-solving. Above all, you should provide exclusive content clients cannot obtain elsewhere. People are much more inclined to access exclusive content that makes them feel valued. Customers will return the favor with additional business across posterity.

Managed services marketing veterans understand that it is more cost-effective to retain current clients than attempt to bring new ones into the fold. Customer drip campaigns crafted in the manner detailed above and executed with precision will improve the bottom line in due time. As long as the content is valuable, drip campaigns will engage clients, reaffirm the value of your services, and keep the money rolling in.

Bill Hogan

Bill Hogan is President of Partners Plus. A fast growing IT Support firm based in the Philadelphia area. Bill has been helping make life with business computers easier since 1981. His education as an Electrical Engineer at Penn State started a dual approach toward gaining expertise in both programming and computer networks. In 1991 he formed Partners Plus, Inc., to provide managed IT services to companies in the Philadelphia metropolitan area, based on being a business operations ally and understanding the need to speak to company leaders in plain English rather than ‘techno-babble’. And while others tend to focus their attention on the mechanical components of a computer system, Bill and his staff take a more global approach - how a network can be best used as an integral, reliable asset to the business owner’s goals. In 2007, after years of frustration with the sub-standard services he saw during network audits, Bill published “Hassle Free Computer Support” to educate business owners with the information they need to get superior technical support for their businesses A firm believer in keeping current with advances in technology and processes, Bill lead Partners Plus to become a Microsoft Certified Partner in 1998 and a Gold Certified Partner in 2008. And, Partners Plus Inc. has been selected by Microsoft as being in the top 1% of Partners serving the Small and Medium Business Market on the East Coast. Bill is internationally certified in Network Operations and is certified by Microsoft in project management and multiple Microsoft technologies. He also held the position of representative for the Mid-Atlantic region on Microsoft’s Advisory Board which manages all Microsoft Small Business certified partners. Partners Plus provides managed it services to clients in Philadelphia and the Delaware Valley and helps them choose, implement, and manage IT and cloud solutions that are cost effective and reliable. Partners Plus’ pro-active approach to IT support is ideally suited for companies in Wilmington, Delaware or Philadelphia who depend on reliable IT infrastructure, but don’t want to spend a lot of money to keep your IT services in Delaware that way. Partners Plus clients have come to appreciate the Partners Plus team focus on operations and the ability to get the core of problems quickly, and the knowledge of how to resolve issues as quickly as possible. With the institution of the Partners Plus Protection Program, the company can now monitor, identify and resolve many network issues in minutes without coming onsite.