Most 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.