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One creative way to segment your database is to segment out the brand evangelists and create a brand awareness campaign. The brand evangelists can be your actual customers or simply highly involved leads that are not yet sales ready or will never be sales ready but are just really passionate about what you do and how you do it. It could be that they just simply can’t afford what you offer or you can’t offer it where they are. There’s many, many reasons around it.
However, they’re highly positive about what you do and what you sell.
Every engaged contact has a purpose. You need to define your own unique brand evangelists. Again, define means choosing the contact properties and the behaviors that tell you these are evangelists. Assign a metric to your brand awareness campaign. How many leads were generated from this? You’re going to use these evangelists as knight pieces, as broadcasters. You know that the evangelists themselves aren’t necessarily going to buy or buy more. However, their network might because they listen. In social circles, you are more likely to buy from someone who recommended something to you than seeing an ad.
At the end of your campaign, you’ll understand three analytics if quality leads were generated from this type of brand awareness campaign or if you should communicate with your evangelists in some other way.
You want to be able to detect contacts about to churn. Churn means they’re going to opt out of email, they’re going to stop buying, they’re going to stop communicating with you, they’re about to leave you in some form or another. Again, start defining through the contact properties, through the data you have about them, the behaviors that determine a contact is about to churn. Have they stopped visiting your website or do they not bother opening your blog post notification emails anymore? There’s many, many different things depending on the company you’re in.
Create a list of those people, as in create a segment, and decide on what kind of treatment they will receive; as in, how are you going to personalize and customize your website and your content and your art reach around these characteristics and what can you do to prevent them from turning? And then calculate how many leads in sales were saved or generated around this action.
Another campaign you may want to run before assigning an un-engaged contact to permanently removed from your list is to run an un-engaged campaign before completely deciding that they are gone. Do not put your ineligibles into this because ineligible means they shouldn’t be there; they haven’t opted in. This is for the un-engaged, people that at one time were correct for the company, they fit the criteria, but now are not but you still have the contacts.
You can create a workflow, or anything else that you’re re-targeting campaign on social media, to see if you can get them reengaged again. Will they start clicking through? Will they start commenting? Will they reach out to you? Will they buy something?
Make sure that whatever you design for them has a clear goal. What will tell you that they have become engaged again? Is it clicking on the email? Is it tweeting back to you? What is that action they take that you can now say these are no longer un-engaged? They’re engaged. And if they remain un-engaged throughout then you should consider removing them from your data base entirely.
Remember that you should never stop contacting the people that are actively engaged in your database, the high-quality leads, the customers, all of those. There should never be an end to your communications. There should always be something in place.
Always have an action to take. That means always have a call-to-action that brings them to somewhere else, and on that place, have something for them to do and just keep it going, keep them on your website, keep them in your content as long as you possibly can. This will help you to maximize your lead generation capabilities. You always have a purpose and it’s all automated so it is working for you. If you have a ‘click to Tweet’ in every automated email you send out, not that you should, you should find out if that is worthwhile, this means that tweeting will be happening at all times, you’ll be mentioned, hashtags that are correctly tied on are there, it’s very powerful.Back to Top
Inbound marketing manager @ Poppulo
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