We're going to go on the assumption that you realize how important a follow-up campaign is to getting more clients or patients calling you. And, since you've already put together a follow-up campaign that speaks to your ideal client (or are getting geared up to do so), it will soon be time to implement it.
Advice From a Marketing Heavyweight Who Has Taken His Lumps
You may feel proud as your first follow-up campaign launches. After all, putting all the pieces of a follow-up campaign together can feel like a success in and of itself. But don't congratulate yourself too soon. We recently spoke to Dave Frees, attorney and marketing heavyweight at Unruh, Turner, Burke & Frees. Dave stressed the importance of taking apart your follow-up campaign and looking at which pieces are converting and which are repelling.
"I don't always go back and test my campaigns. I should, but I don't," says Dave. "But when I do, and when I make changes based on my tests, I find that I double or triple my success."
Double or triple your success? If that doesn't have you convinced that you need to follow-up on your follow-up campaign, nothing will. Here's how we recommend going about testing and reconstructing your follow-up campaign:
Dissect and Diagnose.
Once your follow-up campaign is dripping right along, you'll need to dig in and take each piece of the campaign apart. From your free offer to your last email, you need to see precisely where people are taking action—and where they are dropping off and opting out of your follow-up campaign. To do so, we recommend using your website’s analytics reports and asking questions of those who call your office. You need to know exactly what made them visit your website, request another offer, or make an appointment to see you. Without this knowledge, you're operating on your follow-up campaign with a blindfold on, which is a scary thought.
Reconstruct.
With a clear picture of which pieces are working and which aren't, it's time to come up with a plan of action. If you find that one piece—let's say a DVD—is driving a lot of traffic to your site or office, try moving it up in the line-up. If another piece is causing many people to opt-out of the campaign or isn't driving anyone to your site, replace it with a more engaging piece.
Repeat.
After all that work, I'm sure you'd like to kick back and relax. Not so fast. After your reconstructed follow-up campaign has been implemented, you'll need to dissect, diagnose and reconstruct all over again. Hopefully, you'll find that you've increased its effectiveness and boosted your conversion and retention rates. If not, don't give up. Failures are a powerful teaching tool that can help guide your efforts and help you achieve results you never thought possible
Whatever You Do, Do Something
Perhaps the thought of creating a follow-up campaign, keeping an eye on the results, and tweaking its components is too much to bear. Who has time for that?!
If you're overwhelmed by the thought, know that it's okay to start small. For your first follow-up campaign, Dave recommends at least doing something. The key isn't to agonize over your decision to start a campaign or not; it's to jump in, write a few emails and letters, and get the ball rolling. He stresses that implementing even two or three pieces is always better than zero.
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