How To Start & Grow Your Business

Your Small Business Needs Set-it-and-Forget-it Marketing

Kaleigh Moore
Jan 8th, 2015
  • Estimated reading time: 3 min read
  • Hummy's
    Highlights

    1"Automated" does not have to mean impersonal. 2Autoresponders email vital info to leads and clients. 3It provides consistent communication through lifecycle.
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Marketing Misc.

Startups-businessman standing on skyscraper rooftop over cityscape Photo Credit: Ollyy Shutterstock

Ever have one of those days where you feel like you need to clone yourself? You have 24,356 things on your to-do list, and only so many hours in a day to get them done.

So what’s a business-person to do? That first option (of cloning yourself) is a no-go, and you can’t magically warp time to create more hours.

This is where the saying “work smarter, not harder” comes into play.

You need to find a way to do more with less—and we’ve gathered some marketing automation tools to help you do just that.

Today’s buyers are much more informed, and they’re making decisions long before you talk to them face-to-face. If you don’t have things automated, you’re bound to let your marketing slip through the cracks.

Don’t let that happen. These set-it-and-forget-it marketing strategies are all yours!

What “Set-it-and-Forget-it” Doesn’t Mean

You might be worried that “set-it-and-forget-it” means not adding your personal touch. Your clients will now get an automated email rather than a personal message from you.

Here’s the key: don’t make things feel automated.

Instead of acting like a robot, be personable, approachable, and on-brand in all your marketing materials. Let your customers know that they can always pick up the phone or email you personally with their questions. Automatic doesn’t mean mechanic.

Make sure your automated material speaks to customers’ biggest problems, and answer their biggest questions. Customers want to feel like you have their back, and you can easily get this message across in automated emails.

Keep in mind that “set-it-and-forget-it” marketing is essential as companies grow. When you have hundreds of clients, it’s impossible to send individual messages to each one.

Set Up Lifecycle Emails

Email automation ensures that every customer is greeted with the proper email correspondence regardless of where he or she is in the sales funnel. Whether they’re an avid user or a potential new lead, lifecycle emails cater directly to their needs.

Gone are the days of bending over backwards to individually email each and every customer with follow-up information that keeps the sales cycle moving. Tools like Campaign Monitor, Mailchimp, and many others have campaigns they call “autoresponders”, which automate the lifecycle email process for you.

Here’s an example of a lifecycle email process for someone at the top of the marketing funnel:

  • Introduces potential customer to your product/service
  • Helps educate about product/service
  • Teaches how to use product/service
  • Reinforces the benefits of product/service (introduces free version)
  • Encourages purchase of full version
  • Discusses benefits of upgrade features
  • These campaigns take the stress out of your email marketing efforts and ensure your contacts are getting the appropriate information.

Pro-tips

  1. You’ll want to integrate this with your Customer Relationship Management (CRM) System so all of your customer information is being used seamlessly.
  2. You can combine email automation with other marketing efforts, such as blog posts. For example, you can send out helpful blog posts via email every day, week, or month automatically.

This article was written by Kaleigh Moore and published on Grasshopper.

Kaleigh Moore is the founder of Lumen, a company that helps individuals and businesses expand their reach through social media, copywriting, and design.

Grasshopper, formerly GotVMail, provides Advanced Phone Numbers to tens of thousands of entrepreneurs across North America. Grasshopper lets you run your business using your cell phones!