Last weekend I shared a room in Boston’s luxurious downtown Hyatt with an eleven-times Ironwoman, a Mompreneur with a successful lifestyle brand for health, wellness, and transformation, and a professor with award-winning, late-breaking concepts for online education platform building. I was a little intimidated, but that was quickly overcome by how incredible and open these ladies are, and we got busy learning everything we could from each other.
And guess what—we also shared the bathroom with zero problems. I know you wanted to ask.
I could spend this entire blog telling you what I learned from my roomies, but I want to focus on what brought us together. We were attending Sue B. Zimmerman’s first ever live event, a Campaign Builder Workshop.
Her team, Morgan and Rachel, walked us through all their steps of launching campaigns of various sizes and lengths. It seems obvious, but I had not considered exactly what might be different about a campaign leading up to one small event like a workshop, versus a massive campaign promoting a long-term relationship, such as purchasing a book coaching package or a course. These things don't happen by magic, and instead, just like a well-crafted novel or magnificent painting, a killer campaign is executed with precision and design.
I am sure most of you have seen Facebook ads populate your news feed and promote a free opt-in such a download and a free webinar. When you watch the webinar, there will be a call to action to sell a package or product/service that is highlighted in the webinar’s content. Pretty straightforward.
But, for my business, what I wanted to know more about is the email drip that encourages everyone who opts in to show up for the webinar, reminds people about it, and checks in with them afterward and continues to promote the offer until it expires.
That relationship building in the form of email content marketing can take up to 8 days. This means that if you are building your email list with an opt-in via Facebook ads, you should turn it off or severely reduce its reach within the length of time it takes for potential leads to matriculate through your funnel of the dance between interest and taking action. Otherwise, your automation will have someone getting the day 3 email on the last day you are offering the special promotion, which will not work for you or the potential client.
Sounds so obvious, but I had never thought of that before.
Another thing I was there to find out about is the way the call to action changes throughout the phases of a campaign. I’m sure you’ve also noticed the pattern of a business announcing an upcoming promotion, then actually selling it. Zimmerman’s team breaks this into three distinct campaigns:
During this time, you build your email list and heighten awareness; if relevant, presale. This campaign ends before the launch, such that the last people who watch your webinar have received all your follow up emails before the launch date, ensuring that all your prospective clients for this offer should be in the funnel’s segment (because you don’t want to promote an offer to people on your list who already bought it—yikes! Bad manners).
The promotion is active, and it’s time to promote the sale to your email list. If you are including a private Facebook group with your offer, enroll everyone who opts in promptly and encourage them to engage in that forum, or same thing if you’ve got a membership site. Reach out to everyone who shows interest and offer 15-minute free phone calls, continue to host webinars to answer questions, and deliver bonus content to everyone who opts in to make sure they continue to stay engaged, even as you continue to onboard others.
Your sale can’t last forever, and now it’s time to deliver everything you promised and even add in some additional love beyond the bonuses you promoted. Provide killer customer service and amazing content that delivers measurable results.
I help clients breathe life into the first two of these steps when you are trying to find the right words to brand your offer, explain it clearly, create relationships via email and ad copy, and follow up in writing or via phone sales scripts. There's a real art, which balances relationship building and asking for the sale, and I appreciate how Zimmerman's team breaks it down.
What questions do you have about building campaigns? I hope this information will stoke your creativity and give you some ideas about what you can do to amplify your business’s next promotion. Do you have more insight or information to add about how you run successful campaigns? Please share!