Hello, Jeff Helvin here with Ballen Brands and today I want to show you a simple annual multi-touch campaign that we have set up to keep in contact with our database.
Keep In Touch Campaign Goal
The goal of it really is just to keep in touch with people that may be able to ultimately help you in your business.
Whether it be through eventually becoming a client, a past client that could give you a referral, or it could just be someone that you met at the grocery store and you want to make sure you stay top of mind.
This works well whether or not you’re in real estate, whether you’re a dentist – really any kind of business where you’re just trying to stay top of mind for someone when it comes to the profession or the services that you offer.
Infusionsoft Campaign Setup
So let’s take a quick look here. We’re actually in Infusionsoft, but this is a campaign that could be set up in any CRM that allows the functionality in which to do so. We’ve chosen Infusionsoft because of the “if this, then that” type of programming and technology that we can do in here.
This is our setup in Infusionsoft, let’s go ahead and get right to it.
Once the campaign is launched, this is actually where we’re going to go to see the followup sequence.
The way we have this set up is when we put someone on the sphere of influence campaign, maybe we just met them, or we decided to put them on from some sort of dialogue with them recently, say the last couple of days or last week.
First SOI Call
So what we do when we put them on is we actually wait six weeks before we do the first touch.
So here we say wait six weeks and then run on a weekday at 8 a.m. What we’re doing then is asking the system to give us a task.
This then creates a task for us in our CRM so that when I log into “my day” I can see six weeks from now that I go ahead and reach out to this particular contact.
So it’ll say for instance “Call Jeff Helvin as part of the first of the annual sphere of influence touches.”
First SOI Email
So after that happens, whether I call them today, next week or didn’t call them at all, it’s going to continue to run and wait at least six weeks, then run on a weekday at 10:00 a.m.
So at 10:00 a.m. it’s now going to send out an actual email. The emails that we set up in here are meant to look authentic as if I just took the time to go ahead and type this out. We don’t make it extremely long and we don’t put logos on it make it look like some sort of a newsletter – the goal is just to make it appear as though “Hey, I was just thinking about you wanted to reach out.”
Now we’re not doing this to be deceitful, we’re simply using technology to help us keep in touch with more people than what we could physically be able to keep in touch with ourselves. We legitimately want to stay in contact with them.
The goal here is that you would have hundreds of people on this, and it is hard to break out of our day-to-day to be able to stay connected with everybody.
So the goal here again is not to look automated, but it’s also not meant to deceive them – it’s just meant to seem more natural.
In this case we say “Hi Jeff, I hope everything’s been fantastic since we last spoke, is there any new business for us to discuss or anything new in your world?”
Again, very general. We’re not trying to do business with them and we’re not saying “hey are you ready to buy something” or “hey let’s meet this week.” Really we’re just reaching out to stay connected.
So then we give them a couple of options, “Yes, call me” or “Nothing new right now”, and again the point of this is just to get some sort of interaction, get them to engage whether it’s yes let’s do something now or whether it’s an I’m good – the goal, of course, is just to have the engagement and have the touch.
First SOI Text
Once that happens then we’re going to wait six weeks and at 11:15 a.m. in this particular case we’re going to send a text message.
In this case, it would say “Hi Dan, it’s Jeff, everything good with you since we last connected?”
“When you last connected” could have been a week ago at a grocery store, or it might have been six weeks ago when you sent that email for example.
So we don’t really know when it is, which is why we keep it more vague because we want this campaign to make sense regardless of when the most recent touches are.
If this is someone you’re talking to on a daily basis they really shouldn’t be on a sphere of influence campaign, because it’s going to definitely not seem authentic at that point. This is really meant for people you kind of have light touch with.
Repeat Campaign Sequence
So from there, we’re going to wait six weeks and then there’s going to be a task put on our list to give them a call again, six weeks after that we send them an email and six weeks another text message.
Then we do that one more time so we’ll do a third call, a third email and a third text message and at that point we’ve now gone it’s been about a year.
So what we do now is we’ve removed that tag and remove them out of the campaign, and then automatically add them back in for another year.
The point of this is that it is a constant keep in touch campaign that will run every year.
Now, if you want to set some sort of tickler on your calendar to go change the message a little bit each year so that they vary and they’re different that’s fine. But honestly, we haven’t found that anybody identifies them as the same message they sent me last time or the last three times. We have three different messages over the course of a year and usually by the time a year has passed the specific message said is not something that’s still top of mind.
Building and Establishing Rapport
We find that this works very well for us. And the point of it, of course, is just to have a personal call, personal email, personal text for building rapport or keeping our rapport with this particular person. At any point, we can reach out and maybe ask them for some sort of help with something, see if they have any referrals or that kind of thing just to again keep in touch and establish that rapport.
We use Infusionsoft specifically because of the “if this, then that” technology, so in those emails, if they click one of those links then this can happen, or if they click a different link then that can happen so we have follow-ups and so forth.
Infusionsoft is like an Assistant
We actually like to refer to Infusionsoft like an assistant as opposed to technology so if you were to think of it that way it would kind of be like you just asked your assistant “hey, remind me in six weeks to give so-and-so a call” or “send an email on my behalf to so-and-so” on this particular date.
Being very customizable is one of the big reasons we like Infusionsoft specifically, but regardless of what system you’re using hopefully this is something that can help you using a repeatable sequence that keeps you in touch with your database and gets you more out of your communication and out of the people that you’re touching.