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 we call it the “Sphere of Influence Campaign.”
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 maybe there a past client 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.
So this works well whether or not you’re in real estate whether your dentist I mean 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, of course this is a campaign that would be able to be set up in any CRM that allows the functionality in which to do so but 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 here is actually where we’re going to go to see the sequence.
So the way we have this set up is we have basically when we put someone on the sphere of influence campaign, it’s as if maybe we just met them or we just decided to put them on so we’ve probably had some sort of dialogue with them in the more recent history here so maybe the next last day a couple of days last week something like that.
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. and what we’re doing then is asking it to give us a task.
This actually just creates a task for us in our CRM so that when I log into my day I can see six weeks from now, basically, it’s going to suggest 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 call them today next week or didn’t call them at all then basically it’s going to continue to run regardless so it’s going to wait at least six weeks and 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. So the emails that we set up in here, they’re meant to look authentic so as if I just took the time to go ahead and type this out so we don’t make it extremely long 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 just was just thinking about you wanted to reach out.”
So we’re not doing this to be deceitful we’re using technology to help us keep in touch with more people than what we could physically be able to keep in touch with ourselves.
So 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 (disconnected) 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.
So in this case you know I would 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 we’re not saying hey you ready to buy something hey let’s meet this really is just meant to you know if just thinking about you I wanted to reach out.
So then we give them a couple of options, “Yes, call me” or “Nothing new right now”, so 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
So once that happens then we’re gonna wait six weeks and at 11:15 a.m. in this particular case we’re going to send a text message.
So, in this case, it would say like “Hi Dan, it’s Jeff, everything good with you since we last connected”
when you last connected it could have been a week ago at a grocery store you might have ran into somebody 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 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 but 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 get a task put on our list to give them a call again six weeks after that we send them an email six weeks another text message.
Then we, of course, we do that one more sequence so we’ll do a third call, a third email and a third text message and then at that point we’ve now gone it’s been about a year.
So what we do is we’ve removed that tag and then we remove them out of the campaign, and then automatically add them back in.
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’re they vary and they’re different that’s fine. But honestly, we haven’t found that anybody has noticed that’s 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 and actually again we’re building rapport or keeping our rapport with this particular person and at any point, of course, we can reach out and maybe ask them for some sort of help with something see if they have any referrals you know that kind of thing just to again keep in touch and establish that rapport.
We use Infusionsoft specifically because of as I mentioned the if this than that, so in those emails, if they click one of those links then this can happen if they click a different length and 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 to “hey, remind me in six weeks to give so-and-so a call” or “send an email I might be half to so-and-so” on this particular date.
We like to look at this more of the sequences and so forth more like it’s an assistant as opposed to just a piece of technology that we’re trying to learn so very customizable again one of the reasons why I would like Infusionsoft specifically but regardless of what system you’re using hopefully this is something that can help you so just a repeatable sequence that will help you keep in touch with your database and get more out of the communication and out of the people that you’re touching.