Ideas for Keeping in Touch with Prospects – and Customers

Ideas for Keeping in Touch with Prospects – and Customers with Brandwidth Solutions

You’ve got a database in your marketing department – the backbone of your marketing programs. But, are you doing enough with it to keep in front of your prospects AND to remind your customers that you’re here for them?

It all Starts with Nurturing

We’ve touched on the importance of nurturing through marketing automation systems before to systematically send your audiences content that resonates with them.

And nurturing is indeed the starting point for keeping in touch with your prospects and customers through email. Nurturing is the idea that a series of email touches spread out over time can provide a continuous stream of content to your audiences.

For example, if someone requests a demo on your website, they can immediately be sent a relevant piece of content to digest while the process of scheduling the demo takes place. They can also be automatically sent into a nurture stream that sends them additional content spaced out over a period of several months to keep them engaged with your company long after the demo takes place.

With nurturing, content is paramount of course. Each email touch must provide a compelling message and often provides a downloadable asset – like a white paper, case study, or link to a video or a webinar. And each nurture stream can be just a few touches or a multi-touch series. We’ve done one series for a client that spans 13 months.

You can think of nurturing like this: for every entry point that a prospect can use to join your database – either through a form in a campaign landing page, a demo request from your website, a contact us form on your website, a webinar attendee list, an event’s booth visitor list, or other method – what would you like that person to learn about your organization or product / service offerings? From there, build a nurture stream of content touches that provides information on each of those areas.

With marketing automation systems, everyone remains within their streams until they unsubscribe. So, once you make a stream and add the audience to it, it’s set-it-and-forget-it until either you change it or your prospect chooses to opt-out.

What About Your Customers?

We talk about keeping in touch with prospects all the time, but what about your customers?

Enter the newsletter. Even after a prospect buys, marketing continues. The salesperson will try to maintain and build the relationship for future sales, and at the same time marketing needs to continue to educate customers on the firm’s additional offerings.

A newsletter can be a monthly email you compose to send out links to blog posts, press releases, news clips, or any information about your company that’s new – or not.

Example: we created a monthly newsletter for a client that included information about a service they’d already been offering. That newsletter produced two inquiries from current customers regarding that service, as the customers weren’t aware that those services were available.

Newsletters are a great way to keep your company top-of-mind. They are fairly simple to do, since you can aggregate much of the content you’ve already developed. For instance, you can pull together your press releases, most current blog posts, product information, third party articles you contributed to, or videos, and bundle them into an email to get additional exposure.

Additional Avenues

In thinking more unconventionally, if you run Google display ads you can also upload your customer list into your campaign and Google will try to target your customer list with your display ads. If you have the resources to get even more granular, you could potentially do one campaign dedicated solely to targeting your own customers (as long as your campaign’s graphics reflect your customer’s interests).

And don’t forget social media. We have a client that holds an annual training event for its customers and partners and leverages its own social media channels to get the word out about the conference. They also produce regular email blasts to promote the conference to its customers and partners.

Media engagements also offer the perfect opportunity to send your customers information of value. If you have an announcement, create an email to your customer database and share the press release directly with them. Or, what if a publication issued a video interview featuring one of your executives? Share that knowledge and those insights with your database and add those pieces to your current nurture streams on top of that.

Your company’s blog – and you should already have one – is a resource for everyone. Send out an email every time you post new content to your blog and include both customers and prospects. You might be surprised how many customers can be interested in content from you (see again the paragraph starting with “Example:” above).

Hosting webinars and virtual events are excellent ways to showcase your expertise and engage with your audience directly. These events allow you to present your products or services, share valuable insights, and interact with attendees in real-time. Ensure that your webinars are informative and provide actionable takeaways.

Finally, account-based marketing (ABM) is a strategic approach that involves tailoring your marketing efforts to specific target accounts. In the life sciences industry, where relationships can be particularly important for a purchase cycle that often spans months and not weeks or days, ABM can be highly effective. Focus your resources on key accounts, creating customized campaigns and content that speak to their unique needs.

An Integrated Approach

When you think of marketing for all of your audiences, you can include both prospects and customers in that mix. For more ideas tailored for your particular business, contact us to start a conversation.

Brandwidth Solutions serves the healthcare, life sciences, technology, and contract pharma industries. We work with companies that want to make the most of their marketing that want their marketing empowered to help drive leads and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

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