Follow up After a Marketing Campaign
1. Look for patterns in the results of your last marketing campaign to understand what your audience wants or needs.
For example, suppose people gave you their email addresses to download your ebook about brewing beer. In that case, it means they’re interested in learning more about this process and could use specific tools, ingredients, and recipes along the way.
2. Define next-step SMART goals for your follow-up campaign based on what you’ve learned about your audience.
For example, if the last marketing campaign brought you 500 new leads, your goal can’t be closing 500 sales in the following three months, as it isn’t realistic. Not everyone who shared an email address to get a freebie will automatically buy your product or service.
3. Choose the dates and times of when you’ll reach out to new leads, and the channels you plan to use.
For your follow-up calendar, you can use a spreadsheet, an actual calendar, your CRM, or platforms like Asana or Trello. Choose the best channels to follow up after a campaign, based on the data that shows where you had a better engagement in the initial campaign. Use data from previous campaigns to identify the best days of the week and times of day to connect.
4. Tailor the messaging for your follow-up campaign based on your leads’ interests and the channel you’ll use.
For example, if you communicate through messenger, you should use shorter, more conversational messages, than if you choose to send a postcard and a promotional code via traditional mail. Offer leads fresh content to increase your chances of converting more people into clients.