 President's
Corner
Last week I talked about
following up person to person by
phone, email, direct messaging,
etc. yet there are some
automated ways that some note
brokers have been marketing and
following up that need to be
addressed as well. Marketing
automation can give us
behavioral tracking, an
automated marketing engine, and
the power to follow up on every
action of every note holder.
These actions include web pages
visited, videos watched, white
papers read, and keywords
searched for. This information
is super powerful for us when
marketing to note holders and
helps them to be relevant on a
different level. You can easily
over market to note holders on
the internet if you're not
careful. Many note professionals
are having a hard time using
this data without being
"creepy." So I have come up some
solid tips to avoid creepiness
with your automated marketing
and follow up efforts.
Honor thy e-mail
subject line. Your
e-mail subject lines are
critical to creating a great
follow up. The key
is relevance — and knowing what
someone just downloaded or
looked at gives you something
relevant to talk about. The
question is how to do it without
being too forward. Here are two
good tactics to do this -
Focus on the trend, not
the action. Look at what the
action says about the prospect,
not just at what the prospect
did. For example, if someone
downloads an early-stage piece
of content, you should know
approximately where that
prospect is in the note seller’s
journey. Your e-mails should
therefore be relevant to
early-stage issues. Don't
reference the prospects past
action, but propose something
else that other people found
helpful in that stage.Write like a
person. Yes,
add a personal touch. Don't make
your e-mail seem as though it
came from a mass e-mail sending.
Following up on an action and
having it not come from a person
can kill your branding and
alienate your prospect. Remember
that the e-mails you send to
your friends have the highest
e-mail open rate of any e-mail
you send. Find out why, and
follow those same techniques
when writing personal follow
ups.
Follow up with
sales leads. Marketing
automation isn't just for
marketing. It also gives many
note professionals potential
transaction intelligence. Many
note professionals aren't sure
how to use this information,
however. If you can see lead
activity, you need to learn how
to follow up on this
information. Here are two
tactics to use to avoid being
creepy with potential
transaction follow-ups -
Don't focus on the action. Call
the note holders but avoid
asking about the e-book they
just downloaded or other action
they took. Note professionals
should ask about the problem the
note holder might be having, not
the action. Put the focus on
being helpful. Identify the
best actions for follow-up. Try
not to pounce on every action a
prospect takes. Many note
professionals want to call and
e-mail on every little action a
person takes. This is not good
for you. Learn how to
understand actions so that you
know which actions deserve a
call. If someone is looking on
your Request a Quote page, that
person usually deserves a call.
If someone reads your article on
why a note is discounted, that
prospect might not deserve a
call.
The best way to determine these
actions is to keep statistics,
test and figure out what good
actions and appropriate
follow-ups will be for your
business. If you can follow
these few basic keys, you'll be
on the road to success. If
you're not following these
rules, the odds are you're being
creepy. Statistics show that up
to 65 percent of people say that
a company's e-mails shape their
view of the company. If you're
not in the business of being
creepy, don't be. Remember,
Success Demands Action! Keep on
marketing, it’s going to work!
TWITA! |
Question of
the Week
Q
- Hi Jeff,
Your name was given to me by a trusted associate. I have a couple of notes
in the state of Michigan, would you be interested in them?
~
Cheryl
Hi Cheryl!
Thanks for the email! Yes, I have several private investors interested in
Michigan notes so just fill out a worksheet and email them on over and we will
see what we can do! Hope this helps!
~ Jeff
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