“On the 3rd day of Christmas, my true love gave to meeee…

...more time.”

11/12/20

Brett Riley-Tomlinson

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Sitting in the middle of time

Okay, maybe she didn’t actually give me more time, but Trigger campaigns market your products/services automatically - without you needing to be there, manually posting content and adverts onto the web. I can’t remember who said it, but, apparently, the key to a successful business is for your products to sell themselves.


With modern websites you can set up trigger campaigns that do exactly what they say on the tin. If there’s an action, you can create an automatic reaction. For example, if someone contacts you, you can automate an email message to be sent to them straightaway, which thanks them for getting in touch, etc. With a string of these responses you can create a marketing flow, and effectively guide your customers’ journeys and give them all the answers they need without needing to speak to them until the very last push. Think of what you could do in your business with the time you’d save!


A customer downloading something from your website could trigger a marketing campaign that plays out over the next 12 months. An automated chat could ascertain their needs and filter suitable products for them, by asking a range of questions - each one ultimately determined by their previous answer (also known as a chat bot).


Marketing today has become incredibly sophisticated. Now there’s no excuse to not work smarter (but not harder).


Setting up a trigger campaign can take some time and take even longer to review and continually tweak. It’s worth it in the long run, though; all of a sudden you will be able to directly communicate and build relationships with hundreds, if not thousands, of people at a time, instead of being limited to the ten-per-day you physically have the time to speak to.


Trigger campaigns are also great at converting cold leads into warm leads, which is another time-saver. By the time you actually pick up the phone to ring a ‘triggered’ prospect, you know that they will have read and seen everything they need to, and it will only be a case of adding a personal touch to secure the deal.

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