Content drives successful automated marketing

Three strategies to build relevancy and trust 

An automated marketing campaign is your chance to feed your customers and prospects the information you want them to receive about your business, when you want them to have it. A well-planned and executed automated campaign is a powerful tool for your printing company, as it gets your message out while saving you time and manpower. But what’s the one thing that is key to a successful automated marketing campaign? The answer is content.

Content is the engine that drives your drip campaign vehicle. If the content isn’t great, the vehicle won’t run very well and you won’t get where you want to be. However, there is a wide variety of content available and useful – some types more effective than others. So, just how do you create fantastic content that will make your business stand out?

Make it useful

When you send out your drip emails, make sure they’re worth reading. Emails that do not provide any useful or relevant content are likely to get marked as spam. Focus on creating well-written content that offers value to the recipient, such as how they can make their print materials and designs stand out from the competition. Your content should answer a question, solve a problem, or entertain the recipient, and should make it clear how your company benefits them.

Build trust

One of the beauties of a drip campaign is its ability to build trust between you and your customers or prospects. The old adage is true:  people don’t buy from businesses, they buy from people. Use automated marketing to build your company’s personality and make a personal connection with helpful advice and information that establishes you as caring, reliable, and trustworthy. While you want to market your printing company and get businesses to utilize your services, first you need to establish trust and your audience needs to know that you’ll put the extra effort into making them successful.

Use segmentation

Using segmentation means that you tailor the information your audience sees depending on what stage of the funnel they are in. For example, a new customer might receive a follow-up email to make sure they are happy with the service they’ve received. Someone who has been a loyal customer for many years might receive an email offering a special bonus when they use your printing services again. This type of automated segmentation provides more personalized messages without having to do all the labour-intensive, time consuming work.

If you want to encourage prospects to use your business and existing customers to stay, make sure you offer them timely information that provides value and builds a trusting relationship with your company. Make sure the content of your email campaign is relevant to each recipient and tailored to his/her specific needs. Each stage of a drip campaign should play an important part in nurturing the reader towards the action you would like them to take. Keep your focus on good quality and you’ll be heading in the right direction – as will your customers.