6 Steps to a Successful Persona Driven Cross Platform Multi Channel Marketing Drip Campaign that Works in 2018 Part 2 #430

The six steps covered in this episode are targeting, offer, messaging, channel selection (email, phone, direct mail, remarketing, AdWords, Facebook, YouTube), timing and cadence, and measurement. Targeting is called the most important step by far, and measurement includes monitoring sales, recorded calls, and download completions.

Precise targeting means your message reaches only the right people, making even imperfect copy effective. The hosts rate it nine out of ten in importance. With expensive tactics like mailing a message in a bottle at five to seven dollars each, wasting budget on the wrong audience can sink the entire campaign.

The hosts recommend leading with education, such as a white paper or guide, rather than a discount on services. Education builds trust and authority, lowers the barrier of entry, and avoids asking too much too soon, similar to asking someone to coffee before proposing marriage.

Send a direct mail piece every other week and schedule phone calls either before or shortly after each piece arrives, when it is likely still visible on the recipient's desk. Fit one or two emails or a call in between mail weeks. Use Google Analytics peak-traffic times to pick the best send windows and avoid Mondays.