Automate Your Follow-Up with Marketing Automation: A Comprehensive Guide for Fence Builders

Introduction: The Importance of Marketing Automation

In the previous chapters, we discussed the importance of Unique Selling Points (USPs), Offers, Platforms, and the Marketing Arsenal. By now, you should understand how to identify and create powerful USPs, use Offers to capture prospect information, and implement a Marketing Arsenal that drives growth. However, one critical element remains: Marketing Automation. This systematic process ensures that no prospects or customers slip through the cracks. 

Understanding Marketing Automation

Fence Company Marketing Automation involves implementing a communication system that allows you to follow up with prospects and customers effectively. It is more than just email; it encompasses various forms of communication, including direct mail, phone calls, and text messages. The goal is to nurture relationships and convert prospects into customers while retaining existing customers for life.

The Two Big No-Nos in Marketing Automation

1. Over-Communicating:

  Overloading your prospects and customers with frequent messages can drive them away. Even though you have their permission to communicate, it’s important to avoid high-pressure tactics. Each piece of communication should provide value and include an opt-out mechanism.

2. Ignoring Your Database:

  Neglecting to follow up with your prospects and customers shows that you don't value them. Consistent and valuable communication is essential to maintain relationships and prevent competitors from courting your prospects.

Developing a Marketing Funnel

A marketing funnel is a planned sequence of communications designed to nurture relationships with prospects and customers. It outlines who receives the communication, what they receive, when they receive it, and how they are moved through the funnel.

Sample Prospect USP Campaign

Day 0 - Instant Delivery:

An email or text message thanking the prospect for requesting a quote. This message confirms their request and provides a link to the free Offer or information package.

Day 1 - Next Business Day:

A follow-up phone call to schedule an appointment and gather any additional information, such as the prospect's address.

Day 4 - Postcard:

A postcard is sent highlighting a USP, such as positive customer reviews, with a QR code leading to online reviews.

Day 5 - Email:

An email reinforcing the USP mentioned in the postcard, with links to more reviews and testimonials on your website.

Day 9 - Appointment Reminder:

A text message or email confirming the appointment, detailing who will visit and the time window.

Day 10 - Sales Visit:

A visit from your salesperson to inspect and measure, leaving a professional folder with USPs, testimonials, and other relevant information.

Day 12 - Email:

An email highlighting another USP, such as your superior warranty compared to competitors.

Day 15 - Email:

An email focusing on your team's experience and the thorough vetting process for your contractors.

Day 16 - Estimate Delivery: 

A text message and email providing a link to the estimate, viewable on a smartphone or computer.

Day 19 - Follow-Up Call:

A follow-up call from the salesperson if the estimate has not been accepted, to answer any questions and encourage a decision.

Day 27 - Email:

An email highlighting how your contractors ensure a clean job site, addressing a common customer concern.

Creating an Effective Marketing Funnel

To create an effective marketing funnel, follow these steps:

1. Identify the Who:

  Determine if the communication is for a prospect or a customer. Tailor the message accordingly.

2. Define the What:

  Specify the type of communication (email, text, call, postcard) and the content (USPs, offers, confirmations).

3. Schedule the When:

  Plan the timing of each communication. The frequency may vary depending on whether you are targeting a new prospect or an existing customer.

4. Outline the How:

  Define the triggers that move prospects and customers through different stages of the funnel. This can be automated or manual but must be consistent.

Implementing Marketing Automation

Marketing Automation uses software to manage your database and automate the delivery of your communications. This includes sending emails, letters, postcards, SMS messages, and even pre-recorded phone messages. Here’s how to get started:

1. Choose a Marketing Automation Platform:

  Select a tool that suits your business needs. There are many options available, each offering different features and levels of complexity.

2. Integrate Your Database:

  Ensure your database is integrated with the automation platform. This allows for seamless management of contact information and communication schedules.

3. Set Up Automated Workflows:

  Create workflows that trigger communication based on specific actions or time intervals. These workflows ensure that no prospects or customers are missed.

4. Test and Optimize:

  Regularly test your workflows and communication content. Gather feedback and make necessary adjustments to improve effectiveness.

Benefits of Marketing Automation

1. Consistency:

  Automated workflows ensure that all prospects and customers receive timely and consistent communication.

2. Efficiency:

  Automation reduces the manual effort required for follow-up, allowing your team to focus on other important tasks.

3. Scalability:

  As your business grows, Marketing Automation can scale with you, handling an increasing number of prospects and customers.

4. Improved Conversion Rates:

  Consistent and valuable communication nurtures relationships, increasing the likelihood of converting prospects into customers.

Conclusion: The Power of Marketing Automation

Marketing Automation is a powerful tool that can transform your follow-up process, ensuring no prospects or customers slip through the cracks. By implementing a well-planned marketing funnel and using automation software, you can nurture relationships, improve conversion rates, and drive sustainable growth for your fence building business.

In the Fence Company Marketing Blueprint, we’ll explore more strategies and tools to further enhance your marketing efforts. Stay tuned for more insights and practical tips to take your fence builder marketing to the next level.