Creating an Email Drip Campaign

Consumers are bombarded by advertising content nearly around the clock. Your marketing messages will get lost in the crowd if you don’t take the time to personalize the content. Email drip campaigns are a great tool your company can utilize when trying to generate more leads, nurture qualified leads, and optimize your time.

What is a Drip Campaign?

A drip campaign is an automated workflow used to nurture leads through the sales funnel by dispersing specific marketing information to prospects over a long period of time. This helps establish credibility and brand recognition. If these drip campaigns are set up properly, you will only have to send out one initial email. The actions (or lack of) by the recipient will determine what content and how much content they receive. The best part? After the initial email, everything is handled automatically.

How to set up a Drip Campaign

You start by setting up a workflow that maps out the series of automated triggers and actions. For instance, if a lead opens an email, clicks within an email, visits a page, or fills out a form, these triggers will activate specific follow-up actions. Then, based on these triggers, different rules will be set in place for that lead.

For example, you are sending out an RSVP email for an upcoming event.  If a lead clicks on an “RSVP YES” button for the event, then they will be added to a list titled “RSVP YES” and 4 days before the event they will be sent a reminder email. But if they did not click on the “YES” button, then one week later they will be sent an email reminding them to RSVP for the event. This type of workflow can be tailored to all sorts of marketing campaigns.

Here are a few examples of different types of email drip campaigns:

1. Top-of-Mind Drips: these types of campaigns drive awareness and keep your message in front of your audience. Suggested content includes specific landing pages, infographics, case studies, newsletter recaps or any other information which will increase brand awareness.

2. Educational Drips: Provide relevant information on the unique products or services offered by your company and how they can help. These types of campaigns are great for prospects who don’t know what specific offerings would cure a pain point. Note: Campaigns that are too promotional — all about your company with no educational value — will turn away potential leads. Suggested posts: Case studies, how your product or service is applied in the real world, and infographics.

3. Re-engagement Drips: These are used to win back the interest of cold, unengaged or former leads. A great type of email to put in this type of drip is a case study showcasing current client work.

4. Competitive Drips: Target competitor’s clients with the various benefits of switching services. You see this all the time with phone companies. Suggested content include any statistical information, case studies and testimonials.

5. Promotional Drips: Entice leads with limited-run promotions and special pricing. The pressure of a limited-time offer is a known champion when it comes to converting leads into customers. A reduced price or free add-on may be just enough to make a sale.

6. Region or Industry Drips: Use a specific campaign to target various regions and industries. Tailor information and articles so that is resonates with a specific target audience. We recommend using this type of campaign if your company targets many different industries or personas. Slight personalizations go a long way in email marketing.

 

Now that you know about a few of the different types of drip campaigns, put them to use in your email marketing. Not sure how to begin? Brand Iron is ready to help automate your marketing. Get started by filling out the form below or visit brandiron.net and give us a call: 303-534-1901

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#marketing #emailmarketing #dripcampaign #email #workflow #automatedmarketing

Defining Your Brand Voice

Every brand has a voice, but is it the right fit?

Start by thinking of your brand. What person or image comes to mind? Is this voice and personality communicated throughout the tone of your brand?  If not, it might be time to rethink your brand voice.

A brand voice should be distinguishable and is a critical step when it comes to defining your positioning and messaging in a way that appeals to your target customers. It isn’t about a creation of a non-human voice, but how you package and display your content, copy and creative. Combined, these elements create a tone which is communicated to your audience and puts a face to your company.

To start, you need to know who your target audience is and what makes them tick. Develop personas that define their unique personality traits and buying habits. Figure out what they care about tailor your content to appeal to them. Your brand’s voice will play an important role in developing this customized content. By first understanding your target audience you can build a brand voice that speaks directly to them.

Next, you should come up with attributes and adjectives that you want your brand voice to portray. Think about what you want your brand’s tone, style, and attitude to feel like. The voice need to be real and accurately reflect the personality of the company and the people behind the brand. Once you have determined the attributes of the brand voice, it is time to apply the voice to the creative look and feel.  

Marrying the creative look with the brand voice is where the magic happens and brings the whole package to life. When these two elements are combined just right, you create a powerful and wonderful brand that connects with your target audience and brings your brand to life! To find out more or if you need help developing your brand’s voice visit brandiron.net or call 303-534-1901 to get started.

 

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#branding #marketing #brandvoice #brandstrategy

Meet Your Newest Co-Worker: Amazon Alexa

Now everyone can have their own personal assistant that helps with everyday tasks like automatically dialing into meeting rooms, ordering new supplies, reporting equipment problems, providing directions to offices and finding overall information to name a few.

Amazon is sending Alexa into the workplace to act as your intelligent assistant. Why get bogged down with tedious tasks, such as managing your calendar, scheduling client meetings or making phone calls when you can have a robot do them for you?

New technology is allowing you to be more productive during the day by setting Alexa up at your desk acting as your personal assistant while you stay on top of what’s important. Or share the love by setting up the device in a common space like conference rooms, where you can automatically dial into conference calls.

Alexa is customized to work for you. People may have been hesitant to invite Alexa into their homes, but now she’s a reliable part of the family. Not many other devices are integrated as seamlessly as the Alexa has proven itself to be. The extension of Alexa into the workplace is a logical progression from the home. A simple voice command is all it takes for a flood of information and answers to all your questions.

Utilize this powerful tool to help manage your company. Here is a visual on how Alexa works by integrating with your shared devices.Visit https://aws.amazon.com/alexaforbusiness/ for a more detailed explanation.

The best part about Alexa is she never talks back, and you never have to pay her a salary. It will be interesting to see how new technologies will disrupt the workplace. Alexa can help with tedious tasks in the office, but she can’t help you with your marketing. Now that you’ve got yourself a personal assistant, give Brand Iron a call 303-534-1901 or visit brandiron.net to take your business to the next level.

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#marketing #alexaforbusiness #amazon #techinbusiness #technology

Brands Who Killed It With Their Holiday Campaigns

The holidays are a time to give thanks, spread cheer and spend time with your family. It’s also the peak season for consumer spending. Companies must stand out by promoting and expressing their personality in order to win the seasonal business of consumers. We’ve put together four of the best holiday campaigns we saw in this holiday season.

Glade

Memories of the holidays often bring to mind the spicy aroma of gingersnap cookies and the crisp pine scent of a Christmas tree. Glade already has an emotional connection to the holidays with their seasonal scents and fragrances, and they took it a step further with “The Greatest Gift” campaign by reminding us what the holidays are all about. This is a really great holiday campaign because they play right into the emotions that surround the holidays. Best of all, they keep it very simple. When it comes to advertising the simpler the better. Glade closes with the tagline “Feel Joy” which perfectly sums up the message of this campaign.

Sephora

Sephora took a new approach to their 2017 holiday campaign. Typically, they use top models for their holiday shoots putting forth a homogenous definition of beauty. This year instead of hiring size-2 models, they reached out to 11,000 of their store clerks for casting. The 10 lucky employees were chooses to be the stars basted of their unique approach to what beauty means to them. The thought to cast their own employees was brilliant. They were able to create one of the most diverse campaigns to date. Their audience responded really well to their new Reach Out and Gift campaign because it embraced the individuals beauty and fit inline with their new tagline “Let’s Beauty Together”.

Starbucks

Everyone knows that Starbucks signature red holiday cups mark the arrival of the holidays. It’s an unmistakable sign that you need to start your holiday shopping if you haven’t already done so. Starbucks ranks in our top holiday campaigns because this year they did a 30-second spot “Giving Good Starts With You” where the message is that “the holidays mean something different for everyone”. The ad promotes their new holiday cups while predominantly showing a lesbian couple holding hands. The response on social media was overwhelmingly positive. Starbucks’ audience appreciates that the company takes a stand and supports what may be a controversial topic for some companies.

 

Air New Zealand

I may be bias since I lived in New Zealand, but I love how Air New Zealand expresses their brand in all of their advertising. This year they launched a #AirNZXmas campaign, where they poke fun at their own accent. Kiwi’s (or people from New Zealand) are known for having their own spin on words. This campaign shows that it is not easy for Santa to understand what Kiwi’s want. We rank this campaign with some of the top this season because the voice and personality fit the brand image of Air New Zealand so well.

It’s never too early to start planning different types of seasonal campaigns. Brand Iron can help develop campaigns that will leave a lasting impression on your audience. Visit brandiron.net or call 303-534-1901 to get started!

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#marketing  #holidaycampaign #branding

How to Prep Your Company for 2018

It’s 2018 and time to kickass and reach your goals and objectives! With the economy going strong and signs suggesting it staying that way, let’s plan on making the most of things in 2018!

It helps tremendously to write your goals down into measurable actions that you can track. Are you ready to meet your 2018 gols? Let’s get started:

  1. Write your goals down
  2. Develop a plan on what it’s going to take to reach those goals
  3. Map out specific steps, actions and items you need to do as well as by when they need to be done in order to reach your goals
  4. Set KPI’s to track these goals and objectives and what the specific measure will be
  5. Delegate responsibilities for each item and assign deadlines
  6. Determine what the milestones are which will indicate that you are on track
  7. Check frequency to ensure you are on track
  8. If you find you’re off track, adjust accordingly
  9. Use a dashboard to track how you are performing against your KPI’s
  10. Crush those goals and objectives

You can go into 2018 with confidence knowing you have a plan for what you are setting out to accomplish this year. Now go out and make it happen!

Brand Iron is your all-inclusive marketing agency. Whatever your goals this year are — or if you want help nailing down some powerful goals for 2018 — we’ve got you covered. Drop us a line at 303.534.1901 or visit us at brandiron.net today!

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#mareting #branding #prepfor2018 #2018goals

Wearing Sandals in the Snow—Why Marketing Copy Changes With the Medium

The need to change the way you write depending on the medium should be as obvious as the need to change your clothing depending on the weather, but this need is often overlooked.

Unfortunately for your bottom line, if there’s a disconnect between the chosen medium for your marketing campaigns and the writing style used, your content could be rendered entirely ineffective. Consumers are accustomed to certain conventions that, when ignored, can turn them away from your content faster than a cat from a bath.

There are a number of things to consider when it comes to writing content for marketing materials

  • Initial Audience Interest
  • Language Formality
  • Number of Visuals
  • Optimal Length
  • Target Audience

Blog posts typically incorporate a less-formal voice and can vary in length from a few hundred words to over one thousand. Initial audience interest is higher than with an email so introductions don’t have to be as to-the-point.

Email: Emails can be a great way to reach known prospects…if they actually open it. They should be short and sans fluff. An accurate but attention-grabbing subject line is a must, and make sure images scale with the viewing device.

Presentation: If you’ve ever been subject to a presentation that hits you with a wall of text slide after slide while the speaker reads verbatim, you understand the importance of minimizing copy. Things like pitch decks—A.K.A. capital raise decks—internal briefings or anything that uses a PowerPoint format should contain bulleted talking points only. No Paragraphs! If you can’t remember all the information of a topic, it’s time for an infographic.

Print: Print may be seen as antiquated but it still plays an important role in marketing. While the length of the copy depends on the document (sales slick, brochure, billboard, etc.) the tone is more formal, unless your corporate voice dictates otherwise.

Social Media: Social media posts are short and catchy. Your best bet is grabbing your reader’s interest and linking them to a blog post, product page, or web site. Pairing images with content in your post will boost its effectiveness.

Video: Videos, whether live-action or animated, may not show copy, but the the script is really important. Narration should complement the visuals, not overpower them. Viewers’ attention will be split between their eyes and ears so scripts should be kept simple while complicated concepts are explained visually.

Web: Web content needs to be brief. If the purpose of your website is to turn prospects into customers, less is more. Bombarding visitors with text or showing them a cluttered site that lacks a coherent design is a sure way to lose a sale. While the tone of your site’s messaging depends on your company’s voice, its delivery should be streamiled and optimized for a variety of viewing devices.  

 

If your marketing materials are wearing sandals in the snow, we can help. Brand Iron specializes in creating effective copy for every format to elevate your brand above the competition and increase your bottom line. Call us today at 303.534.1901 or visit us at brandiron.net.

 

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#marketing #branding #copywriting

How to Brand Multiple Companies Under One Business

When you acquire or merge with a company with new products and services, it presents a couple of questions. Where does this company fit in the existing brand? How do you brand multiple companies under one brand? Here are several things to consider when your company grows to this point.

1. What are your bigger picture goals and objectives: Based on what you are trying to accomplish, you should determine how you need to brand and positioning the company to achieve these specific goals.

2. Where do you want to take the companies in 2-3 years: Now it’s time to determine which of the brands will get you to these goals and objectives faster. If you can’t successfully see one of the companies joining with the other, it may be time to think about developing a new brand all together.

3. Get your duck in a row: You need to make sure whichever direction you go that you have the intellectual property rights associated with that company and brand. Items such as URLs, trademarks, patents, etc. 

4. Develop a brand transition plan: Next you need to develop a plan with key items you need to do in order to brand the companies under one brand. Things such as flipping over the websites to the new brand, new sales and marketing material, etc. 

5. Internal brand rollout: This will act as an internal guide for transitioning the brand within the company, your partners, and vendors. You will announce the reasoning for this shift, the new messaging, brand guidelines, and a long-term plan for what people should expect going forward.

6. Announce new brand: How you are going to message the brand change/evolution on social media? You want to be prepared for this announcement and should wait until you are united on all fronts. There are a lot of factors to consider and you need to determine how you will communicate your brand change to the market. You may want to develop a press release on what this message is and where people should turn if they have questions.

7. Update Social Media: A great way to communicate your new brand is through social media. Are you going to utilize the same press release content to share the news? Use all social media platforms to interact and inform your audience and respond to any questions or concerns. Continue to post on social media with any announcements, further changes or updates regarding the new brand!

Taking these items into consideration when you are branding multiple companies under one business will streamline the process and help keep everyone on track. If you need help branding multiple companies under one business, Brand Iron will help strategically package the companies in order to successfully take the new brand to market. Visit brandiron.net or call 303-534-1901 to see our services can help!

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#brandstrategy #companyacquisition #companymerger #marketing

Design Trend: Custom Hand-Drawn Illustrations

As 2017 is coming to a close, we’re getting excited to see what design trends will emerge and rule in 2018. This upcoming year will be all about taking risks with bold imaginations, vibrant colors and experimentation. Design trends continue to evolve and change, building off of each other. Hand drawn illustrations are based off of a traditional, pre-digital look. We started to see a rise in these designs in 2017 and they are continuing to gain popularity as we enter 2018. The world of digital is being married with traditional hand drawings and it has created a unique, edgy look unlike any other. Hand drawn illustrations join together traditional illustrations with the new digital age and it has created a this new amazing look!

Every hand-drawn illustration takes a lot of talent and imagination to create. In 2017 we saw these illustrations standing alone in this digital world and they really made an impression on people. In 2018 we are seeing this trend evolving as these illustrations are being combined and overlaid with graphics. The incorporation of negative space, custom graphics and different typography is bringing this look to the next level.

          

The combination of two drastically different styles has indeed attracted attention. Hand drawn illustrations put the designers skill to the test by combining their free hand drawing skills with their graphic design skills to create one cohesive complex piece creates an instant eye-catcher.

Designers are incorporating new elements as the protagonist to catch people’s attention. We love how these elements interact with photography. This can be used for both photos and for type.

We predict that this design trend will be in the forefront of emerging design trends in 2018. This trend has the ability to be designed and shaped for traditional businesses as well as new, edgy businesses who to disrupt the status quo. Whether a traditional B2B company or a new startup, this design trend will help you stand out from your competition and we at Brand Iron love it! If you want want to breath new life into your brand with a new design, visit brandiron.net or call 303-534-1901 to get started.

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#designtrend #graphicdesign #design #marketing #designtrend2018

Harnessing Technology to Maximize your Business Returns!

How your business can keep pace with digital innovation.

In today’s world technology is a fundamental piece of your business strategy. The challenge facing businesses in this changing digital world is how to harnesses these technologies and use them to your advantage. The right use of technology helps companies become more efficient and productive as well as connect with their customers and track the effectiveness of their marketing campaigns. Let’s take a look at some of the technology tools that we can harness to improve our business.

1. Social media (Facebook, Twitter, LinkedIn, etc.) – Social media is much more than just posting on your company page. How many of us are really utilizing social media to grow our sphere of influence? Engage our target audience? Build our customer base? I think most of us can do a better job of this. Interacting with your social media community is just s important as posting relevant content.

2. Social media management tools (Hootsuite, etc.)  – You can utilize social media management tools to schedule and manage your social media posts. Some tools also allow you to see your level of engagement as well as respond to and interact with your followers. Tools like this boost efficiency and maximize your time investment.

3. Social media analytics You can utilize social media analytics tools to see how well you are engaging with your friends, targets and community. Track what tactics work best for driving results, engagement and traffic to your website which generates leads. Use these insights to tailor your strategy accordingly.

4. Email distribution systems (Swit Pages, Constant Contact, etc.)  – You can use a third-party platform to send out emails, track who opens them and see who is clicking through to your website. This tool can be highly effective and a simple way to get the word out about your company and/or product.

5. CRM (Salesforce, Act, etc.) Utilize a CRM system to track the prospects and customers in your sales pipeline. You can see your pipeline intake as well as the timing of those prospects coming in. Analyzing how long it takes the average lead to be converted into a customer is valuable information.

6. Marketing Automation System (Pardot, Sharp Spring, etc.) – This is where you can use your database to target your audience by engaging with prospects and leads through an automated workflow. These workflows incorporate touch points along the way to convert them into customers.

7. Google analytics A great tool to track where your website traffic is coming from, how long they are staying on your site and what pages they are looking at. It can also track your AdWord campaigns and their effectiveness.

8. Content aggregation tools (like Flipboard, Feedly, etc.) – I love these, they help you find content that could be applicable to your customers/targets and connect with them. You can use this for 3rd party content for your blog and you can use it in your social media, etc. 

9. Analytics tools (BrandGo, etc.) – You use these analytics tools to track the effectiveness of all you marketing and sales efforts and see what is working and what is not. Use this information to ensure you’re hitting your KPI’s.

 

These are just a few of the technology tools that you can harness to maximize your business returns! At Brand Iron, we use modern technology and analytics to produce measurable financial outcomes for our clients. See how at brandiron.net or call 303-435-1901.  

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#technology #marketing #marketingwithtechnology

Revenue Enterprises’ New Website is Live!

Brand Iron is excited to announce the launch of Revenue Enterprises’ new website! The website went live this month and incorporates their new brand image, positioning and messaging. Revenue Enterprises is a leading provider of accounts receivable management services, primarily in the healthcare industry. Brand Iron worked closely with Revenue Enterprises to incorporate all the brand elements that define the team in their new web design. Click on the link to take a closer look! http://www.revenueenterprises.com/

The new site brings fresh life to the brand. The website is visually appealing with custom icons and interactive sections that fit with their brand image. We worked with Revenue Enterprises to package their services into a clear and easy to understand process map. Each stage is accompanied by a description.

It was really important for Revenue Enterprises to package their services in an interactive process map to better explain their differentiators. Revenue Enterprises prides itself on their professional and rewarding work environment, which is reflected throughout their website.

Prior to launching their new website, Brand Iron developed and established Revenue Enterprises’ new brand identity. Brand Iron created new sales collateral, revamped their white papers, updated their marketing campaign and revised all their messaging and positioning.

Revenue Enterprises’ brand now has a cohesive, strong image that is apparent through all aspects of the company. It was a pleasure to work with everyone on the Revenue Enterprises team and we can’t wait to see how your brand grows in the future. Congrats on the launch of your new site!

If you need help redesigning your company’s website, messaging, sales collateral etc. Brand Iron is here to help! Visit brandiron.net or call 303-534-1901 to get started.

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