Whether you work for a large or small company, every dollar spent on marketing should count. That means utilizing what is readily available and using the right tools to be productive.
In 2010, Telaeris started using a marketing automation tool called Infusionsoft which we talked about in questo post. Our goal with Infusionsoft was simple at the time. Turn website visitors into customers. The formula was straightforward. Provide useful content to the email inboxes of our potential customers on a regular basis. In this way we were “nurturing” our customers, so when a genuine need arises, our company and products would be top-of-mind.
And it worked. One of our favorite stories was when a customer called to order our Programma di inventario XPressTools. He raved about the e-mails he received from our employee “Liz” and recommended we give her a raise. The funny thing was “Liz” had left the company some months earlier, but this customer was still on her campaign. It was so well done, that he was unaware that it was from the system. The power of the consistent followup was clear and powerful.
But our goal for Infusionsoft was marketing automation - Non solo e-mail nutrimento. Abbiamo partecipato al Conferenza ICON di Infusionsoft and engaged with one of their paid experts for 6 months. We had committed significantly to the goal of being able to automate our marketing processes. While we received some useful information, neither paid the dividends we needed.
Inoltre, la piattaforma Infusionsoft presentava una serie di punti dolenti reali:
- Complicated – new users need significant help to get started.
- Costoso - anche per il sistema di base.
- Caratteristiche: disponibili solo con costi aggiuntivi.
- Integration – available from paid partners.
- Advice – required paid “experts”.
- Servizio clienti - lento o inesistente.
And even the parts that did work for us caused problems, such as when we needed to set up an email campaign for a trade show. Instead of our team focusing to create great content and marketing collateral, they would waste significant time fighting the vagaries of Infusionsoft.
Ultimamente in 2015, abbiamo ricevuto un'e-mail con un video chiarificatore.
We liked the video form so much that we stole their approach to create our video di raccolta. Il loro marketing ha spinto il nostro marketing - l'imitazione è la più sincera forma di adulazione.
But their message was also timely. After not receiving answers to our support requests multiple times from Infusionsoft, we realized we needed to
try something else. We enrolled in Drip’s free three week trial and here is what we found:
- Nessun costo di installazione.
- Importazione di contatti in Drip era veloce e indolore
- Non era necessaria alcuna formazione o consulenti pagati.
- Risposte rapide da parte del loro team di assistenza clienti.
- Semplici funzioni API web remote.
- Bel cruscotto.
- Meno della metà di quello che avevamo pagato per Infusionsoft.
Within 1 week we moved all of our campaigns to the Drip platform and migrated all of our web forms into our website running on WordPress. As an unexpected bonus, we found that we were able to import our customer lists into Drip for broadcast purposes, allowing us to send out our newsletter at no additional cost. This allows us to keep our MailChimp account with a smaller total list count, allowing us to drop a payment tier with them as well.
So is Drip for you? Maybe.
Drip è un ottimo strumento focalizzato per la cura dei clienti.
Non è costruito come un CRM (Usiamo il nostro!).
It isn’t meant for sending unsolicited emails (MailChimp è ottimo per questo).
But for us it did exactly what we needed – Drip Marketing. After a month, we are continuing to enjoy its simplicity and functionality.
È interessante notare che probabilmente saremmo rimasti con Infusionsoft, pagando le tasse più alte, had they been responsive. After not receiving responses to requests for a phone call for over a month – it was time to make a change. Below you can see our modification to their “perfect customer flow” which shows what they forgot. Your existing customers are your most important customers.
Infusionsoft does a great number of things and I personally know people who are making it sing. But without having a certified expert on staff, I’m not sure how well it maps to small businesses these days. Drip has a fabulous laser-like focus for what we needed at a great price.
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* Non siamo in alcun modo compensati da Drip per questo blog!