Marketing automation can be a wonderful thing–but it can also erode trust from your prospects if you’re not careful.
A common marketing automation approach is to send a follow-up email to a prospect after they have downloaded a white paper, e-book, or other piece of helpful content you have provided on your web site.
Nothing wrong with that! In fact, you should follow up with someone who takes an action on your site in some manner.
But don’t turn on your charms too quickly.
Trust is key with older adults
Especially with older adults, establishing trust is important. It may take only one gaffe to erode that trust, and getting too comfortable too quickly is a good way to do it. Take the time to create meaningful engagement.
Ironically, I received the email below the other day, soon after I had downloaded a helpful email design checklist from a marketing automation company (the company name has been removed as I don’t want to make these folks look dumb; but there is a lesson to be learned here).
There was no acknowledgement of the email design checklist I had downloaded–but worse, the assumption that I was suddenly interested in their service was a real stretch. It actually took me a while to remember what I could have possibly downloaded to receive an email from them.
I only found this out because I searched my email and tracked it down, but I doubt anyone who is not a fellow marketer would ever take this action.
To top it off, they called me a few days later, and did not even announce who they were or where they were from!
C’mon! Only my wife and a few other people can leave me message like that!
So what’s the takeaway?
When you follow up with a prospect after they download your content:
- Acknowledge what they downloaded, and remind them who it came from
- Follow up with an appropriate message (which may not always be to solicit the sale). Do this by considering where your prospect is in the buyer journey. If they are in an early stage, you need to cool your engines and instead focus on nurturing the relationship.
- If appropriate, highlight the relevancy between the download and your product or service.
- Lastly–and only if they are in the last stage of the buyer journey–tell them why they may want to talk with you by showing how your product meets a core need they have expressed through their actions. Otherwise, take it easy, champ! Court them a little longer by offering something else that is relevant, but that could move them along in their buyer journey.
Follow these simple rules, and you’ll make a much more meaningful connection with your prospect.