The primary goal of marketing automation is lead nurturing. Lead nurturing is the process of building a relationship with prospective buyers (“leads”) who are not ready to buy yet. The goal is to nurture leads to a sale by using your company’s expertise to educate and provide value from the first point of contact through every step of the customer journey.
There are a ton of benefits to lead nurturing, including:
- Increasing awareness for your brand or product through regular customer touchpoints
- Generating more qualified leads, while saving time for the sales team in the process
- Growing your revenue by re-activating cold leads and creating new sales situations
- Earning repeat customers by continually drawing them back (who then tell their friends)
- Establishing your credibility as a domain expert and educating people who want to learn more but are not yet ready to buy
Here are 3 simple steps to automating your marketing.
Step 1: Choose a marketing automation software.
There are several options out there but I highly recommend AutopilotHQ. They provide an amazingly simple to use product that will allow you to get up and running quickly. The user interface is very user friendly and allows you to build “journeys” that will guide your potential customers along a path to conversion via various touch points such as emails, texts and even the good ol’ fashion postcard.
Step 2: Create a simple monthly newsletter.
There is no definitive answer to this question, but most sources say the answer is that it costs between 4 and 10 times more to acquire a new customer than it does to keep an existing one. Some sources say cost of acquiring a new customer is over 30 times that of keeping an existing one. A key element in the cost is probably the industry or market sector your customers are in. A great way to keep existing customers is to not lose touch in the first place. Stay in front of existing clients with a simple newsletter targeting their particular industry and demonstrating how you benefit clients in that industry through case-studies. You can use marketing automation software to track the contacts actions as they read and, hopefully, click through your email to various pages on your site. The monthly newsletter is a great jumping off point to begin your potential customers auomation journey.
Step 3: Use a pop-up call-to-action
At Apex we use AutopilotHQ’s Proactive HeadsUp Display feature, ourselves and with our clients sites, to encourage site visitors to take an action on a page. The Proactive HeadsUp Display gives you the ability to create three different kinds of pop-up’s; subscription, call-to-action or leave a message (chat). They can all be utilized on a page to convert visitors to leads by dropping the info they leave into a lead nurturing email or SMS campaign.
Here’s an example of the Subscription Proactive HeadsUp Display:
Feel free to contact us for assistance in setting up any of the above and also to take you deeper into the wonderful world of marketing automation!