One of the most common misconceptions that people have when it comes to marketing automation is that it is mainly focused on generating new leads and customers, and that it is cold and robotic.
But what about the customers that you already have? Many don’t realize the true potential that marketing automation has for nurturing your leads, not just generating them. Your main goal once you have leads is to push them down the sales funnel and eventually towards a sale, right? Well why do you spend extra effort when you don’t need to? Automate it!
The main reason that existing leads and customers get neglected in terms of your marketing is because there are no existing marketing campaigns in place to use on your leads. Well good news! Marketing automation makes all of this possible, giving you ironclad marketing campaigns that are guaranteed to push those leads down the sales funnel.
Interested in learning more about nurturing your leads through marketing automation? Contact IMPACT and learn how we can help!
Marketing Automation for Lead Nurturing
Organizing campaigns for leads and current customers is a lot easier than you may expect. The first thing that you need to do is segment your leads. When you have awesome lead segmentation, marketing automation can be extremely successful for lead nurturing as it’s more targeted and least likely to annoy your visitors.
Organize your leads based on how they became a lead, what they are interested in, whether or not they interact with you on social media, what offers they’ve downloaded. Anything you can do to know more about your leads. There just needs to be some kind of separation between your leads. Teachers treat their colleagues differently than their students right? The same principle carries over into lead nurturing.
Create Dynamic Campaigns
So you have these separate groups of leads, right? Now put them to use by setting up dynamic email campaigns. If a lead downloaded a free ebook, you may want to create an automatic campaign that will send them a thank you email. Five days later, you can set up another email to the same person, giving them more free ebooks to look at.
And then a little farther down the road, a middle of the funnel offer. As these leads respond differently to your emails and lead nurturing, they become further interested in your company, as well as your service. If you send them content that they are interested in, they will read it!
Edit Your Frequency
Now that you have a series of email set up and all ready to go to send to your leads, you need to figure out when. You obviously don’t want to send them 6 months worth of emails in one day, so use marketing automation to figure out exactly when you will get the most and best response from your leads. More emails read on Saturdays? Send them more emails on Saturday! It’s all up to your individual analytics.
How to Get Started Converting More Sales
You’ve just created a fully optimized automatic marketing campaign! Now you have to apply it. By using your segmented lists and lead data, you can hand pick which leads will respond the best to your new campaign. Once it is initiated, you can just sit back and watch the money roll in. In order to get the most bang for your buck with automated lead nurturing campaigns, you should keep these lists updated. You can even add new leads that meet criteria to your lists without even lifting a finger! Now that’s efficient marketing.
So lean back in your swivel chair and do a few spins because you’ve just created a super efficient lead nurturing campaign that will eliminate any and all hassle from your current marketing automation. Congrats!
What are some good criteria that your company uses to segment their lists?
Start Nurturing Your Leads Through Automation
Looking to use marketing automation to more effectively nurture your leads further down the sales funnel? Contact IMPACT and learn how we can help you get started!