If you’re like most companies, you’re all the time in search of methods to generate extra leads and gross sales. And if you happen to’re like most companies, you don’t have a whole lot of time or cash to waste on advertising and marketing methods that don’t work.
That’s the place marketing automation is available in. Marketing automation is a brand new and helpful growth that may make your advertising and marketing efforts simpler, sooner, and extra correct.
By automating sure duties, you’ll be able to unencumber your time to give attention to extra vital issues, like the general imaginative and prescient and development of your corporation.
In addition, automated advertising and marketing will help you monitor your outcomes and measure your return on funding (ROI).
So if you happen to’re in search of a brand new and improved option to generate leads and gross sales, think about using advertising and marketing automation. It simply is perhaps the reply to your prayers.
7 Ways You Can Use Marketing Automation to Nurture Leads
So, how precisely can you employ advertising and marketing automation to nurture leads?
Nurturing your lead base is all about creating an affiliate relationship with them and making them conversant in your model.
It’s additionally a time so that you can study extra about them by way of their behaviors.
As a end result, you’ll have the ability to fine-tune your content material creation, promoting, gross sales calls, and so forth. And meet your ultimate purpose, which is to shut gross sales.
Here’s how advertising and marketing automation can be utilized for lead nurturing in a variety of methods:
1. Sending focused emails primarily based on buyer conduct or pursuits
- Example of an e-mail automation circulate – by WPForms
Targeted emails are a good way to make use of advertising and marketing automation to nurture leads. By sending clients emails which might be related to their pursuits, you’ll be able to assist them get to know your model higher and enhance the probabilities of changing them into clients.
Additionally, focused emails will help you monitor the success of your marketing campaigns and measure the ROI.
How does this work in sensible phrases? What instruments do you want?
To ship focused emails routinely to leads, you will want a software that may monitor buyer conduct and pursuits. Additionally, you will want a option to phase your leads as a way to ship them focused emails. Segmenting your leads may be achieved by way of standards like job title, firm measurement, or funds. Finally, you will want an e-mail service supplier that may automate the method of sending focused emails to your leads.
2. Creating customized touchdown pages which might be related to the leads’ stage within the shopping for course of
Another good way to make use of advertising and marketing automation for lead nurturing is by creating customized touchdown pages.
These pages are designed to attraction on to the wants and pursuits of your leads, serving to them transfer by way of totally different phases within the shopping for course of.
This can embody providing free trials, guides, or different sources which might be related primarily based on the place the lead is of their purchaser’s journey.
Not solely can custom-made touchdown pages enhance your lead nurturing efforts, they will additionally make it easier to monitor the success of your advertising and marketing campaigns and measure ROI.
To create customized touchdown pages utilizing advertising and marketing automation, you will want to determine the totally different phases of your gross sales funnel and your buyer profiles.
Social media promoting platforms and search promoting platforms will will let you create totally different pages for various campaigns.
If you’d wish to automate your campaigns additional, then you want to work with a devoted automation platform or company.
3. Use a content material expertise platform
One of the largest points with content material creation is that companies crank out limitless items of content material however don’t use it successfully.
The drawback isn’t content material creation; it’s content material distribution and engagement.
You have to repurpose your content material or just share it with the fitting folks on the proper time and thru the fitting channels.
And you want to contemplate which stage of the gross sales funnel they’re in.
This is difficult within the excessive once you attempt to do that manually. And that is the place a content material expertise platform (CXP) is available in.
A CXP platform permits you to tag your content material in response to various factors:
- Buyer persona
- Stage of the gross sales funnel
- Channel
- Content subject and sort
You can then generate touchdown pages primarily based on totally different combos of the above, which will increase the probabilities of conversions to a excessive diploma.
To make this work, you want to depend on a content material expertise platform and make the most of a unique sort of marketing automation – one that’s extra dynamic and certain to spice up your conversion fee.
4. Offering particular offers or incentives to encourage potential clients to grow to be precise clients
As any enterprise proprietor is aware of, producing leads is barely step one within the gross sales course of. Once you could have a possible buyer’s consideration, you want to discover a option to encourage them to grow to be an precise paying buyer. This is the place advertising and marketing automation generally is a worthwhile software.
By providing offers and incentives, you may give leads an additional nudge that encourages them to take the following step and grow to be paying clients.
There are a variety of other ways to go about this, however probably the most efficient is to make use of e-mail advertising and marketing. With e-mail advertising and marketing, you’ll be able to ship computerized messages that provide particular offers and reductions to leads that haven’t transformed but.
This may be a good way to encourage them to make the leap and grow to be paying clients. Additionally, there are a variety of various software program applications that may make it easier to automate your e-mail advertising and marketing, making it simpler than ever to achieve out to leads and encourage them to grow to be clients.
5. Using push notifications to seize customers who’re about to depart your web site
Another highly effective means to make use of advertising and marketing automation is thru the usage of push notifications. These are messages that pop up in your clients’ telephones or different internet-connected units, and so they can be utilized to seize potential clients who’re about to depart your web site.
With a well-designed push notification system, you’ll be able to ship out well timed reminders that encourage potential clients to stay round and take a look at your services or products.
There are a variety of totally different software program platforms that may make it easier to arrange push notifications, making it simpler than ever for on-line retailers to remain in contact with their clients and maintain them engaged.
Other methods to nurture your leads routinely with push notifications is to create triggers for sure behaviors like:
- The buyer is about to exit a window
- They spend a very long time on a web page
- They revisit the identical product web page or another web page
- They ‘favorite’ an merchandise
- They scroll by way of greater than 50% of a procuring web page
- They add a product to their cart however present an intention to depart
- They’re typically energetic on-line
- They’ve engaged together with your adverts on social media and so forth
Push notifications are highly effective as a result of they will let you keep top-of-mind with potential clients and maintain them engaged, even after they’re in a roundabout way in your web site. And by incorporating advertising and marketing automation into your push notifications, you’ll be able to routinely nurture leads that present curiosity in your services or products and encourage them to grow to be paying clients.
6. Use a social media automation software
I’m not speaking about typical social media content material managers on this case.
Today, you need to use severe automation instruments to distribute, manage, and publish your materials.
Look particularly for social media automation platforms.
On such platforms, all it’s a must to do is create the majority of your content material and add them utilizing a spreadsheet.
You can then tag or categorize them primarily based on the temper, intention, or sort of publish you’ve made.
And then have the automation software routinely assign them to totally different networks.
They’ll use tags and descriptors to recurrently manage your materials and publish them to Facebook, LinkedIn, Twitter, and different locations.
Automation instruments for social media require much less guide work than common social community administration instruments. And they will unencumber hours of time and work spent a month and even weeks.
7. Leverage e-mail drip campaigns
Another highly effective means to make use of advertising and marketing automation is thru the usage of e-mail drip campaigns.
A drip marketing campaign, because the identify suggests, refers to a sequence of computerized emails which might be despatched out over time.
They can be utilized to nurture leads and clients alike, serving to you construct relationships with folks and encourage them to make a purchase order.
There are a variety of totally different e-mail drip campaigns you need to use, together with:
- Welcome campaigns: These are used to welcome new subscribers or clients and introduce them to your corporation.
- Educational campaigns: These can be utilized to share helpful data or sources together with your subscribers.
- Promotional campaigns: These are designed to encourage clients to make a purchase order, sharing particulars about gross sales and reductions, for instance.
- Behavioral campaigns: These are designed to encourage particular behaviors, equivalent to visiting your web site or making a purchase order. And they’re primarily based on viewers behaviors. For instance, an individual who views a class of merchandise can be inquisitive about recommendations from the identical class.
- Abandoned cart campaigns: These are designed to encourage clients who’ve added gadgets to their procuring cart however then abandon the acquisition. You can use e-mail drip campaigns together with push notifications to encourage clients to finish their purchases.
The key to a profitable e-mail drip marketing campaign is to create emails which might be customized and related to the recipient.
This means tailoring your content material primarily based on their preferences and pursuits, in addition to utilizing triggers equivalent to web site visits or deserted procuring carts to ship focused messages.
By leveraging drip campaigns, you stand to maintain folks engaged and get them to transform.
Conclusion
Overall, advertising and marketing automation may be a good way to encourage leads to take the following step and grow to be paying clients. By providing offers and incentives, you may give them the additional push they should make the choice to purchase from you.
So if you happen to’re in search of a option to enhance gross sales, think about using advertising and marketing automation in your corporation. It could possibly be simply what you want to take your corporation to the following degree.
Featured Image Credit: Carlos Muza; Unsplash; Thank you!
