Remember when I talked about how generating too many leads can actually start killing your business? Reason #3 addressed one of the key reasons this can happen: you simply don’t have the infrastructure to follow up with the leads. As a business owner, you know that a missed follow up opportunity could mean the loss of a sale, but when you’re busy and trying to manage several qualified leads, it’s inevitable that a few could fall through cracks. You need a solution to simplify the lead follow up process.
This is where marketing automation comes into play. While you’re off managing your business, a marketing automation system is working behind the scenes to manage and nurture your leads. Sounds great, right? Let me explain the 5 ways marketing automation can simplify your follow up process…
1. Immediate, Customized Response
According to HubSpot, companies that contact a lead within one hour of receiving a query are nearly 7 times more likely to have a meaningful conversation with that lead than those who took more time. It’s not always feasible to respond within an hour….after all, you have meetings, travel time, etc to consider. The beauty of automation is that you can create a personalized auto responder that will trigger to a lead based on the form they filled out on your website. To add to the value, the auto responder email can also share a piece of content that is customized to the information they provided, i.e. their industry, role in the company, location and many other factors.
2. Automated SMS Messaging
This might just be my favourite benefit of marketing automation — the ability to engage with a lead via SMS, immediately. And since the average person checks their text messages within three minutes, you are going to open up the connection and be top-of-mind quickly. By creating a form with a phone number opt-in, you have the opportunity for quick and easy follow up via SMS. This is effective for sending an immediate offer, but you can also use it to notify a sales rep that there’s a new lead to connect with. Active Campaign explains this process in more detail here.
3. Instant Connection With Your Sales Team
While your sales team is out networking and closing deals, they are able to manage the new leads at the same time. Marketing automation will automatically notify an appropriate sales rep when a form has been completed or an action has been taken online. Depending on how your sales process works and where that lead is in your sales funnel, your sales rep can then reach out to the lead directly, or another email can be triggered to keep the lead engaged until it’s the right time for a more personal connection (see #5 re: lead scoring).
4. Re-Engage Leads
There’s bound to be a time when a lead seemingly gets stuck in your funnel. They’ve stopped opening your emails or clicking on the content within the email. With marketing automation metrics, you can see exactly when this is happening and who it’s happening with. But don’t worry, all is not lost. When you see a lead dropping off, you can move them into a re-engagement sequence, offering up new content, offers and calls-to-action to get them inspired by your business again.
5. Know When a Lead is Ready to be Contacted
Lead scoring, a function within marketing automation software, makes it possible for your sales team to know exactly when to contact a lead. No more guesswork involved. By assigning a number or value to an action within your automated sequence, the sales team can prioritize leads by how likely they are to purchase, the potential purchase size/amount and the purchase timeframe. The result: your sales team will always be focused on the hot leads, rather than the dead ends. There’s so much more I can say about lead scoring so stay tuned for a blog post on the topic in the near future.
With marketing automation there really is no reason why a customer can’t be contacted within an hour of them first reaching out to your business. It simplifies the sales process behind the scenes and does the majority of the work, leaving you to focus your time on the end result: closing sales and leads.
Admittedly, I’m a bit of a geek when it comes to the marketing automation process because I’ve seen first hand how awesome it is to set up and how the results just start rolling in. If you want to see a quick overview of marketing automation in action, let’s connect and I’ll show you around my platform of choice, Active Campaign.
In a previous blog post, we shared the best practices to creating high-converting landing page. Let’s imagine that you followed these steps and you now have a landing page with a sole purpose or goal of collecting information from your customer so that you can market to them more effectively.
You think the landing page looks awesome. It has a clear call to action with an enticing offer and a simple form for your customer to provide their name and email address. But unfortunately you aren’t seeing the results you wanted. Visitors are simply not filling out the form and as a result your lead generation is suffering. You need to drive conversions, but you aren’t sure where you went wrong.
We’ve all been in this situation before. Sometimes it’s hard to get into the minds of a customer and know what will prompt them to take an action. But what if there was a way to read the minds of our customers and create a landing page that does what it’s intended to: drive better conversions? Welcome to A/B testing.
Creating high-converting landing pages has become a rite of passage for businesses, both big and small, but it’s not easy to find the secret sauce of an effective landing page. Some would even argue there’s a science of psychology lingering beneath the surface and a cloud of “what the customer really wants” raining on the parade of perfection.
To complicate things further, there is an incredible amount of variation among audience, purpose, intent, product, angle, focus, industry, niche, perception, buy-in, cost, messaging, value proposition, testimonial approach, and yes, even more. Clearly, one size does not fit all.
But here’s the good news: there are best practices that can and should be implemented to create a landing page that will drive your customer to convert — no matter what variation your business falls into. Here’s our list of 10 to follow:
Have you ever started talking about digital marketing with someone and then felt like you were suddenly in a foreign country? Crazy words like call to action, landing page, conversions and bounce rate are being thrown around. You’re nodding your head and silently thinking, “I need to do some serious Googling when I get back to the office.”
Well, we’ve done you a big favour. We’ve kept these digital marketing definitions short and sweet, just enough to help you wrap your head around them so you can confidently carry on a conversation without feeling like you’re stuck in the 90’s.
It seems every morning we spend time going through our email inbox, and then inevitably, we check our spam folder to see if something of value accidentally landed there. It’s all too easy to scan that folder quickly and hit delete because undoubtedly most of it is garbage.
But what if you knew that your outbound emails were landing in your customers’ dreaded spam folder, only to be quickly deleted with the garbage? You spent quality time prepping the email, and it contains valuable information that you know your customers will appreciate. Your hard work is going to waste and as a result you are seeing low open and click rates on your email marketing.
Don’t get caught in the spam trap. Follow these 10 email marketing tips to help keep your messages out of the spam folder.
I recently had a meeting with a client who owns a small, but growing business. After a couple of years of trying various online and offline marketing strategies, he had begun to see a huge growth in leads. The leads were coming from all angles: website form fills, email, referrals, phone calls and in-person networking.
This sounds awesome, right?
You’re planning out your marketing budget, and like with most businesses, you want to maximize results with minimal spend. I get it, we’ve all been there. It’s why I often get asked the question: if I had to choose between search engine optimization and pay-per-click advertising, where do I invest my marketing dollars?
As a digital marketer there is one metric that I care about most and that is the cost to acquire a paying customer, most often referred to as Customer Acquisition Cost (CAC).
Customer acquisition is a fundamental necessity for growing businesses. This is how you grow your revenue, build your brand and scale your business. Doubling down on the advertising channels producing the lowest customer acquisition cost the best way to maximize your return on investment in marketing.
In this article I’m going to present a few digital marketing strategies that I use to minimize customer acquisition cost for my customers. I’m also going present you with a list of tools and resources that you can use to optimize your digital marketing efforts yourself.