We talk a lot about marketing automation processes.
But how and when should we use them to close the sale?
Whatever your sales or marketing goal, there are three steps to marketing automation:
Before, during and post-conversion.
How does marketing automation work before conversion?
Before a customer decides to purchase your product or service, they must know, like and trust you. The higher the value of the sale, the harder you will have to work to build rapport and trust with them.
This stage is often referred to as lead nurturing. And it’s where businesses aim to build trust and add value to what they have on offer. Let’s look at some of the popular and effective ways to automate the lead nurturing process:
By email: land in the inboxes of your prospects to build a one-to-one relationship with them. By creating seamless automated journeys you can take them through a sequence of emails, offering value along the way.
Through web content: dynamic content allows you to be even more targeted with your messaging. And by automating the content your audience sees, you can share messages tailored to where your prospects are on their journey.
With paid retargeting: again, this method is hyper-targeted. It allows you to put your message in front of audiences you have built, whether in Facebook or Google Ads.
How does marketing automation work during conversion?
‘During conversion’ refers to the moment when your prospects are almost a customer. It’s the point where you may want to nudge them across the finish line. The more targeted and specific you can be at this point, the more likely the conversion will be.
It’s at this point where you might use an automated process to seal the deal. A simple example would be a cart abandonment campaign. You know, when the customer has added products to their basket, but not yet paid for their goods? You can set these campaigns up in most email service platforms and integrate it with your store or website.
Another great example would be through online chat. Say a prospect is hovering over your ‘prices’ page for some time. It’s likely they’re a little confused about which option to choose. And suddenly, up pops a live chat window to help!
How does marketing automation work post-conversion?
Fantastic. Your prospect has become a customer. But what happens next?
The best practice is to stay connected with your new customer. And even better, map out a journey for what communications they will receive, and what you want them to do next. You can choose to engage with customers through email newsletters, Facebook groups or social media content. All can be, yes you guessed it, automated!
Our advice would be to clarify what you want your customer to do next. Don’t miss opportunities to upsell a great add-on service or cross-sell a similar product. You may also want to consider asking them for a smaller commitment like leaving you a review.
What to do next
So, you’ve considered the before, during and after of your conversion process. Now, choosing a marketing automation platform shouldn’t be too much of a challenge. But before you do, here are the 7 things to consider when getting started with marketing automation.