If you’re like most businesses, you’re always looking for ways to generate more leads and sales. And if you’re like most businesses, you don’t have a lot of time or money to waste on marketing techniques that don’t work.
That’s where marketing automation comes in. Marketing automation is a new and useful development that can make your marketing efforts easier, faster, and more accurate.
By automating certain tasks, you can free up your time to focus on more important things, like the overall vision and growth of your business.
In addition, automated marketing can help you track your results and measure your return on investment (ROI).
So if you’re looking for a new and improved way to generate leads and sales, consider using marketing automation. It just might be the answer to your prayers.
7 Ways You Can Use Marketing Automation to Nurture Leads
So, how exactly can you use marketing automation to nurture leads?
Nurturing your lead base is all about developing an affiliate relationship with them and making them familiar with your brand.
It’s also a time for you to learn more about them through their behaviors.
As a result, you’ll be able to fine-tune your content creation, advertising, sales calls, and so on. And meet your final goal, which is to close sales.
Here’s how marketing automation can be used for lead nurturing in a number of ways:
1. Sending targeted emails based on customer behavior or interests
Example of an email automation flow – by WPForms
Targeted emails are a great way to use marketing automation to nurture leads. By sending customers emails that are relevant to their interests, you can help them get to know your brand better and increase the chances of converting them into customers.
Additionally, targeted emails can help you track the success of your marketing campaigns and measure the ROI.
How does this work in practical terms? What tools do you need?
To send targeted emails automatically to leads, you will need a tool that can track customer behavior and interests. Additionally, you will need a way to segment your leads so that you can send them targeted emails. Segmenting your leads can be done through criteria like job title, company size, or budget. Finally, you will need an email service provider that can automate the process of sending targeted emails to your leads.
2. Creating custom landing pages that are relevant to the leads’ stage in the buying process
Another great way to use marketing automation for lead nurturing is by creating custom landing pages.
These pages are designed to appeal directly to the needs and interests of your leads, helping them move through different stages in the buying process.
This can include offering free trials, guides, or other resources that are relevant based on where the lead is in their buyer’s journey.
Not only can customized landing pages improve your lead nurturing efforts, they can also help you track the success of your marketing campaigns and measure ROI.
To create custom landing pages using marketing automation, you will need to identify the different stages of your sales funnel and your customer profiles.
Social media advertising platforms and search advertising platforms will allow you to create different pages for different campaigns.
If you’d like to automate your campaigns further, then you need to work with a dedicated automation platform or agency.
3. Use a content experience platform
One of the biggest issues with content creation is that businesses crank out endless pieces of content but don’t use it effectively.
The problem isn’t content creation; it’s content distribution and engagement.
You need to repurpose your content or simply share it with the right people at the right time and through the right channels.
And you need to consider which stage of the sales funnel they’re in.
This is complicated in the extreme when you try to do this manually. And this is where a content experience platform (CXP) comes in.
A CXP platform lets you tag your content according to different factors:
- Buyer persona
- Stage of the sales funnel
- Channel
- Content topic and type
You can then generate landing pages based on different combinations of the above, which increases the chances of conversions to a high degree.
To make this work, you need to rely on a content experience platform and take advantage of a different type of marketing automation – one that is more dynamic and sure to boost your conversion rate.
4. Offering special deals or incentives to encourage potential customers to become actual customers
As any business owner knows, generating leads is only the first step in the sales process. Once you have a potential customer’s attention, you need to find a way to encourage them to become an actual paying customer. This is where marketing automation can be a valuable tool.
By offering deals and incentives, you can give leads an extra nudge that encourages them to take the next step and become paying customers.
There are a number of different ways to go about this, but one of the most effective is to use email marketing. With email marketing, you can send automatic messages that offer special deals and discounts to leads that haven’t converted yet.
This can be a great way to encourage them to take the plunge and become paying customers. Additionally, there are a number of different software programs that can help you automate your email marketing, making it easier than ever to reach out to leads and encourage them to become customers.
5. Using push notifications to capture shoppers who are about to leave your website
Another powerful way to use marketing automation is through the use of push notifications. These are messages that pop up on your customers’ phones or other internet-connected devices, and they can be used to capture potential customers who are about to leave your site.
With a well-designed push notification system, you can send out timely reminders that encourage potential customers to stick around and check out your products or services.
There are a number of different software platforms that can help you set up push notifications, making it easier than ever for online retailers to stay in touch with their customers and keep them engaged.
Other ways to nurture your leads automatically with push notifications is to create triggers for certain behaviors like:
- The customer is about to exit a window
- They spend a long time on a page
- They revisit the same product page or some other page
- They ‘favorite’ an item
- They scroll through more than 50% of a shopping page
- They add a product to their cart but show an intention to leave
- They’re generally active online
- They’ve engaged with your ads on social media and so on
Push notifications are powerful because they allow you to stay top-of-mind with potential customers and keep them engaged, even when they’re not directly on your site. And by incorporating marketing automation into your push notifications, you can automatically nurture leads that show interest in your products or services and encourage them to become paying customers.
6. Use a social media automation tool
I’m not talking about typical social media content managers in this case.
Today, you can use serious automation tools to distribute, organize, and publish your material.
Look specifically for social media automation platforms.
On such platforms, all you have to do is create the bulk of your content and upload them using a spreadsheet.
You can then tag or categorize them based on the mood, intention, or type of post you’ve made.
And then have the automation tool automatically assign them to different networks.
They’ll use tags and descriptors to regularly organize your material and post them to Facebook, LinkedIn, Twitter, and other places.
Automation tools for social media require less manual work than regular social network management tools. And they can free up hours of time and work spent a month or even weeks.
7. Leverage email drip campaigns
Another powerful way to use marketing automation is through the use of email drip campaigns.
A drip campaign, as the name suggests, refers to a series of automatic emails that are sent out over time.
They can be used to nurture leads and customers alike, helping you build relationships with people and encourage them to make a purchase.
There are a number of different email drip campaigns you can use, including:
- Welcome campaigns: These are used to welcome new subscribers or customers and introduce them to your business.
- Educational campaigns: These can be used to share useful information or resources with your subscribers.
- Promotional campaigns: These are designed to encourage customers to make a purchase, sharing details about sales and discounts, for example.
- Behavioral campaigns: These are designed to encourage specific behaviors, such as visiting your website or making a purchase. And they’re based on audience behaviors. For example, a person who views a category of products will be interested in suggestions from the same category.
- Abandoned cart campaigns: These are designed to encourage customers who have added items to their shopping cart but then abandon the purchase. You can use email drip campaigns in combination with push notifications to encourage customers to complete their purchases.
The key to a successful email drip campaign is to create emails that are personalized and relevant to the recipient.
This means tailoring your content based on their preferences and interests, as well as using triggers such as website visits or abandoned shopping carts to send targeted messages.
By leveraging drip campaigns, you stand to keep people engaged and get them to convert.
Conclusion
Overall, marketing automation can be a great way to encourage leads to take the next step and become paying customers. By offering deals and incentives, you can give them the extra push they need to make the decision to buy from you.
So if you’re looking for a way to increase sales, consider using marketing automation in your business. It could be just what you need to take your business to the next level.
Featured Image Credit: Carlos Muza; Unsplash; Thank you!
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