You’ve got a fabulous WordPress website and you’re blogging regularly. You’re sharing your blog articles on your social networks and driving people to your website. You’ve got a terrific call-to-action (CTA) offer and are getting visitors to convert into leads. NOW WHAT? Are they being nurtured into sales? Probably not. Here’s where marketing automation (MA) comes in.
Affordable Marketing Automation
I’m sure you’ve heard of HubSpot and Keap (formally Infusionsoft). They are some of the giants in MA. However, their price tag may make it difficult for the little guy to afford. Enter MailChimp. You can get Marketing Automation with the FREE MailChimp startup plan! It’s free up to 2000 contacts in your email list (which is perfect for startups) and 1 automated response email. Now, unless your business takes off like a rocket, you can probably stay on the free plan while you’re growing. (Plus, if it does take off, you won’t mind spending $10/month.)
So how does Marketing Automation Work?
This short video from WishPond explains how it works:
Basically, MA allows you to:
- Focus on what your customers want.
- Let the system do the hard and time-consuming work for you.
- Improve the customer experience.
- Lead potential customers through the buying cycle.
- Develop relationships with your potential customers.
- Send your potential customers targeted content.
For instance, if you have 3 distinct products — one for college students, the other is for millennials and the 3rd for GenXers. When someone clicks on that CTA, the landing page form should ask them for…
- Age bracket – with 3 choices
(No more than 5 questions. You can always segment them more later with subsequent emails.) Based on their answer, they should get …
- Welcome email with the offer download
- In a few days, they get an email with a video to watch or a link to a blog article that pertains to their age bracket.
- If they watch the video, or click to the blog, then they get another email with yet another article that walks them further to buying.
At the end of these blog posts, you ALWAYS want to have another CTA. You’re more likely to get the buyer to buy if you’re showing them things that interest them. The college student isn’t going to want to see the product for the GenXer and vice-a-versa. Of course, if they buy at any time, they go into yet another MA campaign catered to new customers. It just keeps going.
My favorite email marketing service is MailChimp. Instead of my having to do a video from scratch, showing how it works, I found this excellent one for you…
The video below from Media Leaders shows you how to setup Marketing Automation on MailChimp:
All this might be a bit overwhelming for you. I offer 1:1 digital marketing coaching to help get you on the right track. Click here for details.
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