Six Go-To Marketing Automations for Your Business
When it comes to marketing automation many businesses might feel overwhelmed and not know where to start. For this reason I wanted to talk about six automations that can serve as a good starting point. When implemented correctly, these marketing automations can generate more leads, nurture prospects, and keep you focused on the most qualified leads.
Premium Content: Lead Magnets
Lead magnets are pieces of content created to attract email subscriptions by providing valuable information in exchange for an email address. This content can be a downloadable PDF, a video, an e-book, whitepaper, or even a course.
Lead magnets are a great way to build up your database. For example, if you’re an executive coach you can create a document that shares leadership insights from top Fortune 500 executives or make a video about successful nonprofit management. When you offer something of value that people care about then they will want to give you their email.
You’ll want to start by creating a short form on your website that the contact can fill out and submit. Once they provide their contact information your automation can then deliver the desired content to their email. Reports and analytics can then help you measure the effectiveness of your lead magnets, show which of your magnets are working best, and provide actionable data on what your leads are most interested in.
Post Purchase Follow-Up
The customer journey doesn’t end once they have made a purchase. A purchase simply means they trust your product or service enough to give it a try. Post-purchase communications are a great way to ensure satisfaction and win them over with additional value-added content.
Examples of follow-up emails can include:
- Best practices on how to use their new product
- Ask for a positive review and share it on social media
- Generate repeat business with product add-ons, trainings or consultations
- Check-in 30 days later to see if they need to restock their inventory
- Send a survey to gauge their satisfaction and find opportunities for improvement
Continuing to provide valuable content to your customers after their purchase will help seal the deal on customer satisfaction. In turn, satisfied customers become repeat customers and repeat customers can be your best sales people.
Welcome Emails: More than just a “hello”
When a contact first signs up to receive your emails it’s an excellent opportunity to send a response welcoming them to your email list. This email will also help set the tone for what they can expect to receive from you.
Depending on your business, one email welcoming them to your newsletter might be sufficient. Howerver, some companies create campaigns that takes the contact through a series of emails. These emails should provide valuable content that speaks to the contact and addresses a problem they want to solve.
Think about what you want to accomplish with your initial message. What do you want the contact to know or what do you want them to do? If you’re an online store then you can offer a coupon code. For bloggers you can point them to your latest post. Other calls-to-action include “follow-us on Facebook and Twitter,” “Read Our Story” (more about us), “Tell us more about your interests,” or “whitelist our email address.”
Welcome emails consistently have one of the highest engagement rates of all emails. Research has shown that subscribers who receive a welcome email go on to read 40% more emails from the sending company. Compare that to subscribers who don’t receive a welcome email only read about 10% of future emails.
If you have a shopping cart then this automation is a no-brainer. Last year, about 75% of shoppers abandoned their carts – that’s a lot of missed revenue. Getting just a fraction of those customers to come back and finish their transactions can make a significant difference to your bottom line.
Abandoned carts happen for any number of reasons: They didn’t like the final cost with shipping, taxes or the checkout process was too long. Whatever the reason, it’s a good idea to send a friendly reminder that they still have items in their cart. An automatic email can be sent that includes a link back to their cart exactly where they left off.
Engagement is a key metric that every marketer looks at the see what’s working and not working. Ideally, we would have highly engaged contacts who open our emails and click our links. Unfortunately, that’s not always the case. If you’re sending emails month after month to contacts who don’t open your emails then it can become a waste of time and resources.
There’s several ways to reactivate a your leads including:
- Providing a limited time offer
- Offering a discount
- Creating a new educational sequence.
If a contact has zero engagement for an extended period of time then you can put them in a reactivation sequence. This series of emails can confirm their subscription by providing opportunities for engagement or simply ask them if they want to continue to receive your emails. If the contact does not engage then they will be automatically unsubscribed and moved to a separate list or tagged accordingly, whichever your internal process dictates.
Part of the beauty of marketing automation is being able to qualify your leads based on the actions they take within the email or on your site. The ability to score your leads can provide insights into:
- Where the contact is in your sales funnel,
- Gauge a contact’s level of interest in your content
- Provide context for additional emails or sales follow-up.
To create a lead scoring system you’ll start by assigning points for specific actions. For example, we’ll say a contact receives 5 points for clicking a link, 10 points for visiting a sales page, 20 points for submitting a form, and so on. When a contact has accumulated 35+ points then you will receive an automated alert. Once we see how engaged that lead is in our content, a sales person can then call or send a personalized email to follow-up.
These six automations are a good start to sending targeted, insightful communications that can set you up for future success. Marketing automation can be a powerful tool that generates and nurtures leads throughout their customer journey. By consistently focusing on providing valuable content, your open rates and click rates will rise, and ultimately, so will revenue.