In the search for the key that will lead you to boost your notoriety in the market, it is essential that you learn to integrate Marketing Automation and Lead Nurturing into your strategy. Keep in mind that when working with automated processes it will be easier to support the user. Don’t forget that you have to nurture them with personalized content that guides them in the purchase, until they become an end customer.
Today, intrusive actions such as sending inappropriate content or interrupting work calls are becoming less frequent and less effective. So If you want to get a good conversion rate, you need to provide users with proper information.
Tracking these processes can be very complex, especially when dealing with large companies that manage a large list of customers. But if you work together Marketing Automation and Lead Nurturing, you can achieve it.
Marketing Automation and Lead Nurturing: a successful union
It’s not that easy to create leads that are relevant to your business. However, if you use automation tools, you can ensure that your leads get quick and immediate responses. You can also provide content prepared especially for them.
But for this to become a reality, it is essential that you know how to integrate Marketing Automation and Lead Nurturing into your strategy. And these recommendations can help you do it effectively:
1.- Take advantage of advanced segmentation
The best way to nurture your potential customers is through highly personalized content. And to achieve this, it is essential that your contact list is segmented according to age, gender, preferences and buying behavior.
Consider that once you’ve properly segmented your leads, it will be much easier to create and send relevant emails to each list. But doing this manually is very complicated, so it’s a great idea to use an automation tool that allows you to rank all of your leads.
Considering that marketing is related to personalization and relationship building, segmentation can be produced by the following factors:
- Demographics such as age, gender, location, country, religion, etc.
- Events in which a particular action triggers pre-scheduled emails.
- Depending on the stage of the buyer, email campaigns are redirected.
- User behavior on your website or application.
2.- Send emails
As part of your Marketing Automation and Lead Nurturing strategy, you should include sending specific and relevant emails. Keep in mind that email marketing is the very foundation of lead nurturing.
You should know that emails are promoted as the most effective means of communication for brands. And best of all is it is a channel that can be easily automated, which will help you in your customer development process.
There are several types of emails that marketers often automate:
- Welcome email: this is sent as soon as a user subscribes, registers or joins a group/community.
- Gratitude: It can be used to thank for the subscription, purchase, donation or for sharing your opinion.
- Onboarding emails: series of emails to help potential new customers get started or to educate them further about the industry.
- Bulletins and Updates.
- Exclusive offers and discounts.
- emails from idle user recovery.
- Cart abandonment, especially used by e-commerce.
- Notification emails.
You can also schedule drip email campaigns that are triggered based on user behavior. For example, if someone clicks the link in the email and visits your page, you’ll send them more updates. Otherwise, you send them more educational content so that they visit next time.
3.- Create landing pages
Landing pages are another way marketing automation can help nurture leads. It acts as the entry point to a website or a particular part of it. Have The goal is to capture the visitor’s attention and convince them to stay and explore more.
To create a landing page that converts, you need to make sure it’s solid, tracked, and smartly designed. You can take a look at your competitors’ landing pages to see trends and improve yours.
Currently, Most automation tools have drag-and-drop editors, which will allow you to customize your page elements. This will make creating much easier, as there are even pre-made and editable templates you can work on.
Remember that they are designed to encourage visitors to take the plunge while on your site. One of the most important keys when creating a landing page is focusing on the form, as it should be brief. If you ask too many questions, you will drive away the potential prospect.
Create progressive profiles where you ask basic questions like name, email, and location. Over time, you can collect more detailed information if you need it.
4.- Work with SMS campaigns and push notifications
Among the most effective Marketing Automation and Lead Nurturing techniques are automatic notifications and SMS campaigns. In the case of the former, they appear at the top or bottom of the screen without interfering with the navigation of the potential customer.
You will be able to send targeted and relevant push notifications using dynamic content. Please note that this type of content It changes based on browsing history, demographics, among other potential customer-related factors.
While SMS campaigns are great for nurturing leads through mobile devices. When someone receives an SMS about an offer from a brand, it generates some form of consumer interest.
That’s why it’s so important that you stay in touch with potential customers, regardless of their device. The bottom line is that you can improve lead nurturing to retain them.
5.- Automate the workflow
In the implementation of Marketing Automation and Lead Nurturing, the creation of an adequate workflow can be very useful. For instance, you can automate the entire flow of your emails, tags, segments, landing pages. Then you need to indicate which, when and how it will happen.
There are many tools with the feature of automated email workflows. These help you focus on more critical issues, customize, and more. Not only is this a very useful article, but it will also help you save a lot of time.
6.- Focus on content
Those who say content is king are absolutely right. And in the case of Marketing Automation and Lead Nurturing, it’s the heart of it all. And it’s essential create consistent content with a strong focus on the customer journey.
Therefore, it must be well targeted so that it has the greatest impact on the prospects’ decision-making process. And for that, you need to create content that can capture the attention of your customers and, at the same time, offer valuable insights about your business.
Notably the content must correspond to the stage in which the prospect is:
Those who are at this stage are potential new customers in your business, they do not yet know if they really need your products or services. Probably, they are not subscribed to your blog or your newsletter; they can subscribe but they are not yet ready to buy.
Given this, you should take steps, such as sending educational and relevant content: analyst reports, research reports, ebooks, etc. As well as editorial and/or expert content, white papers, etc.
Here, the prospects have taken a step forward, they are already aware of the problems and that there are many solutions available. Therefore, they begin to consider feasible solutions that work for them. At this stage, you can work with:
- Expert guidelines.
- Live interactions.
- White papers on comparisons.
Potential customers already recognize their problem, have considered all possible solutions and finally decided on the best option. Now it’s up to you to push them to the action button and you can do that by:
- Comparison of suppliers and/or products.
- Case studies.
- Test downloads.
- Display of product characteristics.
- live demos.
As you can see, these are all simple strategies that will help you integrate Marketing Automation and Lead Nurturing. You just need to apply them correctly for them to generate the results you want. You will see how your potential customers gradually become end customers, then loyal customers.
And if you want us to help you with this whole process, by Antevenio we do it with pleasure. Well, we have an email marketing and marketing automation service, and we provide it through our allied platform MDirector. Not only will you be able to automate every step you need, but also send your emails through this software.
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