Series 3 of 7
What if your marketing worked while you slept or put effort into other parts of your business? With the right strategy and execution, you can do exactly that. This kind of marketing engine isn’t just for big brands; it works for all sizes of business.
Once you’ve created a system of marketing funnels that make it easy for your target market to get what they need from you, you’ll see results. This automated system will be the driving force of your brand.
Before you build this automated marketing system, you’ll need a list of contacts who are likely to be interested in your offerings. The easiest way to do this is by creating a lead magnet. Your lead magnet is something of value that will give your potential clients the kind of helpful information they’re looking for, plus establish you as a guide to solving their internal problem in exchange for their email address.
The power of automation is immense. It allows you to create a collection system (also known as a funnel) that will enable you to communicate with a captive audience. This means you can be specific in your segmentation and messaging to different groups of clients while also building trust in your client relationship. This is a key part of creating brand loyalty and brand ambassadors.
This automated marketing is typically, at a very basic level, a series of emails. The key is that the emails are delivered in a painstakingly developed sequence and contain important and helpful information to a targeted and segmented audience, with your goal of converting them along the way or at the end. Striking the right balance is key and it’s something we’ve worked hard to develop within the Big BAM Process.
We all get a lot of emails these days so you might be thinking, “As if that’ll work!” I was once skeptical too. But the numbers bear out. With the right content, digital funnels such as this have an 80% effectiveness rate.
The best way to execute automated marketing of this nature is to find the right CRM/automation platform for your business. We love using Keap (known as Infusionsoft), it just works. Here’s what to look for when you’re choosing an automation platform for marketing:
1. All-in-One Solution: Something that will be able to go through the full marketing lifecycle and build out the different stages. It needs to have multiple functionalities and tools that work together, so you don’t have to recreate the same concept, which saves you time.
2. Scalability: Will the platform grow with your business or will it outgrow its usefulness when your brand evolves?
3. Established/Longevity: Look for a platform that has been around for a long time and aligns with your model the best. You can take a risk with early adopters and sometimes the gamble pays off, but you may be rolling the dice if you choose to build important business systems based on untested software.
If you have any questions or need help setting up your Infusionsoft account and campaigns to grow your business, we would be happy to assist you, and help you be positioned to thrive.
This is part of a series on simplifying and aligning your brand message with your marketing. Start reading the series from the beginning, or let us know how you’ve been able to implement the tools we’ve discussed.