Marketing Automation - How To Use It To win Qualified Leads
If you're going to deliver qualified leads to the sales team your sense decision lies in the target centralized prospects you're about creating leads intent for.
As a marketer that's your marketing automation.
So, what exactly is this marketing automation?
Marketing automation is the process of using technology to nurture prospects who aren't ready to listen to what your business does through channels like email software, social media post, chatbots, and many more.
That said when using marketing automation the context behind everything you're nurturing is to build a lasting relationship with your prospects not with the sense to purchase them to buy only.
Your prospects aren't robots they're humans like you they want to see the desire of why you're doing what you're doing.
They need to stay convince enough why they should buy from you as a business.
Customers now ain't customers before now.
A customer who isn't your fan isn't your customer.
So, how do you want to use marketing automation to turn leads intent into a qualified fan's intent?
When using marketing automation software the product of your context should stay real and connected in a human form.
That means whatever inbound marketing channel you're using the end call is centralized around your customers.
Your customers are the one who makes your business grow, they're the ones who appreciate you for your business.
They're the ones who want to buy not the marketing automation you run to get them.
The tricky thing is that marketing automation only is good for leads nurturing nothing more but sales enablement only is good to make prospects buy more.
So the end goal using marketing automation is to turn leads intent into qualified fans intent.
Not qualified leads intent anymore.
A qualified lead intent is there to add to the numbers but a qualified fan's intent is there to stay and stay forever.
The end goal using marketing automation is to nurture who's ready to become a fan, not who's ready to just do business with you.
Whether or not they are fans-ready in as much as they fit into the company's ideal customer profile is your right as a marketer to nurture them from leads intent into qualified fans intent before delivering those leads to sales.
Today, I've got you 2 simple tricks on how marketing automation can be used for small businesses to grow prospects into fans.
Read here: Inbound Marketing In 2020 – The Definitive Guide
1. Stay more than your products but track your customer's needs
When you use marketing automation in order to acquire prospects do that with the concept of becoming more than your products.
Do that with the principle of placing your customer's needs above everything else.
For example, when you use any inbound marketing channel let's say you want some email subscription.
For one, you start from the bottom line of how you can get the prospects for subscription lists.
That way, you might think of a strategy of using a blog post to churn out the value of what your product announcement brings.
The value you add is what brings a crucial emotional state to your prospect's decision making or actions.
Marketing automation isn't what drives actions but the content of what the marketing automation says does.
Whether you're using in-line responses or auto-responder there should be something that is communicating out to your prospects.
Remember, marketing automation is artificial intelligence, not human intelligence.
That means no matter how much it tries(marketing automation) it can't be as so good as building a bottom-line customer relationship.
Let's say you use the Hubspot CRM tool for your marketing automation.
You already have a bottom line inbound campaign, for instance, content strategy using a blog post.
You initiated that idea to grow your subscriber base.
This means you're using such an inbound strategy for email automation.
So, what comes next?
In this case, you have to place your ideology above your product don't make it too obvious of your intention.
Looking like you want to buy them for an email subscription list.
That isn't proper as you can't also convert them overnight.
Your purpose here is to make them know what value your content really adds to their lives not what actions your content dictates.
For example, let's say the content strategy you initiated brings roughly around 10,000 subscribers for marketers to nurture.
Depending on the end goal, for instance, let's use email marketing as your marketing automation strategy.
This way your intention as a marketer is to create multiple email marketing touchpoints gathers to your prospects for sales-ready.
Well, that looks so good as a strategy but looks weird as a business if you ain't getting the context right.
In this case, when sending out an email copy or template do that with the intention of showing more care about what they should know not what they should buy.
You already know their needs, you have to settle down on a plan for that needs.
They want more knowledge that resonates with the intent of their needs so that they can have a better understanding of why they're using what they buy.
Not how to use what they buy.
So if you ain't provided that value as a small business there's no way they can value what you do because you ain't solving anything than the desire of how to make them buy from you.
2. Use marketing automation to build fans for your business, not just leads.
If you can create human connections and get closer to your prospects and customers than ever.
That way they'll want to become your fans and use word of mouth marketing for your business.
Using marketing automation in building fans for your business goes far beyond tracking your buyer's journey, doing social listening, tracking social mentions, using a heat map to track audience behavior, and many more.
You need to do just more.
Customer's content game really has shifted a long while ago, customers who aren't proud to use your business stickers, logos, and purchase your business with word of mouth anywhere, anytime, and anyday aren't your customers.
They're there to add up numbers not to become a fan.
But why not use marketing automation to turn customers into fans?
Instead of using marketing automation for a special announcement of your products and many more.
Why not use that to build die-hard fans?
See, you need to nurture customers who're ready to grow your business than ever.
You need to nurture customers who love you for your business.
You need to nurture customers who're fans before becoming customers.
All that goes beyond the basic content marketing ideology.
But a one-on-one meeting, customers hang out, paying more visiting as a business(let them see your business in person).
I mean to get closer than ever.
Show your prospects or customers who you're as a business, not what you're.
Use marketing automation to build a human connection, not an artificial connection.
Don't make them feel they ain't talking to humans.
But show them who you're by sending them some special hang out days if they care so much to stay involved.
Build human relationships with your marketing automation and see how your customers will build emotions with your business.
Read here: What’s Sales Enablement? – The Strategy, Benefits, And Why It’s Important
And become fans of which you never nurture them to be.
First, a real human connection is needed.
Secondly, the value you added matters to their decision making.
So try to stay wise to know who they're and what they love to do with your business.
Conclusion
Marketing automation is the next content strategy of turning your prospects into qualified fans intent not qualified leads intent anymore.
So it's time for small businesses to understand their customers for who they are and who they ain't.
That might go well in knowing who fits into their ideal customer profile.
So, over to you, how do you want to use marketing automation for small businesses?
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