Marketing Automation is a powerful tool in your business’ arsenal to fill your sales funnel, convert more prospects and ultimately improve your bottom line.
With the right strategy and software, it allows you to scale your marketing effortlessly, gain crystal clear insights into what motivates your customers and free up time and energy that you can spend on other areas of your business.
Areas like improving your product, your processes and your overall strategy.
However, whilst every business owner wants these outcomes, few get anywhere near where they could be. And even more businesses get started with Marketing Automation only to end up lost and frustrated, having spent thousands on platforms that did not deliver the results they were looking for.
If you’re reading this – we’re sure you don’t want to be in this situation.
That’s why Eight Clients take a holistic and systematic approach to Marketing Automation that looks at every part of the process, platform and overall strategy to get your business exactly where you want it.
And in most cases, much, much further.
The reason why a seamless Marketing Automation strategy can be so hard to achieve, is because you must look at two main areas, and both of them must work in tandem to provide the results you are looking for.
First, you must pick an automation platform that is capable of handling the complex and diverse array of tasks necessary to run a sophisticated campaign.
Second, you must ensure you have a solid strategy in place that takes into account your market and your customers, understands exactly what motivates them to buy, and maps out the processes required to deliver content to them in the right place and at the right time.
Without both of these components, you will never achieve the results you are looking for.
So, how does Eight Clients make sure you achieve your Marketing’s number 1 goal of increasing conversions?
Because we know that you understand your business better than anyone, we’ll work with you to map out a custom-made strategy that takes everything into account.
We break down the process into 4 smaller sub-goals, and ensure that your Marketing Automation strategy and software is setup to meet all 4, automatically.
1. Define Your Target Audience
2. Gain Their Attention
3. Nurture Engagement
4. Track and Measure Conversion Metrics
Defining Your Target Audience
The very first step is to define who buys your products.
But more specifically – who they really are, what they’re responsible for, what keeps them up at night, and what motivates them to buy.
Are they more strategic in their decision making, or are they more tactical?
Do they care about ROI for their business, or are they more interested in saving time so they can spend more time with their family?
Do they make decisions on buying, or they an end user?
Answering all of these questions (and more!) gives you a window into your customers that allows you to target them more effectively.
These are known as Buyer Personas.
There might be several different ones involved in the same purchase of your product – for example, if you sell to large corporates.
Or, there might be several different Personas who your product appeals to – for example if you sold nutrition plans to people with different goals.
Regardless, you need to have a clear picture of all the different types of people involved in the purchase of your product before you can start to market effectively to them.
You need to understand exactly what motivates them, so that you can tailor your strategy around their needs.
This is what allows you to setup automated programs that work for you while you sleep.
It also allows you to create the content that you Marketing Automation software will use to push people along the Buyers’ Journey.
Gain Their Attention By Creating Content
Whilst there are many different types of content – from webinars to blog posts – broadly speaking they all suit different Awareness Levels on the Buyer’s Journey.
Eight Clients will work with you to create content on each of these different levels, so that you have enough to move prospects all the way through their Journey until they convert.
Whilst we’re here, it’s probably a good time to discuss these Awareness Levels in more detail. At its core, Marketing Automation works by moving customers along your predefined Buyer’s Journey.
Every customer in every market is on their own Buyer’s Journey.
Broadly speaking, this is broken down by a Buyers’ Stage of “Awareness”. This relates to how much the buyer knows about your company or service – if they about it at all!
As they move along the Buyer’s Journey, they must take certain steps and perform specific actions to get to the next step.
These are pre-defined in your Marketing Automation strategy – which enables you to automatically and effortlessly send out the right material to them, depending on their current level of warmness or product understanding.
Once they meet these predetermined criteria, relevant marketing material is sent or shown to them and they seamlessly move along to the next stage in the journey.
All the way through to the finish line.
Which ultimately means your conversions increase.
So how exactly do you engineer a system that achieves this?
And more importantly, what criteria are all these decisions based upon? Let me give you an example.
You wouldn’t start explaining business tax returns to a kid who’s just started washing cars for money, would you?
Likewise, your customers need information and persuasion relevant to their stage of a Buyers Journey.
Therefore, if your customer doesn’t even know that you, your business or your product even exists yet, then there is no point in telling them why your service is so great!
They’re just not going to get it.
But by sending them some personalised and useful information about your industry, some common problems they’re facing and how your business helps solve those problems, their ears are likely to prick up and they’ll think, “hey, that does apply to me!”.
Once you’ve done this, your buyer moves forward in their Buyer’s Journey.
So your content *must* be tailored to stage they are currently in, and the most efficient way of doing this is through Marketing Automation.
So, back to our first question, how do we know when to send which types of content? Broadly speaking there are three stages in the Buyers’ Journey:
2. Consideration Stage
In the Awareness Stage, your Customer has a problem. They might even be expressing they have a problem. But they haven’t got a clue how to fix it. In this stage your customer is doing research into how to fix the problem – which is exactly why they’ve made it onto your website in the first place! But they still don’t yet know how to name, define or solve their problem – which is why you need to step in with solid content in order to help them move forward.
In the Consideration Stage, your Customer knows what their problem is. Hopefully with your help, they have diagnosed, named and educated themselves further on the problem, what causes it and the potential solutions.
In this stage, your potential Customer is committed to finding a solution and is thoroughly researching the available options.
In the Decision Stage, your Customer has made a decision on the approach, product or service they are going to use to solve their problem.
However, they haven’t committed to who they’re going to choose to help them fix it.
This is where they will be shopping around, looking to find who has the best price, is most knowledgeable, will be able to fix their problem most effectively and who is most trusted by others that have used them.
So, now that you understand the Buyers’ Journey, you can see how different types of content fit with these different Awareness Levels.
People who simply need to be made aware of your business can be reached by blog posts or success stories.
People who want to know more about your service or credibility might want to read eBooks, watch webinars or listen to podcasts.
And people at the decision stage need information about pricing and ways to justify the purchase throughout the organisation.
Simply put, the right content at the right time is going to gain your audience’s attention and move them forward in the process.
Once you have your Buyer Personas and have created content they respond to, you’re ready to move onto creating targeted and automated nurturing campaigns that send pin-pointed content to your personas.
This is where we will work with you to bake in a solid strategy into your marketing platform that performs for each of your Buyer Personas.
This stage of the process requires us to build a process map of how content is going to be sent out, and which criteria need to be met before it leaves your servers.
It is critical to get this step correct, or you will end up wasting potential prospects attention by sending uncalibrated messages when leads could have been progressing along your pipeline.
However, it is only when this step is in place, that you can begin to generate results.
Once you have results, you can adjust accordingly and optimise everything about your marketing.
And once you’re fully optimised, you can scale effectively and quickly.
However, a mistake we often see is people not measuring or tracking correctly, which leads to incorrect decisions.
Or, even worse still, people not defining success in the first place!
This is why it is so important to…
Track and Measure Conversion Metrics
This should be self-evident, but a lot of Marketing professionals rely on gut feeling.
They think they know best, or are playing from outdated playbooks and so never update their mental models as to what is working with their market and their customers, *now*.
This is why it is so important to define success, break this down into metrics that are easy to read and measure.
This then enables you to adjust as necessary and continue to improve conversions.
However, whilst this sounds simple, marketing reports can often be confusing and it is necessary to work with someone who can discern what is signal from noise.
Having a team of professionals that know what counts – and how to improve it – is key to getting the most out of your marketing engine and ultimately your business.
Are You Ready?
Now you understand just how powerful Marketing Automation can be, and what is required to generate the kind of results you really want from your business.
Eight Clients can advise on a platform to implement your strategy, and design a solution that works with your business and with you, from defining your goals and KPIs, all the way down to customised and tailored content creation for your business.
Ultimately, we can create a system for you that increases conversions whilst generating loyal customers that provide you with repeat business.
Click the link below to set up a call to learn more about how we can get started.
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