lead nurturing, marketing automation, email marketing, content marketing

Lead Nurturing for Small Business: The Purpose of Marketing Automation

Marketing Automation is Sophisticated Email Marketing

The main concept of Lead Nurturing is to stay in touch with people who have visited your website, but either have never bought, or who have not bought recently.

Marketing Automation is a very sophisticated form of email marketing where you send email’s to people, suggest some action that involves visiting your website (to watch a video, or download an eBook, or read a blog post) then track whether they did or did not.

Whether they did or did not visit your website for the recommended information determines the next email they receive. It allows you to create sophisticated if-then conditions where the person gets a very personalized experience as you walk them through your sales funnel.

But…..

Before you start nurturing leads through marketing automation, there are a few things you need to figure out first.

  1. What is the story of your brand? Who are you appealing to? Why? What problem do you solve on their behalf?
  2. What is their buying decision process? This is called The Buyers Journey and is also your sales funnel.

Then you create content for each step in the buyers journey. The email messages you send out are intended to move someone to the next step, and no further.

It’s an Iterative Process

You’ll create content (which includes the email’s) you think will do the trick, start using them, and monitor and measure your results.

You’ll test email A vs email B and landing page Y vs landing page Z and through this process you’ll tune your efforts over time.

Is this worth the effort?

It depends on how many leads you have coming into your business. If your incoming leads are bringing you so much business you’re turning people away, then you don’t need lead nurturing.

On the other hand, if you’re like most businesses in the US and wish you had more and better leads coming in, lead nurturing is worth the effort. 96% of people who visit your website are not ready to buy. By staying in touch (over time) some of them will become customers, and/or refer other people who become customers.

So yes, for most small businesses in the US, lead nurturing makes sense.

It also doesn’t have to be expensive. X2Engine starts at $42 per month.

Are you ready to learn more?

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