Studies show that (on average, across America) out of every 100 leads your business attracts:
- 3% are ready to buy now
- 30% of never going to buy (from you or a competitor)
- 67% will buy later (from you or a competitor)
The process of staying in touch with the 67% is called Lead Nurturing.
Lead nurturing, is the process providing valuable thought leadership and guidance to your leads towards making a purchase.
Marketing automation is lead nurturing via software that automates the process.
Marketing automation software lets you create “if… then…” situations that determines what email your leads receive next in sequence.
For example, if you send an email that takes people to a certain page on your website, the marketing automation software can track who does and does not click through to the website.
Then the next email they receive is different, depending on if they did or did not click through to the webpage.
There are many marketing automation software systems available, some of which are really expensive and some of which are really cheap.
A partial list of vendors is:
Which tool is best for you depends upon many criteria.
- How much can you spend?
- How technical is the person at your business who will set it up and use it?
For very small businesses, ActiveCampaign is probably the best choice. If you have a big budget, Mautic is an excellent choice.
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