lead nuturing, marketing automation

Educating Prospects During the Interest Phase of Your AIDA Sales Funnel

Not Everyone Buys Right Away, Some Need Time and Attention

A prior post discussed an article recently published by James Green about the need to nurture leads in the middle of your sales funnel (another way of saying in the middle of their decision process).

This post picks up where that one left off and talks about both why, and how to nurture leads who have indicated an interest in your products or services, but not yet bought.

Social Media?

The prior article points out how social media marketing is not necessarily the best method for engaging your prospects.

Why?

For a number of reasons:

  1. Most people don’t use social media to make buying decisions.
  2. The more connected your social media followers are, the less likely they are to see anything you post. Harley Davidson estimated that every social media update they made was seen by one half of one percent of their followers.
  3. Social media updates are impersonal and generic.

Email! Via Marketing Automation Software

The answer is email updates using one of the many software packages for marketing automation.

The basic idea of all these packages is personalized email’s are sent based on actions taken by the prospect.

For example, if the prospect visited a page on your site that contains a video demonstration, the followup email can reference the demo and ask them if they have any questions, then direct them to a webform where they can submit their question.

Marketing Automation Software

Infusionsoft is the big player in this market. Startup costs are in the neighborhood of $2,500 and monthly recurring costs are in the neighborhood of $300 to $500. Their price places them beyond the budget of most small to medium businesses, but since they are the market leader they provide a reference point of sorts for understanding the nature of what is marketing automation.

 

A newcomer to this market is Respondr, which starts at $49 per month and from a demo I saw is so easy to use anyone can do the setup.

Soffront starts at $15 per month per user and I don’t have information about their initial bring up efforts or costs.

X2Engine starts at $12 per month per user and per their CEO most of the clients do their own initial configurations but when help is needed it generally costs between $300 and $500.

My personal option based on what I’ve seen of these products is X2Engine has the best view of your marketing automation flow, while Respondr is the easiest to setup as it’s based on a series of individual “if this then that” decisions that combine into an overall flow.

Want to Learn More?

We’re here to help you generate more and better leads for your business. The vendors above will help you nurture them.

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