Here’s an example: To create your prospect experience in the Awareness stage, think about and articulate what you will do or say to your prospects when you first meet them. Then think about how your interaction will make them feel. Consider your prospect and their needs as you’re doing this. Then, document your actions and your prospect’s experience for this stage. Repeat this throughout the entire sales funnel.
^ Shashank SHEKHAR (2009-06-29). "Online Marketing System: Affiliate marketing". Feed Money.com. Archived from the original on 2011-05-15. Retrieved 2011-04-20. During November 1994, CDNOW released its BuyWeb program. With this program CDNOW was the first non-adult website to launch the concept of an affiliate or associate program with its idea of click-through purchasing.
Eventually, your company’s marketing program will get so big that you can’t — possibly — manage everything via Outlook, Word, and Excel spreadsheets. You could always hire a team of marketing specialists, but eventually, you’re going to start wasting cash on redundant tasks like emailing new customers, setting up social media-to-email programs, and emailing your users every time you post blog content.
A “Set it and forget it” solution. Marketing automation is an incredible tool that helps businesses achieve real results. But those results don’t occur without the right processes, strategies, and efforts set in place. Marketing automation objectives are meant to enhance and support marketing and sales, NOT become a one-size-fits-all substitute. So don’t sit back and expect marketing automation to magically reach your business goals without you.
The truth? Today, rising above the noise and achieving any semblance of visibility has become a monumental undertaking. While we might prevail at searching, we fail at being found. How are we supposed to get notice while swimming in a sea of misinformation and disinformation? We've become immersed in this guru gauntlet where one expert after another is attempting to teach us how we can get the proverbial word out about our businesses and achieve visibility to drive more leads and sales, but we all still seem to be lost.
Google's core algorithms and its propensity to shroud its data in layers of obscurity is not something new. However, it is critical to any understanding of marketing on the internet simply because this visibility is at the heart of everything else that you do. Forget about social media and other forms of marketing for the time being. Search engine optimization (SEO) offers up the proverbial key to near-limitless amounts of traffic on the web.
For example, at the beginning of your funnel, prospect interaction is low and the number of prospects is high. This is the Awareness stage, where you do advertising or another form of low-cost, low-touch, broad outreach. The next stages have fewer people in them and require activities that take more time and attention. This is where you’d send emails, make phone calls, or invite qualified interested prospects to a webinar to learn more about your offerings.
A tool with a singular function. Marketing automation isn’t just a fancy word for email marketing. It encompasses an entire suite of tools to help companies drive more leads, convert those leads to sales, and maximize spend. This includes features like landing page builder, built-in CRM, reporting capabilities, social media management and so much more.
Because often, there’s no top-of-the-funnel foundation put in place to support middle-of-the-funnel marketing automation. Marketers won’t have the ingredients they need for effective marketing automation until they have a steady flow of leads. Too many marketers without inbound lead generation strategies spend their time figuring out how to take the tiny fraction of the market they already have in their database, and squeeze more out of them. While they’re doing that, their competition is figuring out how to get more out of the 99.99% of the market that’s still out there.
The repeat customer is even better, since they are actually making another purchase. They may need no help from you to make this purchase, or they make be shuffled back into the sales process again, where you need to educate, allow for evaluation, engage, and push a commitment. Once again, this depends on the specifics of your industry. We’ll go over more information about repeat customers before the end of this article.
Under Armour came up with the hashtag “I Will What I Want” to encourage powerful athletic women to achieve their dreams despite any opposition they might face. The hashtag, first used by American Ballet Theatre ballerina soloist Misty Copeland, blew up on Facebook after supermodel Gisele Bündchen used it in one of her Facebook posts. Many other female athletes have also used the hashtag.
Marketing automation can eat up a significant portion of your client’s budget, leaving less room for your agency’s retainer. (Psst...SharpSpring’s agency pricing model is as little as 1/10th to 1/20th the cost of others). You’ll want a platform built around the needs of agencies to help you create higher-value relationships, generate monthly recurring revenue and prove your ROI. Look for a provider that lets you reinforce your brand by rebranding the platform interface, domain, login screen, and notifications. The vendor should treat you like a partner, including sending you new business referrals.
Has a focus on moving leads from the top of the marketing funnel through to becoming sales-ready leads at the bottom of the funnel. Prospects are scored, based on their activities, and receive targeted content and messaging, thus nurturing them from first interest through to sale. Commonly used in business-to-business (B2B), business-to-government (B2G), or longer sales cycle business-to-consumer (B2C) sales cycles, Marketing Automation involves multiple areas of marketing and is really the marriage of email marketing technology coupled with a structured sales process.
Personalization: As you build out your inbound marketing and marketing automation strategy, you will learn more about your leads. This learning process will empower your company to re-invest that data into refining your marketing strategy. Marketing automation software will help you streamline this process and build 1:1 connections with hundreds of thousands—and even millions—of users.
CRM software has features like event scheduling, case management, and task management that help you plan and execute activities that coincide with the stages of your sales funnel. This software makes it easier to implement your sales funnel by showcasing upcoming and overdue activities, which keeps you focused on the activities that matter throughout the entire sales process.