You probably use a lead magnet to get the customer’s email address and put them into a sales funnel, but then what?
Emails don’t equal buyers.
What you do with their email is what really matters. Automation can help you get the most out of each email address that you capture.
Step 1: Marketing Automation
Marketing automation is a fantastic way to follow up on the people that have visited your site and start building your community. For example, you can set up a flow to automatically trigger an email auto response when a customer opts into a particular form. Or contact customers proactively after they’ve had a live chat session or searched your knowledge base to ensure that they had a good customer experience.
The point is, you can use marketing automation to better serve your customers by delivering the right message to the right person at the right time. This potentially translates to an increase in sales productivity by up to 14.5% and when used to nurture leads, an increase of 451% in qualified leads.
So why are 60% of marketers still relying solely on broadcast based emails? They simply don’t know what tools to use to automate and personalize their sales funnel.
Setting up auto responder sequences is insanely easy if you have the right systems in place. Software like Ontraport, Infusionsoft, ConvertKit and Hubspot are all amazing options for getting you automated. You can even customize inexpensive tools that you are probably already using, such as Mailchimp, to make the transition to automation even easier.
Step 2: Using Pixels
A tracking pixel is a tool that allows you to remarket to your potential buyers multiple times. The tracking pixel is a small HTML code that is placed on your website and once that page is visited a cookie is added to the visitor’s browser.
That cookie allows you to easily send relevant ads to those visitors on sites like Facebook & Google. Knowing that you’re only targeting interested visitors on Facebook will help you drive the cost of those leads down and increase the likelihood of them buying your product or service.
Have you ever searched Amazon for a specific product but not been ready to buy that day? You will probably notice Amazon promoting that exact same product the next time you log into Facebook, check your favorite news site, or jump on Pinterest. Pixels allow you to be around while your customer is considering a purchase. It reminds them not only of your company but also what brought them to your website in the first place.
Lead Value Optimization
Lead Value Optimization is the key to a persuasive marketing campaign that drives customers back to your website. LVO saves both time and money while giving the customer a unique feeling of value. Retrieving and utilizing a customer’s email address and implementing tracking pixels will help your company increase conversion rates and build brand trust.