Nurture prospects, let them buy at their own pace
The quality of communication between your business and a prospect can make the difference between a good deal, and a great deal.
Marketing Automation uses advanced tracking, based on behaviour, so each unique engagement activity is captured to build a user’s unique profile that helps you to understand and respond to their needs.
Once a contact has agreed to receive communications the nurture process can start.
The power of Dynamic content
Nurture campaigns typically consist of a series of emails sent automatically at agreed intervals, with engagement branching to emails based on user interactions.
The email themselves can be made unique and personalised to the individual using dynamic content.
This can be simple personalisation like inserting the person’s name, in body and subject lines to improve open rates, or reference their company or industry.
Blocks of content including images and calls to action, can change dynamically to reflect a person’s choice, preferences or circumstance. This can be simple switching an image depending on their age or gender or more sophisticated, depending on their buying persona.
For instance, when working with a retirement home recently, the audience for these drip campaigns can be the retiree themselves or a family member acting on their behalf. So dynamic emails send to these personas, may in one case major more on freedom, independence and choice and the other on security, flexibility and peace of mind.
Therefore, segmenting and grouping leads with similar interests relating to products or services enables you to target corresponding contacts sending immersive communications through bespoke campaigns that will reach out to all while maintaining individuality, leaving them to respond as in their own time and pace.
The right message at the right time
Marketing Automation, really can add the personal touch providing the customer experience that a consumer needs to build trust and confidence in your business. Drip fed nurture campaigns offer a brand consistent approach, enhances awareness as e-mails are articulated as a one-to-one exchange. The nurture process feeds your prospect with all the information they need, at the right time to make an informed decision and while they buy into your brand you are building a great customer profile that will give insights of every lead to your sales team.
Automated procedures, are easily monitored by your sales and marketing teams, it’s not always a one size fits all, workflows can be set to trigger alerts as prospects make their way through the nurture process, lead scoring also identifies leads that are moving on quickly through the sales pipeline. The life of the lead will also detect and visualise other lead interactions where contacts have downloaded particular information, arming your sales team with all the information they need to close a deal and focus on responding intuitively, reacting to alerts from leads that are sales ready.
Look out for more information on Marketing Automation from Alldigital Marketing; if this snapshot has interested you, and you are looking to grow your business, gain a better understanding of customer needs drive greater loyalty, client upsell and enhance referral business, contact us now for a no obligation demonstration and assessment to see if Marketing Automation would work for you.