Attracting new leads and turning existing customers into brand ambassadors is something that should be top of the agenda for any company, regardless of their size.
The marketing world is a dynamic one, competition changes, and the need to shine brightly in a crowded marketplace is always relevant.
We’ve already explored how marketing automation can build brand loyalty in our previous blog, and how it can powerfully boost sales. There are a number of ways that marketing automation can add real value to your brand messaging, but how do you take your communications one step further, from the generic newsletter to a neatly targeted, effective email marketing campaign?
First and foremost, never miss the opportunity to greet any lead as a potential new customer.
Email workflows are the key to marketing automation, and in this instance, your workflow will be specifically designed to entice leads further along the sales funnel.
For example, you may find that a new lead has downloaded or shared your content. In this case, you may want to send out a series of special offers to tempt them into making a purchase. Or relevant case studies to get their attention.
Similarly, you can use email content like this to re-engage customers who have disconnected from your brand.
Look for engagement
Once a lead has converted into a sale, you can officially start thinking about actively keeping your customer engaged.
By looking at their social media interaction, email and website behaviour you can start to build a good idea of what they would like to hear more about.
Your focus should be to entertain and inform those customers to encourage a high level of interest.
To start, make sure you welcome your customer in a positive way, keep them up up-to-date with your latest news and offers, but most importantly inspire them to interact with you by sending out emails that feel relevant to them.
Which moves us on to our final stage. By tracking your customer’s movements across your site, you can start to build a detailed picture of their interests.
This will help you to really get to work, sending out groups of emails by topic that engage a customer on a deeper level.
Testing which days and times work best for each topic is essential here, so you can get the most from your efforts. But the great thing about setting up topic workflows is once you’ve done the initial legwork, maintaining it won’t take up too much of your time either.
Your content will continue to hit the spot with each new customer as they move through the sales cycle, meaning you won’t have to continuously write reams of different emails.
And most importantly, by developing your email automation to work extra hard, you’ll be continuously encouraging your leads to become customers, and your customers to develop into brand ambassadors in a few easy steps.