Imagine this: your dad’s birthday is this weekend, so you grab your phone and start sifting through an online store in search of a gift for him. Just after you’ve found the perfect barbecue accessory and put it in your shopping cart, you get an emergency call from your sister asking if you can babysit her kids tomorrow night. You agree, you hang up the phone, and you completely forget about the gift for dad.
Until… a few hours later, you receive an email from someone at Barbecues R Us asking if you’re still interested in purchasing the meat thermometer you left in your cart. You quickly log back on and complete the transaction, and thankfully, dad’s birthday is saved!
The reminder email you receive in situations like these is an example of behavior-based marketing automation, a strategy that is changing the way businesses interact with their customers. People are bombarded with messages all day long, many of which are from companies encouraging them to buy their product or service. In such a saturated market, many businesses are searching for better methods of connecting with potential and existing clients.
Stand Out From The Competition
The answer lies in personalization. People are far less likely to open a generic email they know was sent to thousands of people than they are to open one that speaks directly to them and addresses a specific need they have. But how can you know if a potential lead has a need that your business can fill?
According to research from Gleanster, over 50% of qualified leads aren’t ready to buy on the day they convert to your site, but that doesn’t mean they never will be. Sending an email to everyone who converts, then, may not be the best idea if over half of the people who visited your site may be annoyed by your attempt to sell to them.
Marketing automation software like SharpSpring includes features that allow you to identify when prospects are ready to buy or when they would most benefit from receiving content from you. Many of these softwares include workflows, which are like maps that allow you to visualize a potential buyer’s journey. They also assign lead scores to prospects as they engage with your content, so you can get a better idea of which leads are most likely to become clients. These tools allow you to put yourself in the shoes of your potential buyer and to automate marketing tasks, such as sending a targeted email, when he or she would be most receptive.
Automation Saves Time and Resources
One of the most attractive aspects of marketing automation is that it makes the marketing process more efficient. Instead of wasting time and money sending emails or making sales calls to people who are not interested in what you’re offering, you can focus your energy on building relationships with the most promising leads.
The goal here is not to eliminate the role of marketers but rather to make marketing more effective so that your business can quickly reach clients and generate more revenue. By automating tedious tasks like sending emails and posting on social media, marketers can focus more on creating valuable content for the people their brand is trying to reach.
Great Relationships Equal Great Business
At the heart of every successful business is a commitment to building and nurturing strong relationships with consumers. You know your current clients are already invested in your product or service, and it’s important to keep them engaged. In addition to excellent products, people are drawn to quality relationships, and automated marketing can help you stay on top of communication with existing clients without sacrificing authenticity.
At Deal Design, we understand the complexities of generating and nurturing leads. We offer expertise in integrating behavior-based marketing automation into your business model. Our marketing approach can help seamlessly connect your business with clients who are ready and willing to invest in your company’s offerings.