Automation and the marketing funnel go hand-in-hand.
You can, of course, have one without the other, but when applied to the stages of customer conversion, marketing automation is one of the most powerful tools your business has at its disposal. Here’s how automating your process works to move your customers closer to buying at every stage of the purchasing funnel.
Phase one of the marketing funnel is “Discovery,” when potential customers are just becoming aware of your brand. Your business only gets one shot to nail this phase! The good news is, marketing automation can make it relatively easy to quickly move quality leads to the next phase. Automation here means introducing your brand and inviting your audience to dig a little deeper by engaging with you on social or even signing up for your newsletter using language that’s reflective of your business.
The “Consideration” phase of the purchasing funnel is perhaps the most important. It’s certainly the longest-lasting, and the one in which automation can have the most impact. Consideration is when the data culled from automation can be used to incrementally inch your prospects forward; it’s also when you should start segmenting your leads by their interest levels, qualifications, and willingness. This is a great time to break out targeted email campaigns and landing pages designed specifically to convert.
The “Conversion” phase is the phase in which you turn potential customers into actual customers. Here, it’s all about creating actionable content for your audience using highly-targeted, sometimes individualized appeals. In conjunction with marketing, your automation software should also employ tools that make the transaction process itself more streamlined, from capturing data to updating inventory when possible. This creates a better experience for your business and the customer.
Customer retention is one of the most underrated phases of the marketing process. Customers are good, but repeat customers are event better. Without a plan for retention – ongoing engagement, customer service, and top-of-mind marketing – you can easily let a one-time customer drop back up to the top of the funnel. A closed sale is an incredibly warm lead and an automated strategy for keeping them that way will serve your business for years to come.
Need help with your business’ marketing funnel? Whether your customers seem to get stuck in a particular phase or you don’t even know where to start, Synchronicity has your back. We offer marketing automation with a dash of great content, a sprinkle of beautiful web design, and a heaping cup of expertise.
Reach out to our team today to learn more about how marketing automation can improve your business and win you customers. It really is that simple.