How do I attract a wider audience and more qualified leads using marketing automation?
For health, fitness, nutrition and wellness focused business owners & entrepreneurs.
Let’s imagine for a second that you’ve just opened your own smoothie shack in a small town with a grand population of 100. You know that 99 people living in the town are crazy for banana milkshakes. Love them. There is one
Around 80% of your new online visitors are in the awareness stage of the buying cycle, meaning they are only vaguely interested in your product or
Believe it or not, most businesses have a marketing framework designed to sell primarily to the negative 1%. These are the businesses advertising blueberry smoothies in a town of banana lovers. The good
Let’s look at some specific ways you can appeal to a wider audience and generate more qualified leads through marketing automation.
1. Passive, free, educational material about your industry or service. (Awareness Stage)
This could include anything from a blog series about your industry, to a video tutorial. If possible, it’s great to exchange high-quality educational material for an email address. However, you don’t want to be aggressive toward this audience segment right away. Keep their details stored for future interactions.
This process can be completely automated. The prospect fills in a form, the content is delivered immediately to their inbox. This is a really fundamental feature that should be provided by your automation software. You will generally need to upload the free material to a website landing page. You will need to create a form in your automation software and embed this form on your website or use a third-party form and link this to your automation software. When a prospective client submits their details, they are directed to the material or sent an automated email with a link to the free material.
The client is then added into your automation account where you can check their profile and initiate the appropriate follow up.
2. Innovative contact and live chat options (Awareness & Consideration stages).
Including easy to find contact options and forms on your website is a no brainer. Some prospects will be happy to pick up the phone and call, while others will rather send an email or message via a form. Make all options equally attractive and accessible. Most importantly, any outreach to your business, whether by email, Facebook message or voicemail, should be followed up immediately.
Depending on your industry, a Live Chat feature could also be a real game changer. Think about a potential customer browsing websites for more information about your product or service. They come across a competitor’s website (a competitor with a shit website and even shittier product or service) and are able to have their questions answered immediately by a friendly online chat service. If you have someone sitting at a reception desk, you should have a live chat feature.
3. Free trial and heavily discounted first month
offers. (Consideration & Purchasing Stages)
While you never want to devalue the quality of your product or service, offering a free trial period and heavily discounted
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