Why is marketing automation different to other types of marketing?
For health, fitness, nutrition and wellness focused business owners & entrepreneurs.
For any business owners not familiar with marketing automation, it probably doesn’t sound all that inviting. The term marketing automation sells the service well short of what it can do and the impact it can have on your business. A better way to describe marketing automation would be client journey marketing.
Client journey marketing
Every business is, or at least should be, trying to improve their client journey. That is providing the smoothest possible journey for potential and existing clients to move toward and grow into an ideal client. These are the clients who get the most from your product or service, give the most back, and tell their friends and family members how much they love you. Client journey marketing through marketing automation is a framework designed to help you acquire, nurture and grow your client base while you sleep. It’s all about putting in place an automated system which proactively encourages a client at their unique stage of the buying cycle down the best path toward the ideal client.
Marketing automation is different to other marketing tools and channels because it doesn’t directly promote or sell your product or service. It can be used to do this, but that’s not the main goal. Marketing automation is used to connect all your client touch points, ensuring you are doing everything possible to reduce barriers between your clients as they get to know your business and move through the different stages of your buying cycle.
While marketing automation will let you automate repetitive marketing tasks, send email and SMS and build lead capture forms, the real goal of marketing automation should be to facilitate a highly personal and flexible client journey.
You should start thinking in terms of your individual client, and not your client(s). Every client has their own individual characteristics, health and fitness goals, needs and relationship with your product or service. As a result, each client should receive their own personalised marketing journey. As consumers, this is what we now expect, and this is what is required to gain the loyalty you need to build a remarkable business.
Let’s look at a couple of examples.
A boutique fitness studio.
Beth owns a boutique strength and conditioning studio. On her website, she has a special introductory offer where a potential client can fill in their details to receive a free two-week introductory pass. When a prospect fills in the form, Beth’s automation software sends an automated email with information on how the client can claim their two-week pass. It also sends through some short ‘welcome to the studio’ information. Once the client opens the introductory email and clicks to book the pass, they are sent some questions about their fitness goals, an induction video, and a digital form which every member is required to sign. Beth’s automation software is integrated with her booking system, and if after one week the prospect has not booked into the system to claim the pass, a notification is sent to her receptionist to follow up on the offer. Once the client has scheduled a time to come in, Beth’s calendar is updated and she is sent an email with all the client information. When the client arrives at the studio, Beth already has a deep understanding of their background, what they hope to achieve, and doesn’t need to spend additional time running through the studio induction information.
An online nutrition and wellness entrepreneur.
Gerrard is an online wellness coach. On his website, he has a free guide ‘Gerrard’s top ten tips on maintaining a healthy lifestyle through nutrition and exercise’. Thanks to a successful social media ad campaign, the guide is getting hundreds of hits per week. Gerrard makes the majority of his income through personalised online wellness consultations, individual wellness plans, and a book he recently released through Amazon. He doesn’t have time to personally connect with every visitor who has downloaded his guide. The solution? Gerrard has created an automation which triggers when a visitor has downloaded the guide, scrolled right through to the very end of the guide, and visited his website more than three times. Once a visitor has taken these actions, they are sent a personalised email inviting them to a free 10 minute phone call with Gerrard which is booked automatically to his calendar. These visitors convert at a rate nearly 10 times higher than the average downloader. Those visitors who have downloaded and read the entire guide without visiting the website aren’t offered the 10 minute phone call, but are still highly qualified leads. Because of this, they are sent a free chapter from Gerrard’s book in the hope they will later make a purchase.
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