Marketing automation is a thoroughly misunderstood
topic by the majority of people.
Most people think it simply has to do with using an
email autoresponder to send out lead magnets to
subscribers, but there’s so much more to it than
that.
Let’s look at an offline example that might help
you understand marketing automation in an online
capacity.
Let’s say you’re a salesperson in a clothing store.
A customer walks in, and you immediately ask if you
can help them. They say they are just browsing. This
is basically the equivalent of them opting in to your
email list, because they are now a lead—a potential
customer.
The customer walks over to a rack and starts looking
at blue shirts. You notice that’s all they are
looking at—blue shirts. This tells you that they are
probably interested in buying something, AND what it
is they are probably interest in buying.
So you walk up to that lead and say, “Hey, I noticed
you’re looking at blue shirts. We have a brand new
item in the back that just came in today. I think you
will really love it. Can I show it to you?”
The customer says yes, you bring them the awesome new
blue silk shirt you just got in that morning, and the
customer says they’ll take it.
But it doesn’t stop there. You can take it a step
further and tell them that shirt perfectly matches the
incredible navy blue slacks on this rack over here.
Boom! Cross-sell!
On the way to the register, you happen to mention a few
accessories that will perfectly complete the ensemble.
Next thing you know, the customer who was “just browsing”
walks out with $400 in purchases! Nice!
Marketing automation accomplishes the same thing, but
online. It’s like having your own smart sales team working
for you 24/7, watching customers, anticipating their
every want and need, and delivering exactly what
they are looking for.
In this series of lessons, you’re going to learn more
about marketing automation, including some powerful ways
you can use it to increase your business.
Tomorrow, we’re going to take a look at why you should
be using marketing automation, so don’t miss it!
Until then,
Reed Floren
P.S. If you think you’re too small for marketing automation,
you’re wrong. Find out why tomorrow!
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