In today’s technology world, it isn’t about technology, but rather your focus on your customer. Every customer has a lifecycle from a tire kicker all the way through to returning to you for repeat business. In today’s world of Social Media, people are bombarded by a lot of ads and crap from people to get them a lifestyle and the time they require to build a business and not be hamstrung by it.
Most people say they need more money. Fewer say the reason is to get more time. But out of these people most are struggling to get to this place, and aren’t willing to invest the time or money required to fully automate their business.
Today’s business environment is about customer interactions. Did you know that most of your customer’s aren’t those ready to pull out their checkbook for your latest project, but those who are interested and will down the track? What are you doing with these people? They will make up more than 97% of your target market. What are you doing for them to get them to buy from you? Most businesses don’t do anything, since they think they are a waste of time. But this can’t be farther from the truth.
Most people and their initial interactions with you come to you with a certain problem. This is how they can build a business and money to get more time with their family. They may not quite be ready to pull out their credit card, but are just looking at you as a way to give them that. For these people, they may look at you, buy are just not yet ready to buy from you. Perhaps they need a bit of time to put a few things into place to get them there? Completely disregarding these people is leaving a whole lot of money off the table for you.
The answer here is to understand how they interact with you, from every opening of an email you might send to them, to every click of a link, putting an automation workflow in place to deal with those people ready to buy from you right now to those people that will buy from you in the future. This is where Marketing Automation comes into place.
In the old days of marketing, this was mostly known as an Autoresponder, an email engine designed to send emails on a schedule. But these tools just don’t cut the mustard when it comes to automating the entire customer lifecycle. You need a workflow engine that knows what to do on every click (or not click after a period of time) of every email or every link. By knowing who is clicking, or not clicking on what, you will understand your customer more, and be able to place them into the right marketing message. After all, perhaps those who opened one of your emails, watched your video, but didn’t buy are the perfect prospects after some time to re-engage?
Further, the who point of marketing your business based on your lead and customer’s interactions with you will give you invaluable data that can be used to understand the buying cycle of your customers. This is GOLD.
Talk to me today on how to work with your market, leads and customers in a way that really showcases the service you give to people. After all, it is about people at the end of the day isn’t it? And every person wants to know you actually care about them along their journey with you. Welcome to the Customer Engagement and Service Era. Contact me today if you would like me to speak for your next event on this, or provide you with ways to use Marketing Automation to get closer to your potential and existing customers.