Small business automated marketing is the most efficient online method to grow your revenue. While creating content is crucial as a long-term strategy for marketing, as well as developing an organic marketing presence, nothing can drive leads faster than a paid campaign that nurtures those leads on a continuous basis.
In order to laser in on exactly what your business needs, one must map out the sales process from the instant someone searches for your product, all the way through the purchase or sign-up. Special attention needs to be made to the products or services, the competition, what people are buying and why. With a map to success outlined, a sales funnel can be created and optimized.
Small Business Automated Marketing 101
Step 1: Conduct A Marketing Analsyis
Marketing analysis is the business process of accessing vital information that will allow sending the right message, in the right way, to your target audience. Proper market research can be the single difference to the success, or lack of it, in marketing any product or service. This research will allow to answer these critical questions:
- What marketing is successful and why? Provide examples of it for the development team to look at.
- Which programs have produced the highest returns?
- Which programs didn’t produce ROI?
- What do you think of your current marketing? What would you change and what would you keep?
- What would you like to achieve with our program?
Step 2: Create The Content For the Marketing Funnel
The marketing funnel is how we move your prospect from one who is searching online to someone who is now reaching out to you, requesting more information in some way. The funnel consists of:
- Paid ads.
- Landing pages. (One page sites that make an enticing offer which captures the identity)
- Call to action resulting in a captured identity or sale.
- Thanking the person for taking action.
- Offering the next call-to-action. This is ether an “upsell” or to connect on Facebook fan page.
- A scheduled email campaign that nurtures the lead, offering more products as well as building a connection and loyalty to your brand.
Step 3: Create optimized Landing Pages
A landing page is where the enlightenment is for the service or product. We create different versions of these to see what will pull best. Then, we only utilize the version that produces more requests or sales.
It’s good to make your offer easier to find than the competition and easier to get. Sometimes, in order to get a purchase or to get potential prospect to call, an offer must be given that they cannot refuse. The offer can come in many shapes and sizes. A smart marketer will utilize these to get the client and create a repeat customer. A poor marketer will try to get the one time sale.
Step 4: Launch the Campaign!
Once the various landing pages are created, we now launch the campaign. These ads will appear on predetermined sites, such as Google, Facebook, LinkedIn, Yahoo, Bing, etc. You are now live online, making your offer to your target market.
Step 5: A/B Testing for Success
This is what addresses why your online marketing failed in the past.
“Never stop testing, and your advertising will never stop improving.” – David Ogilvy
By testing both the ads, landing pages, the phone calls and where they are coming, we are now increasing each following step. By taking the successful points at of each step, we exponentially increase your results. Getting a 300% increase in leads could prove to be the result of tweaking one or two steps. Continuing to do this throughout your entire sales process can double the size of your business, which is our objective.
With the landing pages created, we can add a Facebook Tab to your page. This can drive traffic to your business right away by featuring offers or they may want more information and opt-in to receive it.
Step 6: Nurture Your Prospect’s Interests
Prospects are defined as the people that have given you their identity or friended your page, but just aren’t ready to buy quite yet. This is where most companies fail, as they do not follow through and stay in communication with their newly procured prospects. Companies tend to allow these leads to slip through the cracks. If you’ve had failures with online advertising before, it’s usually not because you didn’t generate some traffic to your site, but that you failed to keep that traffic coming back to you over and over until they did buy. This would have made paid advertising worth while.
How is this accomplished? By staying in communication with them about your products/services that they were originally interested in. This is usually accomplished through a series of automated emails that can be perfectly timed to help nurture your potential clients and even your referral partners.
The point is to offer someone to opt-in for more information or discounts. When they do, a specifically designed email campaign will be ready to be delivered to that exact person. The emails may be customized, personalized and timed accordingly. We find that seven emails is an appropriate number. People usually buy before then and when they do, the emails will stop advertising.
We will be in regular communication on each step of this setup to ensure that all your information is accurate.
Step 7: Analyze, Adjust & Augment
A weekly report will be given regarding the statistics of the ads, landing pages, click-throughs, calls, and opt-ins will be sent to you weekly via email. In the near future, this will be completely synchronized with a membership login for you to see these results 24/7. Additionally, you will receive a 1/2 hour consulting call per month to ensure that we can see where the ads are winning and where they need to be adjusted.
We will incrementally adjust each ad based on how well they are doing, then do the same for each landing page, and on and on, making each better. This is crucial to small business automated marketing.
Landing pages should have enough traffic to alter and improve them about every week to two weeks. We will monitor the stats regularly and pin-point whats working and what isn’t. In this way, we can see what people are looking for and the direction to steer your other marketing campaigns.
Step 8: Small Business Coaching
As part of our monthly service, you will also receive a one hour session of Small Business Coaching. Our coaches are highly trained in online marketing processes, and this alone could cost you $200 per hour. This is a complimentary service to you as our client.
Your Small Business Coach will go over additional ideas and strategies on how to best utilize your marketing tools, as well as how to leverage your social media, content marketing, how to activate your “brand advocates”, as well as how to optimize your website in order to be found organically in local search results.
Increasing Your Leads By 300%
When you are looking to dramatically increase your leads with small business automated marketing processes, look to this exact sequence and plan to generate your best clientele.