Eric CookCEO & Co-Founder, Community Banking AI · “Recovering” Banker | AI Strategist Building High-Performing Bank Websites Driving Digital Growth | Helping Community Banks Stay Competitive & Relevant in the Digital Age | Industry Advisor, Podcaster

Marketing Automation Turns Visitors Into Leads and Leads Into Customers

20 Nov 2016 · 2 min

Watch on YouTube

2:13

In this promotional video, the narrator explains how marketing automation can guide website visitors through the buying cycle, converting them first into leads and then into paying customers. The core of the presentation is a set of five best‑practice guidelines: (1) identify your audience by creating detailed buyer personas; (2) align marketing automation workflows with sales processes and capture engagement data in a CRM; (3) produce valuable, helpful content that qualifies leads early; (4) employ a multi‑channel nurturing approach that includes dynamic website content, email, social media, retargeting, and sales‑team interaction; and (5) continuously test, tweak, and repeat campaigns using data‑driven insights. The narrator also highlights the broader business benefits of automation—more leads, cross‑sales, upsells, and improved customer care that turn customers into brand advocates. The video concludes with a call to action, inviting viewers to contact a local WSI digital marketing consultant for assistance.

Chapters

Turning visitors into leads and leads into new customers. Successfully delivering appropriate messages helps you to lead customers step-by-step through their buying cycle. Marketing automation enables you to set up a workflow of highly personalized marketing messages designed to convert website visitors into leads and then your new leads into paying customers. Here are 5 best practice guidelines to get marketing automation working for your business. 1. Identify your audience. Before you can start creating your emails, autoresponders, workflow messages, and landing pages, you need to know your audience. Create buyer personas to help you understand how to produce content that addresses your customers' specific needs and challenges. 2. Sales and marketing alignment. Your marketing automation campaign should be aligned to your sales processes. Recording every point of engagement to an online CRM will provide detailed customer profiles for your sales team to successfully nurture leads through their buying cycle. 3. Create valuable, helpful content. Delivering the right message that appeals to your target audience will not only drive an engaging marketing automation process, it will also qualify your leads from the start. So be creative, be informative, and be focused. 4. Multi-channel lead nurturing. Effective marketing automation campaigns will feature a multi-channel approach with touchpoints including dynamic website content, email, social media, retargeting, and interaction from your sales team. 5. Test, tweak, repeat. The beauty of digital marketing is that it provides a constant flow of data to assist you in optimizing campaign results. A consistent program of monitoring and improving your workflows will increase your overall competitive advantage. In addition to increasing leads, marketing automation systems can help increase cross-sales and upsells and improve customer care processes. turning your customers into active fans who will be ready to recommend you. If you would like help getting started with marketing automation or improving your current campaigns, get in touch with your local WSI digital marketing consultant today. WSI. We do marketing.