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You’ve got a fabulous website and you’re blogging regularly. You’re sharing your blog articles on your social networks and driving people to your website. You’ve got a terrific call-to-action (CTA) offer and are getting visitors to convert into leads. NOW WHAT? Are they being nurtured into sales? Probably not. Here’s where marketing automation (MA) comes in.

Affordable Marketing Automationmarketing automation

I’m sure you’ve heard of HubSpot and Keap (formally Infusionsoft). They are some of the giants in MA. However, their price tag may make it difficult for the little guy to afford. Enter MailChimp. You can get Marketing Automation with the FREE MailChimp startup plan! It’s free up to 2000 contacts in your email list (which is perfect for startups) and 1 automated response email. Now, unless your business takes off like a rocket, you can probably stay on the free plan while you’re growing. There are other email services out there like Constant Contact, check them out and compare. Choose the right plan that works for your business. Remember, start small and grow into it.

So how does Marketing Automation Work?

This short video from WishPond explains it…

Basically, MA helps you…

  1. Focus on what your customers want.
  2. Let the system do the hard and time-consuming work for you.
  3. Improve the customer experience.
  4. Lead potential customers through the buying cycle.
  5. Develop relationships with your potential customers.
  6. Send your potential customers targeted content.

For instance, if you have 3 distinct products — one for college students, the other is for millennials and the 3rd for GenXers. When someone clicks on that CTA, the landing page form should ask them for…

  1. Name
  2. Email
  3. Age bracket – with 3 choices

(No more than 3 questions. You can always segment them more later with subsequent emails.) Based on their answer, they should get …

  1. A welcome email with the offer download
  2. In a few days, they get an email with a video to watch or a link to a blog article that pertains to their age bracket.
  3. If they watch the video, or click to the blog, then they get another email with yet another article that walks them further to buying.

At the end of these blog posts, you ALWAYS want to have another CTA. You’re more likely to get the shopper to buy if you’re showing them things that interest them. The college student isn’t going to want to see the product for the GenXer and vice-a-versa. Of course, if they buy at any time, they go into yet another MA campaign catered to new customers. It just keeps going.

My favorite email marketing service is MailChimp. Instead of my having to do a video from scratch, showing how it works, I found this excellent one for you…

The video below from Media Leaders shows you how to setup Marketing Automation on MailChimp:

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This article first appeared on the AZ Social Media Wiz Blog.

About the Author(s)

 Giselle  Aguiar

Giselle Aguiar, founder of AZ Social Media Wiz is a social media, content and digital marketing consultant and trainer. She specializes in market research, strategic planning, social media and marketing automation setups, training and coaching.

Social Media Marketing Strategist, Trainer and Coach, AZ Social Media Wiz
 Save Time and Help Your Business Grow with Email Marketing Automation