ABC Camp has a diverse leadership team, ranging from 20-something to 62 years old. Their preferred ways of connecting with prospects is as varied as they are – some use the phone, while others like email or social media to connect. While ABC provides an array of marketing collateral – from brochures, e-newsletters, or videos– they don’t always use them. ABC is looking for a way to ensure that their promotions and messages reach their prospects consistently – regardless of who contacts them.
They are sure that if they could get their team to offer consistent ‘touches’ it would improve the camp’s overall ‘close rate.’
What if there was a system that could automate tedious and repetitive tasks, such as email marketing, social media posting and ad campaigns? Could a more consistent approach improve your company’s ability to close business?
With the advances in software technology, businesses can now take advantage of marketing automation tools that business leaders of the past would envy.
Done well, marketing automation makes it easier for companies to attract and nurture leads and help transform them into repeatable sales opportunities.
What companies tell us they like best about using automation tools is the way they mature prospects from curious – to close.
With its sophisticated abilities, marketing automation can offer varying replies to your leads’ responses. For example, Prospect #1, who gets your email and then visits your camp’s website, plus signs up for text alerts would be treated differently than Prospect #2, who ignores the first 2 emails that were sent to him.
Put more simply, automation helps you respond to your would-be client in a more three-dimensional way.
The practice of automation lets businesses see beyond just open rates on emails. It provides an across-the-board view using other platforms and channels that influence a buyer’s decision.
Automation decisions can be complex. But rather than bog down clients with the individual features of each marketing tactic, we focus on what business results our clients are seeking for long term success.
When discussing the possible use of marketing automation with our clients, we ask the following questions:
- Are you currently generating a dependable flow of leads that fit your criteria?
- Are your marketing and sales teams in alignment about what conversations need to take place in order to produce a sale?
- Are you knowledgeable about the prospective family’s journey – from inquiry to registration?
- Are you able to track leads across each ‘touch point’ that a potential camper has with your camp?
- Are you satisfied with your lead nurture strategy?
By answering these questions, a strategic planning expert is able to determine what automation strategies to implement, tailored just for your business.
Unsure if marketing automation is right for your business? Let’s talk.
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