Hit Your Sales Target With These 4 Powerful Marketing Automation Goals
In an earlier post, we covered hot automation tips for boosting hotel sales. Today, we’re going to expand on those ideas and explore automation goals.
The topic of automation for a lifestyle brand is an important one. Why? Because the key to success lies on the organizations ability to efficiently attract and convert the best leads. Before you start considering ways to automate your brand’s marketing, you first have to decide exactly where your priorities are. It’s important to create specific goals and make an automation strategy. Once you do this, it’s easy to figure out exactly what you need automated and how you’re going to go about doing it.
Marketing Automation Goals for Lifestyle Brands
The way to do this is to identify which parts of the sales process you want to automate, and exactly what goals you hope to achieve. Broadly speaking, there are four key phases of the sales process: Awareness, Consideration/Engagement, Conversion and Retention. Let’s consider each of these separately.
The awareness phase of the sales process is where you spread awareness of your brand to potential customers. The idea during this phase is to simply get the word out and lead people to want to find out more.
At the awareness stage, you don’t have customers yet. You have website visitors, foot traffic, people watching advertisements, and so on. These people are coming into contact with your brand and your content for the first time. They’re exploring, not buying.
Things that you might automate in order to spread awareness of your brand could be blogging, social media, keyword placement, driving web traffic, forms on your website where visitors can sign up for your email list, and so on.
Consideration / Engagement
This phase of the sales process is where potential customers are “kicking the tires.” From the initial awareness phase, you bring these leads closer to the sale by providing them with information about your products and services and engaging with them on a personal level.
A good example of engagement is connecting and communicating with prospects through social media. When you provide content to your potential customers through posts or shares, you’re engaging them. When they feel that they are ready to buy the products or services you offer, they’re likely to buy from you.
There are many opportunities for marketing automation here. If you’re providing content, freebies, and deals to customers through an email list, every aspect of this list will be automated. Landing pages, sign-up forms, requests for information, and content creation and distribution can be automated.
“Freebie content is a great way to jump start a marketing automation program.” ~ click to tweet
The conversion phase is simple. It is here that you transform prospects into customers. This is where your prospect takes action. By this time, the prospect has developed a strong interest in your product or service through interacting with your content. A conversion could be a sale or a phone appointment, or it could be a click-through, a re-post, a share, or whatever other action you want your prospect to take.
At this phase, you can automate your call-to-action, landing pages, forms, contact lists and databases that automatically send out emails with offers, lead scoring and reporting.
Finally, post-conversion, you have to follow up with your customers and maintain a relationship with them in order to generate repeat business. At this stage, the prospect is now a qualified customer and you need to keep them engaged and interested.
You can automate customer retention with social media, new offers, email marketing, new content, up-selling, and so on.
In our next post on Automation, we’ll cover tactics and tools for each sales phase … so stay tuned!
Susan Tucker, Director of Digital Strategy
Susan brings her experience and enthusiasm as Director of Digital Strategy. A certified Inbound Marketing professional, she believes consumers should not be “sold to” but that they should find value in brands that are providing the products and services they are seeking. Outside of work, you can find her chasing her boys on the ski slopes or watching them on the sidelines of the soccer field.
Have a pressing digital marketing question for Susan? Contact her here.