Transcript: Automated Marketing While You’re Away
Hi, this is Frank Bria the host of the podcast Scale to Success. I am floating out here in the middle of the Pacific. It’s a vacation, but also an opportunity to talk to you a little bit about marketing systems. Because while I’m out here and not connected to the internet at all. I’ve still got sales marketing processes going on. I want to talk to you a little bit about that, because I think everybody knows that you need to have some kind of a system in place but don’t really understand what the purpose of that system would be. In today’s blog post. I want to talk a little bit about why you need different levels of automation in how you’re communicating with prospects.
Automated marketing starts with having prospects segments and treating them differently.
For example,
today’s podcast episode all talks about the segments that you have in your prospect audience and there’s 4 of them. A lot of people think about prospects as all kind of the same, but they’re not. They’re actually in very different places in the sales cycle in getting to know you and your business and you have to treat them that way. Because marketing really is a conversation, if you’re building relationships over time, you need to have a conversation. The point is, what is that conversation supposed to be when it’s automated. The best we can do now with the kind of e-mail marketing automation that we have is to split up that prospect segment into different groups depending on the things that they need at that time. When I talk about prospect segment, I’m not talking about customer profiles. We
already talked about those.
Our automated marketing system has an automated conversation with our prospects by “listening” to them when they interact with our marketing messages.
We’re talking not about the demographics and psychographics that make up our target audiences, but instead about where somebody is in the process of getting to know you and your business and how that changes over time. Because somebody in your target market – maybe your perfect avatar – doesn’t know you and then they move through different phases until they decide to actually purchase something from you. Each of those different phases should be treated differently and get a different message from you. You need to be able to automate that so that you can recognize when a prospect through their behavior tells you that they’re ready to move to the next level. They do that usually by interacting with a call-to-action that you have.
Our prospects speak to us by interacting with the calls-to-action in our automated marketing messages.
The calls-to-action don’t have to be purchasing things. There are plenty of other kinds of call to action. In fact there are 4 different kinds for the 4 different kinds of groups that there could be in your prospect market. You need to do something different with each of them. Today we’re actually going to talk about this, in the
podcast episode. That’s episode 12. Hopefully you’ll get a chance to listen to that. From there you should be able to learn a little bit more about those different prospect segments. The point is to put that in a system where, as a prospect indicates that they’ve changed based on the behavior that you’re sending them now, they get new and different communication. We’ll start talking about how to do that today. In a couple of days we’re actually going to talk specifically about the messages that they should receive and how you can send those different messages both in e-mail and in other marketing avenues as well. Again, this sort of is the point that you can be doing that, that all can be automated for you without you personally having to interact with each and every prospect. Maybe you can pick and choose the ones that are highest value to you, or maybe you can pick and choose the ones which are closest to actually closing the sale. In the meantime, you still have a marketing process that’s working while you’re – say – floating in the Pacific Ocean. Until next time, I’m Frank Bria. I hope to speak to you soon. Bye-bye.
