Hello, Fujii, I'm strong.
Needless to say, getting the contact information of a prospect is a "business essential".
However, even if you get the prospect's contact information, it will beThe very first entrance to marketingIt's just that.
What is important to actually make a profit is beyond that.
For example, you obtained the email address of a prospect. After that, by building a relationship with the prospect, you can win their trust that "this person's information is different from others, I can trust you" and get them to purchase the paid products/services you sell.
When it comes to purchasing, sales finally come out and profits are generated.
The first thing you should keep in mind to master web marketing"Marketing automation"We will explain it in an easy-to-understand manner with examples.
What is Marketing Automation (MA)?
"Marketing automation" sounds difficult, but it's actually simple and easy to understand.
To explain it smoothly into the brain,"If A occurs, do B."That's all there is to it.
To give a more specific explanation, I will present the marketing automation I am doing.
A: Someone downloaded my e-book
If this happens, then
B: Automatically send emails to the person
I will set it up. As a result, I automatically send emails to people who download the ebook.
It's a very simple and easy-to-understand gimmick. By organizing marketing automation in this way, you can automate this task of "doing B when A occurs".
If you manually send an email to each person who downloads the e-book, it will be difficult. However, by setting up marketing automation, you can automatically send emails to the other party.
Applied Marketing Automation
It is also possible to automate more complex tasks in combination.
Let's take a look at the example of further development of marketing automation given above.
A: Someone downloaded my e-book
B: Automatically send emails to the person
C: Standby for 24 hours
D: Send another email
In this example, we tried to incorporate C and D work. By automating email sending scheduling, you can automatically send the next email after waiting 24 hours.
If you try to send an email manually, you have to measure the 24 hours on a timer and do the tedious task of manually sending the email.
However, by leveraging marketing automation, you can automate all of these continuous tasks.
This mechanism of automatically sending emails in order is often called "step mail" in Japan. Overseas, it is called drip marketing or marketing automation collectively.
No matter how you explain it, the basics are the same. The basics of marketing automation are done to get people to buy your products and services and grow your business.
How to implement marketing automation
Now, it's time to incorporate marketing automation into your own business.
What you need at that time isMarketing toolsis.
For example, to automate emails like the ones discussed above, use email marketing software. The most well-known email marketing software worldwide is Mailchimp. You can start using it for free.
Mailchimp comes with marketing automation features, so you can automatically send emails to people on a set delivery schedule, personalize your prospects, and branch your emails based on their behavior.
The "auto-send email" feature as a step-email is implemented in almost all email marketing software.
If you want to combine more complex tasks and automate them, you need yet another marketing tool. For example,
- A: Someone downloaded my e-book
- B: Automatically send emails to the person
- C: Sell services
- D: Receive the fee through the payment system
- E: Register customers who bought from you on the membership site
- F: Send order completion emails and receipts to customers who bought
- G: Save the buyer's payment information
In fact, all of these tasks can be automated by combining tools.
Generate leads, send emails, store information about service buyers, entitle and register buyers for membership sites, automatically issue receipts, and send them with order completion emails.
All of these can automate tasks that would otherwise be done manually.
Example: My Marketing Automation
I will give you an example. I offer online courses at GURUCAN. I use Leadcart to receive my tuition fees.
I integrate these two tools with Pabbly Connect.
Payment information for students who paid for their tuition on LeadcartOnline course platform "GURUCAN"It is automated and handed over.
In other words, students who have paid for the course are automatically enrolled as students in the online course, and students can learn freely.
At this time, we also automate all sending order completion emails and receipts.
Incorporating marketing automation can dramatically make your business more efficient. As a result, you can focus on the work you need to do.
Important parts of marketing automation
If you read this far, it seems that marketing automation = just automation and misunderstanding, so I will finally tell you the important fundamentals of marketing automation.
That is"Building relationships"is.
Remember that there is a "human" on the other side of the screen.
The other party is a human. This means that the more you know the person on the other side of the screen, the stronger relationships you can build.
Why do many people not get results from email marketing? This is because this is just an act of unilaterally automatically flowing emails, and the marketing behavior is inorganic.
From the other person's point of view, because they only convey the fact that you have received a sales pitch email, you will continue to send unread emails without being able to build a relationship with the prospect.
How to build relationships with prospects
The easiest and most powerful method isKnow your prospectsis.
What kind of problems do potential customers have? What are you looking for? What are you interested in? By knowing your prospects, you can create and sell more suitable services. We can provide them with the products they have been asking for.
What exactly should I do?
I'm using it and it's getting results.Marketing tactics are "lead magnets"is.
There are many ways to explore the potential needs of potential customers, actually contact them, and build relationships, but lead magnets are the easiest and most effective ones.
By making several lead magnets, you will cut the segment.
For example, let's say you create a lead magnet for a "FB Advertising Guidebook for Beginners".
The downloaders are beginners who are interested in FB advertising, and businesses that run some kind of business.
Now, let's think about another lead magnet.
What if it was a lead magnet called "[BtoB] Strong Lead Generation Measures List"?
The person in charge of BtoB lead acquisition and the department show interest. You will be a different person from the person you receive the FB advertising guidebook for beginners.
It is segmented by the lead magnet you prepare.
Therefore, you can assume that "people are interested in this topic because they downloaded this lead magnet" and narrow down the content that is highly relevant.
As a result, you can build relationships with potential customers and build trust. From there, it will lead to the purchase of products and services.
Get started with marketing automation
In this article, we have explained the basics of marketing automation in an easy-to-understand manner.
I would like to be able to explain each process of marketing automation that has become more specific by the number of times.
EspeciallyMarketing automation tends to be inorganic because it aims to improve efficiencyis. Try to build relationships with the person on the other side of the screen.
That being said, I actually have a point of reflection, but is my marketing automation working? It is quite common for people to focus only on verifying the effect and ignore the other person.
Marketing automation is not just automation, but is based on the purpose of building relationships with others. I always keep my business in mind. Still, there are things I forget that I still can't reach.
Let's implement this marketing automation not just automation, but with the awareness of building relationships between humans.
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