When people talk about marketing automation, they generally mean using a CRM to automate client scheduling, accounting and invoices.
Although that is the first step in automation, it is only a small part of how automating your business & marketing can help your business EXPLODE (in a good way!)
Marketing automation, though, is so much more than that. But before we get into that, there are 2 myths about automation that I want to address.
Myth 1: Automation is Impersonal
- Marketing Automation allows you to create customized messages/ mails based on interests (segments & tagging). You wouldn’t be able to do this if you had 1000 subscribers on your list and had to send each of them an email manually. But of course, you need to know how to use segments and tags with your email list and bot subscriber list.
- Automation allows you to reach a user at every stage in their customer journey, with your brand offering the right content and products/services at that stage, thereby personalizing the entire experience. I don’t know if you would have enough hours in the day to do this manually.
- Marketing Automation saves you time that you can then spend on activities that truly need you, such as creating quality content and building relationships.
- Hubspot says that businesses that use marketing automation to nurture prospects experience a 451% increase in quality leads.
So you see, marketing automation is the opposite of impersonal.
Myth 2: Automation in expensive
Imagine you spend $200 on tools and software to help you automate your business, this includes a sales funnel builder and an email service provider. Using these not only saves you 5 hours a week, but also gets 200 new people to opt-in for your freebie.
Out of these, 10 book calls with you and you are able to convert 3 of them into clients. Even if you charge each of them $1000, you still have a huge ROI.
But using these tools made it so easy for me to have my lead generation funnel ready within a couple of days.
I had a full-time job, I needed to make it easy for me, and fast!
Here’s the thing though, you don’t need to start there. There are cheaper options to get you started and then you can eventually move to better tools.
The 5 steps to getting started with marketing automation for your business:
Before you go through these steps, you need an offer that is validated. These steps will probably do more harm than good if you try to implement them for a new offer that you haven’t validated in your target market.
So now that we have that out of the way, let’s get started with the 5 steps.
1. Entry to funnel:
This is the traffic part of your marketing. You have a huge advantage if you are using paid advertisements to drive traffic to your funnel because once set-up and optimized, Facebook ads require very little work, that means they are mostly automated.
Not everyone is ready to run ads for their business and so you want to make sure that you have the budget and strategy in place to go with this option.
If you choose to use organic traffic to drive visits to your funnel, you should know that there is very little that can be automated. I suggest not using third-party schedulers for any kind of content, especially for Facebook since they tend to have a lower reach.
The only way you can reduce the time you spend on this is to have a step by step process to post content consistently and to leverage other opportunities such as interviewing in other Facebook groups, guest posting, podcasting etc.
2. Lead generation:
This is my favorite step in marketing automation. In this step, you want to make sure that you have a strong free asset for your offer, it could be a video series, a webinar or even a challenge. Videos work best because they help you build a connection and trust with your audience much faster.
Once you have an asset in place, it is time to build a funnel structure for lead generation. The funnel structure generally consists of 2 pages, the landing page and the thank you page.
The landing page for you free asset should be simple, specific and easy to navigate. Make sure you mention how your asset is going to help your audience and give them a quick win.
You can use the thank you page to include an additional touch point. Invite them to join your Facebook community, get them on your chatbot and just ask them to book a call with you!
Here’s the important thing, your free asset will be different for your audience at different stages in their journey with you and your brand. For example, a guide might work best for someone who doesn’t know they have this problem or struggle.
A video series would work for someone who knows their problem and are looking for a solution. A webinar might work great for someone who trusts you, knows that you have the solution to their problem and is very close to buying from you.
So, depending on who you are reaching out to, the medium for your free asset will change. My favorite tool for creating a funnel structure is Clickfunnels .
3. Audience building:
So, you got someone to opt-in to your email list, now what?
List nurturing is more important than list building. If you don’t use email marketing and chatbots to talk to your audience, provide value and eventually sell, it’s time to start NOW!
It takes about 5-8 touch points for someone to trust you enough before they decide to start working with you. These touch-points occur via email, your Facebook group, Facebook ads and chatbots. This is one reason why retargeting works so well when it comes to Facebook ads. It gives you a platform to become more visible in front of people who already know you.
You should be using at least 3-4 platforms every day to be in constant touch with your audience.
Also, it is so much easier to sell to someone who already knows you and trusts you than to go out and search for new leads all the time. This makes building your audience super important.
My favorite email service provider is Convertkit. It integrates seamlessly with almost any other platform and also provides advanced capabilities in terms of tagging and segmentation. The other tools that you can use for email automation are Active Campaign or Infusionsoft.
For chatbots, Manychat is the best platform to get started on.
RELATED: Join the free Facebook messenger bots mini course here.
4. Content mapping:
Imagine never having to think about content topics again.
How would that feel? How much time would that save you?
More than you think.
That’s the reason I created the content mapping process. It is simple. Use a tool like coggle.it to create a mind map of all the content themes that you can think of. These are the categories you want to use for your content.
Here is an image of my mind map:
Once you do this, select mixed themes for every day of the week.
For example, on Monday I might want to create a content around my experience as a tennis player and my first business. Once you have themes set-up for each day of the week, it becomes so much easier to create content.
You can create this content all at once for the week or every day in the morning. It will still only take about 30 minutes because you already know what you are going to talk about.
You want to make sure that you go into detail in your content rather than talking about more things. This will help really provide value to your audience.
5. System to sell with ease:
This is the part when you move a lead to become a customer, even if that means selling something for $7. Here, you are not actually selling, you are taking the customer down a journey, and buying your low-cost offer is the next logical step for them, and is a no brainer. This offer is called a tripwire and costs anywhere from $7 to $47.
The way you include this in your lead generation funnel is by replacing the thank you page with a page that sells the tripwire. You want to make sure that your tripwire offer is so much more valuable than the price you are selling it for, that it becomes an easy buy for your audience.
It is so much easier to get someone to buy from you again than to sell to someone who has never bought anything from you.
So, you see, the tripwire is the perfect offer to move from lead to customer, without implementing any sleazy sales tactics. It is a smooth transition for your audience, one that will give them a lot of value at a very low cost.
By implementing these 5 steps to a validated offer, you can slowly start automating your business.
Do you use any of these in your business? Let me know in the comments below!