Growing a business in the digital era affords the business owner much opportunity.
With the advancement of technology, the small business owner now has the ability to execute their marketing on an enterprise level.
And rightfully so, expect enterprise sized growth and results without the necessity of hiring much staff.
While this is true, it is not straight forward to achieve.
After years of observing many businesses fail to achieve the growth they desire I was able to identify a trend as the main cause.
That trend was...having a lack of understanding the systems required to scale and how to build them with right technology.
This guide will help ensure your business does not show up in such a trend.
What Is Marketing Automation?
I define marketing automation as:
"the effective means of employing technology to automatically execute your marketing processes."
Special emphasis on the word processes.
Nowadays, people think marketing automation is some magic that you sprinkle on your business to enable money to start pouring out while they sleep.
It's not uncommon for a business owner to rely on automation for their business success when things aren't working and they are feeling overwhelmed.
Both approaches are detrimental.
I'm here to inform you that marketing automation is all about your processes.
The processes you have set in place to effectively progress strangers through your business to become customers.
Dictionary.com defines a process as:
“a systematic series of actions directed to some end"
These processes make up the 5 systems every business needs in place in order to scale.
Envision these systems working in sync with one another. Passing your contacts from one system to the next and collecting valuable data all in a seamless manner.
It is true automation harmony. And it is how your business will be able to make millions (hopefully billions) of dollars.
Let's go over these systems and how to achieve such harmony in your business.
1. Traffic Generation
As with any system, your output is proportional to the input. In other words, garbage in equals garbage out.
When it comes to generating traffic for your business the quality is much more important than the quantity. In fact, focusing on quality traffic will position you to generate high quantities of traffic later.
By quality traffic I am referring to attracting people that are highly interested (preferably already searching) in what you have to offer. This type of traffic shows up on your website with the intent to take action.
The technology involved with generating traffic includes: WordPress for content marketing, Google Adwords, and Facebook Ads
Your ability to do this effectively will determine the effectiveness of your second system.
2. Lead Conversion
- A pdf download (ebook, white paper, report, guide, slide deck, etc)
- Audio file
- Video training series
- Product demo
3. Follow Up
- Research shows that 35-50% of sales go to the business that responds first [Source: InsideSales.com]
- If you follow up with a web lead within 5 minutes, you’re 9 times more likely to convert them [Source: InsideSales.com]
- Nurtured leads (or leads you follow up with) make 47% larger purchases than non-nurtured leads. [Source: The Annuities Group]
4. Sales Conversion
5. Product Fulfillment
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