Marketing Automation Guides Leads from Generation to Conversion
The marketing automation system is designed to gently guide leads from the initial generation to final conversion. There is a steady stream of potential customers surfing online every day in search of new products and services. Marketing automation software captures, nurtures, qualifies, and converts more online leads than any other automated marketing system.
Automated Lead Generation
Marketing automation software is designed to capture every potential lead that comes in contact with a website. The process is completely automated, so no lead can escape its grasp. Their online profile and behavior is automatically extracted and used for lead profiling and scoring.
Improved SEO Drives Traffic
The content marketing automation produces is successful at nurturing leads, but it also helps drive more traffic to a website. Search engine’s rank websites based on quality content and keywords. Marketing automation assists SEO efforts by using keyword-rich articles to inform and engage visitors.
Better Lead Profiling
It is easier to guide a lead from generation to conversion when a company understands their needs and interests. Marketing automation uses online registrations and surveys, as well as their online activity to develop a comprehensive profile of the lead.
Scores & Prioritizes Leads
By comparing the lead’s profile against the profile of an existing customer, marketers can better evaluate whether the lead is ready for conversion. Every demographic and behavioral characteristic is given a value based on relevancy and then ranked by how closely they match to current customers. The sales team is only given leads that a high chance of conversion, so their valuable time is never wasted.
Segments Leads into Similar Groups
Marketing automation is a craft that balances automated technology with personalized attention. It cannot successfully convert leads by using the same approach on every potential consumer. Unfortunately, it also cannot efficiently address hundreds or thousands of lead’s individual needs. The compromise to this problem is lead segments. By grouping leads together that have similar interests and backgrounds, marketers can offer a more personalized approach without having to customize their efforts for every single lead that is generated.
Nurturing Leads with Customized Content
One of the most effective ways that marketing automation guides leads from generation to conversion is through lead nurturing. By taking the information gathered in profiling, marketers can develop customized content directed at each lead segment. This information is created to build trust and strengthen relationships with potential consumers by offering them value prior to conversion.
Marketing automation guides leads from generation to conversion by first capturing them as they surf online, and then profiling, scoring, segmenting, and prioritizing each lead based on their characteristics and needs. It also uses quality content to both enhance SEO and nurture leads into consumers. Marketing automation covers the complete lead management process from start to finish.
