The first step is to identify the target audience. As specifically as possible. What industry is your ideal target audience in? How big is the company? And what function, challenges, pain points or desires do they have? What drives them to buy your product or service, and more importantly, why not? So you start by creating a buyer persona by analyzing existing data. No problem if you haven't created a buyer persona yet. We will be happy to assist you.
Once the target audience is clear, it's time for step two. What platform is your target audience active on? Each platform has its own strength - where Facebook and Instagram are best suited when you want to target certain areas of interest or personal characteristics, LinkedIn is more suited when you want to target certain business functions.
Your website is an essential part of your online strategy. The website (or landing page) is where you convince visitors to convert. To show visitors that you are the right provider of your product or service, a strong lead magnet is key! By this we mean content, valuable enough for visitors to leave their details. This lead magnet forms the basis for the automated follow-up. So your unknown visitors suddenly become known visitors!
This is the phase where your potential customers first encounter your brand, product or service. In this phase, it is important to reach as many people as possible who may be interested. A video (ThruPlay) campaign appears to be most suitable for this phase. A video is an attention grabber in someone's timeline and gives the opportunity to provide visitors with moving images with audio. To reach these people again in the next step of the funnel, you can save target groups of people who have watched your video.
Click here for the ThruPlay manual!
Facebook ThruPlay campaignsIn this phase, you target people who have shown interest in your brand, product or service in some way, but have not yet converted. In this phase, you need to address your customer's pain points and needs. They have become aware of a certain need and start to orient themselves. This phase is an essential phase to increase your brand's appeal. Above all, make sure you inspire and convince people to take the next step in their journey.
In the previous phases, your target audience has come into contact with your brand and shown interest in your company. When they have visited your website and viewed one or more pages, your target group is warmed up. This phase is the moment to win over your customers. Depending on your target group and your company, different actions are possible. With a good ad and call-to-action, there is a good chance they will convert.
A good lead magnet is considered valuable enough for the visitor to leave their data. Leaving their data, also known as the opt-in, is the trigger for starting your marketing automation workflow.
The foundation for contacting your lead has been laid. They have made a download or request via your website or landing page. Based on this download or request, you get some more info about the lead's situation. What pain points and challenges does your lead have and how can your product or service solve them? You will provide more information about this via automated, personalized emails. And by analyzing the click behavior of this lead, you get some more information. Give and take. That's how it works.
In this way, you "warm up" leads and guide them through the customer journey. One step at a time. Until they are warm enough for conversion. Based on the behavior of your lead, his or her profile is automatically enriched. When this lead meets the preset criteria, this forms the trigger for the sales follow-up (SQL). This is the time for salespeople to pick up the phone and make personal contact.
Those are always assured that they are calling at the right time. No longer too early and certainly not too late either! So they can use their time more effectively, which is great for you as well.
In marketing automation, you can measure everything. So you don't shoot with hail. You can track lead behavior. What did the lead read or not read? What does he find interesting or uninteresting? This is essential to know. Everything can be seen at a glance, allowing you to make the right decisions.
Marketing automation is the future for improving your sales and marketing process.