A customized buyer journey could be the deciding issue for whether or not a purchaser turns into your loyal advocate, or whether or not they flip to your opponents. Each bit of communication you ship is a necessary touchpoint in constructing a significant relationship together with your buyer. A advertising automation platform like Act-On is the right device for creating cohesive messages, saving time and price, and easing the burden of repetitive duties.
In our newest webinar, Jennifer (Jenn) Pugsley, VP, Buyer Success at Goose Digitial, and our personal Jennifer Blanco, Sr. Buyer Advertising Supervisor for Act-On mentioned 3 foolproof methods to scale your small business with advertising automation. Each have a ardour for constructing buyer relationships and serving to prospects undertake advertising automation as a key device to rising their companies.
We now have the important thing takeaways from their dialogue on the best way to leverage your tech stack by relationship constructing, automation, personalization, and adoption.
Takeaway 1: Nurture Your Budding Buyer Relationship
Beginning off with a memorable onboarding expertise may imply the distinction between a return buyer and your buyer turning to your competitor. Client expectations for extremely customized model experiences maintain rising, and touchdown the shopper is just the start. Your greatest subsequent step is to nurture that relationship, and it begins with a correct welcome.
On this clip, Jenn Pugsley explains “Firms have a significant affect at this stage of the journey. Everybody remembers their preliminary expertise with corporations and extra so after the deal is full.” A carefully-made welcome sequence lets your prospects perceive what to anticipate and when to anticipate it. This provides you the facility to take issues additional with customized product suggestions primarily based on what your prospects have already purchased.
Tip: Keep in mind, maintain your communications customized and related to the shopper’s stage of their journey.
Takeaway 2: Ask Questions
Act-On’s Jennifer Blanco gives one easy tip to additional the shopper relationship; ask questions. When you might not win the sale on the primary contact, it will likely be the way you construct the connection alongside the best way that will generate extra repeat enterprise and referrals sooner or later. Have interaction potential prospects by asking questions, discovering their wants and ache factors, then connecting your advertising applications to these wants, or sharing the main points together with your gross sales workforce. By exhibiting curiosity within the particular success of their prospects, gross sales is ready to construct the connection with a delicate promote method.
Tip: Gross sales and Advertising working collectively could be the differentiator within the buyer’s eye.
Takeaway 3: Take Motion with Automation
Many entrepreneurs are both not totally tapping into their tech stack, or know they should make enhancements in they approach they’re utilizing instruments and applied sciences. Most instruments have the flexibility to talk again to your automation platform, and the proper configuration may imply the distinction between order and chaos.
Have you learnt what instruments you may have in your tech stack? There are an infinite variety of options obtainable to entrepreneurs, some that you could be be already utilizing right now, and this quantity is rising yearly.
Tip: By utilizing your instruments instinctively and to your benefit, it is possible for you to to work smarter and change into extra effectively. As you combine advertising automation with different instruments like your CRM, social listening platform, or ERP, you’ll start to see elevated outcomes.
Takeaway 4: Request the Referral
In keeping with Jenn Pugsley, the most effective methods to scale your small business is to implement an automatic technique to ask for referrals out of your most valued prospects. Phase your request to solely these you need to interact with and suppress anybody who doesn’t apply; for instance a C-suite or inside a particular area.
Tip: Referrals allow essentially the most highly effective advertising engine that you’ve got; your individual prospects and at a fraction of the price of a Google advert.
Takeaway 5: Create Related Content material
Prospects are participating in content material in new and other ways. We’ve seen a dramatic enhance in content material manufacturing and never simply content material for the sake of content material, however content material that’s significant and related. Firms are constructing content material not simply to drive conversions, however to construct model consciousness and begin a dialog. As extra shoppers are working remotely, they’re participating in and consuming content material on all completely different platforms; webinars, podcasts, social media, streaming providers and anything you possibly can consider. Video has change into important to communication, and extra prospects are utilizing their advertising automation platform to push out this ongoing communication and never simply to drive new leads.
Jennifer Blanco suggests going to the locations the place your prospects need to be engaged with, and are searching for your content material.
Tip: Communication isn’t about electronic mail blasts or one-and-done posts, it’s all the buyer journey.
Takeaway 6: Personalize and Educate
You’ve collected knowledge in your prospects and prospects, so why not use it? Personalization is the important thing to communication, everybody desires to really feel like they’re being spoken to, not bought to. Use the info it’s a must to phase your viewers and ship particular messages related to them.
Educate your prospects with webinars, guides, and movies. Most individuals belief the businesses that they’re already engaged with and which are offering them entertaining, helpful or inspiring content material on a constant foundation. Use this chance to proceed to nurture the connection and cross-sell on the identical time.
Tip: Personalization is extra than simply utilizing the primary identify within the greeting, it goes deep into your buyer’s knowledge and delivers related info.
Extra Insights From Our Professional Panel
Prepared for extra insights from these advertising consultants? Watch the complete recording for extra perception on the best way to make the most of advertising automation and the instruments in your tech stack to create a buyer journey, nurture your prospects, and create loyal relationships.