I hope I grabbed your attention because the stuff I am sharing here is real.
Before we dive deep into why I told you to forget email marketing, let’s have a look into an example of a customer’s journey.
The first stage, Awareness:
The lead becomes “aware” of a product or service that could provide a solution to their problem.
Likely, the lead will research and have a look into their alternatives.
Then you would have the next stages like purchase, retention and so on…
I don’t want to oversimplify this, however, I want you to understand that email marketing alone won’t help you.
In fact, I will go further and tell you HOW email marketing CAN help you:
- Webinar Reminders
If there is ONE thing that email marketing is extremely good at, is providing information at a timely matter to a segment.
Going back to the customer journey, the emails work great.
Leads will open an email that has a lead magnet they want.
In fact, the first email in any email sequence providing a link to a lead magnet is usually the one that has the biggest open rate.
The issue is, at the beginning of their customer journey, they are receiving value, it is usually a 1-way street.
Once you start pushing them to buy or to take action to move forward to the next stage in your pipeline, the email alone won’t do the job.
So… forget about email marketing ALONE!
If you are not evolving and introducing new ways to follow up your leads correctly and manage them accordingly, chances are, you will be leaving money on the table.
If you want to have an unfair advantage over your competitor, you need to automate your lead management and have STRONG follow-ups that will have a lot more then email marketing.
I’m talking about different ways to reach out to your leads.
I personally help my clients with ActiveCampaign and some of the follow ups are quite assertive (aggressive), depending of the industry.
I have a client in the real estate industry, that has 4 different follow up sequences including different touchpoints: Email, SMS, MMS, Ringless Voicemail, Custom FB Audience and chatbot.
All the above are automated AND if the lead doesn’t take action, someone from the sales team will contact them to check their pulse.
The message is simple:
If you are not managing your leads properly and getting them to move forward by reminding them to take action using multiple touchpoints, you will be missing on opportunities.
Assuming you have many leads coming in daily, you should automate your outreach and introduce strong (automated) follow-ups.
Track everything you do and continue to optimize to increase your conversions.
One of my clients have 97K followers and he never used email marketing whatsoever. Now, after the implementation he is quite surprised at the profits he is able to achieve with the backend because we are segmenting who purchased in the past, nurturing the new leads, and reminding the old leads to move forward and continue to purchase his new courses and products. And the best part is that it’s all happening on auto-pilot.
Need help with your lead management?
Reply to this email with your questions. I’d be happy to help!