How to Establish High Quality Lead Generation Using Marketing Automation

Are you looking to increase profitability by generating high-quality leads from your website? Do you often feel short on time and find it challenging to integrate important business development tasks into your day? The largest bottleneck to business growth is time, especially considering that every business has objectives to meet. Relieve that bottleneck by deploying a marketing automation tool to help reduce the time required to manage lead generation processes.

Many businesses aim to boost their website traffic through social media, SEO, or advertising, but that's only part of the challenge. Maximizing website traffic is pointless if it doesn't contribute to your business growth and profits. Engage your customers effectively during their buying journey, as it often takes seven interactions for them to feel ready to do business with you.

To establish an effective lead generation campaign, you first need to define your targeted customer personas. To help you do this, you may want to consider running polls on social media and by interviewing your customers. Depending on the exact dynamics of your company, you may have multiple services that appeal to different customer personas. Your buyer personas only can help your company improve its brand messaging, and become more engaging with its ideal customers. Focus on your top 3 or 4 customer personas, as they account for 90% of a company's sales, according to Mark W. Schaefer's study. Then, prioritize your personas so that your company dedicates a higher level of resources to ones with higher growth potential.

Create a landing page that clearly communicates your unique value to your target customer. Create a form to gather user contact information in exchange for free content, which will be sent through an automated email. Allow the user to download the content through a link in the email. Be sure to place the inquiry form in a place such that a visitor does not need to scroll to see the form. Next, encourage the user with a call to action that advances their buying journey.

Don’t forget to send lead nurturing emails to remain top of mind and continue building a relationship with your prospects. Of course, you ultimately would want the prospect to purchase your service. Though, you would want to ensure that you do not annoy prospects by just sending out a link to buy your offering. Instead, offer additional content that is of interest to the prospect, introduce complementary offerings, or advertise a limited-time promotion. After adding more content to your emails, include a call to action below it to make it easy for prospects to purchase your service. Lead nurturing is most effective when you use collected data to personalize emails, generating 18 times more revenue than standard broadcasts.

The real power of marketing automation then shows up when lead scoring is leveraged to dynamically prioritize your CRM. Lead scoring includes a user's interactions on websites, social media, and email campaigns. Tracking begins when a customer submits their information on a landing page or clicks on a received email. Higher lead scores indicate prospects more likely to purchase, allowing your sales team to focus on those most likely to convert.

We recommend strategically following this process using a reputable marketing automation tool. Achieving ROI is easy because the savings from increased productivity usually outweigh the software costs, even with just one sales employee. A marketing automation tool can enhance your lead generation strategy and increase your business's long-term success.