If you aren’t taking full advantage of marketing funnels, email automation, and lead magnets, you’re losing out on business.
These three marketing powerhouses have the potential to gain you customers by helping you:
- Drive consistent leads that turn into sales for your company.
- Find 1-3 marketing channels where you can focus.
- Target the right people with the right message at the right time.
- Build a list of customers/clients who regularly buy from you.
- Measure the results of your marketing efforts and ad spend.
Eagan Heath, Digital Marketing Agency Partner at Asymmetric Marketing, shared his wealth of experience as Craft Marketing’s featured presenter January 30th, offering actionable insights into these powerful marketing tactics. Read on to get the highlights of Eagan’s advice and his real-life examples – you might just leave with a new idea to try out!
Maximizing Impact with Marketing Channels and Targeted Messaging
Identifying 1-3 marketing channels that align with your business objectives allows for a focused approach to engaging your target audience. By crafting messages that resonate with the right people at the right time, you can build a dedicated customer base that not only purchases regularly but also actively contributes to a growing brand community. This precision in marketing ensures resources are allocated efficiently, which yields measurable results and optimizes ad spend.
Understanding the Psychological Drivers of Consumer Behavior
You’ve heard of the 4 Ps of marketing: Product, price, place, and promotion. As marketers, we have influence over these elements.
However, the psychological factors influencing consumer decisions—such as the desire to save money, reduce effort, or gain social status—play a massive role in shaping effective marketing strategies. As a result, it’s our job to help them achieve those goals depending on our business’ specialty. Eagan pointed out that we know that people are persuaded by the principles of reciprocity, scarcity, authority, consistency, liking, and social proof, so they’re worth keeping in mind.
Lead Magnets’ Critical Role in Generating Leads
A lead magnet is something free you give your prospects to get them interested in your product or service. This approach not only sidesteps the awkward pressure of immediate sales conversations but also positions your business as a helpful resource in the eyes of potential customers. And that matters, since today’s consumers widely prefer to do their own research before having a serious sales conversation. Finally, an effective lead magnet can bridge the gap between initial interest and the decision to purchase, making it a pivotal element in nurturing leads.
Eagan provided these examples of effective lead magnets he and his clients have used:
- “Get 20% off your first purchase” or “Get $100 off your first purchase”
- A quiz related to your products or services.
- “Want to learn digital marketing step by step?” Leads to a course.
- Make the lead magnets as easy to follow through with as possible: “one button” if you can.
Navigating the Buyer’s Journey with Strategic Interventions
Understanding the buyer’s journey lets you craft more effective tactics that resonate with prospects throughout each stage of the journey. Each phase presents unique opportunities for engagement, you just have to know when to respond and what tactic to use (lead magnets, search engine ads, emails, etc.). By aligning lead magnets and targeted advertising efforts with specific stages of the buyer’s journey, you can ensure that you’re present and persuasive at the moments that matter the most – and before the competition.
Eagan provided the following guide, revealing which tactics are primed to perform best at each stage of the buyer’s journey:
- Vague Problem or Desire: Lead Magnet
- Specific Problem or Desire: Lead Magnet
- Solution Aware: Search Engine Ad
- Brand/Company Solution Aware: Social Proof Remarketing, Emails
- (This is when the customer’s first purchase happens, congrats!)
- Repeat Purchase: Subscriptions, Upsells, Cross-Sells Referral Emails
The Advantages of Email Automation in Marketing
As annoying as a full inbox can be, email marketing remains a powerful tool for maintaining communication with potential and existing customers. By automating this process, you can deliver personalized content that educates and informs your subscribers, gradually building trust and authority. This not only keeps your brand top of mind during the period when your prospect isn’t ready to buy yet but also prepares them for when the time is right. That means both an increase in overall conversion rates and less work for you!
Speaking of less work for you, let’s move on to our closing tip from Eagan. If you’ve tried to maintain a consistent traditional newsletter, you know how time-consuming it can be. There’s also the problem that everyone on your email list is at a different place in the buyer’s journey. The more effective approach: Use lead magnets to segment your audience and deliver tailored email sequences. This way, your subscribers receive content that is relevant to their specific interests and stage in the buyer’s journey. That alone will give you a huge boost in your engagement metrics and sales outcomes. And when you create a well-structured, high quality email sequence and start getting results, you can rerun it as many times as you want. How’s that for working smarter, not harder?
See You at the Thirsty Goat for February’s Craft Marketing
Craft Marketing invites you to its next live in-person event at the Thirsty Goat in Fitchburg at 4:00 PM on February 27, “Story Stacking” presented by Dave Florin, CEO of Hiebing. You’ll get to network with your peers and enjoy a delicious beverage of your choice.
You can learn more and register here.
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About the Author
Kara Martin, Content Writer at Naviant, specializes in written B2B content, from case studies to blogs and beyond. She transforms complex technical information into compelling, data-driven content that helps organizations turn their digital transformation goals into a reality.