I just came back from a week of networking at the biggest business event of the year in Los Angeles, CA. As a Marketing Strategist and Business Breakthrough Expert my number 1 question to many people I spoke was: how do you get leads and how do you convert them into clients?
A lot of people I spoke do “manual prospecting”. Like meeting people in person at e.g. networking events and follow up on them. Perfect for generating quality leads that are likely to convert into clients. It makes perfect sense. If you spend the time speaking one on one with every lead, you’re bound to have a high conversion rate.
But there are a few big disadvantages to this kind of prospecting. Problems that every business owner who relies solely on manual prospecting runs into after a while. Whether you’re a coach, trainer, consultant, bit coin or property investor.
Manual prospecting is limited
We run out of people to meet in our networking circles. And the fewer new people we meet, the fewer sales appointments we can book. The fewer sales appointments, the fewer the opportunities to sign new clients.
It’s time consuming
Also, it’s often the case that the more successful we become, the busier we get as well. That means we have less time to go around networking and need to squeeze it into our busy schedule. Cold calling and knocking on doors is typically not on our to-do list, since it’s not the most rewarding work to say the least.
So what alternative is there for manual prospecting? Well, let me introduce you to automated marketing.
Actually, I talked it over with an Australian business owner that has multiple types of clients (corporates and individuals) from various industries. She had one sales person on the job and depended on emails with requests coming in. And by the way, her business was doing already really well. This example is about optimizing sales processes by marketing automation.
Get the Marketing cycle flowing
Manual prospecting is maximum work for minimum return. Marketing automation, on the other hand, get’s the Marketing cycle flowing. It helps leads to go through your conversion pipeline. You’ll do work up front to build a marketing system that consistently generates leads and gets them ready to buy.
It does the work for you!
The systems you install work so you don’t have to do the work. It runs like it’s supposed to and gets the job done every time. When you have a marketing automation system in place, it brings you leads and clients every single time (i.e. day, week, month). No more just information offers, cold calling prospects, vague referrals or JV partners, manually sending email campaigns, or manually posting to social media without knowing how to monetize your efforts!
So as business owners it is crucial that we at one point build automated Marketing systems to handle the sales process for us so we can focus on what’s most important in our business — delivering our “core value” whatever service that is in your situation and making our impact in the world!
The top 3 Automated Marketing Campaigns that turn prospects into clients
Which 3 Marketing automations should you start with? Typically I advice my clients to focus on 3 automated marketing campaigns first:
- Launch campaign
A launch campaign is an automated email campaign designed to educate and motivate people to buy. When somebody first makes contact with you, we need a way to deliver great value and get them to buy while the emotion is hot. Buy?? Yes, ideally you have something they can buy from you. A low priced, front-end offer. It depends on what business you are in, but the general psychological principle behind it is that when people buy from you and become a client, they tend to buy more from you.
So you get the people into your launch campaign, designed to get them to the next phase using the momentum you already have and then have them move straight to the conversion tool. That’s the goal.
- Nurture campaign
If they don’t opt in for the conversion tool, the second thing you need is a Nurture campaign. This is a long-term, ongoing educational system where every day, every week, or every two weeks you send something useful to your list that educates and invites. This is about value and a call to action or invitation. With a Nurture campaign, it’s just plain broadcasting to a list, but it’s also helpful to connect with people personally.
- Connect campaign
In a Connect campaign, you send a quick email to just connect and aiming to people reply back to you. For instance, I might say something like “Hi, I had to think of you. How’re you doing? Still interested in getting more clients while working less?” If people respond to me, I find myself in a dialogue all of a sudden and that allows me to move them on to the next phase.
So the launch, nurture and connect campaigns are the first three campaigns we really should automate. It really frees up our time, but more importantly we get so confident about our Marketing and converting leads into customers that we can move on to designing and implementing other, let’s say, 9 Marketing automations I’d propose. It takes time, I know, but once you have a few automations in place you wonder why it took you so long…
Want to get started building automated marketing systems for your business and need my help? Set yourself up for a breakthrough call with me.