In this post, we’ll explore the world of small business digital marketing and uncover how marketing automation can create a huge impact on growth, streamlining your processes and transforming how you run your business.
So, when I embarked on my entrepreneurial journey, one of the first lessons from my business coach was the importance of a marketing follow-up system. This advice, although initially manual in its approach, became a cornerstone of my business strategy.
I embraced this strategy and it profoundly impacted my business operations.
As time progressed, I transitioned from manual methods to marketing automation for follow-ups, a shift that significantly enhanced my efficiency and effectiveness.
According to a study by the Harvard Business Review, businesses that attempt to contact a prospect within an hour of receiving an inquiry are nearly seven (7) times more likely to have meaninful conversations than those who took two (2) hours.
Fast forward to 2024 and it’s disheartening to see many small business owners and entrepreneurs are still lacking a robust follow-up system. This oversight is not just a minor gap; it’s a critical business flaw with costly implications:
❌ Leads slip through the cracks.
❌ Prospects wither away.
❌ Potential revenue opportunities untapped.
The High Stakes of Neglecting Follow-Up
This issue hit home during an interview with a fellow business owner. Her biggest challenge? She garnered leads but lacked the time for follow-up, essentially leaving money on the table.
This scenario is not uncommon and highlights a significant problem in small business marketing – the lack of any kind of automation for follow-ups.
Why a Good Follow-Up System Powered By Automation Is Financially Smart
A study by Keap (formerly Infusionsoft) reveals that only 2% of leads close on the first touchpoint. Furthermore, the National Sales Executive Association found that 80% of sales occur between the fifth and twelfth contact.
These statistics underscore the necessity of persistent follow-up in the sales process.
Yet, many entrepreneurs stop after one or two attempts, likely due to the time-consuming and tedious nature of follow-ups. This is where the magic of marketing automation comes into play.
Marketing Automation For Follow-ups: The Game-Changer
Automation is not a luxury reserved for large enterprises; it’s a critical tool for businesses of all sizes.
It’s the key to reaching that next revenue level. Effective follow-up through automation builds trust and demonstrates a commitment to solving client problems. It keeps your business in the forefront, ensuring you’re on the radar when clients are ready to buy.
Consider the story of my son, who, through three years of persistent follow-up, landed a lucrative summer job. His perseverance, noted by the hiring manager, was pivotal in his success. This anecdote mirrors the power of persistence in business follow-up.
Implementing marketing automation can lead to a 451% increase in qualified leads, according to the Annuitas Group.
imagine automating the delivery of a free ebook, followed by a series of targeted emails nudging the lead towards a sale. This process ensures that no opportunity is missed, and your business remains a constant presence in the prospect’s mind.
Practical Applications of Marketing Automation
1. Segment Your List
Tailor your messages based on behavior, interests, and demographics. This targeted approach increases the likelihood of resonating with your audience.
For instance, if you own a fitness business, segment your list into groups such as beginners, intermediate, and advanced clients. Send them content that matches their fitness level, ensuring higher engagement and conversion rates.
2. Personalize Your Messages
Automation allows for personalized follow-ups, fostering stronger relationships and higher conversion rates. Personalization goes beyond just using the recipient’s name. It includes referencing past interactions, preferences, and purchasing history.
For example, if a client previously purchased a yoga mat from your store, your follow-up email could recommend complementary products like yoga blocks or straps.
3. Lead Scoring
Identify and prioritize leads based on engagement levels, focusing your efforts on those more likely to convert.
Lead scoring assigns values to each lead based on their behavior and interactions with your business. A lead that opens your emails, clicks on links, and visits your website frequently will score higher and should be prioritized for follow-ups.
The Role of Automated Workflows
Automated workflows can take the manual labor out of your follow-up processes. These workflows can be designed to guide a lead from initial contact to final sale with minimal manual intervention.
For instance, a potential client downloading a free resource from your website can trigger a workflow that sends them a series of nurturing emails, introduces them to your services and ultimately leads them to a sales call or purchase.
Real-World Success with Automation
To witness automation in action, download my free guide 5 Easy DMs That Will Result In Your Next Sale or direct message (DM) me the word DMSALES1 on Instagram @dorothyvernonbrown. Observe the process and be inspired by the efficiency and effectiveness of this marketing automation follow-up.
The Power of Consistency and Persistence
Consistency in follow-up is crucial. Automation ensures that no lead is left unattended and that every prospect receives the right amount of attention and nurturing.
This consistency helps build a reliable brand image and fosters trust among potential clients.
When prospects see that you are consistently reaching out and providing value, they are more likely to engage and eventually convert.
The Bottom Line
A proper marketing automation follow-up system is akin to a phone with a fully charged battery – essential for optimal performance.
By leveraging marketing automation for your small business, you not only save time but also deliver personalized, effective messages in a timely and targeted manner. This not only boosts your conversion rates but also frees you up to focus on other critical areas of your business.
Embrace Automation to Transform Your Business
In conclusion, the absence of a robust follow-up system in your small business is a significant oversight.
Embrace marketing automation to transform your follow-up process, differentiate your business, and catapult your sales.
By automating your marketing efforts, you ensure that no lead is forgotten, every prospect is nurtured, and your business remains competitive business landscape vying for attention.
Investing in marketing automation tools and strategies is not just about keeping up with the times; it’s about future-proofing your business.
The benefits of automation extend beyond just increased sales and efficiency—they include improved customer relationships, enhanced brand loyalty and sustainable business growth.
Take the Next Step
Ready to transform your follow-up strategy and convert more prospects into high-paying clients? My new mini-book, The Follow-up Formula: The Ultimate Guide To Converting Prospects Into High Paying Clients (Without Spending More On Marketing)*, provides a practical step-by-step guide on how to unlock the full potential of your client engagement efforts without increasing your marketing spend.
It’s an opportunity to transform your business practices and achieve remarkable growth.
By embracing automation, you take a proactive step towards ensuring your business’s longevity and success.
Don’t leave money on the table—automate your follow-ups and watch your business thrive.
About Dorothy Vernon-Brown
Dorothy Vernon-Brown is the author of the mini-book: The Follow-up Formula: The Ultimate Guide To Converting Prospects Into High Paying Clients (Without Spending More On Marketing) and a marketing automation strategist, known for her expertise in lead generation, business growth and scaling.
More than just a strategist, Dorothy delivers tangible, profitable results.
Dorothy’s expertise has been the driving force behind numerous clients achieving great outcomes. This includes a local client who, with a modest email list, realized a $20K revenue surge in just 14 days, and a local charity that saw a 40% increase in net profits through innovative online campaigns.
Beyond her professional pursuits, Dorothy dedicates her time to a charity she co-founded, reflecting her commitment to giving back.
Her significant contributions to the Black community in Canada have earned her the esteemed title of Woman of Honour.
