Marketing Automation – Part 4

By on October 27, 2014
Marketing automaton

Seven Part Blogging Series – Part 4

Marketing Automation: Something Every Online Business Needs

Building an Automated Business.

A Business That Can Be Automated is Worth The Time it Takes to Set up.
In this 7 part series I talk about the 7 Secrets to creating a laptop lifestyle. 
 

How to make money onlineThink about this. What if you had a business that you could automate? Well, in today’s internet driven marketing world – you absolutely can!

In fact, you can do this in many ways by automating leadflow, deploying email autoresponders, blog & content syndication, and even use automated content promotion tools. So… can you really automate a business?

Yes & No. The real answer is, it depends on the type of business.

Pushing this concept into one of the companies I work with, I was able to effectively automate leadflow, list segmentation and automate “content specific” follow up emails (Ryan Deiss – calls this approach creating The Machine and.. its a great course) which builds out email automation that moves the prospect thru the research phase and into the buying phase. The job of automation in this case, is to create a buyer out of a lead.

Let’s take a look at the two scenarios below. The first puts a personal touch with prospects through a simple, automated “thank you”, (the average auto-responder) and the other offers a complete 360-degree view of the customer’s buying journey including their social media activities.

email automation, how to make money online

First scenario: You send out an email to your list which includes a share button for your subscribers to share your email with their social network. Imagine triggering a “thank you” email with those subscribers that have actually shared it. Moreover, imagine the ability to track how many people shared your content and how many times that content was viewed. MA (Marketing Automation) puts this kind of insight within a hand’s reach.

Another scenario: Imagine pulling in Twitter, Facebook, and Google+ data into your customer’s records and or a CRM (Customer Relationship Manager) so you can gain a complete customer profile. From this point, you can use MA to increase or decrease lead scores based on pre-defined social activity. You can reach out to followers with personalized messages if you see that their discussions on social media start to increase.

marketing automation, how to make money online

The world is your oyster when it comes to MA and social media. The important part is keeping customers and prospects engaged. Interaction has to happen on a one-to-one basis, and MA makes this possible. Think creatively.

It’s possible to use MA in incredible ways when it comes building an online business. You just need to find the right kind of business to use MA with.

By now you have read this often-stated statistic: on average, buyers progress 57% through their buying process before engaging with a salesperson. This means that 57% percent of buyers are in the hands of Marketing or Marketing Automation before they talk live with anyone.

Most people initiate their journey by doing organic search, reading online content, engaging on social media, downloading lead magnets, accessing webinars and/or visiting web portals. The process of self-education means completing more than half of the buying cycle without the help of anyone.

I used the Professional version of Hubspot and created the exact system outlined above in late 2011 when I bolted it on late Q4.

marketing automationIn the first quarter of 2012, I moved email marketing (as a new lead source) from ZERO to over 7% of total leadflow by the end of the second quarter of 2012.
A few short years later (2), it’s now 57% of total lead flow and growing. I fully expect this business to reach a total of 70% automated lead flow by the end of 2015.

Yes, automation works, however in this particular business I could not automate the sales process.

As a high-ticket item, to make a sale, we had to set up an appointment with client and have a salesperson close the deal. However, everything else on the front-end operates on full automation.

As you can see it’s powerful, this system grew internet lead flow from 34% to 47% of total lead flow in just over a year and another 10% in 2014.

Marketing automaton

Marketing automation also enables marketers to gain valuable insight into visitor and prospect behavior.

With MA, marketers can get answers to questions like: How did they get to our website? What are the visitors doing once they’ve entered a website? What is their visit history? How much time do they spend on each page and what are their demographics and origin? These answers help marketers understand their prospects, segment and target them based on this, and as a result, move them through the funnel at a quicker rate.

So, looking at it from this perspective automation works quite well, but can you set up a internet business on full-automation? It still depends on the business model.

Setting up marketing automation is a lot like setting up a car with a running engine. You need the fuel (leads), you need timing (people must want your stuff) and the tires need traction (the sales funnel needs to stay full)… you get the idea, but if you have a system built that is delivering on all aspects… you can create a fully automated business in todays digital world.

In the world of internet marketing this “panacea” is often talked about… the elusive automated income machine.

It’s possible and there are a lot of people out there that have indeed figured it out. Guys like Pat Flynn have created it out of pure content authoring (blogging) and affiliate marketing – so it works, but not all of us have the time requirements to pull off what Mr. Flynn did. It’s a rather long drawn out approach, but it works and many people have done it.

Secret #4 Find a Business Where You Can Leverage Automation

Driving leads and marketing a business online can be done in a variety of ways today. With so many automation and and syndication tools available to virtually anyone, it really comes down to the value proposition that your offer contains. In fact, it will always come down to the value you offer your clients and or customers period.

You can leverage all these tools to a crappy offer that some people will buy… or you could drive traffic with automation to something that everyone wants. In the perfect scenario, you want a business that provides value at all digital touch points. Value when a customer uses the service, value when a customer suggests the service to someone, and value when the marketer exposes the service to the market. Ideally, Everyone Needs to Win.

So, as I briefly explained in this short blog, Secret #4 to Living the Laptop Lifestyle is to Leverage Marketing Automation. Click here to check out Secret #5. Build a Business that Leverages Mobile Marketing & Ecommerce.

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There are no secrets to succeeding with online marketing, you just need to set up the right kind of business structure, understand the formula and build out the process.

Check out my blog: Discovering the 7 Secrets to living the laptop lifestyle.   

Troy Scott

Troy Scott

Founder at JV Marketing Group
I've created a 7-figure business from scratch and built marketing automation systems responsible for over $50m in sales. Today I coach other entrepreneurs on how to build proven online systems that grow their businesses faster and easier. Can I help you? Go Here ==> http://LearningOnlineStrategies.com

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