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Do you have a website with a blog? Do you have email capture forms on landing pages? Do you already use a service to manage email lists in order to send out automated responses and messages? Many businesses already use marketing automation software to some degree, but aren’t fully realizing the benefits of inbound marketing tactics to draw in new customers while retaining existing ones. As well, contacts and leads are strewn across many platforms and synchronizing them all can be time consuming and resource draining.

Sepid™ inbound marketing platform is a central database from which you can manage and sync all your contacts while also employing the state-of-the-art marketing automation system that is built into the community. With all your key information in one place as well as analytical and statistical data at your fingertips, you can reduce errors, save time chasing down phantom emails and increase your overall productivity by focusing entirely on the highest quality leads.

How Marketing Automation Platforms Work?

You may already be doing something similar to using the inbound method including marketing automation tactics. If you have a website that is used for capturing emails and you have a blog, you are on your way. But unless both inbound methods and marketing automation are working in concert with each other, potential leads are likely slipping through the cracks on a daily basis.

Customer relationship management (CRM) systems are designed to keep in touch with existing clients, but they don’t necessarily help to bring in new clients. Buying an email list is one way to enlarge your database, but the leads are not guaranteed to be high quality. And what is worse, you may get branded as a spammer, which does nothing to help your company’s reputation.

There are only two major reasons why commercial websites exist: 1) To provide information on a company’s product or service; and 2) To capture emails in order to begin a lead nurturing campaign. More and more customers are searching online for purchasing decisions, all of which is making the virtual marketplace the new location of media and advertising. If you are not engaged with your customers in a personal, relevant and timely way, they will click off and seek someone who will.

The most effective way to use marketing automation within your digital campaign is through the inbound method. In other words, you don’t simply need more email addresses you need quality email addresses. Sending info and offers to low-quality leads is really no different than putting up an expensive billboard and hoping the right customers are driving by. For far less than the cost of a billboard, you can send direct messages to customers that are eager to hear from you. And the best way to attract quality leads is to have them find you: organically and trusted. Ideally, they would find you from one of their own personal connections, a friend, family member or a work colleague. The next best thing is for clients to discover you on a search engine, or through a blog post.

How the Inbound Marketing Methodology Works

You need to attract the attention of high quality leads. These are those online searchers who are looking for exactly what you have to sell. By creating search engine friendly content that shows you to be informed and available, you will attract these leads. Non-inbound methods rely on some questionable tactics that are constantly being tagged by Google and Bing for exclusion, so they won’t last for long. Inbound is designed to be honest, valuable, organic and trustworthy. In other words, impervious to changes to Google’s algorhythms and exclusions.

Now that you have their attention, you are able to talk directly to your most valuable leads. This is where marketing automation becomes important. Time is of the essence. In order to convert leads into loyal followers and eventually customers, you need to respond to their questions, needs and concerns immediately. The powerful marketing automation tools go to work by targeting the clients you designate as important so your message can reach them more quickly. Less reliable leads can also be contacted, but with a more broad message that pushes them simply to remain in touch with your company. In each instance, the customer receives the sales attention that is unique to their personae.

Every time you receive an opt-in email address from a potential client, you add them to your central database. Preferably, you need to send follow-up emails on a strict market-proven schedule that determines the frequency of messaging as well as setting specific times of the week and even day to reach the maximum audience.

And voila! This is how the inbound method works at its best: by drawing in only the highest quality leads and then segmenting and targeting them with specific offers, information and updates as part of your email campaign.

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