|In the last tutorial, we talked about using Marketing Automation to tag and score leads. In today’s lesson, we’re thinking about the individual conversations to have with your leads on a large scale. When leads are tagged and scored, you can easily group them into segments and send highly relevant, personalized emails that get opened and read.
Top of the Funnel – Brand Awareness
What conversation would you have with someone who just walked in your door and wants to know what your business is all about?
You might explain why you’re so passionate about what you do, how you started your business, or geek out and share the latest industry tips and news.
Perfect email fodder for the newest leads in your database.
Mid-Funnel – Educate and Unveil Solutions
Next, think about what you’d tell someone who has shown interest in a specific topic or area of expertise you offer.
You would probably impart your knowledge on the topic and mention the types of solutions you offer that fit in that area of expertise.
That’s an email to send to warmer leads who have been tagged to show interest in a specific solution you offer.
Bottom of the Funnel – Engage in a Sales Conversation
Now, think about someone who’s been in your store a few times. They always go to the same section. You can just tell that they’re contemplating purchasing a particular product.
Think about that conversation and how you would explain the benefits, talk about why they should buy from you – not the other guy – and share your passion for helping your customers.
Put that in an email for those high scoring leads who have indicated that they’re ready to make a buying decision.
When your leads are tagged and segmented, it’s easy to think about the individual conversations you’d have with them and send out highly personalized emails that get opened and read.