Why you need to think carefully about your inbound marketing automation sequence
Want to know how to effectively nurture your leads into buying customers? Having an inbound marketing in place will effectively educate and train your leads to receiving marketing messages from you and to accept that you will eventually offer value in exchange for money.
Naturally, there is a number of ways to construct a high-converting automation. Here is one way to go about it:
Download this automation sequence in a pdf format
Email 1: Deliver what you promised (day 0)
How to write this email?
Did your lead request a resource, premium content or something else?
At this stage, the most important step is to over-deliver what you promised in exchange for their contact information.
If they signed-up to your blog or newsletter, send them the best piece of your content you have to offer.
If your lead signed-up for a call with you, send a confirmation email and a very educational email or article related to your services and the contents of your future call.
Email 2 & 3: Educate and Endear (days 2 & 3)
How to write these emails?
These emails should focus on educating your customers about who you are as a brand.
- What do you stand for?
- What is your voice?
- Why people love you?
- Why should prospects listen to you?
- Why should they follow you on social media?
Secondly, emails 2 & 3 should also include THE BEST content you have. You have a very limited time when you can persuade your leads that you are the brand they should listen to and get their information from.
Email 4: Great resource related to Email 1 (day 4)
How to write this email?
This email must be directly related to Email 1.
It can be a piece of information or a premium content that will complement the information in the email.
You leads are interested enough in the topic to leave their information, hence they are ready to consume more relevant content.
This email must be a no-brainer, value giving piece targeted at a very relevant audience based on the initial opt-in.
Email 5: Low-cost offer (days 4 or 5)
How to write this email?
By now you’ve communicated what your brand stands for, you showed that you are the expert in your niche through relevant content, and you kept your audience engaged via content over a period of time.
Now is the time to convert readers into customers. Do this by offering a great amount of value for a deep discount (cost: $1-$25). This so-called ‘trip wire’ will warm up your audience for larger purchases in the future.
Conclusion
People who opt-in and give their information should a significant level of trust. We are constantly bombarded with marketing information, offers and pop-ups. Value your leads. You already spent resources on acquiring the lead, now is the time to monetize.