That interaction between a person and a website seems out there and really makes no sense, until you realize that that’s exactly what happens on a lot of websites every day.
Let’s face it, most websites are lucky to even have a call to action anywhere on their pages – but when they do it’s most likely asking for the visitor to schedule a call right away (or something equally as aggressive).
Just like in relationships, most website visitors aren’t ready “to get married” right away. You need to wine them and dine them for a bit. You need to lead with value and GIVE them a reason to WANT to marry you.
Sure there will always be a percentage of visitors who will contact you straight away, but a large majority of visitors would much rather have an option with a smaller commitment to start,
This is where marketing automation comes in.
Marketing automation allows you to present various calls to actions with varying levels of commitment based on where the website visitor is on their journey.
You let technology constantly nurture potential leads 24/7 while you spend time closing the leads who are ready to get married. It doesn’t matter if it took a lead 2 days or 6 months to be ready to talk to you, because the technology did all of the hard work for you. It’s like an army of salespeople that work for you all the time and never ask for commissions 🙂
A study by the Annuitas Group reveals that companies using marketing automation to nurture prospects see a 451% increase in qualified leads. Those nurtured leads, in turn, make purchases 47% larger than their non-nurtured counterparts.
When is the Right Time to Invest in Marketing Automation?
If you are publishing great content, generating a steady flow of new, organic traffic, and you are ready to scale your efforts, chances are it’s time to focus on a marketing automation strategy that will nurture those quality leads into paying customers.