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Top of Funnel Best Practices: Marketing Automation

When a new lead enters your marketing funnel, you want to be sure they are delighted by your business from the very start. Automation can make it easy to communicate with leads, offer them great content, and make sure they're getting the individual attention they desire. There are a few great ways to use automation to streamline those first initial communications, so read on to learn more about how you can use automation at the top of your funnel.

Easily Respond to Inquiries

When a visitor on your website fills out an inquiry form, it's important to promptly let them know that their question has been received. Set up an auto-responder to respond to inquiries the moment they hit your inbox. You can use this auto-responder to simply thanking them for their question or comment and let them know that someone will follow up with them soon. This way, they know that you've seen what they have to say and are working on getting back to them in a timely manner.

Give Away Gated Content

Gated content is a great way to generate more leads. This type of content is unlocked when someone fills out a form or takes a certain action on your website. You can use this tactic to gather contact information for new customers. Entice them to follow your call to action by offering them some exclusive content when they do so. Ebook chapters, white papers or infographics are great examples of unlockable content that customers want to see. Once people take the necessary action, you can automatically send them the content they unlocked via email or have them download it directly on your site. 

Follow Up From A Salesperson

Individual attention from a salesperson can make a huge difference for interested parties at the top of your funnel. When someone completes an action on your site, it can automatically trigger a workflow in your CRM to have a salesperson follow up with a personalized email or phone call. This is a great way to get people talking to a live person who can learn more about their wants and needs and better learn which point of the buyer's journey they're at. 

Qualify Your Leads

Your CRM can qualify leads based on the actions they take. A person who visits your website often, explores the whole site, stays on pages for a long time and opens all of your email communications can be qualified differently than a person who simply visits your website once or opens one of your emails. While both of these parties may be interested in what you have to offer, the first person has taken actions indicating that they're ready to take further steps. Your leads can be automatically qualified within your CRM, making it easier to predict what kind of attention they want from you.

Keep The Content Coming

When a potential customer enters your funnel, it can trigger a drip campaign. With this drip campaign, you can send out a series of auto-responder emails over time, offering more marketing content. These emails can be pre-written and set out over a pre-determined period of time (for example, once a week) which means that new leads will be getting a steady supply of fresh content without you having to remember to follow up. Every so often. In these emails, you can prompt people to take action or visit your website. 

If you're looking for innovative solutions and new ways to streamline your marketing process, sign up to try our complete CRM and marketing automation software. GreenRope is dedicated to helping your business see the growth it needs. 


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