Having strategy calls with my clients, I understood that some of them still need to catch up on very profitable and easily convertible opportunities when it comes to nurturing leads.
It can all look complicated; however, my experience has proven that it’s worth investing extra time and effort into a reliable automated system that is ACTUALLY working for you. As stated in Greg McKeown’s book Effortless, every automation is anything that performs a function with minimal human assistance or effort. Does that sound exactly what you would need during a busy day at work?
Nowadays, there are plenty of different CRM systems that do this work. Most of our clients can benefit from the available platforms as they all have some great features (check out ActiveCampaign, Hubspot, Pipedrive, MailChimp). If your process is unique and specific to your clientele, it’s worth considering a custom-built platform that perfectly suits your needs.
Regardless of the platform you choose, here are the main steps you must follow to automate your lead nurturing system.
First of all, you want to know what a conversion is for your business.
When you define, the next step is to map all the possible ways a user can make this conversion and what your primary traffic sources are. It can be direct traffic, Google search, paid ads, newsletters, Instagram, walk-ins, etc.
Once this is put down, ask yourself what are the main ways people can convert – if you have a lead form on your website, where is it located, how many of them do you have, and are they in any way different from one another? It will help you understand how to divide your traffic into audiences to ensure you are working with the full scope.
Think of some audience differences – our experience shows that direct callers and emailers are usually very high-quality leads as they are already interested in your service. However, people coming from the ads are usually the ones you still need to work with. Do you have a time-sensitive audience? Maybe some of the inquiries are more important than others regarding time. If the answer is yes, this audience needs to be prioritized when building automated workflows.
I would personally recommend creating a flowchart with all this information as it will be easier to read and understand — check easy-to-use tools such as Miro or Figma. Also, it will be great material for the future once everything is set and you need to onboard a new team member, partner, or employee or want to show it to your friend – it’s better to keep it all in writing than in your head as it can get crowded in there.
Once these questions are answered, you can start building the automation in your chosen platform. Keep in mind that it’s always easier to create it from scratch than update the existing system, so block some time for this task, and you will not need to get back to it any time soon as it will be doing your job for you just as you want it to. Of course, with new clients and business expansion, new features will be necessary. However, a strong base is what you need at this point.
Feel free to reach out if you get lost in any part of the way!
Ged
