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Turning visitors into Leads, and Leads into… NEW CUSTOMERS

March 6, 2018

Delivering appropriate messages helps you to read customers step by step through their buying cycle. Marketing automation enables you set up a workflow of personalized marketing messages designed to turn website visitors into leads and then your new leads into paying customers.

Here are 5 best practice guidelines to get marketing automation working for your business.

  1. Identify Your Audience

You need to know your audience before you can start creating your:

  • Emails
  • Autoresponders
  • Workflow messages
  • Landing pages

Create buyer personas to help you understand how to produce content that addresses your customers’ specific needs and challenges.

  1. Sales and Marketing Alignment

Align your sales processes to your marketing automation campaign. Recording every point of engagement to an online CRM provides detailed customer profiles for your sales team. This will successfully nurture leads through their buying cycle.

  1. Create Valuable, Helpful Content

Deliver the right message that appeals to your target audience will result in an engaging marketing automation process and qualify your leads from the start. Be:

  • Creative
  • Informative
  • Focused
  1. Multi-Channel Lead Nurturing

Effective marketing automation campaigns feature a multi-channel approach with touch points including:

  • Dynamic website content
  • Email
  • Social media
  • Retargeting
  • Interaction from your sales team
  1. Test, Tweak, Repeat

Digital marketing provides a constant flow of data to assist you in optimizing campaign results. To increase your overall competitive advantage, keep a consistent program of monitoring and improving your workflows.

Additionally, to increasing leads, marketing automation systems helps increase cross sales and upsells. It also improves customer care processes turning your customers into active fans ready to recommend you.

If you need help getting started with marketing automation or improving your current campaigns, get in touch with your Digital Marketing Consultant.

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give us a call or get in touch with us at to learn more.


About the Author

Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders.   His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners. 


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