Marketing Automation: Do RD’s Really Need It?
Customer relationship management. Lead segmentation. Conversion rate optimization. Marketing automation.
There are a lot of buzzwords in the world of marketing, right?
At first glance, you may wonder how anyone could keep up with all the jargon; or you may think it’s all just a bunch of hype.
That may be, but you’d be wise to give marketing automation a second look.
What is it? How does it work? Do you need it to grow your practice?
There are a lot of questions out there, but fortunately, we’re here to provide some answers!
Let’s separate the fact from the hype, and answer this question: Do nutrition professionals need marketing automation?
Because the truth is when marketing automation is used correctly, it’s an excellent way to grow your business—and it can make things easier on you in the process!
WHAT IS MARKETING AUTOMATION?
Let’s start at the beginning: what exactly is marketing automation?
Salesforce defines marketing automation as “technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically.”
Huh? Here’s some plain English: marketing automation tools do tedious, repetitive marketing activities for you.
Think of it like this. Do you know how many breaths you take in each day?
About 20,000, give or take a few hundred.
Now, out of those 20,000 breaths, how many do you think about?
The point is, our brain performs tedious, repetitive tasks for us automatically so we can focus on bigger things.
That’s what marketing automation can do for your practice! It can handle the small but essential parts of your marketing strategy, freeing you up to focus on the bigger picture.
Here are three ways in which marketing automation can help you grow your practice.
AREA #1: LEAD SEGMENTATION
“Segmentation” is the process of subdividing your leads (in this case, your potential clients) into smaller groups that share key features or characteristics.
Here’s an example:
Imagine that Anna visits your homepage, browses through your site for a few minutes, and then leaves.
Brenda visits your site, navigates to the page about how your initial appointment works, and then stays on that page for quite a while before leaving.
Carol, an attendee at the online webinar you just did, decides to subscribe to your email newsletter.
It’s probably apparent to you that Brenda and Carol showed a higher level of interest in your practice than Anna.
However, Brenda seems very interested in booking an appointment with you, whereas Carol may still be in the “research stage” of her journey. (And of course, you shouldn’t count out Anna as a potential client either—maybe she had something to do and will come back later.)
Here’s the question: Will you market the same to each of these leads?
The fact is, you shouldn’t. And with marketing automation, you don’t have to!
With the right software, you can quickly and easily separate these prospects into three distinct categories—let’s call them Low-Intent, Potential Client, and Still Researching.
With marketing automation, you’ll have an easier time showing these visitors content that’s most appropriate for their category.
The great thing about lead segmentation is that you can go as big or as small as you want in terms of the different categories. But no matter how you decide to segment your leads, an automated marketing system can help you keep track of everyone so that no one slips through the cracks.
AREA #2: LEAD GENERATION
Another awesome thing that marketing automation can do is to generate more leads for your practice!
How so? Here are two significant ways:
Referrals. It’s no secret that people trust recommendations from friends and family members more than they believe commercial messages.
The question is, how can you get referrals from your existing clients?
Marketing automation tools can help. For example, you can set up a referral email campaign aimed at your current clients. Perhaps you’ll offer a satisfaction survey at the start; then, you can follow up with those clients who respond favorably with a referral request email. Simple and effective!
Reactivations. Sometimes, despite our best efforts, a promising lead just fizzles out and drops off the radar.
However, there’s no harm in occasionally reaching out to old leads to see if you can revive a spark of interest. Lead management software can help you identify these old leads, try to touch base with them, and (hopefully) reactivate them as potential clients.
AREA #3: SELLING TO EXISTING CLIENTS
One huge source of leads that marketing automation tools can help you remember is your existing client base—which can be a wildly effective strategy!
After all, they’re already familiar with you, which gives you a significant advantage when you want to offer them another product or service.
For instance, imagine you’re an RD that provides pregnancy-specific nutrition education in addition to your regular offering.
If you find out that one of your clients is pregnant, could you reach out to her to offer additional services? She might jump at the opportunity to receive more professional nutrition assistance.
Of course, many cross-selling opportunities won’t be that specific.
However, with the right marketing automation software in place, you’ll generate more revenue from your existing clients, while providing them with a further reason for satisfaction.
READY TO DIVE IN?
So, does marketing automation work? Yes!
Do you need it?
If you want to grow your RD practice—absolutely!
Don’t worry if you’re not sure where to get started—our team of experts at STRING Marketing can help you use marketing automation to your advantage. We’ll set you up, and you’ll be identifying, tracking, and engaging with your leads in no time. (Not to mention achieving a higher ROI on your marketing efforts.)
Reach out to us today to learn more.