I’ve heard many definitions and philosophies of marketing automation, but mine is is simply, “Scaling Personal Attention.”
It is the act of using technology to scale what appears to be real, human interaction. What seems inherently robotic (the term “automation” doesn’t help) is actually quite the opposite with this philosophy. When done right, it accomplishes something a single person or team of people could NEVER manage offline.
What happens in a conversation if you’re always doing the talking and what you continue to blabber about has nothing to do with what the other person is saying back to you? I know someone like this. They’ve always got an agenda to talk about what they want to talk about. If I interject, they either act like they don’t hear me or continue talking about what they want to talk about. Know anyone like that?
Not surprisingly, I see this with 90% of follow-up marketing. We load a dozen messages into an autoresponders and when someone gets on our list, we start talking.
Talking, talking, talking. Like that person I described, what we say has nothing to do with what our prospects are doing, clicking on, showing interest, reading, watching, buying. The good news is, this can change.
With Infusionsoft, you already have the best system in the world for tracking and reacting to behavior, AUTOMATICALLY. If someone downloads your free report, you can tag them and use that tag to determine future messages. Unlike predetermined autoresponder messages, you can actually choreograph an experience that appears pretty real.
For example, I can track every page you’ve visited. Through an Infusionsoft plugin, [contentblock id=15 img=html.png], every time you click a link from an e-mail to return to my site, you’re logged in whether you know it or not. From there, I’ve used [contentblock id=15 img=html.png]’s shortcode system to run action sets on important pages. So everyone who visits the consulting page after being autologged in will get tagged, “visited consulting page.” Everyone who visits the strategy session or Infusionsoft sections, likewise. I could get as crazy as I want with this but have limited it to key areas.
I can then either create a [contentblock id=17 img=html.png] that sends them a message the next day, use the new campaign builder to send an e-mail within 20 minutes, or simply do nothing immediately but have future steps in my primary sequence that check if they’ve visited the consulting page, and if so, deliver appropriate messages.
Do you see how powerful this is? Right here in this post I’ve given you something worth at least thousands.
Scaling personal attention is about listening. In a fully automated system, while you can’t listen with your “real” ears, you can listen with Infusionsoft’s tagging system. Tags are virtual notes about your prospects and customers. They are your system’s ears and memory. And unlike humans, there are no filters or capacity issues. When someone behaves a certain way, they are tagged definitively. If you visit the consultation page after being autologged in, you’ll forever have the “visited consulting page” tag and I can forever know that you’ve shown enough interest to click to the page. Whether I react to that immediately or take a delayed sale approach, I have the data and that’s what’s important.
“Garbage in, garbage out.” Your [contentblock id=16 img=html.png] is only as good as your data collection. That data can be collected externally through web forms and surveys and internally through behavior tracking like the strategy explained here.
With the proper strategy and automation system, you can, indeed, scale personal attention.
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