After you collect someone’s contact information, you need to be able to turn them into a customer.
All of that work you do to get people to come to your website isn’t just for the sake of getting more people to come to your website. Whether you’re using Facebook Ads, PPC, SEO, content marketing, email, or any other channel—you ultimately need to convert your website visitors into customers.
Well, to start, you could ask. A lot of businesses don’t have good ways to collect contact information—simply because they never ask for it.
But what if just “asking” isn’t enough? What if the challenge isn’t getting contact info, but actually turning them into customers?
Marlon Marescia, founder of Sales Driven Sites, solves that problem for his clients. He also uses ActiveCampaign to optimize his own funnel.
By using the ActiveCampaign CRM alongside automations, he can reach out to every new lead—through 3 channels:
- Email automation
- Facebook Ads
- Phone calls
It’s this type of cross-channel messaging that helps Marlon turn leads into customers.
Here’s how he does it.
An automated sales pipeline helps manage follow-up
Facebook Ads are an inexpensive, fast way to get highly relevant leads. And that’s exactly how Marlon uses them.
Facebook Ads generate about 10 leads per day—leads that each need to be followed up with. And tracked.
When a new lead comes in, a few things happen:
- ActiveCampaign automatically creates a new deal in the sales pipeline
- Marlon gets a Slack notification
- Marlon calls the new prospect to offer a free strategy call
- The deal is dragged into the next stage of the pipeline (in the ActiveCampaign CRM)
What happens if prospects don’t pick up the phone?
The stages are: To Contact, Call 2, Call 3, Contacted, Strategy Call Booked, Phone Issues, Client Booking Strategy Call. Marlon just needs to drag prospects between stages.
There are four phone call stages in the pipeline, so that people making the calls always know who needs to be called and who can move into an automated nurture campaign.
But that’s not all.
At the same time as these phone calls are going out, new prospects get added to a nurture automation.
Nurturing prospects through 3 different marketing channels at once
This is the type of automation Marlon uses to nurture new prospects.
Contacts get added to a Facebook Custom Audience and get sent an email nurture sequence. If they sign up for a webinar they get pulled out of the automation by a goal.
What makes this so effective?
- Prospects immediately receive the lead magnet they signed up for
- Prospects get added to a Facebook Custom Audience, which lets Marlon serve them new ads based on the knowledge that they’ve downloaded a lead magnet.
- Prospects get a series of email asking them to schedule a strategy call
- If at any point they schedule a call, the Goal step pulls them out of the Custom Audience and stops the emails.
Because this entire process is automated, Marlon can focus on other areas of the funnel. Making phone calls is one way to add a more personal touch to the business.
The other way is through better targeting. Marlon runs Facebook Ads to target specific types of business (carpet cleaners, construction, business coaches etc.), which increases the effectiveness of the ads.
And because each type of business gets its own automation, the automations become more effective—without really becoming much more difficult to set up.
Automation helps you sell more by
creating time to add a personal touch
At ActiveCampaign, we talk a lot about how the goal in business isn’t to “automate everything.” It’s to automate the things that make sense to automate—and create more time to follow up with a human touch.
That’s exactly what Marlon does for Sales Driven Sites.
Automation creates deals and helps manage the sales pipeline. It also shows people targeted ads and sends nurture emails.
With all of that happening automatically, Marlon can make phone calls and actually talk to every single prospect.
The result? A sales system that converts.