Bob & Son’s General Store
Meet Bob, the owner of Bob & Sons General Store in Small Town, America. He knows all of his customers by name as they have been shopping at his store for as long as anyone can remember. Whenever someone new comes into his shop he makes sure he takes the time to meet them, introduce himself, and get to know them a little bit. He knows what everyone usually orders, and always has the right recommendation for people when they come in and aren’t sure exactly what they are looking for. Whenever something new comes in, he picks up the phone and calls people he knows will be interested in it.
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Now meet Tim, the owner of TimsGeneralStore.com, an online general store. Tim wants to have a one-on-one relationship with each of his customers, but isn’t able to meet anyone who visits his website, because they are all anonymous until they purchase. So Tim employs Marketing Automation, and builds a list of all of his customers, then creates segmented lists of those people based on their past purchases. Whenever someone new visits his site, he presents an offer for them to join his newsletter group and receive a discount on their first purchase. He emails his customers recommendations of products he thinks they might enjoy, based on the products they looked at. Tim also emails certain people when a new product comes out that they might be interested in, based on what they have purchased in the past. Tim’s emails are all personalized to whomever is receiving them, so they don’t look like spam blast emails.
So let’s compare the two businesses. Bob is able to meet all of his customers individually and in the process of talking with them, is able to figure out who they are and what they are interested in. Tim uses an email list (with a coupon incentive) to figure out who people are, and he uses their browsing history on his site to figure out what they are interested in. When people visit Bob’s store, he is able to make recommendations on products based on what they are looking at, and when people visit Tim’s site he is able to send them an email comparing the benefits of each product, customer reviews of the products, and even his personal recommendation on a product. Whenever something new enters Bob’s shop, he picks up the phone to call his customers individually, whereas Tim is able to draft and send an email to anyone who might be interested.
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Marketing Automation helps business owners who cannot physically interact with their customer base, because of size or location, get to know their customers individually, and communicate with them in a way that is personalized and 1-to-1. If this type of service is something you or your company could use, feel free to reach out to us for a demonstration of the power of marketing automation.