Unless you’re meditating or practicing yoga, you probably don’t ever think about breathing. That’s pretty amazing considering how critical it is to continually breathe in oxygen and exhale carbon dioxide. Despite rarely giving this any thought, our body — specifically our autonomic nervous system — takes care of this function for us every second of every single day of our lives.
In other words, one of our key sources of life, breathing, is on autopilot. That’s important because it frees up our brains to focus on higher level tasks like hunting and gathering (aka grocery shopping) and building shelter (aka buying real estate). If we had to consciously remember to breath, then we would’t be nearly as productive every day.
At this point you may be wondering how this biology lesson applies to your marketing. Let’s shift gears and apply the autonomic nervous system to your marketing.
The Autonomic Marketing System
We all know humans depend on a continuous supply of oxygen to stay alive. So what is the “oxygen” for your business? What is it that keeps your business alive when it’s in abundance, but suffocates your business when it’s nowhere to be found?
The answer is leads. Leads are the “oxygen” for your business and your success hinges on how well your marketing “breathes” in leads each day. That’s a pretty straight forward analogy, but we can take this a step further.
Just like healthy humans have an autonomic nervous system that puts breathing on autopilot, thriving businesses have autonomic marketing systems that continuously capture leads on autopilot. This frees up the business owner or marketing team to focus on higher level marketing tasks like expanding website traffic sources, split testing website copy and offers, and improving the sales funnel.
So what is an autonomic marketing system? At the most basic level this system includes two sub-systems:
- Website lead capture system
- Email follow-up system
Website Lead Capture System
The website lead capture system is the crux of your digital marketing success. You can drive all the traffic in the world to your website, but if you don’t have a good system to compel leads to contact you and capture their contact information, then you’re not going to generate sales.
Since nearly 98% of your website visitors are not going to buy from you right away, one of the most important tools in your lead capture system is called the lead magnet. A lead magnet is something valuable that you can offer your website visitors in exchange for their contact information.
Lead magnets do the heavy lifting for you so you don’t want to skimp here. Think of your lead magnet like your diaphragm, or your core, which controls the frequency and strength of your breath. The stronger your lead magnet, the more leads you’ll “suck in” to your business from your website.
Email Follow-Up System
The next sub-system is your email follow-up system. This marketing system is like your lungs, which transfer oxygen to your blood stream to nourish all your organs throughout your body. The email follow-up system nurtures all the incoming leads, educates them on why they should choose your business, and eventually converts them into customers.
Half of the follow-up system can be automated using email autoresponders, while the other half should be manual via an email broadcasts (ex. an email newsletter).
How to Set Up Your Autonomic Marketing System