In partnership with

Get Your Team Booked on 3.8 Million Podcasts Automatically

The best way to advertise isn't Meta or Google – it's appearing on podcasts your customers love.

PodPitch.com automates thousands of weekly emails for you, pitching your team as ideal guests.

Big brands like Feastables use PodPitch.com instead of expensive PR agencies.

Get your FREE personalized demo!

Welcome back!

We hope everyone had a great weekend after a very eventful election week! Today, we’re exploring the engagement stage of the evergreen marketing funnel— the fuel that keeps your marketing cycle in motion like a well-oiled machine. Unlike the standard marketing funnel, which lends itself to more short-term conversions, the nature of automated evergreen funnels means longer relationships with target customers through continuous value delivery, personalized interactions, and adjustment to evolving customer needs. Engagement under this framework is all about maintaining a sustainable pipeline of high-quality leads and loyal customers.

Let’s dive in! 🏃‍♂️🚀

News

Tools + Productivity

Strategy

Automated nurture sequences

“Automated nurture sequences” are the same as drip campaigns or lead nurturing flows: they’re simply a series of pre-planned, automated communications (that usually means emails) designed to engage potential customers through the buying journey.

The aim here should be to build relationships with leads by providing value or educating them about the brand without being off-puttingly pushy, hopefully leading to a conversion (while automating the process to make relationship building more efficient).

Most nurture sequences start with a welcome email:

then follow up with an introduction to the brand/team, and add valuable content related to the lead’s interests:

from there, that’s when you introduce the product or service, and finally social proof or case studies to back it up:

As with any game plan, you need to start with the end in mind, so identify what exactly you want to achieve with your sequence, whether that’s more engaged leads, brand awareness, or quicker conversions.

Even with one goal, even campaigns for a single brand aren’t one size fits all— segmenting your audience based on interests, behaviors, or demographics can help you form a better connection with more targeted and relevant content.

Tumblr segmented its’ audience based on interests, sending targeted emails to share cool content on topics of interest, with more than tripled time spent on the app per user.

From there, you can plan your sequence journey with valuable content that addresses pain points and demonstrates expertise. Don’t forget that you need a trigger for each communication in the sequence, whether that’s time-based (for example, 3 days after sign up), or action-based (e.g., after downloading a whitepaper).

Finally, don’t forget to continuously monitor the performance of your sequence with A/B tests for different elements like subject lines, content, and send times.

Play the game

Even valuable content can miss the mark sometimes— have you ever known something is good for you but still can’t get yourself to do it? That’s how some leads may feel about the whitepapers or longer-form valuable content you share.

This is where gamification comes in— your hard work on content creation is less likely to go to waste if people actually enjoy engaging with your product/brand.

The best part is that gamified marketing content is highly effective and easy to automate, yet still feels personal.

Classic features include point systems, leaderboards, badges, progress bars, and challenges to make the user experience more rewarding and almost addictive.

Interactive content and gamification are some of the most powerful strategies for brands to promote high levels of repeated engagement.

Similarly to other strategies, ID-ing objectives and segmenting your audience come first. Select interactive content formats from there that align with these objectives and audience segments.

Quizzes and assessments in marketing content aren’t always games per say— fashion brands, for example, use style quizzes or cosmetic matching assessments to recommend tailored products.

These are similar to interactive calculators used by fitness and nutrition brands, energy companies, and financial services companies.

However, educational-type brands or financial service companies may use a more gamified “test your knowledge” type quiz to propose their brand as a way to close that knowledge gap.

Sims-type gamification through interactive videos is a great option for travel and tourism brands, automotive manufacturers, and entertainment companies. Think— virtual tours or interactive videos allowing users to explore features.

These types of interactive content can be the “in,” but continuous engagement through gamification requires some more thought.

Duolingo’s incorporation of points, levels, streaks, and rewards in its’ language learning programs has arguably been a key factor in making it one of the most popular language learning apps.

Micro-conversions and progressive profiling

Micro conversions are those small, incremental actions that users take on the journey to the final conversion.

This might include progress milestones, or steps that lead directly to your main conversion goal— think adding items to a cart, visiting a product page, or starting checkout.

Micro-conversions can also look like secondary/indirect actions like social media follow, newsletter sign-ups, or downloading resources.

Progressive profiling is the data collection process that gathers information about these interactions over time. For example, you might start with basic information about a customer like name and email, then gain more information like job title or company size in later engagements.

You can then tailor communication sequences further along the funnel to be more aligned with the customer’s profile.

Retargeting and remarketing campaigns

Re-engaging customers who have previously interacted with your website or app ensures promising leads don’t slip through the cracks. Nowadays, it’s hard enough to merely catch a potential customer’s attention, so don’t waste the attention of leads you already have.

Nike, for example, pays to show you ads like this on other websites visited if you browse their website for shows:

Some users, particularly older generations, may find retargeting intrusive. However, being transparent about your data usage and providing easy opt-out solutions can mitigate this issue.

Ad Fatigue and email overload can annoy potential customers and lead to unsubscribers— that’s why segmenting your email list and personalizing content to maintain relevance is so important.

Having frequency gaps and rotating your ad content frequently can keep things interesting and prevent irritation.

Using a multi-channel approach— between display ads, social media retargeting, and emails, is another solution to ad fatigue.

Looking Ahead

These days, marketing funnels are increasingly becoming evergreen marketing funnels, because if you’re not automating with all the tools available out there, you’re falling behind all the brands that are.

If you’re interested in automating your marketing processes to grow faster, click here to learn more about how Loopgenius can help you.

Stay tuned for next week, where we’ll continue digging into November’s theme!

Evergreen Marketing Funnel

Week 1: Attraction
Week 2: Engagement (this week!)
Week 3: Conversion
Week 4: Retention

REFERRAL PROGRAM

Hey! Don’t keep us a secret! Refer your friends and start earning rewards! Share this link with your friends: https://beyond9to5.beehiiv.com/subscribe?ref=PLACEHOLDER

If you get just 3 friends to subscribe you’ll get our exclusive sticker pack OR refer more and earn a trip to Vegas!

Your Progress