In an ideal world, we would have the time to reach out to each customer in a very personal manner.  We’d call them and chat with them for hours on end, trying to help them in any way possible.

We’d treat them as if they were the only other person in the world, and our only goal would be to help them achieve their goals.

Unfortunately most of us don’t have time to spend endless hours with every single customer.  As our businesses grow, our time available to interact with each customer starts to dwindle.  Responsibilities arise, management duties expand, and the customer is often forgotten amidst the hustle of running the business.

However, new tools are emerging that help us to leverage our time so that each customer feels loved and appreciated.  Those tools are bundled into marketing automation software such as Infusionsoft.

The Problem With Automation

The problem with sitting behind a powerful piece of software like Infusionsoft is that it’s easy start talking like a robot.  There’s some psychological switch that gets flicked when we gain the power of speak to a large audience online.  What starts as well-meaning, value-adding information somehow twists into a cold corporate voice when blasting emails to a list.

Think about it — would you write emails to your best friend that sound like that?  If not then why are we talking to people (our loved customers) in such a way?

Jermaine Griggs coined the term “Scaling Personal Attention”, and I think it really suits the optimal way to take advantage of a tool like Infusionsoft.

Marketing automation provides us with the ability to treat each customer as if they were our only customer.  We can listen closely to them and discover their deepest goals through intelligent web forms and tagging.  We can customize product suggestions based on what we already know about their frustrations.  We can stay in touch with them via multiple channels of communication.  We can automatically follow up with customers if we haven’t heard from them in a while.

Treat your customers like your best friend.  We have the power to do so with marketing automation – the key is tweaking how we approach the power.