How To Start With Marketing Automation To Improve Your Inbound Campaign
When executed properly, marketing automation can act as the foundation of an inbound marketing strategy, allowing you to implement successful campaigns. However, managing an inbound marketing campaign can be a large task, even for an experienced marketing team. Each inbound campaign is composed of four main components: the initial setup, a valuable marketing offer, content promotion, analyzing the results and starting the cycle all over again. When effectively executed, this process will result in highly qualified leads. Once you obtain your leads, the goal is to nurture them into reoccurring clients. Marketing automation allows you to track each of your leads and implement proper lead-nurturing tactics when necessary. Explore three examples of how you can get started with marketing automation:
Email Workflows & Targeted Email Campaigns
Any e-mail software allows a company to mass-message their customer list. However, utilizing automated, targeted e-mails allows you to send relevant messaging to the right people, with the right content, at the right time. First, identify your audience, then understanding what inbound sales funnel stage they are in. Next, segment your e-mail list based on their funnel stage, and create content accordingly. Your e-mail list should be divided according to who should be receiving which content and at what time frame. With a comprehensive email strategy, you will see a better CTR (click-through-rate) with fewer opt-outs and spam complaints. These automated e-mails can be sent out based on actions your audience is taking, without you creating and pressing the send button for each individual contact. Explore a simple sales funnel example, below.
Data shows that the more customer fields you require on your landing page, the lower conversion rate you will achieve. Automated progressive profiling is asking for additional information each time a customer takes an action on your website. For example, the first action a viewer takes on website may be subscribing to your newsletter. In this instance, you may only ask for their e-mail address. Next, the same customer decides to download an e-book. At that time, you can ask for e-mail, and first and last name. Each time they interact with your content, you can switch out one required question for a new question, to understand your clients better.
Always remember, the biggest goal of your website is to capture a prospective customer’s information. This allows you to get to know them better, and eventually address their pain points over time, which is key to nurturing them into becoming a buyer.
The biggest benefit of social media is the ability to interact with customers, and prospective customers, in a more person and authentic way. Social platforms also allow your brand to answer your customers in real-time, and when and where they want you to. Although the premise of social media is to provide individualized, and personalized responses to consumers, there are several ways that social media can be automated and still work effectively. There are social media management and monitoring tools that allow you to quickly discover what your customers are commenting on your platforms, and the types of questions they’re asking. You can also monitor social elements such as hashtags related to your brand, and then respond back to customers accordingly. Last, you can also deploy targeted content to your social media followers based on their gender, age, location and other demographics.
Peter Johnson of MyCustomer recently said, “… buyers seek to engage with vendors interactively, clarifying, sharing ideas, and asking questions rather than simply being an audience for sales and marketing messages.” Make sure you are listening to your leads across social media channels and tailoring communications based on those experiences as well.
When executed properly, marketing automation is the foundation of a successful inbound campaign, allowing your company to implement initiatives easier, and more quickly. Automated campaigns such as targeted emails, progressive profiling, and the use of social media enable your business to track each of your leads and implement various lead-nurturing tactics, when applicable.