marketing automation

4 Steps To Take Your Marketing Automation Program To The Next Level

Here are four steps that will take your marketing automation program to the next level.

The first step is to develop personas. By understanding your buyers, you’ll be able to create personalized messages for each of them. You can start by looking at their objectives, the title of the ideal buyer, where they’re located, how much experience they have, some trigger events that induce them to want to buy your product, and their challenges.

By understanding their psychographic and demographic characteristics, you’ll be able to build buyer personas and write messages that are specific to their needs.

[Read more…]

Next Generational Marketing: 4 Time-Tested Strategies for Success

Recently, while attending a meet-up event at a prominent marketing automation company, I was confronted with a slew of old generation marketers lamenting the difficulties of the new digital marketing world. These marketers spoke of the “good old days” and an understandable, easier to manage marketing mix. With the infusion of web marketing pervading every corner of the world, these marketers felt like dinosaurs, out of place in the current climate. Very similar to newspaper editors, video rental store clerks and mail sorters.

The majority of them spoke of marketing automation platforms and services as their only savior because email marketing was the only digital marketing solution that resembled the traditional marketing they were familiar with — giving them a sense of clarity and structure around their work. Unfortunately, for these dinosaurs it is only going to get “worse”. According to eMarketer digital ad spending in the US will total $42.5 billion in 2013 alone and is projected to reach $60.4 billion by 2017. The reality is that to succeed in any world, you have to adapt.

My advice to these dinosaurs is that the world isn’t so different now and while the tactics have changed, the strategies have stayed the same. Here are four key winning marketing strategies that have stood the test of time.

Know Search Marketing: How, When, Where and Why You Are Advertising

In the 20th century, advertisements were primarily placed in local and national newspapers, magazines, radio, and television. The idea was that by having targeted placements with a set amount of eyeballs you could generate many prospective new customers and generate added revenue. It was of course tough to measure the exact return on your investment, but generally you could instantaneously see the results based on the positive changes reflected in your business sales. With traditional media disappearing, generations of marketers have found it tough to duplicate that same success.

The 21st century answer for marketers can be found using search marketing. Savvy marketers can place and pitch their products via search marketing in a similar manner as they did with traditional media through Google AdWords, Bing, Yahoo, Facebook Advertising, Linkedin Ads, etc. The key to success is the same as it was thirty years ago: you have to have targeted ads with clear messages (“calls to action”) and broadcast to your relevant market (keyword and demographic targeting) with a corresponding appropriate ad schedule (what time of year the ads should run and how long.) The difference is that now we can tell to the penny how much your leads are costing you.

Location, Location, Location: Protect Your 21st Century Storefront with SEO

As new generations of consumers rely more and more solely on online searches to buy their products it is imperative to optimize your website to give your business the best opportunity to be found. The majority of people in the marketing industry talk about search engine optimization (SEO) but don’t apply the very core fundamental tactics needed to ensure success. Just as it was critical for a business to have an attractive address on a well-trafficked street to pitch their products in the 20th century, it is imperative for a modern day business to invest in a proper SEO implementation effort to drive search engine results.

Maintain and Expand Your Brand: It’s Time to Get Social

Marketing used to be all social and recommendation spread via word of mouth. As the population grew, branding became important. In the past and still to this day, companies spend millions and billions of dollars annually on their branding campaigns — often without any idea whether the advertising had a positive ROI.

Nowadays, marketers can build their brand in a cost-effective and measurable fashion. By using social media marketing to engage and appeal to their clientele, marketers can guide discussions, create buzz, get feedback, and humanize their company and its products. We follow a time tested methodology that not only drives followers and engagement, but leads too. Employed properly social media can be the quickest and most effective method to give voice and spread your brand both locally and globally.

Partner When Needed: It Takes a Team to Make a Successful Marketing Campaign

Marketing directors and managers are always confronted with a plethora of daily marketing tasks while keeping their eye on their marketing goals and strategy. It is virtually impossible for a small marketing team to be a subject matter on all facets of digital marketing. An internet marketing agency can deliver excellent tactical marketing results that align with your marketing goals.

New Gameboard with the Same Old Strategies

It is important to recognize that marketing as a core discipline has not been altered. It still takes a deeply analytical, creative and strategic approach to build effective marketing campaigns. The only difference comes in the speed, applications, tactics and platforms used to sell your products. Don’t be a dinosaur, and follow these marketing strategies to a successful marketing conclusion.

Lead Nurture Campaign Step 6 – Marketing Automation Software

Once you have a solid understanding of your market segments and your customer’s buying cycle, and you’ve created the content and emails for the campaign, and you have determined the timing and triggers for the program, you’ll be ready to set up your Marketing Automation software.

The marketing automation software platforms will connect to both your website and CRM system and should make it easy for you to set up the email campaigns, triggers and move leads into the CRM system when they are ready.

Part of the set up will include linking the offers and landing pages on your website to the automation tool so that your lead nurture program will start when a new user registers.  You can also load existing contacts in the system to move your house email list down the lead nurture path.

The software will also give you the ability to set up the marketing automation rules you’ve created.  For example, you can tell the system to send the first nurture email 2 days after a user registers and the next touch point 7 days later.  You can also put in logic that prevents an email from being sent if the user visits a specific web page or is contacted by the sales team.

Many of these systems also include a Lead Scoring capability which watches the user’s behavior as they respond to emails or visit the website, and assigns the user a score based on criteria you define.  You can then set triggers based on that score such as asking a sales person to call, or sending a follow up email.

For more insight to help you build a complete Lead Nurture program, download the entire white paper here.