Supercharge Your Content and Marketing Automation Efforts
5 Practical Steps
Content and marketing automation go together like Batman and Robin. They are better, stronger and more resourceful together than when used separately.
For one, content fuels marketing automation. Otherwise, what are you going to send people? How will you spark interest and engagement? Capture and nurture leads? But sending an email in itself isn’t enough to deliver results. The context needs to be right and the messaging has to be strategic, valuable and offer value or you will lose the prospect faster than you can say “unsubscribe.”
As well as this, marketing automation has the ability to expand the value and impact of content, capture leads, improve conversion rates, drive repeat purchasing, and enhance the overall customer experience. Not surprisingly, 80% of companies that implement marketing automation into their businesses see ROI in less than a year. (Focus Research, 2011).
So if you are up for growing your business and turbocharging your marketing efforts, here are the critical steps you need to take.
#1 Create a Compelling Landing Page
It all starts with you capturing the details of your visitors. Unlike your website’s homepage or even a product page, a landing page has to be laser focussed. Navigate the audience’s attention to a single call to action and keeps them from wandering off.
Here is a great post on how to create the perfect landing page .
Nobody wants to be sent to a page only to end up staring at the screen thinking ‘now what?’. After all nobody wants to be sent to a page only to wander ‘Now what?’.
#2 Segment for maximum effectiveness and results
Even the most basic marketing automation tools allow you to segment your audience in some way. Failing to do this is like sending the same birthday card to your girlfriend and your grandmother – probably a big (BIG) mistake.
The goal of segmentation is to precisely match your communications to the expectations of the customer. And of course, the more accurate the match, the better the results.
A narrower segment in terms of age, interests, needs, wants and purchase behaviour will be easier to target with a more personalized and tailored message. You wouldn’t send the same automated sequences to someone who’s just came to your website for the first time and someone who’s been buying from your for years, would you?
Different people will have different needs, but also in terms of the sales funnel, they will be at different stages of the buyer journey. Therefore segmentation is a crucial step to getting the right content sent to the right people at the right time using automation.
#3 Develop a Tightly Focused Content Development Plan
Earlier we said that content fuels automation. The key is to determine content gaps in the buyer journey and send targeted content to fill them.
Think about your sales funnel and what possible questions your leads will be asking along the way. These may be ‘Why do I need this product/service?’ at the beginning and ‘What extras do I get if I purchase from you?’ towards the end of the cycle.
Automation is firstly about communicating at the right time and under the right triggers but of course also about sending the right content. Make sure you know who your customer is but also what the stage that they are at entails. Having a deep understanding of the activities and questions associated with each stage of the sales process is vital for the success of your lead nurturing strategy.
#4 Create additional triggers to monitor engagement
There is more to automation than sending a one-off campaign or an email after the prospect has signed up for your newsletters.
A more sophisticated approach is bound to yield better results. Look into setting up multiple triggers across your funnel such as when a person clicks on a link you’ve sent them in one of your emails, or when they’ve downloaded a brochure on your website.
Multiple triggers means multiple touchpoints between your business and the prospect. Ultimately, the more you know about their interaction with your website, your emails and your company in general, the more equipped you’ll be to make your efforts more efficient, nurture leads more efficiently and close sales faster.
#5 Monitor results
How do you know what’s working and what’s not? Some aspects of your content and automation strategy are bound to be perfect from the first time but more often than not you’ll need to make alterations along the way.
Look at your processes and eliminate underperforming content after six months if it’s not producing the desired engagement or conversions. Most good automation systems have extensive evaluation and monitoring features that allow you to extract reports and data on your campaign’s performance. Make sure you use them!
Cleverly executed marketing automation and great content give organizations the ability to maximize marketing ROI, facilitate the sales team by taking a huge load off their shoulders and massively help lead nurturing. Follow these practical steps and watch your marketing dollars multiply!
Tell me, how is your organization using marketing automation to drive business results?