Over the years, working in senior marketing functions for big corporations, I have been lucky enough to have experienced the introduction of much new marketing automation and internet-based technology. Many businesses have prospered from these new technologies, whilst others have failed to achieve even minimal benefit.
From the early to mid-1990’s I witnessed email and internet being rolled out across corporate associations. Then came this SEO company in Sacramento and that I remember optimizing our first client website. Around precisely the exact same period, AdWords PPC marketing started becoming the talk of the town. Not long afterward, Social Media, MySpace, Facebook, Twitter, and LinkedIn became popular.
Together with these technological advancements, we have seen many marketing automation applications, from internet development tools, email tools, promotion tools, and social networking management tools. Now we’re seeing incredible marketing automation tools like HubSpot who are completely amazing and elevate marketing. It’s no wonder marketing has changed so much in the past 10 decades.
No longer is it mostly a creative art form, it is now also very scientific. A number of businesses are failing to harvest the most potential and important benefits that these advanced marketing automation tools may offer. There are 4 key reasons for it.
1. Limited knowledge on the best way best to utilize (operate) the tools.
Companies often see presentations of the tools or read websites and sales material. Of course the demos and sales material highlight these marketing tools are to use, but they take time, effort and interest to learn. Frequently the tool is downloaded or bought and used and then put to rest because no-one in the company really knows how to use it properly, has the time or interest to learn it or the novelty wears off. A very basic example of this associated with a company that decided it had to start creating videos for its website. It bought editing software that was complex and a camera. No one knew how to use the camera along with the software. Someone in the company attempted to learn it but found the camera or the applications was used again and that they didn’t have time or attention.
2. The team has understanding of the marketing automation instrument but limited strategic knowledge.
This appears to be somewhat common in many organizations. Staff and management know what the tool can perform, are excited about its capabilities, understand how to work it but have lacked the strategic understanding on how to apply the functionality of this tool in their industry or environment. An illustration of that was a company that’d discovered it would be beneficial to start a blog. It started blogging and set a site on its website up. Regrettably, the content of these blogs was irrelevant/inappropriate to the businesses’ core expertise and the sites became simply press releases or promotions. The site failed to provide any advantage to this business.
I have actually seen this do more damage to an organization than when they had never started blogging in the first case. It is a credibility problem.
Companies have to be very cautious when employing staff to handle these sophisticated tools. The interview process should be structured. Many candidates may talk the talk but frequently have limited even both, either independently or strategically, or expertise. Carefully designed recruiting processes should be developed to ensure the candidate has the right level of skill.
4. Recruiting expert contractors who claim the entire world.
We have all come across the SEO expert who will guarantee no.1 place on page 1 of Google results. Most business owners aren’t experts in this subject and the convincing sales pitch is too great to pass. The expert is recruited, the business hands on a lot of money and it ends in disgruntled business owners and managers. There are a lot of reasons for this including using improper techniques that the website is identified and penalizes by Google for. Click here to learn more.
The 4 Major Techniques of SEO
SEO plans can be divided into 4 main areas.
1. Quality articles,
2. Site organization,
4. What’s in it to the customer?
Quality content is described as content which follows the following principles:
1. It’s created for the visitor, not the search engines.
2. Add value to the 10 SERPs
3. Provide your visitor exactly what they want
You will invest a great deal of money to build your website and attract traffic.
However, what should you continue spending money on SEO, online advertising and other types of marketing with no clients to show for it?
Or fewer customers and sales than you hoped for or projected? The outcomes could force you to borrow cash, lay off workers or lose your business. Now that would be bad.
But what if there’s a way to prevent this from occurring? Imagine if this way could help you achieve your goals easier and quicker? You see the money you spend on SEO and other tactics will reveal little or no return if you do not convert leads.
Revenue conversion is the place where you make money. Your price per customer goes down, as your conversion rate goes up. Along with your profit increases at a speed that is higher.
What a Marketing Automation System Can Do for You
A marketing automation program can help you convert leads quickly. So you’re able to make a return on your investment. Plus, this marketing automation company in Sacramento can help you get customers to buy more from you often.
An automation system entails server-based software that simplifies procedures for every contact. It does this by information about and behavior by the contact. This system is more than just autoresponders. It integrates intelligent functions, rules, and customer relationship management that will help you improve sales conversion.
Below are five marketing automation techniques to assist you convert leads into customers.
Marketing Automation Technique #1: Lead Scoring
Lead Scoring lets you position your contacts in response to the actions they take after they are opt-in. Lead helps you know who your qualified leads are. So that you may funnel them in the sales conversion sequence.
Marketing Automation Technique #2: Tagging
Tagging is a method of segmenting your leads. That means you’re able to convert prospects into sales.
An automation system can tag your leads by the advertising supply, kind of contact, and other demographic and psychographic data. You can tag them by the links when they navigate a certain page of your site, or they click . Afterward your marketing automation program can set them in a custom sequence of messages which fit the tag. So the follow-up message could be personalized to their needs and wants.
Marketing Automation Technique #3: SMS Texting
SMS texting is a quicker and more reliable method of sending a message than email or print. About 90 percent of individuals read their text messages over 3 minutes of receiving them. And texting has 6 to 8 times participation compared with email. Not only do you get your message read but your contact is more participated. How awesome is that?
Marketing Automation Technique #4: Split Testing
Split testing is a method that many direct marketers use to optimize results. An automation program can let you split emails or test a couple of revenue letters. That means you may find out what message functions best in sales conversion.
Marketing Automation Technique #5: Shopping Cart Abandonment Follow-up
The sad reality is many folks – as much as 67% or more – abandon their shopping carts. Yet if you follow-up, you can still close the sale. A marketing automation program can assist you to and convert leads into customers. So you can raise the sales conversion rate.
Actually, abandoned shopping carts that activate email response recaptures 29% of abandoned sales. Think about how much more money you could make if you could get those folks back to buy from you.
Where to Get Started
If you’ve got a marketing automation program, start to implement the five methods above and watch your sales increase.
If you don’t have an automation system, then think strongly about acquiring one. You will have the ability to utilize at least one of the techniques above to boost your sales conversion. The good thing is that it’s affordable for many small businesses.
Basically, as with marketing automation, the vehicle is simply a tool that’s used to execute a plan.
Marketing Automation can deliver extraordinary benefits and efficiencies to the business. Prior to execution, businesses should ensure they have both operationally and strategically skilled staff who may use the software. Alternately, the business should think about sources with demonstrated expertise.
When utilizing external resources it is important to work with an agency or consultants that are fully transparent, sharing what they’re doing, why they’re doing it and how it is being done.