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Warming Up Your Leads with Email Marketing Automation

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Warming Up Your Leads with Email Marketing Automation


As having exclusive information is no longer an advantage in sales, customers now have the opportunity to research before making a purchase. They are able to create unwavering views about your brand, even before they visit your website or look at your ad. That is why today the generation of potential customers is increasingly based on building trust and telling a unique story of your brand, and less on direct sales and direct marketing.

You might be ready to sell, but your client might not be ready to buy at the moment. However, the moment your customer is ready to buy, you need to be ready to sell. If you are not, you could lose them – they could have lost their interest or gone to your competition.

Nevertheless, you shouldn’t give up on cold leads. Sometimes, all a cold lead needs is a little warming up before they are ripe for conversion. With a custom marketing automation strategy, you will be able to offer them the right product at the right time.

What Is Marketing Automation

Marketing automation is a set of techniques and tools that allows you to manage multiple processes, campaigns, and communication through different communication channels, sell on-demand at any time, increase profits and upgrade your brand, completely on autopilot.

Email automation is a part of marketing automation where we use email as the basic communication channel. It allows the interlocutors to manage the direction of communication with their actions and thus turn it towards their needs and the way that suits them best.

Although it seems as if our lead has control over communication, with skillful email automation we can anticipate potential branches in communication, write emails in advance that will lead communication to a clearly defined goal, and subtly offer our products or services as the next logical solution in the decision-making process.

Email Personalization

Everything is much more tempting when it carries a note of our personality. Personalized content is specifically tailored to each customer based on the information you collected about them. Thanks to content personalization, each user has a unique experience with your brand, which can be a huge factor in boosting your digital strategy and increasing sales.

When you create content that suits the personality of the customers, it tells them that you do not treat them as numbers but as people. Personalized content arouses more user interest, which contributes to improving the customer experience and increasing the conversion rate. Hubspot research has shown that personalized CTAs (Calls-to-Action) have a 202% better performance than regular CTAs.

There is a number of tools and resources for personalized email marketing campaigns, which can help you make sure that:

  • your email list is high quality and your content reaches the right people,
  • your content is relevant to your subscribers and they are interested in what you have to offer them,
  • your subscribers consider you a trusted sender,
  • the titles of your emails are effective since they play an important role in the email open rates.

Re-engagement Campaign

Research done by MarketingSherpa shows that email list decay costs about 22.5% of subscribers annually. On top of that, you lose about 10-20% of email subscribers not because they unsubscribe, but because they stop interacting with you. Sending a reminder email is an opportunity for your readers to get to know you better and start interacting again.

But this cannot always be done by only one email. Create a series of 5 to 10 personalized emails offering high-level content in form of free eBooks, newsletters, case studies, guides, free trials for products. As they give a human touch to a brand, try using videos in your email marketing to make your cold leads interested again.

This is also an opportunity to disqualify those that give no feedback and remove them from your database. This is an effective way to cleanse your email list, resulting in higher sender scores and better engagement metrics.

Create a Drip Campaign

A drip marketing campaign refers to sending a series of marketing messages to potential customers to stimulate sales. It focuses on achieving a long-term goal, such as increasing sales, turning potential customers into sales, and, most importantly, maintaining contact with customers. They are automatically sent according to a premade schedule.

In case you use segmentation in your email marketing, you can use different mailing lists for different types of subscribers – for example, one plan for blog subscribers, another for customers, and a third for potential customers who once have expressed interest in your product but then forgot about you.

These types of marketing email can lead potential customers through a sales funnel with product or service details, guides on making the most of your product or service, and finally an offer to encourage them to buy, but without flooding them.

Use FOMO (Fear of Missing Out)

Fear is a reaction that effective psychology takes into account in the service of marketing. Fear serves as an emotional trigger, a mobilization mechanism, and a motivating factor. In sociology, psychology, and marketing, the notion of fear is known as a “fear appeal”.

Generating fear sells not only physical products, but also services and ideas. Of course, in advertising messages, intimidation is not used as an open threat, but it is rather masked in the form of subliminal messages.

The FOMO effect, also known as the YOLO effect (“You only live once”) is a tool that includes promotional sales “until the end of the week”, promotional prices and discounts, “sales until the stocks run out”, limiting the number of products… Black Friday is one of the forms of a culmination of the FOMO effect.

Lead Response Time

According to a report by Harvard Business Review, lead response time is a critical factor in converting leads. Your likelihood of getting a lead on the phone decreases 10x after the first minutes of a lead submitting a form. Unfortunately, not all sales teams are equipped to call their leads within such a short window of time. While it is ideal to call your leads in this time frame, the next best option is to leverage email automation to initiate the conversation and warm up your leads. Datis Mohsenipour, Director of Marketing & Partnerships, at Outback Team Building & Training, recommends the following:

“Is it better to get on the phone with your leads as quickly as humanly possible, yes. But, any communication is better than no communication. I highly recommend sending at least one soft email touch to your leads right after they’ve submitted your form. Let the prospect know that you’ll be in touch with them within X business hours, and take the opportunity to highlight the value of your products or services. You can do so by including recent testimonials, links to case studies, or a free resource.” says Datis.

He adds that “if your systems allow for it, you can kick things up a notch by sending the email on behalf of the sales rep, including their contact information, and even including a meeting booking link using a tool like Calendly.”

Datis wraps up by giving one final piece of advice: “Always be careful when setting up automated workflows. Especially if you have multiple emails assigned to the workflow. Your sales team needs to be aware of what comms are automatically going out to avoid the embarrassment of sending conflicting emails. You’ll also want to ensure that you have unenrollment triggers set up to prevent misaligned comms from going out after a sales rep has made contact with the lead.”

Conclusion

Warming up cold leads can be a thorough and wary work, but it can also be very well worth it. In addition to the tips listed above, discovering the reason for a lead losing interest in the first place could be a great starting point. A simple survey can lead you to the answer and help you fine-tune your marketing machine.



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The Ultimate Guide to Storytelling

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The Ultimate Guide to Storytelling


Storytelling is an art.

Not a process, method, or technique. And — like art — it requires creativity, vision, skill, and practice. Storytelling isn’t something you can grasp in one sitting, after one course. It’s a trial-and-error process of mastery.

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How to Blog When You Have No Time

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How to Blog When You Have No Time


Finding the time to blog is a frequent challenge for many marketers. Marketers often wear many hats and it can be difficult to focus long enough to churn out quality articles when you’re pressed for time.

How to blog when you have no time? We spoke with author and marketing expert David Meerman Scotton how to avoid common time management mistakes by developing a routine.

No matter what you’ve got on your marketing plate, it won’t get done without proper time management. Learning how to make the most of your time will greatly affect your productivity and overall success as a blogger.

Why is blogging time management important?

When it comes to creating content, maintaining consistency is key. This is why blogging time management is so important. You may not always feel motivated to create on a regular basis, but establishing a schedule will help you to stay consistent with your blog output.

For example, you may find that you’re better at writing in the mornings. So you can set aside 2 to 3 hours each morning to work on writing based on how many articles you’d like to produce each week.

Create a content calendar to help you plan your content in advance and set reasonable deadlines. Make note of holidays or seasonal events that may impact your content schedule.

Getting organized will help you set and achieve goals for your blog. If you’re starting from scratch, check out our guide to starting a blog.

How to Blog When You Have No Time

1. Use blog templates.

An easy way to jump-startyour creative process is to start with a template. Why suffer through writer’s block staring at a blank document if you don’t have to? HubSpot’s free blog post templatescan help you format your article and get started writing faster than starting from scratch.

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Templates function as an easy to follow outline where you can organize your thoughts and start to flesh out your content. HubSpot’s offer includes six templates ranging from how-to posts to pillar pages and infographics.

2. Develop a blogging routine.

In many ways blogging reminds David of exercising. In order to be successful at it, you will need to develop a routine. “It is programmed in,” David says. “It is about building it into your life and making it a second nature, like running in the mornings or doing yoga after work.”

Dedicate time each day to writing or allocate one to two designated writing days per week. Block time off on your calendar and turn off messaging apps to avoid interruptions while you write.

Once you’ve gotten organized and created a routine, you may find you had more time to write than previously thought.

3. Keep a list of ideas.

One way to save time coming up with content is to make sure you always have a running list of fresh ideas to work with. That way you’re not scrambling at the last minute for worthy topics.

Creating topic clusterscan help you flesh out your blog content strategy. A topic clusteris multiplearticles grouped by a shared topic or related topic. For example, you may have one pillar page that gives a broad overview of a topic. From there, you can create more in-depth, specific articles on related subtopics.

This will not only help you plan content but organize your site architecture as well.

4. Perform research prior to writing.

It’s much easier to write when you have all the pertinent information you want to include in one place. Research your chosen topic before sitting down to write and organize the information in a quick outline.

Include any keyword researchin this process so you can ensure your content aligns with what readers are searching for online. This way when you sit down to write, your only job is to write — not look up new facts.

5. Don’t edit while writing.

When writing it’s very tempting to want to stop and make corrections. Don’t do this. It breaks your writing flow.

Instead, write a rough draft withjust pops into your mind first. Follow your train of thought without stopping to fix typos or edit. The goal is to just get your thoughts on the page. Once your initial draft is written, you can always go back and make changes.

6. Perform article updates.

Another strategy is to build upon existing content by performing an article update. Giving your older content a refresh is not only good for SEO and your readers, but it can be a quick win for adding new content in a time crunch.

With older content, you may need to include additional research and update it for accuracy, but it generally takes less time than writing a new article from scratch. Review your existing content. Are there articles you can do a deeper dive on? Have there been industry advancements you can include? Is there a new angle to explore?

7. Find content ideas wherever you go.

By making blogging a life routine, you will come across creative content ideas much more frequently. Keep an open mind, observe new things that interest you personally and find ways to turn them into fodder for a blog post. By noticing world dynamics that get you excited and relating them to your audience, the process of blogging becomes a lot more natural and fun.

Accumulate content ideas from different situations in life and find ways to apply them to your industry.

8. Hire a freelancer.

Sometimes your workload is just too heavy and your efforts can be better used elsewhere. If you have the resources and budget to do it, hiring outside help may also be a great option.

Sites like Upwork, Contenta, and MediaBistro make it easy to find writing professionals. If looking to generate content on a larger scale, consider working with a content agency.

Blog Like A Pro

Creating content with a consistent cadence is an obstacle busy marketers frequently struggle with. Creating a schedule and mastering blogging time management will allow you to create even when you’re short on time.

This article was originally published in December 2010 and has been updated for comprehensiveness.

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How clean, organized and actionable is your data?

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90% of marketers say their CDP doesn't meet current business needs


A customer data platform (CDP) centralizes an organization’s customer data, providing a single 360-view of each consumer that engages with the company. Yet there are still data-related considerations that organizations have to make beyond what the CDP does.

“[CDPs] were designed to fill a need – to enable a marketer to easily get to the data they need to create their segmentation and then go on and mark it from that point,” said George Corugedo, CTO of data management company Redpoint Global, at The MarTech Conference. “But the issue is that CDPs really don’t take care of the quality aspects of the data.”

Maintaining data quality also impacts segmentation, campaigns and privacy compliance challenges for marketing teams that use this data.

Data quality

The data in a CDP depends on the quality of where it came from. Therefore, an organization using a CDP must also consider the quality of the data sources and reference files used to build out the CDP.

“The inevitable question is going to be, how good is this data?” said Corugedo. “How much can I trust it to make a bold decision?”

This is something that has to be on every organization’s radar. For instance, when identity resolution is used, the issue depends on the quality of the third-party reference files. If they are provided by a telecommunications company or credit bureau as the data partner, those files might only be updated quarterly.

“It’s just not an optimal solution, but every single CDP on the market uses some form of reference file,” Corugedo stated.

It’s up to the data scientists and other team members working within the organization to own the accuracy of these data sources.

Read next: What is a CDP?

Segmentation and other actions

The quality of the data using specific reference files and sources will vary and will impact the confidence that marketers have in creating segments and using them when deploying campaigns.

Marketers have to make this decision at a granular level, based on the trustworthiness of data from a particular lineage.

“If they have a campaign that is reliant on suspect data, they can actually delay that campaign and say maybe we wait until that data gets refreshed,” said Corugedo.

Otherwise, marketers are just “spraying and praying.”

Using rules instead of lists

The advantage of having a CDP is unification of all data. But the data is being updated all the time. Instead of deploying campaigns based on a fixed list of customers, the use of rules to define segments allows marketers to update who they engage in the campaign.

“A list, as soon as it’s detached from the database, starts to decay because it doesn’t get any updates anymore,” Corugedo, adding that using lists takes longer to execute a campaign.

Lower quality from data that isn’t updated can have serious implications for healthcare and other industries, where accuracy is essential. 

“Instead, rules are passed through the campaign just like they would be with a list, but those rules reevaluate every time there’s a decision point to make sure that only the qualified people get the particular content at that point,” Corugedo explained.


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Privacy and regulatory compliance

Maintaining data quality through a Redpoint Global dashboard, or a similar combination of tools and data personnel, will also help an organization manage privacy.

The crucial point is that people on the team know where the data came from and how it’s being used in campaigns. The stakes for sending out relevant messaging are high. Privacy and compliance issues raise the bar even higher.

If you’re using a CDP, you can save headaches and extra labor by using a tool that has compliance and privacy baked in, so to speak.

“What we’ve done is embrace some of this complexity and absorb it into the environment, so the marketer never even sees it,” said Corugedo. “What we do is with every implementation, we will implement a PII vault that keeps PII data super secure, and we can anonymize the marketing database.”

This way, personal information of individual customers (PII) is never violated.

“Marketers ultimately don’t necessarily need to have visibility to PII,” Corugedo explained “They like to see it for testing purposes and making sure that it looks right and everything, but the truth is we can do that in other ways without revealing PII.”

Having a handle on data quality adds to the confidence marketing teams have in creating segments and executing campaigns, and it can also help protect the customer’s privacy and guard against regulatory infringements.

Facts not fiction: Beyond the CDP from Third Door Media on Vimeo.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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