I’ve been in the marketing game for over a decade and I’ve seen a lot of trends come and go.
But one thing that’s always stuck with me is the power of automation.
It’s truly transformed the way we reach customers and honestly it’s the key to staying ahead in this ever-changing digital landscape.
🔥 Want to level up your marketing game and ditch those boring email blasts? 🤯
Click here to grab our free guide on how to build a killer marketing automation strategy that actually works: Unlock the secrets of Marketing Automation 2.0!
Marketing Automation 2.0: More Than Just the Basics
🔥 Want to level up your marketing game and ditch those boring email blasts? 🤯
Click here to grab our free guide on how to build a killer marketing automation strategy that actually works: Unlock the secrets of Marketing Automation 2.0!
Remember those early days of marketing automation? It was all about setting up email sequences and drip campaigns.
While that was a fantastic starting point it’s time to think beyond the basics.
We’re in the age of Marketing Automation 2.0 where it’s about strategic thinking and putting the customer at the heart of everything you do.
Think of it this way: back then we were just getting our feet wet.
Now we’re in headfirst using data personalization and a deep understanding of our audience to build meaningful connections.
Keeping the Customer Top of Mind: It’s All About Them
Here’s a secret that many marketers miss: it’s not about the technology.
It’s about understanding your customers and building genuine connections.
Forget about blasting generic messages or bombarding them with self-promotional content.
That’s a surefire way to get ignored.
Instead imagine yourself walking in their shoes.
What are their pain points? What are they looking for? What kind of content would truly resonate with them? This is the foundation of effective marketing automation.
Think about it like this:
- Matt Quinn Head of Marketing at Sauce a SaaS product for e-commerce puts it perfectly: start with the customer and work backwards. That outward thinking is what helps them create personalized messages that boost open rates and click-throughs.
- Travis Bennett Founder of Studio Digita a website design agency emphasizes the importance of asking: “How does this benefit my customer?” This simple question keeps them focused on delivering value and building those crucial relationships.
Nurturing Leads Like a Pro: Beyond “Be Human”
Let’s face it simply “being human” and providing great content isn’t enough anymore.
We need to go deeper and nurture those leads.
It’s about building trust providing answers and showing them that you understand their needs.
Think about it like this:
- Imagine a customer reaching out to your company. Do they get a quick personalized response or are they left waiting? Today’s customers expect instant gratification so prompt communication is vital.
- What about those who just signed up for your service or bought your product? Don’t leave them hanging! Acknowledge their decision with a warm welcome and remind them of the benefits they’re getting. It’s about reinforcing that choice and building confidence.
- But the communication doesn’t stop there. Follow up with a message asking why they chose you in the first place. Their responses are goldmines of valuable insights that can help you tailor your communication and build deeper more personalized connections.
Segmenting Like a Champion: The Power of Customization
In the past this level of personalization was practically impossible but with marketing automation it’s a reality.
However it takes effort time and the right systems to make it work.
Think about it like this:
- Don’t stop with just the first two emails. Allow your customers to set their own preferences. For example ask them how many emails they want to receive. This shows you value their time and input and it allows you to further segment your audience.
Remember building a successful marketing automation program isn’t about overnight success.
It’s about setting clear goals starting small and constantly learning.
Building a Plan: Small Steps Big Impact
Starting with a small campaign gives you the chance to experiment and test what works.
Is your copy resonating? Is your timing right? Are you using the right platforms? This is your opportunity to tweak and adjust before you go big.
Don’t be afraid to label it as a “beta” test both internally and externally.
Think about it like this:
- Ben Landers President of Blue Corona says it’s crucial to “budget more time than you think” for segmentation and content analysis. This allows you to see your content from the perspective of your target audience leading to better relationships and conversions.
Testing Your Way to Success: A/B Testing Is Your Friend
What’s the best way to find out what resonates with your audience? A/B testing my friend!
Think about it like this:
- Start with your subject line: What subject line is going to grab attention and drive those open and click-through rates? A/B testing allows you to test different subject lines against each other and see what performs best.
Remember:
- Walter Wise a business and marketing strategist emphasizes getting your message right. If it’s not compelling and resonates with your target audience it won’t be opened read or understood. His approach is to focus on “Interrupt Engage Educate and Offer” to ensure a successful start.
Mastering the Art of Timing: When is the Right Time?
Next up you need to test your timing.
When is the best time for your target audience to receive an email? 9 am when they’re checking work emails? Lunchtime when they’re browsing for deals? Or maybe evening when they’re winding down?
Think about it like this:
- Travelzoo with over 28 million members found that 11 am on Wednesdays is the sweet spot for sending their top travel deals. Keep in mind every business will get different results so test and optimize!
Measuring Your Success: Data Is Your Guiding Light
Finally remember the importance of data! It’s your key to understanding what’s working and what’s not.
Think about it like this:
- According to Ascend2 marketing automation professionals use several key metrics to measure their success:
- Open rates: How many people are opening your emails?
- Click-through rates: How many people are clicking on links within your emails?
- Conversion rates: How many people are taking the desired action like making a purchase or signing up for a free trial?
Here’s a case study to illustrate the impact of data:
- Bob Grant a marketer who relied heavily on email marketing saw his open rates and delivery times decline. He switched to GetResponse a reliable email marketing platform and saw significant improvements. His open rates jumped 35% and his revenue and profits increased by 20%.
Tracking Your Customers: Building Long-Lasting Relationships
In the online world just like in the real world building relationships takes time.
Tracking your customers is a crucial part of the process.
Think about it like this:
- Tracking your customers is all about gathering data: This data allows you to understand your audience segment them and create targeted campaigns that truly connect with their needs.
- Segmentation is key: It allows you to personalize your message and build stronger relationships ultimately driving higher conversion rates.
- Remember segmentation is not just about industry and interests: It’s about understanding their demographics behavior and purchase history.
- Start collecting user data from the beginning: Don’t be afraid to leverage data from Facebook using third-party contest apps to get even more insights. And make sure your email management tool is up to the task of handling robust segmentation and marketing automation.
Going Beyond Email: Embracing SoLoMo
Don’t limit yourself to email.
Embrace SoLoMo which stands for social local and mobile.
Think about it like this:
- Social media is where your customers are spending their time so it’s essential to have a presence there.
- Location-based data allows you to deliver highly targeted localized messages that are relevant to their specific location.
- Mobile-friendly content ensures your messages are easily accessible on smartphones and tablets.
Remember:
- Quality over quantity. It’s not about having the biggest email list; it’s about having an engaged audience.
Embracing Marketing Automation 2.0: The Future Is Now
As marketing automation becomes more prevalent it’s crucial to go beyond the basics.
The three advanced concepts discussed here – keeping the customer top of mind building a plan and tracking your customers – are essential for staying ahead of the competition and exceeding the expectations of your audience.
Remember there’s always another level to achieve.
So let’s raise a toast to building a marketing automation strategy that truly drives results and helps you reach your full potential!
🔥 Want to level up your marketing game and ditch those boring email blasts? 🤯
Click here to grab our free guide on how to build a killer marketing automation strategy that actually works: Unlock the secrets of Marketing Automation 2.0!