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Marketing Automation: Step 5 – Analyze and Optimize Those Workflows

There are 5 major steps in the Marketing Automation process that allows for effective marketing. 

  1. Identifying Your Goal
  2. Find Your Audience
  3. Create Content for the Buyer’s Journey
  4. Make Successful Workflows
  5. Analyze and Optimize those Workflows

Step 5: Analyze and Optimize those Workflows

The last, but most crucial, step is to examine! What is effective now may not be effective in a month. So, take a look at your automated systems. Do your contacts fall out?

How many of your leads convert into paying customers? Is the outcome how you expected it to be?

Actively reviewing your workflows means you’re continuously improving your automated processes and figuring out what material needs to be altered or supplemented to boost conversion. As a result, by delving into the details, you may optimize your workflows and find more operations that can be automated.

Conduct an A/B Test

An A/B test is highly recommended. A/B testing is evaluating tiny modifications between two variants for two different groups of website users to see which one generates the most conversions. One thing at a time is the key to successful A/B testing, as this allows you to see what works best. Because if you test numerous things at the same time against each other, you won’t know which one produced a successful difference.

A/B testing can be done on landing pages, emails, images, and forms, to name a few examples.

Learn more about Marketing Automation and how it can help generate more efficient conversion rates!

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Marketing Automation: Step 4 – Make Successful Workflows

There are 5 major steps in the Marketing Automation process that allows for effective marketing. 

  1. Identifying Your Goal
  2. Find Your Audience
  3. Create Content for the Buyer’s Journey
  4. Make Successful Workflows
  5. Analyze and Optimize those Workflows

Step 4: Make Successful Workflows

You now have a clear buyer’s journey, a defined goal, and an idea of what content to create for each step of the buyer’s journey. It’s finally time to start thinking about workflows! Lead segmentation comprises categorizing your data into lists depending on a variety of criteria, such as actions taken. You should also utilize the Marketing Automation tool to generate lead status steps and life cycle steps. You construct a logical structure from which to work by organizing your data. Without first defining an order, it will be practically impossible to trigger processes based on life cycle steps and specified actions.

How to Create Workflows That Work

  1. Analyze – determine which marketing processes can be automated
  2. Visual Workflow – Create a visual representation of your workflow. This clear visual can aid in explaining the functionality of the automation. 
  3. Check the Data – Make sure your data is accessible and that you can utilize it to generate triggers.
  4. Inform the Team – Notify the person in charge of the workflow as well as the sender of the email. As a result, whether a warning about a download or information about calling a person is displayed, the individual is informed of what will happen.
  5. Turn your workflow live!

Go to Step 5 of Marketing Automation: Analyze and Optimize those Workflows.

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Marketing Automation: Step 3 – Create Content for the Buyer’s Journey

There are 5 major steps in the Marketing Automation process that allows for effective marketing. 

  1. Identifying Your Goal
  2. Find Your Audience
  3. Create Content for the Buyer’s Journey
  4. Make Successful Workflows
  5. Analyze and Optimize those Workflows

Step 3: Create Content for the Buyer’s Journey

To be a successful company in today’s market, you must actively work with content throughout the buyer’s journey. What material does your target persona require at the exact moment they need it? Now is the time to respond to that inquiry. The buyer’s journey is a detailed account of a customer’s interactions with your business. You can create the correct content for the right person at the right moment if you have a well-defined buyer’s journey. As a result, creating a Marketing Automation strategy for the buyer’s journey allows you to optimize the smooth transitions between processes and warm up contacts even more to boost conversions.

Awareness Stage – Blogs, Keywords, Social Publishing

The first stage of the buyer’s journey is the awareness stage. This step will increase brand awareness. The most crucial part of this stage is to respond to the individual’s problem and help them name it. Showcase what you have to offer as well as the accomplishments of your firm.

Consideration Stage – Forms, CTA, Landing Pages

The potential buyer is now looking for more information. Individuals can now pinpoint their problem, allowing them to ask more in-depth queries. Customers that are interested in purchasing the solution want to know more about how it works. As a result, it’s vital that you apply what you’ve learned to these questions. Deliver your material to your target personas, add value, and demonstrate to potential consumers that you are an expert on the issue. Examples: downloadable items such as guides, e-books, templates, etc.

Decision Stage – CRM, Email, Work Flows

In this step, the individual recognizes the issue and seeks out someone who can help. As a result, contacts demand additional information on why they should choose you at this point. Showcase what prior customers have said about you and explain what makes you unique in the market. What’s the best way for me to approach these people? In this instance, personalized content is critical. You can personalize the experience in a one-on-one situation. The idea is to encourage the person to think beyond their current constraints and to desire to grow with you. If you succeed, your customers will be unquestionably loyal to your company.

Customer – Surveys, Smart Content, Social Monitoring

The individual has identified the optimal option and has opted to acquire it at this point. Depending on whether customers purchased a service or a product, the actions that follow are different. If it is a service, the person obtains physical support from the company in order to solve the problem before using it. If it’s a product, the person receives it and starts using it.

The sort of content a client needs while making a purchase is significantly depending on the organization.

So, consider your business. Is there a common question that you can answer with material for all customers?

Promoter

The post-purchase stage begins after the purchase or service is done, i.e. the problem is resolved. After you’ve made your purchase, the next step is crucial. Because this is an area where word-of-mouth is really important. Because, in the end, consumers are more influenced by word-of-mouth than by traditional marketing. We continue to put our faith in those closest to us. Have they had a bad experience with that company? If so, we won’t buy anything from them.

As a result, it’s critical to follow up with material that ensures the customer is happy with the outcome. Is there anything that needs to be fixed? Is the buyer ecstatic and willing to spread the word about you?

Go to Step 4 of Marketing Automation: Make Successful Workflows.

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Marketing Automation: Step 2 – Find Your Audience

There are 5 major steps in the Marketing Automation process that allows for effective marketing. 

  1. Identifying Your Goal
  2. Find Your Audience
  3. Create Content for the Buyer’s Journey
  4. Make Successful Workflows
  5. Analyze and Optimize those Workflows

Step 2: Find Your Audience

Buyer Personas are fictitious, generic depictions of your ideal clients. They help you better understand your clients (and potential customers) and make it easier to adjust content to different groups’ individual requirements, behaviors, and concerns. The most effective buyer personas are built on both market research and insights gained from your actual consumer base (through surveys, interviews, and customer data, for example). You may have a few or many specialized personas, depending on your business; you can always create more later if needed.

Personas, at their most basic, allow you to customise or target your marketing to distinct subsets of your audience. Instead of sending the identical lead nurturing emails to everyone in your database, you may segment by buyer persona and personalize your content to what you know about those various personas. Buyer personas, when used effectively, can enable you to create highly focused content, resulting in a bigger flood of new and repeat consumers that are pre-qualified by data.

Creating a Buyer Persona

Now that you know why you should create buyer personas, it’s time to figure out how to do it. In reality, a buyer persona is the person you consider while creating content, responding to a service ticket, or attempting to speak a new prospect’s language. In reality, you may construct unique slide presentations explaining your ideal buyer personas’ motives and obstacles, which you can then simply distribute with all departments in your organization.

Go to Step 3 of Marketing Automation: Create Content for the Buyer’s Journey.

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Marketing Automation: Step 1 – Identifying Your Goal

There are 5 major steps in the Marketing Automation process that allows for effective marketing. 

  1. Identifying Your Goal
  2. Find Your Audience
  3. Create Content for the Buyer’s Journey
  4. Make Successful Workflows
  5. Analyze and Optimize those Workflows

Step 1: Identify Your Goal

Establishing a goal is the first step! You can then add other types of metrics that pertain to the overall goal after you have a goal. Your goal will be unique to your company but there are standard goals that almost all clients strive for: more qualified leads, boost in sales, boost number of returning customers.

The fundamental purpose of goals is to make it simple to assess the efficacy of your marketing efforts. When it comes to automation, however, goals have a secondary purpose: auto-progression.

Auto-progression is the ability to automatically push contacts beyond steps in the automation that aren’t relevant to them since they fulfill particular criteria. For example, let’s assume you want to send two follow-up emails to new prospects in order to generate more product demos. A contact may request a demo earlier than you anticipate in the automated. Because the contact has already accomplished your goal, they are no longer required to receive follow-up emails.

To put it another way, you can utilize objectives to nudge goal-fulfilling contacts through automation and proactively manage the messages they receive. When a contact schedules a demo, they pass past those follow-up mails and go straight to the next phase of the process.

Go to Step 2 of Marketing Automation: Find Your Audience.