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By now, you've probably heard of marketing automation. If you've been reading our blog lately, you know all about what marketing automation is and how it improves sales. You may even remember our definition of marketing automation: software that sends the right message to the right people in the right place at the right time.
But what you might not know is what marketing automation looks like in practice. Today, we want to break down our formula and show you real-life examples of how you can use marketing automation to send the right message to the right people.
Leveraging Customer History
With the information available through marketing automation software, you have access to all kinds of customer data. Not only do you have the customer's contact information from your CRM, but you also know their behavior across multiple online channels. That means you can see their browsing history on your site, their interactions with your social media platforms, their open and click-through rates on your emails, and much more.
For example, a home goods store wants to increase its lead-to-customer conversion rate. Using marketing automation software, the store sees that a lead has visited the kitchen section on its website ten times within the last three days. The store can nurture this lead by sending them an email for a discount on kitchen products or by promoting a Facebook ad that features its newest line of cookware. The store can then monitor the lead's engagement with that email or ad and tailor follow-up messages accordingly.
This sort of insight into your customers' personal history is invaluable to you as a digital marketer. With it, you can make your messages more relevant to your leads and thus make them more likely to buy.
Using Smart Content
Marketing automation takes content marketing one step further by creating different messages for different audiences. This contextualized form of messaging is known as smart content.
Here's an example of how we use smart content at 9 Clouds. For one of our auto dealer clients, we had created 10 different landing pages that had information on 10 different vehicles. Each of those landing pages had a section for disclaimers that needed to be updated regularly. Using our marketing automation platform, HubSpot, we made those text boxes smart so that we could simply plug in the new disclaimers whenever they arrived, and they would be updated automatically wherever they were needed.
Not only that, we were able to include smart content on the landing pages themselves. Using our customer history data, we created 10 separate smart lists, each comprised of leads we knew would be interested in one of the 10 vehicles. We then set the landing pages so that each lead would see a different page depending on the smart list they belonged to. We also created a default landing page so that if someone didn't belong to any of the smart lists, they would be shown a more general page.
Smart content can be used across all online channels to send the right message to the right people. By automating the content creation processes that are normally done manually, marketing automation can save you time and help you close more sales.
Another way marketing automation helps you target the right audience with the right message is through the use of personalization. Most marketing automation platforms come equipped with personalization tokens that allow you to plug certain data fields (like name, city, or job title) into your messages.
At 9 Clouds, we incorporate personalization into much of the content we create for our own clients and customers. For example, we often insert a person's first name into the subject of an email in order to catch their attention as they're scrolling through their inbox.
We also adjust our Facebook ad copy depending on the audience we've selected. For instance, for an ad for an oil change for an auto dealer in Billings, we narrowed our audience to Billings residents who bought a car between three and six months ago. The ad text read, “Treat your new car right. Get an oil change and car wash for just $24.95.”
You can get extremely specific in your personalization. For example, a cleaning company has form data for anyone who filled out a form requesting more information on its carpet cleaning services. Using marketing automation software, the company sees that several of those contacts were also browsing its duct cleaning services. The company could then send those contacts an email that says something like, “Thanks for asking about our carpet cleaning services. Here's the information you requested. While we're at it, can we tell you about our duct cleaning services as well?” By capitalizing on everything you know about a lead and drawing those key connections for them, you're more likely to convert that lead into a customer.
Using personalization helps you establish a more personal relationship with your customers. When your leads see that you're speaking directly to them rather than blasting all your contacts with a generic message, they're more likely to respond positively–let alone respond at all.
Your leads aren't one size fits all, so your marketing messages shouldn't be either. Marketing automation makes it possible for you to send the right message to the right people. Stay tuned to learn how it can also help you market in the right place at the right time.
To learn more about how 9 Clouds' marketing automation services, please request a free consultation.