Why Marketing Automation Is Good For Your Holidays
Why Marketing Automation Can Be Good For Your Holidays
Marketing across multiple channels is a headache. Getting the right message to the right person at the right time can be tough even when we’re on top of everything, let alone when we are trying to take a few days off to relax.
Thankfully, there is a solution. Marketing automation allows you to keep a steady flow of leads coming into your business, regardless of where you are or what you are doing.
How is this possible?
Put simply – software. Programs such as Hubspot, Bronto (e-commerce), Marketo, Infusionsoft et al, offer ways to nurture prospects and lead them into the sales funnel with highly engaging and relevant content. These forms of automation software give your customers a personalised service without you having to do all the legwork.
The majority of marketing automation platforms give the business owner three main tools: visitor tracking for their website, email marketing software and a CMD (Central Marketing Database). With this foundation in place, vendors will add further tools and functionality in order to put themselves one step ahead of their competitors.
Choosing the correct platform for your company is very much a personal choice, and it depends largely upon your business’ requirements and goals.
Cover Your Holiday With A Creative Content Campaign
Once you have a marketing automation platform in place, the way you decide to use it is entirely up to you. One way to get the most out of both the software and your time is to come up with a marketing recipe that can bring your company great results simply by adding the right ingredients at the right moment.
The beauty of putting this in motion while you are away is that you can relax, safe in the knowledge that your email campaigns and landing pages are doing the donkeywork back home.
How To Put It Into Action
Data collected via your landing pages will inevitably come in the form of an email address, along with the subscribers’ name and possibly telephone number. This information is the first ingredient on your list, and the most important. After all, without contact details, no contact will be made.
Carefully select two of your best converting pieces of content. The content used for lead generation purposes should always be highly informative, educational and easy on any sales pitches – keep it natural. Now, send one of these pieces to your new subscriber via your automation platform (naturally, all of this can be set before you leave home for St Tropez).
Leave to stew for a week, and if no conversion takes place, it’s time to fire off content piece number two. Again, this can be automated. It is often wise to make your second offer in a different format. If you have already offered a webinar and received no response, maybe an eBook will have the desired effect this time around – mixing things up can make all the difference.
If at any stage your prospect converts you can have your software move them into a genuine lead file. If they don’t, then you can have them placed into a low-engagement subscribers list. Either way, you’ll have a lot more information about your new subscriber when you return home from your long-overdue break.
All inbound marketing campaigns are effectively recipes. Following a method and adding the correct elements when they are called for can bring you and your company great success – even when you are not there to physically oversee every move.