Marketing Automation Part 2
Technology speaks to the tool or suite of tool you intend deploying for the objective already identified. Today the marketing tech landscape is saturated with platforms solving marketing at various stages of the customer journey, choosing the right platform/tool is determined by a number of factors. A critical factor to your product growth is real-time visibility on the customer and his/her interaction with your product, the right tech stack will deliver this through analytics, lead scoring and management, triggers, and personalization.
Optimized workflow has to do with how you align what you know about your ideal customer (data) with your business objective — what pain points have you identified in your ideal user journey, where do you see opportunities to educate the user, what gaps are being created by competing products — also critical to segment your user journey into trackable segments, for example below you have the unknown user also categorized as admirers, then engaged users and lastly transacting users. In the case of a consulting or service-driven business, these will be categorized as prospects, lead, and customer.
Rethinking how you communicate and engage users along this journey will enable you to maximize your technology stack, data and minimize marketing cost.
Content builds relationships. Relationships are built on trust. Trust drives revenue — Andrew Davis.
How you write, what you write about and how it’s delivered are key elements to leveraging content for user engagement. Content could also be in form of gifs, infographics, and videos. The right content to the right customer is critical to the success of your automation, and this is an area often overlooked.
Now that you have a beautiful product ready for the market, take a few extra days preparing articles, photos, and videos designed to endear your ideal customer to your product, process, or industry. If this isn’t your forte, get external help, don’t deploy our marketing automation stack without well-crafted content. Content is the closest interface to your customer.
Simple automation ideas to implement
- Add users who frequently ask questions or send support email to CRM and upsell other products
- Add visitors who download report/giveaway to topical email sequence, for example industry news, product testimonials, or feature benefit
- Cross sell after first transaction
- Offer/discount email after X days of non interaction
- Show popup/offerbox after visitor goes through three pages on your website
- Show popup on web page related to keyword to visitors from facebook campaign
Next Steps — how to implement this in your product marketing
- Email conversion funnel creation
- Content development for the different funnel levels
- Email template designs
- Marketing automation suite setup on server
- Marketing Automation Integration to existing CRM (for sales team)
- Existing use database segmentation
The key is to automate communication to the right user at the right time with the right content on a personal level, leverage technology for growth, unite product design with marketing.
Industries where this is applicable include banking (fintech inclusive), Retail, Insurance, FMCG, Educational Institutions, and Health care.
If you enjoyed this post, consider downloading this research document my company put together — The Nigeria Digital Outlook 2018 — providing insights and relevant understanding of the digital landscape as well as the opportunities that abound.
Got questions or think I have missed some important detail, please leave a comment. Your contribution could be a solution to some other person’s challenge.
By samson Aligba