Marketing automation has become an important tool for companies of all sizes. It can help you gain and maintain a competitive advantage. Accelerate sales. In addition, you can have more contacts interact with personalized messages sent at the right time. So you can build a good relationship.
However, not every marketing automation system is the same. In fact, very few people have all the necessary tools in a service pack. If so, this may lead you to integrate system components from third parties, which can cost you time and money, especially if something goes wrong.
This is why it is first necessary to understand the importance of a complete integrated marketing automation system.
Marketing Automation is a server-based software that integrates different technologies.
4 automation technology is essential for marketing activities
First, it contains a CRM that allows you to collect, store and use information about your contacts. Ability to segment your contacts with custom fields and tags, such as opening emails and clicking links and buying.
Second, it includes automated messaging systems for email, text, postcards and tasks. This allows you to send each message to a contact based on the user's choice of time, date, behavior, purchase, etc.
Third, it has e-commerce capabilities. It integrates order pages with forms and payment gateways for one-click purchases. In addition, it allows you to integrate with your shopping cart if you wish. Most importantly, it can be based on successful or failed transactions, subscriptions, trial periods, payment plans, coupons and more.
Fourth, it must have a campaign builder that enables you to reach every contact in a personalized journey with measurable results. This way, you can create multiple campaigns to choose to join, sell, upsell, download, and retain.
Marketing automation systems such as Ontraport's marketing automation system can provide additional functionality. This includes marketing tracking to help you see which ads, landing pages and emails produce the most cost-effective results. Affiliate marketing and membership sites to help you increase your customer and sales volume. Landing pages and form builders allow you to design professional-looking websites in minutes. Leading routers and scoring systems can help you and your sales team follow up potential customers and turn them into customers.
The three main advantages of a marketing automation system are that you can customize it for your business. You can conduct multiple marketing campaigns while running around the clock. In addition, you can automate contact-specific processes on your journey. However, you can make marketing automation errors in the process.
Marketing Automation Error #1: Send an email to a contact who has not opt-in
Marketing automation involves license-based email, which means you send email to contacts who are allowed to send information to them. You can get a license when each contact chooses to join your system. However, importing a list or adding a contact primarily to a marketing automation system violates SPAM rules. If you do this, even if you give permission, it may affect the delivery of your email.
Marketing Automation Error #2: Do not maintain active contact database
Even if you have a contact to join, you must remain active. This means that you must constantly send them emails with relevant content to participate at least once a week. Otherwise, they may forget you and will not open a few emails that you sent. Over time, they may reduce engagement and reduce email delivery across the entire database. Re-engaging in your campaign is an effective way to get non-participating contacts to interact with your email again. You can use these contacts to tell you if they would like to stay on your list or opt out. Therefore, you can maintain a consistent and clean contact database.
Marketing Automation Error #3: Focus on the wrong indicator
With marketing automation, you can measure the performance of your campaign. This includes opt-in, sales conversions, email open and click link rates, landing page access, sales, ROI, and more.
However, focusing on the wrong indicator may cause you to misunderstand the real result. For example, you might have two campaigns, one of which has a higher open rate and a lower clickthrough rate. However, when you calculate the click open rate, you can see completely different results. Before you start each campaign, it's important to understand the metrics you want to focus on to determine success.
Marketing Automation Error #4: Unsplit Test Activity
All campaigns vary based on the type and amount of contacts, content, and more. Split test activities are the key to finding a normal job. However, the key to split testing is to test only one variable at a time. Such as title, price, quote, design or target audience. The winning election is a new control. You can then test other campaigns for your controls.
Marketing Automation Error #5: Certified Consultant without Team
Marketing automation is both an art and a science. It requires a mix of technical knowledge and direct response marketing expertise. Plus an objective mentality that is not biased towards the company or product. That's why it's best to have an independent consultant use marketing automation software for certification on your team. Develop strategies and build custom automation systems for your business. Also, train your team to use the system.
Orignal From: Have you made these 5 marketing automation errors?
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