You are at the top of your game. Your marketing automation techniques are integrated, your predictive lead generation is on point, and your ROI has you walking on air. Can you imagine? Your sales cycle is even so dialed in that you don’t know how things could be better.
But no matter how perfect the marriage of technology and sales seems, there can always be a little room for improvement. With that in mind, here are some marketing automation tips on how to trick out your digital and direct mail campaigns. Follow these 10 tips to use those features in ways that you hadn’t even anticipated.
1. Adjust discount levels based upon engagement.
There are few things more disheartening than an abandoned shopping cart. Don’t leave those forlorn items to their sad fate. Use that customer profile information collected by your automation platform to send a reminder to your customer with a personalized deal made just for them. If the timing is right but the price isn’t, a limited-time-offer may be what you need to close the deal.
You can also put all that data on website traffic to work with incentivized offers to repeat visitors and loyal customers. Repeated views of a product pricing page over and over again means that your lead wants to buy, but something is holding them back.
Encourage your site visitors to take the plunge by sending an email or direct mailer designed to their unique profile. Tack on a special deal for the product they are longing for, and you’ll have your prospect hooked.
2. Real-time buyers.
Instead of relying on an activity log, real-time notifications notify you when customers are viewing product and pricing pages on your website. With only a 5-minute window to take advantage of that activity, notifications routed to your sales team let them reach out to a customer while they are in the middle of considering a purchase.
Instantaneous customer service and the ability to ask questions while they review the product creates the same ‘face to face’ service that is the hallmark of brick and mortar stores, but from the comfort of their couch.
3. Know when to hold ‘em.
Almost 80% of consumers will unsubscribe if a brand is sending too many emails. So what do you do when your automation platform has multiple lists from different campaigns? Having an unhealthy list could result in a surge of email that could cause your base to cut and run.
Static lists are your failsafe, and allow you to filter subsequent sendings based upon earlier runs. Marketo’s step-by-step instructions show you how simple it is to add your contacts to your static list after you have issued a mass send and then use the static list to keep redundant or excessive mailings to a minimum.
4. It’s all in the delivery.
Direct mail is the ultimate hack in your arsenal. While a digital campaign might get hung up on spam or pop-up filters, direct mail goes right to the source. Relevant swag or a personalized care package opens doors that your emails just can’t.
There are tactile marketing automation options for every step of the sales cycle, from ‘Welcome!’ postcards to brochures that beautifully showcase ‘Wish List’ items or incentives to win back customers and reward loyalty.
In fact, Medium.com has a great article on how growing companies (like Airbnb) are successfully enhancing their multi-channel campaigns with direct mail automation programs like PFL’s tactile marketing automation to reach out to their customers.
5. Tweet them.
Social media marketing is growing by leaps and bounds but keeping that personal touch is getting harder and harder to accomplish. Thankfully, systems like Zapier lets you build connections by reaching out with a personalized message through social media whenever a lead fills out a card.
Acknowledging their interest in your brand with an automated, personalized message to their Twitter or other social media account shows not only that you’ve been paying attention but that they are worth the shout out.
6. Automate your incentives.
It is by far more cost effective to nurture your existing clientele than to chase new leads (it is 5 to 25x more expensive to get new customers in fact). By putting acquisition into the hands of your existing clients, you can do both and still save money. Companies like DropBox and PayPal have automated their lead acquisition by using viral word of mouth to the tune a 60% increase.
By making ‘free’ upgrades available to clients who promote your brand through social media like Facebook or through recommendations to their friends and colleagues, your clients will be happy and you get reputation-building referrals to boot.
7. Effectively capture leads.
It is a well-known fact that we won’t get something for anything
– which is why incentivizing your virility is so important. Giving leads access to whitepapers, ebooks, or introductory discounts in exchange for contact information is a common practice but it is so widespread because it works.
You can build from this success by designing your contact forms to be short (and therefore easy to fill out) with dynamic conditional fields or drop-down menus. Marketo allows you to build your own fully customizable contact forms to capture data and nurture your leads.
In addition, most automated systems can be set up to request only the information you need (such as a phone number when you have already captured an email address) however, platforms like Pardot and Leadpages can actually populate your request forms with captured customer information.
Pre-populating request forms for documents or webinars increases the likelihood of conversion and keeps your customers happy. Because who really likes entering the same information over and over again on forms anyway?
8. Be pushy.
A great way to grab your customer’s attention is by sending push notifications directly to their mobile device. By taking the simple step of automating your system, you create incentives that are relevant and alluring, which builds appeal. Scheduling these messages to drop during peaks in activity, for example, customers are more likely to shop during the weekend.
Scheduling based on activity levels means that you can detail the timing of your message to correspond to the customer activity data gathered by your automated system.
9. Tailor your ads.
At some point, we have all had ads pop up on seemingly unrelated websites for products we’ve viewed or searches that we’ve conducted days before. This seemingly spooky use of collected data isn’t all that new, as hyper-targeted content sequencing has been around since MySpace. But this practice can be effectively applied to your own campaign.
Think of all the data that you have collected to let you track your customer activity and identify the prime times for purchasing. Did you know you can also use that data for designing your ads? 74% of customers gravitate towards ads that are personal and relevant.
Build personalized ads tailored specifically to your individual clients directly into your automation so that promotions appear in emails and on your website that are detailed to their needs, wants, and peaks of activity.
10. Automate content marketing with a user-generated system.
With a sizable customer population, you can try experimenting with a user-generated content system. While your automated system may identify brand hits and references on social media, you can take it beyond the realm of one-liners and get content that really counts.
Customer-driven content created for and by the users of your product is the literal word-of-mouth reputation builder that the digital age tends to lack. Building your brand by reputation is an issue that we consistently find ourselves returning to: namely, how exactly do you accomplish it effectively?
Moz has some great examples of customer produced reviews and articles on their (now retired) blog. By combining the visual product and brand mentions via social media and content built by your audience, you can give your customer community a place to flourish.
Looking for more? Salesforce’s Pardot and Marketo both offer their own secret menu of ‘hacks’ to get even more value from their already stellar systems. Get copies of Pardot’s whitepaper and Marketo’s pdf on their websites for even more tips and tricks on how to crush the competition.
If you’d like more tips and tricks from PFL, check out our blog or give us your email.