Marketing Automation

In Top Form Podcast

Marketing Automation - a series of processes to take a lead on a journey, bringing them in with lead magnet, advertising to the targeted market through platforms like facebook to convert the leads into paying customers. You can also use the same process to take existing paying customers and increase their purchasing.

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Take the time to define the journey from not knowing who you are or what you do to paying customer or even recurring paying customer.

Attraction- lead magnet

Through testing you can identify your target market and discern how they would like to be marketed to. After harnessing that data you can use it to market accurately to your cold leads turning them into customers.

Ethical bribe- is something that a business offers you in return for your contact information (usually name and email).

Add to Blog Post a Lead Magnet so you are giving your customers credible information and therefore look to you as a source of information and they are more likely to give their contact information

It’s important to set expectations to your clients so they know how much and what kind of information they will be sending.

Traffic- There are two types of traffic to consider

1.) Traffic you rent - When you pay to run advertisements, whether it is through google ads, facebook ads, or some other kind of platform

2.) Traffic you own - information gained when clients opt in

The importance of testing- Good marketers are good testers

It is important to test your target market and see what kind of advertising platforms reach them the best for example youtube vs facebook vs google advertising. Once you find out what kind of advertising works best for your company it is important to begin automating the processes.

Test different lead magnets for different goals and and segment them out automatically and use your automation software to put them in different sequences, which are a series of actions, mostly emails, a client will come in and the company will plan out when they will receive emails, postcards, reminders, or actions. Moving them through the customer journey might not be able to be completely automated, they might need to still interact with a live person, such as chat box.

Using Infusionsoft or some kind of automation software or tools to initiate conversation is extremely useful especially to brick and mortar businesses.

A lot of times people don’t want to give their email and don’t want to call the business they would much rather interact through Facebook messenger and you can’t be on Facebook 24/7 so it is important to install some kind of chat box or auto response to let the client know that you are still there for them and some extra steps that the client can take.

According to digital marketer websites that are using chat box or some kind of chat feature are converting 56% better than ones that do not have that feature.

People are getting on average 147 emails a day and clients are therefore looking for other ways to get in touch with companies.

It is important to track your customer's journey through the automation process on every platform that you use to customize the conversation to fit each customer.

You can even use automation to minimize how many refunds and cancellations your company incurs.

Using different platforms to rent traffic to bring them into a funnel that will create different sequences to have cold traffic travel into recurring customers, all that can be done with one or more software platforms.

Most web sites or content creation tools will have landing page tools for you to be able to integrate into your automation software.

AutoResponder- a program that automatically generates a set response to all messages sent to a particular email address, messenger system, or phone number.

Customer engagement is a business communication connection between an external stakeholder (consumer) and an organization (company or brand) through various channels of correspondence. This connection can be a reaction, interaction, effect or overall customer experience, which takes place online and offline.

Sender Score- a score that email providers provide to email service providers such as mailchimp that says how engaged your consumers are and how safe your emails are.

Automation has to come with discipline because overdoing it leads to losing leads.

High click through rates - the percentage of people visiting a web page who access a hypertext link to a particular advertisement.

Open Rate- How many people open the emails that you send. If you send out 100 emails and only 2 open the email your open rate is 2%.

Be Careful when you are buying email lists. Make sure that you are getting leads for your target market and not dead leads.

Set email expectations so your customers know how often you will be sending them emails.

List Hygiene- taking people who report spam, hard bounces, or opt-outs off of your list

Good list hygiene is a key best practice for any email program. You must get rid of invalid, non-responsive and duplicate email addresses every chance you get.

Infusionsoft is known as one of the leading sales and marketing solutions for those who need both marketing automation and help with end-to-end sales." "Infusionsoft is the gold standard for small businesses needing a sales and marketing solution.”

There are also industry specific CRMs

Plus This works with Infusionsoft to automate customer journey customization. In this example pulling contacts at certain stages in the journey and automatically adding them to Facebook audiences., Therefore if your target market is married women in their 30’s this will allow you to reach those people. It will take all questions out of reaching your target market.

Campaign- the over arching term for your set of sequences in your customer journey

Lead - Suspect - Prospect - Customer

OODA LOOP- refers to the decision cycle of observe, orient, decide, and act

Never set your sequence and walk away, keep your product cycles short, and OODA LOOP the process.