Marketing automation is not what it used to be. Back in the day it meant just setting up a simple email marketing campaign through simple third-party software. The best you could do was create timed emails that were not responsive to the user’s behavior. Now, you can use complex automation software such as HubSpot to create workflows for solid lead nurturing and beyond.
The best part of marketing automation today is that your workflows can be responsive to your user’s behavior. This means the right marketing messages can be delivered to the right audience at the right time. This is a goal that every marketer should have when creating marketing campaigns. You don’t want to waste marketing content on users who do not care about it because it does not concern them.
The best marketing campaigns have the right audience segmentation. You can use HubSpot to build your marketing automation campaigns to properly place users in the right workflows by the data collected on them. In this article, we are going to breakdown 3 tips to building a successful marketing automation campaign using advanced tools such as HubSpot.
1. Collect the Right Data First
Before you even begin building a workflow for your marketing automation campaign, you should collect the info you need on the intended audience. Why? A good foundation for any marketing campaign starts with knowing the right information about your target audience so you can properly send them the information they want. For instance, if you are a car salesman you want to know: what type of automobile are they interested in, when are they looking to make a purchase, are they looking to lease, finance, or buy cash, do they plan on trading in their current car and if so what is the year, make and model, what is their dream car, etc.
The best way to find out as much as possible on your target audience is through building a HubSpot form with the questions you want to ask them. Then you can get creative as to how you will get this form in front of your target audience. You can place it on a landing page and have online ads and social media campaigns directing users to it. You can have it on tablets and have your salesmen fill out the form for the prospects when they guide them around the showroom.
Now you could ask these questions in your workflow. But, it is better to collect as much information as possible before the campaign is built. Since a campaign that asks these questions will have a greater chance of unsubscribes than a campaign that knows to send the right content from the start. Once you build the workflow the submission of the form can be its trigger and the user can be placed in the right if/then branch of that workflow. This will ensure they automatically receive the right information from the beginning.
2. Create a Workflow with Multiple IF/Then Branches
A good workflow should look like a tree. From start to finish will be a straight line. This will be for users who don’t respond to any of your marketing content, but you want to keep lead nurturing them. Since all it takes is one piece of content, if it’s the right content to the user, to entice them to complete your campaign goal or goals. Your branches are the if/then conditions of the workflow. Overall, a successful marketing automation campaign gets most of the users in the workflow to complete your goal or goals. This goal can be returning to your website or business to complete a form or purchase, calling your business, attending your event, etc.
The if/then branches in a workflow significantly increases the chances of goal completion by being responsive to user behavior, current user data, or newly found user data in the campaign. Let’s say you have a workflow for a lead nurturing campaign for users who abandoned the shopping cart of your car parts website. Now the point A to B of your workflow will be a straight line that talks about general info about your brand to educate them, your products, and your value propositions. You should have if/then branches for every main product category. If you are using HubSpot, you can easily have the user automatically placed in the right if/then branch depending on their recent user behavior on your website.
Let’s say the main branch of your lead nurturing campaign entices them to return to your site. Again, they don’t pull the trigger on your site! However, this time you have the workflow and the right if/then conditions. So, on your site they didn’t buy your Titan Plus brake pads. HubSpot will automatically place them into the Titan Plus brake pad branch of your workflow so that they will receive the limited time discount info on your Titan Plus brake pads. Because you are sending the right user, the right info, at the right time they have a much higher chance of converting to a customer.
3. Review Analytics During the Campaign
You don’t want to wait until the marketing automation campaign is over to find out where you could have improved your content. When using a tool such as HubSpot you can look at the performances of each email to ensure you are using the right content. A great part about building a workflow using HubSpot is that you can edit the campaign while it is live.
This translates to a campaign you can adapt to the live data you are receiving from user behavior. Since HubSpot workflows are not coded in stone you can test new fonts, images, and messages on your audience. For example, it is common to use the same email template for every communication in a workflow. You may find an 18-month campaign that had a high engagement rate in the beginning is starting to lose steam after 4 months. If your campaign is using the same email template design, it may be your target audience thinks you are sending them the same info and ignoring your emails. Change things up when your campaign data is telling you to.
If you need help with your marketing automation you can reach out to us at Leads Bringer. We are a Cleveland web marketing agency that specializes in marketing automation.