Marketing Automation: 3 Easy Tips

Marketing Automation for Small Businesses

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.

Why You Should Automate Your Small Business Email Marketing Campaigns

Email Marketing Best Strategies

It used to be that small business email marketing was like having a one-sided conversation with your leads and clients. Now when you place your emails into an automated workflow with If/then logic, you can create a dynamic email marketing campaign for your smb business that reacts to the user’s online behavior. Instead of telling what you think your users want to hear about your brand in your emails you can ask them what they want to know about it. Then depending on their answer selection, they will automatically be placed in an email branch within the workflow that sends them the content they want.

What this means is your emails will have a much higher engagement rate. You are giving the user what they asked for and can continue to automatically place them in email branches within the workflow that respond to their previous user behavior so they will always receive the content they want. For example, in the automated workflow for your small business, if you send them an email to learn more about your Winter sale and they clicked on your call to action button and went to its landing page.

However, they did not buy anything on the landing page. This will place them in an email branch within the workflow that will try to get them back to the landing page to buy. In that series of emails you can ask them why they did not take advantage of the Winter sale. Depending on their answer, they can be automatically sent the right communication to try to overcome their reason for abandoning the sale.

The simplest way to make a responsive email workflow for your smb is to always use predefined answers. If you don’t, you could have the workflow automatically assign a staff member to each user in the workflow so that when the user does respond to an email it sends it to the staff member. Then the staff member will be responsible to send a reply. It is better to have the workflow send automated emails to respond to the user rather than to wait on a human.  Also, the automated emails would have been proof-read and reviewed to contain the right content well ahead of time.

Users can be automatically added to small business email campaigns through their workflow triggers. This is just criteria the user must have met to qualify for the specific workflow, such as filling out an online form on a certain web page or giving certain info about themselves. This data is then used to automatically place them in the right workflow, which will contain the right email campaign.

For example, the user fills out a form on your hats webpage about yellow hats and gives their contact info. A trigger to place them in a workflow can be yellow hats and then they are placed in a workflow with an email campaign about your finest yellow hats. Also, because they stated they are from Cleveland, this can place them in another workflow that talks about your products that are perfect for Cleveland weather this time of year.

When the client gives you data, you can automatically react to it with the right communication in a timely manner. That is powerful. You do not have to rely on the old way of sending canned messages that miss the mark on your leads, clients, and past clients. When you enhance your small business email campaigns with automation, you are taking advantage of data to perform cutting-edge customer segmentation that provides outstanding results.

If you need help creating email marketing automation for your small business, you can contact us. We are happy to help.  

3 Ways Small Business Marketing Automation is Powerful

Marketing Automation for Small Businesses

Have you heard about small business marketing automation? If not, you are missing out on a powerful marketing tool that can turn old leads into sales and prospects that had originally said no to your marketing messages into loyal customers.

Lead nurturing is a crucial part of small business marketing since most sales do not happen after the first web visit. When someone fills out a form on your website for more information about your product or services, you have to keep them thinking about your brand and your solutions in order to have them come back to complete the sale.

There are 3 ways SMB business marketing automation is a powerful marketing tool. After you read about them, we recommend you start automating at least one of your marketing channels. We guarantee you will get amazing results.

  1. 1. Marketing Automation Can Deliver the Information Your Target Audience Wants at the Right Time

The first step to a successful small business marketing automation channel is creating the right triggers that properly segment the marketing collateral. Again, you want the right message to be delivered to the right people at the right time since this equates to a high conversion rate. You can create criteria for your target audience to match a trigger that will automatically place them in an automated marketing workflow which will deliver the right marketing messages to them.

For instance, you can create a trigger that will place web visitors who had went to your web page about dog collars in a marketing workflow that will send them timed texts and emails about dog collars. We recommend you share not just overall product information, but deals and discounts. You can even get very specific with your product marketing automation. If they clicked on a certain brand in the dog collar workflow then you can set the workflow to just show them emails and texts about that specific brand. This is how you can increase your conversion rate.

2. You Can Adapt Your Marketing Automation to How Your Target Audience Interacts with Your Marketing Messages

One of the greatest things about setting up a small business marketing workflow is that it is not set in stone. While the workflow is live and leads are in it, you can add more to it. Why? Well, marketing automation programs allow you to look at performance results of each marketing message in your workflow. You can then adapt your workflow to how users are interacting with previous marketing content.

We recommend to review how your workflow is performing at least once a week. You can determine what marketing messages need to go and which need to be reiterated or discussed in more detail based on analyzed performances. This will improve the effectiveness of your workflows nurturing small business leads.

3. You Can Automatically Move Audiences into the Marketing Workflows They Want

When you have multiple automation workflows each one should have a trigger at the beginning which determines who will be automatically placed in the workflow. This means a web user will get the right message or messages depending on their interaction with your brand. So for example, a web user came to your car dealership website and filled out a form that stated they wanted to buy a car. The trigger you had set in your car buyer workflow places them automatically in that workflow. Now they get timed texts and emails about car buying tips and deals.

On day 11 of the workflow you created a second trigger that will place the lead into the car seller workflow if they said they wanted to first sell their car before they bought a new car in an automated email from the car buyer workflow. What this does is tell you the lead is interested in buying and selling a car and needs info on both processes. Meanwhile, you will have small business leads in the car buyer workflow that never set off the trigger of the car seller workflow because in the email they stated they didn’t need to sell a car before they bought a new one. Meaning they are only interested in buying a car and will then only receive marketing messages about car buying. Your brand giving the lead exactly what they want will only enhance your image, build your credibility, keep your brand on their mind, and increase your chances of turning them into a customer.

If you have any questions about building small business marketing automation workflows, you can contact us for help. We are marketing automation experts and enjoy helping businesses work smarter by building enhanced marketing processes for them.