This article was up to date in June 2020 for accuracy and completeness.
For me, advertising automation is likely one of the most fun latest MarTech developments, as a result of it offers so many alternatives to assist companies ship extra related communications to their viewers.
The secret's to know that you need to use advertising automation throughout your entire buyer lifecycle. It’s not an answer that’s simply appropriate for the highest, center, or the underside of your conversion funnel.
Marketers typically neglect that, however simply as you need to use advertising automation to construct consciousness and generate leads, you too can use it to spice up income out of your present clients.
In reality, Lifecycle Marketing made the primary digital advertising pattern of 2020 for this very motive.
Only when you think about your entire buyer lifecycle will you be capable to see the alternatives of selling automation. Then you can begin understanding which methods to deploy at totally different factors.
This visible exhibits the various totally different choices from prospect to buyer.
Customer Lifecycle Marketing Model by Smart Insights.
The visible is structured across the Smart Insights RACE planning system, which we designed for creating actionable digital advertising methods. In this text, I’m going to take you thru 10 methods that may enable you use advertising automation from begin to end – hold it useful as a easy guidelines of which of them you already make use of and which of them you can begin to implement.
Table Of Contents
Reach your viewers – enhance web site visits, construct consciousness
1) Lookalike concentrating on for prospecting
Marketing automation works finest when you have already got web site guests and e-mail subscribers to speak with.
With Google, Facebook, Instagram, and Twitter you'll find audiences much like your present contacts and clients.
This method, you possibly can develop your consciousness amongst individuals which might be more likely to profit out of your supply, and you may drive extra high quality visits to your web site.
Here’s the way it works:
Just take into consideration how you may use these concentrating on choices when you knew your finest or most-engaged clients? Or when you knew who’s not too long ago engaged along with your content material and requested a session?
Lookalike audiences could be a highly effective and cost-effective method of accelerating your model consciousness and filling up your pipeline with leads.
Editor’s notice: By utilizing GetResponse Facebook Ads you possibly can simply goal audiences much like your contacts, web site guests, and even those that observe your online business web page. All this with no need to change between totally different dashboards. Learn extra about how GetResponse Facebook Ads work.
Act – encourage interplay, generate leads
2) Automated prompts with content material to encourage interplay
When you entice new audiences to your web site by means of inbound advertising methods like running a blog, Google Ads, or social media, encouraging your viewers to work together and keep on the positioning is a problem.
Many blogs have bounce charges of greater than 70%, however by means of including related content material and signposts we are able to scale back this and encourage extra interplay.
Here we are able to use automation to suggest additional interplay primarily based on content material they might be studying – like on a weblog, for instance:
Next or associated articles primarily based on what they’re presently studyingPrompts to join e-mail updates when a consumer scrolls by means of to a sure a part of the web pagePrompts to learn a associated information or report when a consumer interacts with the web page for a given period of timePrompts to supply webinar or free session when a consumer is about to depart your web page
Here’s an instance of how Smart Insights is selling its RACE system on their weblog.
Smart Insights selling their RACE system utilizing an automatic immediate on the weblog.
Here’s one other one, from GetResponse, the place they’re utilizing a immediate for many who’ve engaged with their Email Marketing Benchmarks report.
Targeted pop-up on the Email Marketing Benchmarks report from GetResponse.
Most advertising automation platforms, together with GetResponse, allow you to use their built-in instruments to point out focused types and pop-ups in your web site. And when you’re already utilizing one other software, you possibly can simply join them with your individual apps utilizing prebuilt integrations, API, and Zapier.
three) Landing pages to profile your viewers
Once you've attracted web site guests along with your content material or different presents, you could create a touchdown web page to profile your viewers and add them to your record.
Of course, the way you craft the headline, copy, photos and particular person fields type web page will make an enormous distinction to the sign-up conversions. This is the place one other type of automation, AB testing of various variations, will come in useful.
Here’s a easy touchdown web page you may use to supply an book or one other digital product.
Free report on Content Marketing used as a lead magnet.
Here, you’ll discover extra touchdown web page examples.
Progressive profiling is one other type of advertising automation that may assist be taught extra about your viewers with additional interactions after the preliminary signup.
If you’re a B2B supplier and have a content material asset like a whitepaper that you simply ship to an present subscriber, you’ll additionally ship them to the touchdown web page. But if you already know who they're already you possibly can seize only one or two extra further items of knowledge by way of the touchdown web page.
Alternatively, you need to use an e-mail or a survey to ask them for extra particulars to tailor the communication to their wants higher, or in change for some further advantages.
four) Welcome sequence
The subsequent step within the lifecycle is commonly an enormous missed alternative! When somebody is added to your record as a brand new subscriber, your first e-mail to them might be seen as crucial e-mail you ship to a prospect or buyer.
Here you’ll have the very best ranges of consideration and, when you get it proper, you have to be getting open charges of even as much as 80% and click-through charges round 20% in keeping with this information from the GetResponse Email Benchmarks report.
But don’t cease with a single e-mail! By crafting a number of, well-branded emails in a welcome sequence moderately than the straightforward autoresponse, you possibly can inform the story of what your model can supply subscribers and provides totally different choices to have interaction the viewers.
The information you under helps this concept, as longer e-mail collection nonetheless handle to generate increased engagement charges than what you’d usually see with a easy publication.
Number of emails in a drip marketing campaign and their common engagement charges.
For instance, SaaS software Airtable created this six-email onboarding sequence displaying the number of use-cases for his or her platform and offering ideas which might be important for brand spanking new customers.
1st e-mail: Welcome to Airtable!
2nd e-mail: Browse templates for each mission
third e-mail: Enhance your Airtable bases with Blocks
4th e-mail: Tips from different manufacturers utilizing Airtable
fifth e-mail: Pro tricks to benefit from your Pro trial
sixth e-mail: Need extra time?
Here’s what the primary three of them seemed like:
Welcome e-mail from a SaaS firm Airtable
Second e-mail within the welcome e-mail collection from Airtable
Third e-mail within the welcome e-mail collection from Airtable.
Most companies received’t need to use six emails of their welcome sequence, however hopefully this instance exhibits why a couple of could also be a good suggestion!
5) Dynamic content material for personalization
When you’re working in your welcome sequence, dynamic content material, which is one other advertising automation approach, can come to your assist.
We know that when you point out somebody by identify or different private attribute it'll have interaction them extra. For instance, right here Wedding Wire makes use of a witty type of personalization in a topic line:
Smart personalization within the e-mail topic line from Wedding Wire.
This instance is within the topic line, however the approach can be utilized within the physique of an e-mail, too. For instance, within the Smart Insights Welcome sequence, we name out to totally different roles like ‘advertising managers’ or ‘digital advertising managers’ with related planning recommendation for them.
Convert – obtain sale on-line or offline
6) Form or basket abandon
Do you already know what ASCE stands for? I assume not, however ‘Abandon Shopping Cart Email’ has caught with me as a reminder of one of the crucial efficient types of e-mail advertising.
If you possibly can ship reminders additional down the funnel, they will have a excessive influence on condition that roughly 2/three of all on-line purchasing carts are being deserted, reminders are most certainly to spice up gross sales.
An ASCE is self-explanatory, however the identical precept additionally applies for non-retailers.
If you’re profiling somebody on a type touchdown web page, you too can ship a reminder to finish sign-up in the event that they don’t give their full particulars.
Here’s an instance of an efficient cart abandonment e-mail despatched by a web-based retailer Peak Design.
Cart abandonment e-mail from Peak Design.
Here’s one other one, from London North Eastern Railway.
Recovering misplaced gross sales with automated cart abandonment emails – London North Eastern Railway. Source: ReallyGoodEmails
Read this put up for extra tips and examples of utilizing deserted cart emails to recuperate misplaced gross sales.
7) Lead-scoring – move onto gross sales
Lead scoring is a vital characteristic of selling for B2B corporations or client companies promoting excessive worth services and products. It’s particularly vital the place there’s a protracted consideration course of earlier than shopping for as totally different suppliers are being in contrast.
Often it may be helpful to speak to prospects immediately by means of an outbound telephone name. Naturally, you ideally need to speak to individuals who have real curiosity and automation may help right here as properly to point out you individuals who have made a number of interactions by means of clicking on emails or viewing specific varieties of content material.
The artwork of lead scoring entails organising the principles for which varieties of interplay are value a set variety of factors and when a threshold is reached. Once a threshold is reached, salespeople might be notified to get in contact with a prospect.
Here’s an instance of two lead scoring fashions developed primarily based on consumer interplay with a specific advertising channel and the demographic information they offered.
Lead scoring mannequin primarily based on buyer demographics
Lead scoring mannequin primarily based on consumer interactions
Here are some further lead scoring methods you possibly can apply to your online business.
eight) Nurturing with personalization
Once somebody has visited your web site for the primary time or they’re a subscriber to your e-mail, advertising automation can be utilized to serve related messages to them on web site, both immediately to purchase or to nurture them by partaking with extra content material.
Example of a immediate proven to non-customers on LiveChat’s web page.
Remarketing or retargeting makes use of the same method, however offsite.
Here you employ Ad networks or the big platforms to ship related messages primarily based on cookies displaying that somebody has visited your web site.
This method has develop into very talked-about, particularly amongst on-line retailers and SaaS corporations. The motive for that is easy – retargeting adverts are very cost-effective, and you may additional optimize your advert spend by focusing solely on those that’ve actively interacted along with your content material.
Below is an instance of a retargeting advert that was proven to customers who’ve beforehand engaged with the model’s content material.
If you’d prefer to be taught extra about retargeting, right here’s a radical information on learn how to run retargeting campaigns on Facebook.
And listed below are instruments that you need to use to hold out such campaigns:
Editor’s notice: Thanks to the GetResponse Facebook Pixel integration, you possibly can run retargeting campaigns immediately out of your GetResponse account.
Engage – construct loyalty and gross sales from clients
10) Re-activation of present clients
Our 10th and remaining alternative relates particularly to present clients, nevertheless it’s related for all subscribers. That’s utilizing automation for reengagement and reactivation.
We stated when discussing welcome emails that it’s widespread the primary e-mail you ship to a prospect has the very best open and click-through charge. Well, it’s additionally widespread that by means of time the engagement ranges will lower on common. So, the frequency of opens or clicks will lower because the viewers turns into much less engaged.
Marketing automation offers us a software to detect when people or teams of subscribers or clients have gotten much less energetic and encourage them to work together once more by means of providing a terrific piece of content material or low cost supply. If they’re not , you possibly can probably deal with them otherwise by lowering the frequency of e-mail, that may once more assist make a much bigger influence.
Below you possibly can see how a model referred to as MVMT used this system to reactivate its latent subscribers.
Reactivation e-mail despatched to inactive contacts from MVMT
And right here’s the identical approach, utilized by Dropbox Paper to reengage customers who’ve stopped partaking with their software.
Back to you
There you've it, our 10 alternatives for making extra use of selling automation throughout the shopper lifecycle. Although we’ve checked out only one approach within the “have interaction” part for patrons, most of the earlier methods can be utilized right here, too.
Please share your ideas and views within the remark part under. I’d like to know what you assume.