How To Get The Most Out Of Your Marketing Tool
You’ve created a great company, you’ve got steady sales and a good client base to market to, and you’re taking the next step by investing in marketing automation software – but this is not a “set-it-and-forget-it” tool, to truly see your ROI you need to be sure you’re utilizing all the features effectively.
There are various types of tools available, some best suited for small businesses and some who solely focus on one marketing avenue. Whichever you choose, be sure to do your research and select something that will be the most appropriate for what your needs are. If you only want to automate emails right now, choose something like Constant Contact or Mailchimp. If you’re ready for something that gives you more flexibility and a multitude of usage, look at a tool like HubSpot or Marketo. Tools like these include CRM and CMS systems, so making an efficient marketing plan to accompany the tool is a must.
In selecting a marketing tool, you need to have a careful look at your business. Where are you now and where do you want to go? Investing in a full marketing program is a lot of work. You need to have enough contacts to market to, or be open to using a paid service to gain more leads, such as gathering Intent Data. You also need enough content to repurpose and create marketing campaigns from. If you can safely say you're ready and willing with these two pieces, then a marketing tool is going to be advantageous for your business.
What Is Marketing Automation?
Marketing Automation can be a wonderful tool, if used correctly. This software allows you to streamline and map out your touch points with interested clients based off the data they provide you with. Filling in a form on your website or even looking at select pages on the site can give you access to the ways clients interact with your content. Allowing you to better serve them and increase their likelihood of buying.
Utilizing this software eliminates the need for you to send one-off emails or retargeting ads every time you want to reach out to clients. It also lets you decide what type of buyer journey these clients follow and what steps you want taken during the process. By creating a map of your clients’ journey, you can segment them by various demographics and customize the content sent to each group.
But –there is no point in paying for a tool if you’re only using part of it. Creating a fully functional marketing plan needs to involve all departments of your business. Everyone has to work together and ensure they are making use of the tool and implementing the strategies decided upon. Most marketing tools have areas for your sales, marketing, and service teams. Allowing them to input data which can then be viewed by all other parties. This leads to more consistent customer service across the board, from the first touch point to following up after the first purchase. The key here is making sure everyone is using it.
Tracking Your Client Journey
Many marketing teams find they get less than optimal results when using this software without comprehensive data. It is worth taking the time to create user profiles with appropriate demographics. You want to be sure that you’re creating segments that are as targeted as possible. This way you can map out how and when you contact clients on their journey.
Mapping the client journey in your marketing tool is the most effective way of moving your prospect clients through the process and through your sales funnel. This takes them from a MQL to SAL, then SQL to Client. Your marketing and sales teams need to be actively involved during this process.
In the automation tool you’ve chosen, your marketing team can input data to notify the sales person of a prospective client in their area. The prospect can then be moved through the sales process and the sales person can change the opportunity records and track their sales calls and meetings. Once the prospect buys, the marketing team is notified and they can begin a client satisfaction follow up.
All of the notifications and data collection are done through the marketing automation tool. It keeps all your client contacts in one place and allows everyone on the team to access the information. Keeping your data relevant ensures your clients are always at the forefront of your marketing campaigns.
By taking the time to map out your client journeys based on the data collected and segments applied within the software, you can implement Trigger Marketing. This feature performs a task as a result of an action that was taken by a prospect or client. All client journeys are based on the fact that if they do this – then you want them to do this.
For instance, if you see that a client has placed a product in their cart, but not yet bought, you can reach out to remind them of their abandoned cart or offer them an incentive to purchase now. Once they’ve taken an action you can move them to another segmented group based on their purchased item and get them started on another customized sequence.
Creating segmented groups for different clients to follow makes each interaction as personal as possible. This shows your clients you can deliver relevant information to them and you care about what’s happening in their life or the world. Establishing a relationship like this builds trust and brand loyalty. People like, and continue to buy from, companies that show interest and treat them as a person, not just another wallet.
Creating A Content Strategy
In order to make the most of your marketing tool, you need to fuel it with appropriate content that is specific to each segmented group you create within the software. This not only allows you to communicate more personally with your clients, but also ensures the continued success of your sales and marketing teams.
In creating your strategy, looking at each stage of your client journey is a must. You need to create content that is useful and relevant to prospects at every stage. From the very beginning of their journey with you, a client needs to feel that your business speaks to them and can solve their problems. Your content needs to align with your company goals and with the clients you want to serve.
Your ideal client dictates much, if not all, of your content. Marketing and sales teams need to work together to establish the persona – looking at demographics, geography, social media, and occupation are all important. By having this clearly outlined, your business can develop the indicators and trigger actions that will accompany this new lead.
After you’ve determined your ideal client (or clients), the brainstorming begins. Conduct a meeting to go through what topics could be useful to your clients. Look at pain points, education, and solutions. Does your client have trouble using a particular app? Can you provide a tutorial to guide them through it? Focus on creating knowledgeable content that will remain evergreen.
Then, decide what types of content you want to build up. There are blog posts, case studies, infographics, and videos to name a few. With so many options available, it’s best to choose one or two to begin. Once you’ve been doing this for a while, conduct a content audit and see which formats are your highest performers. This will tell you what to concentrate on moving forward.
Using Intent Data
Another important aspect of your marketing plan is getting the amount of leads to power your content strategy. If you have a stable client base, but need new prospects to make your investment worthwhile, using a company like LeadSift could benefit you.
If you’ve always done traditional inbound marketing, using Intent Data is probably new territory. This data gives you more qualified leads, which means prospects turn into clients faster. The other highly practical feature of employing an Intent Data company is the ability to connect directly to your marketing automation tool. This keeps the data in one place, accessible to everyone, and shows actionable leads who are ready to begin their client journey.
Intent Data companies scour the internet for your next best clients. They look at the online behaviour of future buyers and uses anything that links them to a specific topic. Things like website views, downloads, product reviews, time spent on webpages, and keyword searches are all considered in Intent Data. It’s always said that your clients are out there, looking at products and services like yours. When only 25% of B2B companies are using Intent Data, your business can gain a competitive edge. You’ll have access to warm lead indicators so that your company can be the first sales person to approach the prospect and, most likely, the one who closes the sale.
The great thing about using Intent Data, is the access to clients you wouldn’t usually make connections with. These are warm, third party leads that have been searching for something you provide. The Intent Data gives you more context and insight to these prospective leads and supplements the inbound marketing you’re already doing. You’ll get detailed accounts of all the leads including their occupations, demographics, LinkedIn Profile, what intent signal they showed and what they’ve been searching for. All extremely valuable information when it comes to establishing a relationship and closing a sale.
Combing your inbound marketing with intent data gives you a full coverage of all potential prospects; they complement each other. Using these to develop a course of action through a content strategy gives your business the depth and breadth to reach out and attract multiple segments of clients. Then, by implementing your Marketing Automation tool, you can continue to build client relationships and establish lasting brand loyalty. Growing your business depends on creating meaningful connections and showing your worth.
Creativly can help you in choosing the right automation service for your business needs. We can also create an individualized content plan for your company to attract new clients. By enlisting a professional service to enhance your Marketing Automation, you can be sure that all your clients are seen, heard, and responded to. Allowing you to trust that your clients are being looked after, exactly the way you want.
Contact us today to see how your business can benefit from Marketing Automation.