Marketing automations have come a long way in the last several years. From targeting contacts with personalized email campaigns to tracking customer journeys and even enhancing SEO efforts, you can practically automate any aspect of your marketing efforts. With the right marketing tools in place, you can create a personalized experience for each customer while gaining a gold mine of valuable data for you and your sales team. As we enter 2020, we take a look below at how businesses are utilizing marketing automations to help make their efforts more effective.
Personalized Email Content & Campaigns
Long are the days of creating a one-size fits all email campaign. Personalizing individual content for contacts has never been easier and should be made a priority as we enter 2020. Most email marketing platforms today come equipped with tagging features, allowing you to tag a contact when they perform a certain action on your website. This simple feature and valuable added data will allow you to segment contacts based on their actions.
For example, say you own a car dealership and have several pages on your website geared toward different vehicles. You could set up an automation to add a tag to a contact whenever they visit a certain vehicle page. Then, when there’s a promotion for that vehicle, you can target that specific list of tagged contacts who have already shown interest in that vehicle. Tagging features are a great way to send targeted content to segmented prospects by adding a data tag based on their actions. This will help save employee time and could increase ROI by giving your customers and prospects what they’re looking for.
The screenshot above was taken from ActiveCampaign. This image is showing how a basic tagging automation would be setup. When a contact clicks on webpage ‘Vehicle A’, a tag will be added to that contact of ‘Vehicle A’. Segmenting your contacts is a great way to create targeted content for customers and prospects.
Visitor Tracking Tools
Many companies today are adding visitor tracking automations to their websites and applications. When a user visits your website, they leave behind a footprint of data. The information contained in this footprint typically houses data such as the actions performed, IP address, geographical location and more. Adding a visitor tracking component to your website or application allows you to turn unknown B2B visitors into valuable leads.
Visitor Tracking tools will collect information that is available in the public domain and put it in real time for you. Having this information available to you, will allow your sales and marketing team to reach out to possible leads who have already shown interest in your product or service. Most visitor tracking tools will allow you to setup notification automations so when a visitor performs a certain action on your site, it will send a notification to your sales or marketing team telling them about the hot new lead.
Social Media Automations
Social media automation tools are great when trying to centralize your collaboration efforts. When you have several team members monitoring your social accounts, things can get confusing. Social media automation tools can help keep everyone on the same page. These tools also come in handy if your company has accounts on multiple networks, allowing you to schedule posts all from one dashboard.
Along with the collaboration benefit that comes with social media automation tools, some tools incorporate a social listening feature which monitors the web (not just social media) for mention of your company and will report back with what the public is saying. You could setup a notification to alert you whenever a certain business or publication makes mention of your brand, this way you are always on top of what people are saying about your business!
The screenshot above was taken from Hootsuite, a very popular social media automation tool. Check out their features and how this fully packed tool can help your social media automation efforts!
Is your CRM platform connected to your marketing efforts or website? Most all-in-one marketing platforms, such as ActiveCampaign, Marketo and HubSpot come equipped with built-in integrations to connect to your CRM system or application. Along with these integrations, many marketing platforms are powerful enough to act as their own CRM, helping to keep everything under one roof. Connecting your CRM software to your marketing efforts will help give both your sales team and your marketing team a visual into your customer’s marketing journey and sales history both online and offline.
Analytics & SEO Automations
If you are focusing on Search Engine Optimization as we enter 2020, you should definitely look into automations to help your efforts. Using analytic and SEO automations can give your team a visual into identifying customer patterns and measuring user interactions. SEO automation tools help your team avoid tedious and repetitive tasks such as rank tracking, competitor research, and link analysis. Platforms such as SEMRush, gives search engine optimizers a powerful toolkit of features that will help boost their digital marketing efforts.
The screenshot above was taken from the SEO marketing platform SEMRush. SEMRush and platforms like this give your marketing and sales team a visual into your SEO efforts. The above screenshot is displaying position ranking from the keywords we selected. SEMRush will report on our rankings based on what keywords we select. This helps us in determining if our efforts are successful without manually checking.
Looking to incorporate some type of automation to your website? Reach out to our Creative Technology team below and tell us what you’re thinking of doing and how we can help!
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