Jeff Bullas, a renowned social media expert, blogger, speaker, digital strategist, consultant and author of several best-selling books, talks about the new, hot trend in marketing – Marketing Automation in his e-book “15 Reasons You Should Be Using Digital Marketing Automation” . You can read the first part here.
Improve your target reach
Many businesses have different products for different markets. In the past, segmentation was done by a separate sales person. They would identify the market, get the Yellow Pages, and start calling.
Segmentation in the digital world can be done with Facebook ads that show a specific banner or video (see this article for video content ideas ) to a clearly defined and measurable demographic of potential customers. Once the prospects have left their contact information, they can be entered into a marketing automation database to engage them with the right content marketing. The call comes later.
Measure the results
Mass marketing of the past was and still is based on intuition and hope. A clever creative team at an advertising agency created an attractive concept. Then came video recording and photography, production of printed materials. And then an advertising campaign was launched on television, radio, newspapers and magazines.
When a campaign ended, simple metrics like views and reach were applied. And it didn’t work. And it was a costly process, repeated over and over. It took weeks and months to make changes. But now, it’s becoming increasingly difficult for ad agencies to hide their results. Digital campaigns can be measured in real time. Bahamas Email Database conversions are visible as they happen. YouTube views are publicly available. Now is the time to target and measure, quickly stop or repeat. And all in hours or even minutes.
Optimize tactics and campaigns
Launching a campaign is one thing, but achieving results is another. New digital marketing platforms and technologies allow you to see what is working in real time. Check out these two landing pages for my ebook, which I use to build my email list.
First:
The first landing page Jeff Bullas uses to collect email addresses
Second:
Orange Landing Page Jeff Bullas Uses to Collect Contacts
Which page do you think converts visitors into email subscribers more?
So, the second one with such a simple design. Not much, by 5%, but still… So don’t let your web designers tell you what will work better.
Steve Jobs has many great quotes, but this one sums it up best: “Design isn’t just about what it looks like and how it feels. Design is about how it works.”
Real-time data can tell you how it works. So you don’t have to wait months or weeks to measure what works and what doesn’t. That’s where real-time A/B testing comes in.
Understand your target audience better
Scaling and testing your content and offering in the marketplace helps you understand what works and what doesn’t.
What if data analytics proves that your intuition, which you, as a seasoned marketer, have trusted for decades, is wrong? Perhaps you thought that people were interested in your product and its features, and built an entire content campaign around it. And then you are surprised to find out that people like a completely different product: based on their reactions to your blog posts and Facebook posts , and open and conversion rates from Buy Email Database List newsletters.
Now you can find out which content meets the needs of your target audience and which does not. As a result, you can make your content better, your advertising campaigns more focused, and engage potential buyers more effectively.
Increase your income
As you continue to scale and measure your marketing effectiveness, Pareto’s Law kicks in. The 20% of your truly effective efforts produce 80% of your results .
The 80/20 rule allows you to better focus on achieving maximum results. And for this, you will need the analytics data of digital marketing automation platforms. And you will have to trust this data more than your intuition. This is quite a difficult change in thinking. However, such an understanding of what works and what does not will allow you to sell more – sell what your customers like.
Automated upselling
Selling a $1,000 product or service is harder than selling something for $7 or $25. So it’s important to start your interactions small. As you build trust and prove your credibility to the customer, you can sell more expensive products.
Russel Brunson uses the phrase “the value ladder,” which describes the process of increasing the value of the product or service you offer a customer after they take the first small step. You might first offer an e-book for $7, then a video course for $25, then a full training course for $197, all the way up to selling a product for tens of thousands of dollars.
The higher the price of the product, the longer the sales cycle will be. And this applies to both online and offline businesses. It is a sequence of educational and trust-building content: from webinars and video trainings to offline events answering questions that your audience has. And all this will happen before you even think about asking potential buyers to place an order. You have to earn the right to do so. 75% of the sales process now is education.
The good news is that many of these steps can be automated.
Small, low-value deals can lead to expensive upsells as the technology moves Mailing Data the buyer through an automated marketing funnel.
Improve management reporting
CEOs and senior management will listen to you and follow your recommendations if you show them analytical data.
And they can be very simple: for example, a list of resources, advertising campaigns or publications that brought the most subscribers.
In the past, only audience reach metrics worked. Marketing can now identify successful campaigns and provide transparent data to management, who can then make decisions quickly. This saves time and money. And it allows for rapid change and innovation.
