Today’s businesses are not willing to wait around for a company to reach out with the information that they need to make a decision, they’re going to go looking for it! This is great news for marketers because it means that once you’ve defined the right marketing tactics and optimized your website and SEO content, you can conceivably gain a steady stream of warm leads through your website. This all sounds great in theory, but the practice can be a bit complicated to set up. If your mind is swimming with all the possibilities of sales funnels and messaging, these 3 suggestions will help you focus on how to get started boosting your revenue by creating repeatable experiences.
1. Automate Your Welcome Program
There are certain things that people want to know about your product or service: pricing, how you stack up to your competitors and how your product will improve their life. Once you define what those items are, it’s time to weave that information into an onboarding automation. Let’s say someone visited your website for the first time. They may not be particularly tied to your solutions at this point, they’re just learning more about your company in general and your website comes up as a top result in their search engine results page (great job on that SEO!). You offer a downloadable guide that compares various technologies — a valuable piece of content for someone who is searching for a new solution.
The unknown visitor puts in their contact information to download the guide and bingo! Your marketing automation tool has now identified this unknown visitor as a known entity. Use this to start a conversation with this individual, feeding them new information via email on a regular basis. You’re leading them deeper into your customer journey in a way that feels helpful — not invasive.
2. Define Next-Best Actions
Depending on the sophistication of your marketing automation tool and the level of integration with your website, you may be able to define next-best actions for your users that leads them down a unique journey towards a purchase. More than 80% of organizations are currently implementing or looking to implement marketing automation tools, and seeing revenue increases of 10% or greater from their trials. This comes in a variety of different flavors, such as a block of personalized content on your website that greets the user by name and encourages them to take another step to deepen their engagement with your brand. This could be a chatbot that acknowledges the visitor has been to your site before and what they viewed, for instance. Storing all of this customer-related information in a centralized database allows you to surprise and delight website visitors, but only if you are using their information in a way that adds value to the prospect.
This comes in a variety of different flavors, such as a block of personalized content on your website that greets the user by name and encourages them to take another step to deepen their engagement with your brand. This could be a chatbot that acknowledges the visitor has been to your site before and what they viewed, for instance. Storing all of this customer-related information in a centralized database allows you to surprise and delight website visitors, but only if you are using their information in a way that adds value to the prospect.
Which Buttons Do I Push?
Getting this training once your vendor has completed their contract can be expensive and difficult to schedule, which is why many organizations are turning to outsourced marketing solutions to help support their marketing activities. These subject matter experts not only have the marketing chops to see the strategies that could be implemented but also have access to certified solutions experts to help staff understand which buttons to push to perform specific activities. Whether you’re training your teams to utilize advanced functionality or simply need an extra set of hands, the best way to gain the full value from your MarTech stack is often to create a long-term relationship with contractors who can act as an extension of your marketing team. This new trend continues to grow as the marketing technology landscape expands and the complexity of the tools increases.
When you are frustrated with seeing your expensive marketing technology stack continually underutilized, contact the MarTech experts at Apeak Solutions. We provide businesses of all sizes with the local and nearshore support to take full advantage of your marketing opportunities. Whether you need support in systems migrations, integrating new tools into your current stack — or simply are looking for an advanced Help Desk for your particular solutions, our highly-qualified team of certified marketers is ready to help. Contact us today at 603-658-0989 or fill out our quick online form to schedule your free initial consultation.