Marketing Automation on the Web… Demystified!
What are the 4 basic components for an effective marketing automation system and how are they used together to deliver results?
These are the four basic components of any marketing automation system:
1- a website to today’s standards;
2- a really desirable «free offer»;
3- a database management system;
4- inbound marketing actions
NOTE : In Part 1 – Marketing Automation Demystified ,we briefly described what is marketing automation (also known as automated marketing) and how it is used to perform the 5 essential actions required in any business development process.
Component # 1 :
A website to today’s standards;
In a nutshell by «today’s standards» we mean :
a) built with the latest technologies to satisfy all smart devices that your target-visitors might use;
b) designed with a user-friendly navigation architecture that allows visitors to quickly find what they are looking for;
c) providing quality content that is interesting and useful and, in particular, use landing pages dedicated to marketing automation;
d) all wrapped up in an attractive brand/graphic design presentation that will appeal to your target-visitors;
e) not to mention optimizing the site for search engines’ compatibilities.
Component # 2 :
A really desirable «free offer»
The concept of using free offers, also known as freebies, is not new to the web; just think of the product samples sent to you by mail; or the appetizers made available at your grocery store to get you to buy the product on display.
That being said, marketing automation makes use of this tactic wherein a company offers, via a website’s landing page or its social platform, a very desirable «freebie» to all visitors who request it, typically by filling out a short registration form.
There are numerous types of freebies one can offer, but in all cases the goal is to capture the contact information of those who’ve requested the freebie and to add that information to the marketing automation system’s database.
Component # 3 :
A database management system
A marketing automation system uses digital database management technologies — and there are many available.
These systems are programmed to automate the performance of any series of marketing actions in order to get a customer or prospect to contact you and discuss what you have to offer; or, in the case of a transactional offer, to place an order and pay.
Here is a simple example
The following illustrates a very basic use of a database management program within the framework of marketing automation; note that the automated tasks are in bold:
1- on a website, a person signs-up to see an exclusive video presentation about your product at which point the person’s contact information is added to the system’s database;
2- the person gets a confirmation (by email or as a pop-up) allowing access to the video;
3- following that, the person is sent a timely email containing a product trial offer relating to the video presentation;
4- if interested, the prospect clicks on the link that opens a web page with a request form that the person fills out and submits online;
5- the information in this form is now added to the database and is sent to an assigned sales consultant who then initiates the actual sales cycle.
From simple to complex, based on your needs
A marketing automation system for many small and medium sized businesses can be relatively simple, as with the example above for which an email marketing platform (also known as auto-responders) would be enough to perform those basic actions.
However, these systems become more “complex” as we add other tasks.
In keeping with the above example, one can also want to automate the following :
– sending pre-scheduled follow-up emails to those prospects that did not request the trial offer;
– segmenting the prospects based on their needs, their titles, their geographical location;
– and in the case of a transactional site, the automation system could handle, among other things, orders; payments, bank transfers, and coordinating delivery with an assigned transport service, and more.
And in that regard, CRMs* and ERPs* are very sophisticated systems that offer, in some instances, marketing automation possibilities. I invite you to do a web search for “automated marketing programs ” or « marketing automation solutions » and you’ll see quite a few results, from simple to complex solutions.
Component # 4 :
Inbound marketing actions to attract to your site visitors looking for what you offer
How do you trigger and keep the automation going? By a constant flow of interested prospects!
That is the role of any kind of inbound marketing action.
Factually, a well thought-out Inbound strategy encompasses all actions that can be done to attract to your site or to your landing pages pre-qualified visitors who are already searching for the type of service or product you offer.
To accomplish this, we can use Search Engine Optimization tactics, including having an active presence on the appropriate social web networks; one can also use AdWords and other SEM tactics.
For you to really win in this digital era…
Automated marketing (marketing automation) is becoming a must if you want to compete and win with your marketing by using the web. Without a doubt, this is today’s operating basis to continually find and develop qualified leads using web technologies.
Related articles :
What marketing automation system is good for you?
What would be the correct series of automated tasks your business or organization could benefit from?
If you have an interest and want a third-party assessment for your needs, call us at 514-529-5669 or use our contact form.
CRM = Customer Relationship Manager : a database management system designed mainly for client servicing; a CRM is used to register, segment and handle contacts, track conversations, plan and schedule meetings, analyze data, etc.
ERP = Enterprise Ressource Planning : it is more involved than a CRM since an ERP is used to manage data as it co-relates to inventory changes, pricing, purchasing, finances, marketing, human resources, etc.
Vincent [Vincenzo] Sciullo
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