That which is measured can be improved, It is all well and dandy to increase the traffic going in to your site but what do you do afterwards? One prospect proudly said they had around 30% conversion. To which I coolly replied "what about the other 70%?".
It was a fair statement to make and just because you are getting above average for the industry standards this does not mean you can give up half way. Automate your campaigns may seem like a hassle or 'de-humanize your Business', however if done correctly (and not just automating blast emails), this will lead to another 30%+ so now we are on 60% conversion rates!
1) Are you ready to automate?For a starters lets first put to rest any quarrels one may have with email marketing. YES if you decide to be cheap and send out BLAST emails you will not get the response rate hoped for, in fact you will see your mailing list decrease. But hey at least you save even more money!How you should look at a highly targeted emailing system is this way. Would you be friends with someone who kept annoying you? and by annoying i mean continuously talking to you about irrelevant topics. Or friends with someone who kept giving you the wrong things like Coke instead of Diet Coke, or an ironing board when you asked for an iron?Think of Copernica as a way of communicating 1-2-1 with your audience.
2)There is more than one way to skin a cat!So by now you will want to ensure your marketing and sales group have collaborated. Many automated systems allow you to become a partner, however make sure you shop around for the best deal: REMEMBER it is your agency doing all the work so don't be charge ridiculous amounts, the incentives for your partnership much be attractive both ways.Lead Nurturing: Drip Campaigns are the future in the way your marketing team and Sales team will form now on communicate. When a member of the marketing team has created content for a case study to be used, a prospect's information and details can now be obtained by having to give their email address before down loading the case study.This will then alert a member of the sales team to connect with them and know what they want before the prospect even has to ask. Predictive marketing is the highest form (Goal) to Marketing Automation.
3) Generating enough content already?
A series of white papers can already be depicted in to a number of blogs, or conversation topics on twitter.
Upload it to SlideShare and make the most of the recent common Q&As, perhaps a speech done to you has been inspirational and relevant to your subjects. Either way Content helps get you exposure and shows your expertise in a specific field. Marketing automation content should be regularly updated otherwise it wouldn't be the message itself that annoyed them but the topic of content.
On the last note it is not just adopting Marketing Automation that should be evaluated but the People, Processes, and integration's.
For more information please contact sarah.talbot@copernica.com or open a free months trial with Copernica.
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