The Beginner's Guide
To Marketing Automation
#GUIDES - 6 min read
Marketing automation is the smartest way to get connected with each person on your list without being face to face and even talk to them.
It's been a while that sending the same email to an entire list (or even a segmented one) is not as effective. You may have noticed that alarming drop in open rates and clicks and a raise in unsubscribers.
Assuming that your content is ok, what you can do, now, to improve your results and get the most from your marketing efforts is very simple: tailor the content you send to your leads according to their behaviour. It's called marketing automation.
Smart Email Marketing
Building an email list of people interested in you and in what you have to offer is your main asset.
The way you'll nurture this list will impact your income for years.
Every action your lead do (or not do) after visited your website, received your message, opened your email or clicked your links, gives you more and more information that you can use to deliver deep personalized messages.
It's like a face-to-face conversation without actually meeting anyone.
The Overall Idea of Marketing Automation
The process is simple.
You create a sequence of emails based on specific actions you want your leads do.
You give every action a "score" to "rate" their interest.
You sort out the hot leads.
You nurture your leads by providing the kind of information they need to become your customers.
Watch the actions in red here below: you can easily sort out the hot leads from the rest thanks to marketing automation reports.
For example, if a lead clicks on Buy Now, but then doesn't complete the process of buying, you can send them the proper email (... "something went wrong? Here's the link again"
" Need help? Contact our friendly support"
Just if you were there, face to face.
Marketing Automation Platforms
I've been a big fan of Aweber and Getresponse for years. Excellent delivery, excellent support and ongoing releases. But the latest changes with both didn't match my needs anymore.
The competition is fierce and the choice depends on what you offer (digital products/services or physical products).
For digital products/services my choice is Wishpond.
My Wishpond Review
Snuggling Up In A Luxury Hotel
Imagine having the chance to take the weekend off and get the best room at the best luxury hotel in the whole area.
A limousine is waiting to the airport to take you to the hotel.
When there, you discovered that the best dresses and suitcases are there for you and they fit perfectly.
Your room, the spa, the restaurant and the service are beyond your wildest dream. They seem to know what you love and give you just that.
Do they read your mind?
Nope, The Reality Is Even Better
When you run a marketing campaign or drive traffic to your site or e-commerce, YOU CAN EASILY deliver the best experience possible to your visitors and get more clients just by using the proper tools.
What Wishpond does - if and when you set it up to do so - is to track the behaviours of people visiting your site and deliver the proper message associated to specific actions.
Back to our luxury hotel, here's what happens when you use Wishpond and you drive traffic to your site with the purpose to get more paying clients booking your rooms, eating in your restaurant and spending their money at the boutique you have just opened.
Turning Your Visitors Into Paying, Happy Customers
All it start with the tracking code Wishpond provides and you embed on any page of your website.
From now on, your visitors behaviour will be tracked and you can guide them to do the actions you want they do and optimize your pages to get there.
When a visitor gives you his/her email, Wishpond connects the email to all the previous behaviour of that specific lead, so you can have a whole overview about engagement, interest, actions and so on according to the pages he/she visited.
And you can deliver the exact message just like you were talking with him/her, face to face, and answer their questions.
This kind of campaign requires some work upfront and your site must follow a specific path to drive a visitor into a paying, happy customer but - guess what - the outcome pays off.
Now, what if you want to create a simple, two step campaign, just to taste the water?
Here's how to do it.
How To Build A Simple Two Steps Campaign With Wishpond
You have several pre-made templates you can choose from.
All the templates are fully customizable and the drag-n-drop feature makes it all even easier.
Each template comes with a short description about the purpose, so you can quickly select the one that fits your needs.
Click on Choose Template to edit it.
The system loads the pages (opt-in and thank you pages) and provides the elements for drag-n-drop, video tutorials and live chat for each step.
Start with the opt in page. Although the template has already some elements, you can easily change them by dragging and dropping new/different elements inside the page. From countdown timer to facebook comments to any video, you can do almost anything.
To customize each element on the page, just double click on it. Keep an eye to the left column and you'll see that for each element the program will give you the exact insights you need for doing it right.
When your opt in page is ready, you need to choose where your leads will go after they opted in: the system provides a thank you page that matches the template of your choice, but you can redirect them anywhere you want.
Pages can be optimized for SEO and social network and you have the option to add keywords and custom images for Tweets and Updates on Facebook.
Actually you can publish the page straight on Twitter and Facebook or embed them on your site, if you want to. If you want them to host the pages for you, it's possible as well, at no charge.
When you log into the system, you’ll be shown the main dashboard as the one on the left.
As you can see, there are four main ways to start creating your campaign:
by setting up a landing page, a pop up, a regular form and by running social promotions.
You can also create a new template, if you want to.
To create a campaign, just select the vehicle you want to use.
We are going to start by creating a landing page, the most common way to get leads. Click on the Landing Page tab ...
When you landing page is completed, it's time to start create a sequence of emails, based on what you want your leads to do.
The best way to create your emails is by thinking in terms of "IF ... THEN" .
IF your leads opt into your list, THEN you can send them an email with a link. IF they visit the page you suggest, THEN you can send another email with further details or a specific call to action or everything usefull to drive your lead to a purchase.
This process of IF ... THEN is what we call the workflow and this is the special trick which allows you to talk "face-to-face" with your leads and provide them the best experience ever on your site. On autopilot.
Create more engagement and a better list. Test it now.
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