Tag Archives: CRM

Fortify Your Business Strategy with Marketing Automation

To stay competitive in your business, you need a marketing strategy. With a strong marketing strategy, your business will prosper. You will attract potential clients and build brand awareness. Your business becomes interactive and engaging. Your marketing projects are streamlined and purposeful. You have the tools you need when your business strategy is marketing automation.

Reach New Customers

Your marketing automation software will bring new users to your business. You will share blog posts, videos, or informative downloads. Sharing knowledge keeps your business relevant and active in search engines. You establish yourself as an expert when you give clients relevant information. Clicks and patterns will trigger relevant emails about products or services.

Then you can offer additional content or downloadable information in exchange for an email address or contact information. Your new customer relationship begins.

Develop and Maintain Relationships

Market automation will help you build a positive user experience. You have all the tools necessary to nurture that new relationship while learning about visitor behavior. Each click can trigger a relevant response, and you will find new opportunities to email relevant information. Every email sent to your lead will have a purpose.  You will no longer be pummeling prospective clients with dull, unwanted emails. Your personalized messages build a bond with that client.

Subscription emails will be processed with one click. The social media posts you create will be scheduled right on your platform. You will set a schedule to maintain consistency and keep clients returning to your website. Social media posts the easiest way for your company to build trust. You will know what information gets your customers excited enough to share.

Business Productivity

Marketing automation will allow you to break past the barriers of limited staffing. Your marketing team’s efforts will be focused on customers who have expressed genuine interest in your product. You will know what customers look for and how long they have been looking. Each lead is scored based on demographics and activity. You can set your parameters to identify the perfectly qualified lead. You will know what a qualified lead looks like. Your sales team can focus on the specific needs of that potential client.

You will have all the strategies needed to nurture the relationship with that prospect. Nurtured clients tend to spend more than clients who are not.

Maintain consistency. Schedule in advance. Keep your business relevant and in the mind of your customers. Then you can spend more time on activities that require a personal touch.

Understand Your Leads

You will know how people are interacting with your company. Your software will help you utilize that information. You will be able to serve your customer before, during and after the sale. Analyze user data, and use that knowledge to serve your business. You will be trailing the cookie crumbs and following leads wherever they go. When you know browsing habits, you can plan your next strategy.

Your business will benefit from marketing automation. You will have everything you need to attract new clients, nurture relationships and keep your brand relevant in today’s competitive internet market. Contact MaaS Pros to find your best automated marketing solution.

 

 

 

Automated Marketing: A Tool, Not a Strategy

Marketing automation is one of the most effective tools out there, but some businesses seem to think it’s a substitute for strategy. In this blog, we’ll explain why marketing automation is only effective if used correctly and within the confines of a holistic campaign.

 

 

Marketing automation is a useful tool…

First, a quick word on marketing automation. We can’t overstate how powerful it is when it comes to running email and social media campaigns. Setting triggers and essentially letting a campaign run itself saves you time and money and increases engagement.

… but it’s not a strategy

Still, automated marketing isn’t a strategy, nor does it take the place of one. This is a common mistake businesses make, only to be let down by the very predictable results.

This Forbes article explains why you should first plan a strategy and then add marketing automation in as a feature:

“Rather than looking at marketing automation software as a comprehensive marketing solution, we have to view it as just one mechanism for reaching customers. If we can remember that it’s only one piece of our overall strategy, we’ll be best equipped to use it most effectively.”

Automated marketing should essentially assist you in achieving your goals. But when you make marketing automation itself the goal, then your campaign won’t have any real direction.

Put two and two together 

Marketing strategies should always start from the ground up. First, you need to identify your target audience, consider your brand and brand values, and come up with ways to find prospective customers.

When you review your plan, you’ll quickly see where marketing automation falls into place. It should help you communicate with customers and generate leads. Though its most commonly used with social media and email, it’s by no means limited to those platforms.

To talk more about marketing automation, or anything else, contact us today.

 

4 Tips for Automating Your Email Marketing

Email marketing is one of the best ways to develop a relationship with your customers and leads. The return on investment of email marketing tends to be extremely high, and automating your email marketing campaigns will increase your success even further. Here are some email marketing automation tips.

Segment Your List

Not everyone comes onto your list through the same channel. Some may have signed up to get your free ebook, others may be paid customers and others may have come through Facebook. Whatever the case is, it’s important to segment your list into different categories, based on where they came from and what they are interested in. Send each segment emails targeted to them.

Set Up Rules

Email automation rules let you engage with customers based on their previous engagement with you and their behavior. For example, if a customer didn’t open one email, you might send them a follow-up email on the same subject; if they did open it, you might send them a different email entirely.

Conduct Tests

It’s important to test different methods and rules. Test different subject lines, email content, landing pages, sending times, emailing frequency etc. Do A/B tests to see which things convert better.

Track Everything

You need to track all of your results, ranging from open rates to click rates to spam complaint rates to conversion rates. This is the only way to know what works and what doesn’t. Automation makes tracking your results easier.

For help with automating your email marketing, contact us today!

 

 

Automated Marketing and CRM: Connect With Your Customer With E-Cards

Customer emotion plays an important part in purchasing decisions. It triggers the decision to buy, while logical thought justifies the purchase. Emotion also dominates the customer’s loyalty to your brand. The key to generating positive emotions is making your correspondence all about the customer (instead of about your business) and making your messages as personalized as possible.

One of the best ways businesses have done this over the years is by sending greeting cards. Not every message should be a greeting card because its effect would wear off. Instead, they are occasionally sent on special occasions.

However, sending physical cards isn’t necessary because e-cards have the same effect and are more easily automated. You may be thinking that sending e-cards requires working through a third-party e-card business. But automated marketing and CRM software makes this unnecessary. Its email marketing feature makes it easy for you to edit and customize emails.

Transforming an HTML business email into an online greeting card is as simple as changing its image to that of a birthday cake, for example, and writing an appropriate email subject line and message. Then, you need only create a property based workflow that sends emails for special events. Here are five examples:

  • Anniversary dates. Send e-cards that celebrate the anniversaries of when your customers made their first purchase by giving them a discount on one of their favorite purchases.
  • We missed you messages. If appropriate for your niche, humor is a powerful way to get old customers who haven’t purchased from you in a while, to come back. An image of a sorrowful puppy (representing the business owner) is often used to good effect to make the customer smile and reconsider. Including an enticement will also help.
  • Birthdays. Customers appreciate being remembered, and sending a card on the customer’s birthday is a good way of doing this. Again, a discount or other enticement is a good way of celebrating.
  • Holidays. This e-card is similar to the birthday card in its message and enticements.
  • Appointments. If you provide a service that’s appointment based and is relatively infrequent, such as dentistry, an e-card reminder ensures that the appointment isn’t missed.

As you can see, a little out-of-the-box thinking further expands the many ways that automated marketing and CRM improves your customer relationships. If you have any questions about how our automated marketing and CRM software can enhance your business, please contact us.

 

 

Work on Your Business Instead of in It With Automated Marketing and CRM

If you’re a small business owner, you should aim to work on your business instead of in it. What does this mean? Working in your business means you’re up to your elbows in the everyday mundane tasks of keeping your business running. In other words, too much of your time is spent on the details rather than on the big picture. Devoting too little time on top-level business issues leaves your company rudderless and uncompetitive. Avoiding this requires delegating low-level tasks to others.

However, it doesn’t end there. You also don’t want your higher level employees, such as those in marketing and sales, mired in the tedious repetitive tasks associated with their jobs. You want your marketers efficiently planning and executing marketing campaigns that bring in leads, and your sales people to convert more of these leads into customers. In addition, you want these customers to become loyal to your brand. When you break all these goals down into the necessary tasks for execution, it can become overwhelming for both your marketing and sales people.

What makes this especially difficult is that your competitors are using a high degree of personalization in their marketing and sales, which means you must do the same to compete. While personalization makes sense in theory and produces great results in practice, it can be a hugely labor intensive and complex undertaking. How can your marketing and sales people achieve this without getting swamped in work? By using technology.

Automated marketing and CRM software makes personalized marketing and sales possible without overworking your employees or hiring on additional help. One application allows you to create and track personalized email marketing, social media campaigns, and landing page building and testing.

The software runs much of these activities in the background and sends you alerts or reminders when your input is required. Keeping track of these activities plus the behaviors of your current customers can get hugely complex as their numbers grow, but this is what software does best.

If you want to use our software to out-compete other businesses by working on your business instead getting of buried in it, contact us.

 

The Importance of Testing Your Landing Pages

The conversion rates of landing pages can vary anywhere between less than 1% to about 24.5%. Part of the reason behind this large variation is that conversion rates aren’t the same across different industries. For example, an excellent conversion rate for e-commerce is mediocre for the finance industry. However, another reason for this disparity in conversion rates is that some businesses actively improve their conversion rates by testing their landing pages while many others don’t.

It is basically a method of strategic optimization to increase leads and sales without spending money on attracting visitors on low bounce rate.

Conversion testing involves making changes to various page elements and measuring the effect on conversions. It is basically a method of strategic optimization to increase leads and sales. If the change causes an improvement, it’s kept. Otherwise, the change isn’t used. Testing requires some work, which dissuades many businesses from doing it. This is a mistake because businesses should regard testing as an investment of time or money.

Testing can increase your conversion rate by 300 or even 500 percent, depending on your industry. That’s a three to five-fold increase in your sales, lead acquisition, or email sign-ups. To get similar increases without testing would require a three to five-fold increase in the traffic to your landing page. More likely than not, increasing traffic will be far more costly than testing.

Here are five landing page testing tips:

Use Statistically Significant Numbers of Traffic Visits

An Internet search for an “A/B testing significance calculator” will provide the tool to make this determination. A/B testing involves comparing two versions of a landing page to determine which performs the best. The more traffic your page gets, the more rapidly you can test it, since it will take less time to get statistically significant visits.

Test Your Headline

Your headline is one of the first things visitors will see when they land on your page, so it makes sense to test this element. It also helps create that important first impression for your audience. Will they stay and see what you’re offering or leave and never return?

A headline that doesn’t immediately grab your audience’s attention can kill your conversion rate and make all the time, money, and effort you invested go right down the drain.

Design Matters

Where should you place the call-to-action on your landing page? What color should it be? How about size? While you can guess or use your own preferences, simply testing the site with different variations can show how big improvements can be made.

Test the Important Landing Page Elements

Don’t get lost testing endless variations of subtle elements that most people barely notice. The improvements won’t amount to much after a lot of work. Instead, focus on the big elements such as the headline, benefits, call to action, images, form fields, and the overall layout (such as a short page vs long page).

Tone is something you need to test for yourself. Many businesses will already have a recognized business persona on social media, but haven’t yet considered incorporating it into their sales funnel. Test it within different verticals, among different demographics, and for different objectives.

Use Automated Marketing Software

Without automation, testing your landing pages thoroughly may be cost prohibitive. Manually redesigning your pages may divert too much of your scarce resources. In addition, you will need analytics that track your traffic behavior.

Automated marketing software is available that starts with high converting landing page designs, and allows you to quickly edit and customize them for testing purposes. Quality automated marketing software should include analytics and reports that give you a clear picture of your testing results.

For more information on increasing your leads, sales, and profits, contact us today.

 

Our Number One Secret CRM Tip

CRM software is easy to use. Interfaces were designed so that anyone can figure them out and the reports make it easy to understand the data.

Most businesses use CRM software to get an idea of their ROI, lead generation campaigns, and email marketing efforts. But we have a secret tip that we’ll share in this blog.

No matter how well you serve customers, some are bound to complain. Some of these criticisms will be legitimate and some won’t. The former have a lot of value.

You should store and refer to those complaints to improve your customer experience. This Business News Daily article explains how you can use CRM software to organize and analyze all of your complaints:

“Turn customer complaints into learning opportunities. No matter how big or small the issue, keeping a record of customer complaints will give you insights into areas of weakness. CRM software lets you keep complete and detailed support logs for each account, making it easy to analyze what happened and pinpoint where you can improve the quality of your offerings and business practices.”

By organizing all your customer complaints with CRM software, you might notice certain trends and patterns. You might find out, for example, that customers aren’t happy with your customer service in the summer months. Rather than just reading one isolated complaint, you find a series of these in the software. This might indicate that your customer service representatives let their performance slide in the summer. You can then address this in your meetings.

You might also find things out about your marketing campaign. If multiple users complain about your site navigation, for example, then you’ll have to address that immediately. Reading multiple complaints gives you more evidence than hearing from just one customer.

To talk more about automated marketing and CRM, or anything else, contact us today.

 

What CRM Can Tell You About Individual Leads

Leads might look similar on the surface, but they can vary tremendously. CRM software tells you what you need to know about individual leads so you can treat them appropriately.

Customer lifetime value

Someone might buy a lot of your products, but not be very profitable. Likewise, someone might only place a small order every now and again, but bring a decent profit to your business. While measuring customer lifetime value is often overlooked, tracking it accurately is one of the most important things a business can do.

A lead’s customer lifetime value will tell you how much money you’re spending on each lead and how much money they bring to your business. You can then cut your costs on the non-profitable ones.

Engagement

CRM software can tell you how engaged a lead is. You can look at someone’s email open rates, their participation in your social media marketing campaign, and other metrics. Generally, the more engaged a lead is, the more potential he has to advance in the buying process.

Feedback

You can use a CRM system to get direct customer feedback. One way to do this is to send a survey in your marketing emails.

The software can then organize that information in multiple ways. You can see what each lead said in the survey and adjust your efforts from there.

Likeliness of buying soon

And finally, perhaps the most important CRM metric of them all is the likeliness of a lead buying soon. With this, you can segment your leads into two groups — those likely to buy soon and those not likely to buy soon.

You can then tell you sales representatives to spend more time on the first group. Get the more advanced leads to buy now before you start focusing on the second group.

To talk more about automated marketing and CRM, or anything else, contact us today.

 

 

4 Ways to Build Better Relationships with Automated Marketing

The more leads you generate, the harder it is to build meaningful relationships with real people. Automated marketing simplifies several processes for you so that you can focus on the person behind the computer.

In this blog, we’ll explain a few things you can do with automated marketing and how they contribute to your lead nurturing efforts:

Drip campaigns

As people move further in the buying process, they need to keep receiving new information regarding your business. You can’t just keep sending generic welcome messages and expect people to do research on their own.

Drip campaigns use an automated follow-up method to send leads new content one step at a time. They’re therefore extremely effective in regard to lead nurturing.

Email marketing

Even in 2017, email marketing remains the most effective online marketing practice in terms of ROI. It’s been able to stay relevant because marketers have been adept at innovating.

Email marketing isn’t really feasible without automation. You need to spend your time writing engaging messages and not sending individual emails out to hundreds of subscribers.

Personalization

It’s common for people to think that marketing automation will result in generic, cookie cutter messages. The irony is that automated marketing provides a lot of opportunities in regard to personalization.

One example is sending an email to subscribers on their birthdays. With automated marketing, you can “set it and forget it.” The system will send the email out for you with the person’s name in the message.

Multiple social media accounts

Businesses today are expected to have accounts on Facebook, Twitter, Instagram, LinkedIn, and other social media sites. Managing these individually takes too much time for what you get in return.

With an automated marketing system, you can manage multiple social media accounts at the same time. This is a convenient feature for any business that has 2 or more social media pages.

To talk more about automated marketing, or anything else, contact us today.

 

 

Turning Cold Calls into Warm Calls with Automated Marketing and CRM

Few people are fans of cold calling. When done with nothing but a list of phone numbers and a script, the process is inefficient. It takes far too many no’s to get a yes. The reasons for saying no are many. These include the prospect not having any interest, already having what you offer, being your competitor’s customer, or not being a good fit. The problem with traditional cold calling is it’s too much of a numbers game.

However, when you do connect with someone who very much needs what you have to offer, the prospect of a sale is good. If you hadn’t contacted the person, she may have eventually found a solution, and one possibly similar to the service or product you sell. However, it would likely have been with a competitor. Although inefficient, cold calling gets results provided you maintain a high activity level.

You can make cold calling more efficient by qualifying your prospects first. Set up a list of criteria such as their business size, location, and their budget. Create personas of your ideal prospects that might include their motivations, their job function, and their needs or “pain points.” Much of this is common practice among marketers. Therefore, you might work closely with your marketing department where they create qualified lists of prospects for you to call. The criteria used to qualify these leads also guides your interaction with them during your phone calls.

Your business can increase cold calling conversions further by using inbound marketing techniques that draw prospects to you. Rather than selecting them via your criteria list, allow them to self-select by their interaction with your content marketing, social media marketing, and email marketing. Some will call you first. Others will be on the fence yet interested. Monitoring their interactions with your website, blog, emails, and social media campaigns gives you insights on their level of interest and what these interests are. How many times did they reread an email or visit a blog post? What were they reading?

The right software allows you to track the interactions of individuals, provided they joined an email marketing list or filled out a lead form. Armed with this insight into the likes and interests of individual leads, your cold calls, or rather, warm calls, will net more yeses and fewer nos.

For information about how our automated marketing and CRM software will improve your sales efforts, please contact us.

 

 

Automated Marketing and CRM vs Spreadsheets

Spreadsheets have a long history of use in business. Their row and column format mimic the paper spreadsheets of the pre microcomputer era. This familiar format, combined with its advanced formulas, graphs, and macros has made it a mainstay of the business world.

However, its popularity and versatility has caused too many businesses to use it in applications for which it wasn’t meant. Spreadsheets have a number of deficiencies that make it an unwieldy tool in many business applications. Two important deficiencies are:

Version Control

A spreadsheet exists in the computing device of its user. Sharing it with an entire marketing team requires distributing multiple standalone copies. Over time, when different team members add their data inputs to their version, the different versions become increasingly dissimilar. This leads to a lack of coordination within the marketing team.

One solution is for someone to manually consolidate the different versions and then distribute copies to the marketing team. However, this consolidated spreadsheet also suffers from the same version control problem. Another difficulty with this “system” is its reliance on error-prone manual updating.

Poor Scalability

As your business and its customer base grows, the above version control method quickly becomes untenable. More employees and customers require bigger spreadsheets, more calculations, and more macros. The macros are created by people who aren’t software developers. This means that modifying them is difficult for the people who didn’t create them. Overly large and complex spreadsheets can, and do, become unstable, which means they’ll routinely freeze or crash.

Spreadsheets vs Automated Marketing and CRM Software

Spreadsheet software is a standalone tool that’s convenient for calculations and data display. Unlike automated marketing and CRM software, it wasn’t built specifically for sales and marketing automation.

This means spreadsheets won’t, by themselves, track the interactions of your leads and customers with your business, and won’t automatically update this information. They lack marketing automation tools that you can set up and run in the background.

Customer relationship management and marketing encompass a broad range of activities that can’t be effectively automated with spreadsheets. Spreadsheets weren’t intended for this and are too limited a tool. This is why attempting to build your own automated marketing and CRM software equivalent with spreadsheets isn’t the best use of your time and resources. To learn more about software specifically intended for this, please contact us.

 

Why You Should Use Landing Pages with Your Email Marketing

For well over a decade, Internet marketers have been saying that the money is in the list. This is as true today as it was in the early 2000s. Email marketing greatly facilitates relationship marketing. When done correctly, this relationship makes your list members more inclined to follow through on your service and product recommendations. This is in contrast to sending cold traffic to an offer on a web page for the first time. The conversion rates in such circumstances can be dismally low.

As effective as email marketing is, some marketers are making the mistake of not setting up a dedicated landing page for each of their offers. Instead, they link to their home page or to a general product page, and leave the task of finding the offer to their list members. Some never find the offer, while others get distracted by other items on the page or website and never get around to viewing the offer.

The Landing Page

Unlike the home page and most other pages on a website, a landing page is built with one purpose in mind: converting traffic to a single offer. A well designed landing page will not have menu bars with links to other content nor have multiple offers. Outgoing links to other pages distract traffic, and are essentially traffic leaks. Multiple offers pull the visitor’s attention in multiple directions. This only confuses and possibly overwhelms them. You could say that competing offers are attention leaks away from your primary offer.

Because of this dedicated focus to one offer and absence of leaks of any kind, landing pages have higher conversion rates than non-dedicated web pages. The offer on a landing page need not be the sale of a product or service. In fact, landing pages are often used to capture leads in exchange for something of value such as a white paper or e-book.

Using Landing Pages with Email Marketing

Given the effectiveness of email marketing and the converting power of landing pages, it only makes sense to combine the two. If you segment your list according to purchasing habits, you can send each segment to a different offer on a dedicated landing page.

When writing a promotional email and building its landing page, make sure there is no message discontinuity between the two. For HTML email, the appearance or “look” of the email should match that of the landing page. This continuity assures the person that she or he has arrived at the right place.

The increased conversion rate of sending email traffic to specialized landing pages is well worth the effort. With our automated marketing and CRM software, you can set up, track, and monitor email marketing campaigns and build your own landing pages. To learn more about this software and how it will improve your business, contact us.

 

Understand the Customer Lifecycle Better with a CRM

There’s no one employee responsible for the customer lifecycle. Since it’s a team effort, it can be difficult for someone to know what their job entails.

CRM software can help businesses overcome this problem. We’ll explain its role in this blog.

What is each employee’s role?

First you generate a lead, then you advance it, then you convert it, and then you restart the entire cycle. Hopefully, you’ll be able to retain most of your customers.

It’s hard for employees to know what their exact responsibilities are. The line between sales and marketing can get fuzzy and when that happens, your company starts dropping the ball.

CRM defines responsibilities 

Implementing a CRM system aligns employees by getting them to refer to the same data. Whenever someone interacts with a customer, they enter the relevant information into the system.

This Business 2 Community article explains how this can help define responsibilities. According to the article, when the whole business uses the same system, it becomes clear which department is responsible for what:

“A well-implemented CRM system helps employees across departments understand their responsibilities to customers throughout the customer lifecycle and when those responsibilities aren’t met, it’s easy to identify what went wrong, where, who fell short and how to make sure it doesn’t happen again.”

This helps align your sales and marketing teams. In the end, the customer journey is much smoother.

Make employees accountable 

Another consideration here is that you can find holes in your customer journey. With a CRM system, you can find out where leads are getting stuck in the buying cycle. You might discover, for example, that subscribers aren’t clicking the CTA in your marketing emails.

Now you can address the problem directly by talking to the marketing team. By writing better emails, you’ll get rid of the blockage in your buying process.

To talk more about automated marketing and CRM software, or anything else, contact us today.

 

Boost Workday Productivity with Automated Marketing and CRM

Look back on any workday this week, and you might be surprised how little you or your staff accomplished. Whether it is customer relationship management (CRM) or the follow-up after the last trade show, you cannot help but wonder why there are not more sales on the books. The problem could be the antiquated lead system the company still uses. With customized automated marketing and CRM, you have the option of setting goals and meeting them.

Charting a Course

Do not spend time reinventing the wheel every day. If you rely on handwritten notes, phone reminders, and a desk calendar, you have plenty of data –  but in various places. This form of recordkeeping makes it easy for a lead to slip through the cracks. With automated marketing and CRM, you do not have this problem.

Instead, you have the opportunity to see your leads all in one place. Sort them by type, age, and level of interest. Assign them to various members of the sales team with specific deadlines. In fact, put yourself on a time limit for ensuring that each sales professional has the customer file access needed to maximize time and efforts.

Staying on Course

With an automated software platform, you no longer have to schedule meetings. Instead, let the system alert you when activity happens on a customer’s account. See who schedules appointments, who cancels them, and which sales take place. With this setup, you manage not only your leads but also your staff.

Additionally, the platform will allow you to create activities (associated with leads, accounts, products, invoices, quotes, deals, etc.) for weeks, months and even for a year. Check tasks and events based on their due dates. Schedule, reschedule, organize, add and edit your tasks and events. And most importantly see your upcoming tasks and events.

And who could not use a little extra help with this part of the job?

Contact us today to learn more about an automated software suite that makes CRM a snap!

 

Working Smarter Using the 80-20 Rule

You may have noticed that your workforce has a minority of top performers. Perhaps your social media marketing efforts are producing uneven results, where most of your profitable leads come from a minority of social platforms. These observations point to how things are unevenly distributed. Very few things in the real world are perfectly even or proportional.

This unevenness is a fact of life that’s embodied in the 80-20 rule. It states that 20 percent of causes result in 80 percent of effects. The percentages don’t have to be 80-20 and they don’t have to add up to 100 percent. For example, 10 percent of your sales force could produce 100 percent of the sales if the other 90 percent never do their job. The main point from a business perspective is that you should commit most of your efforts and resources to the things, people, and activities that do the most good. Here are a few examples:

A Minority of Your Customers Create Most of Your Revenue

These are often your repeat customers. However, even within this group your revenue generation is uneven. There will be a few prolific purchasers of your goods or users of your services. While all of your repeat customers should get your attention, you may want to make greater efforts at retaining the customer satisfaction of your “superstar” customers. Your resources and time are better spent with these people than with prospects who turn a deaf ear to your marketing efforts.

A Minority of Your Social Media Platforms Bring in Most of Your Web Traffic

It’s unlikely that all of them produce identical results. If you notice a few top performers, focus most of your efforts on bringing more traffic from them. If your resources are tight, you might want to stop working with the worst performing platforms, at least until your resource shortage problem improves.

A Minority of Your Landing Pages Produce the Majority of Your Conversions

If your landing pages address the same demographic, then perhaps you should direct more of your traffic to the top performing pages instead of spending too much time and resources trying to “shore up” the poor performers. A few simple traffic redirects could result in a big increase of your revenue. While understanding why your poor performers aren’t converting is useful, the task should have a lower priority than getting the most from your top performers.

Because of the universality of the 80-20 rule, you should be alert to its appearance in other facets of your business. To best exploit this rule, you need extensive data from your business activities, and analytics that allow you to easily see these patterns.

Our automated marketing and CRM software allows you to set up, track, and monitor social media campaigns, landing pages, and email marketing campaigns. Your customer activity is easily tracked so that you can identify your superstar customers. For more information about this, contact us today.

 

Get Personal with Your Email List: Three Personalization Tips

Email marketing is a type of relationship marketing. Unfortunately, it’s often carried out in ways that fall short of this. For example, mass mailings of the same content to everyone on a list, while convenient, aren’t personal. They are generic and come across this way. They work to some extent because the email recipients have at least a few things in common that motivated them to join the list. However, mass mailings don’t convert as well as they did in the past. The reason for this is that most people are deluged by mass mailings from many other businesses as well as spammers.

On the other hand, personalized emails that target the individual interests and needs of each list member will stand out and get improved conversion rates. Although it’s impossible to get to know each member as you would a close friend, there are a number of email personalization techniques that bring your relationship marketing closer to this ideal:

Personalize the Subject Line

The first hurdle is enticing the recipient to open the email, and this requires a good subject line. Include the person’s name as well as any information you’ve received on forms she or he has filled out, or from actions taken on your website such as a specific purchase. For example, a subject line wishing the person a happy birthday and a discount offer made within the email is highly effective. An email subject line that offers tips on how to best use their recent purchase is another effective form of personalization.

Segment Your List

Use the information you have about your list to segment it down into smaller parts. This could be the area where they live, their purchasing preferences, or the price levels with which they are comfortable. Integrate the information about each segment into the subject lines (as discussed previously). When you have a special offer on a specific product, announce it to the relevant segments. This spares the rest of your list from receiving irrelevant emails that may cause them to disregard future emails.

Use Behavior Triggers

Emails sent on the basis of user behavior work well at re-engaging people who haven’t used your services or logged into their accounts in a while. These emails put you back in their minds and indirectly tell them that they matter to you.

Implementing the above personalization suggestions in a practical way is not as difficult as you might think. In fact, automated marketing and CRM technology make it very doable. To learn more about this, contact us.

 

The Immense Value of Repeat Customers

Businesses that exclusively focus on traffic generation and conversion may want to rethink this strategy because it diverts attention and resources from the most important individuals: the repeat customers. Unlike a new lead, repeat customers no longer require convincing to buy your products and services. Retaining them requires substantially less effort and marketing money than acquiring the first time customer.

In fact, many are happy to continue their purchasing with no input from you. However, its best not to take this for granted. Proactive efforts at improving their experience with your business reduce their attrition rate and may increase their numbers through word-of-mouth referrals. Of course, acquiring first time customers is also important for business growth, but retaining them and your current repeat customers allows your business to grow faster. Thus your resources should include customer retention as well as acquisition.

Three other important benefits of repeat customers are:

They Have a High Lifetime Value

Lifetime value is the net profit gained over the course of your future relationship with a customer. Repeat customers tend to spend more by making frequent purchases of products and services with a higher price point. Efforts on your part to understand their purchasing patterns allow you to make enticing offers that ensure future buying.

They Are Easy Going Customers

Because of high customer satisfaction, repeat customers make fewer complaints, are less demanding, and make fewer returns. Understanding their preferences and providing them with what they want, ensure their high satisfaction.

They Are Less Receptive to Your Competitor’s Offers

Unless they thoroughly enjoy shopping around for the best prices and deals, most people prefer to default their purchasing to proven businesses. For them, buying from a proven business is less risky. Shopping around and researching other businesses is exhausting and time-consuming. Most people have better things to do with their time and energy.

Getting to know your customers and personalizing your interactions with them isn’t easy, especially as their numbers increase. However, automated marketing and CRM software greatly facilitates and streamlines the process. It’s equally useful for acquiring new customers as well. For information on how this software can help your business, contact us.

 

The 3 Steps of Using Automated Marketing to Convert Leads

Marketing automation gives small businesses and startups a fighting chance. If it’s just your in-house marketing team vs. that of a large corporation, you’ll burn your resources trying to keep up manually. 

Automated marketing lets you manage your time better by carrying out certain tasks for you. You can then spend more time evaluating your campaign and interpreting analytics — everything outside the realm of automation. 

Create a database

Businesses use to only work with contact information and leads. This made the conversion process a total shot in the dark since the leads were indistinguishable from each other. 

Automated marketing provides a wealth of information regarding leads. According to this Entrepreneur article, the first thing you should do is create a database: 

“Marketing automation can help you determine which style of language or tone works best with different audience segments, which audiences are more likely to buy certain products and when your customers are most likely to shop. It even can help you understand where you might be losing customers who drop off during their digital journeys. Why do they abandon their shopping carts? How can you give them more incentive to complete the sale and drive conversion-rate growth?”

The first step is to collect information, and marketing automation does that for you. 

Measure everything 

Once you have access to customer data, you can start to pick and choose which metrics you’ll look at. As stated in the article, you can even track the point where you’re losing leads in the buying process. 

Now you can take a look at the content and sales tactics that correspond to that point. One by one, you’ll fix all the weak links in your marketing campaign. 

Test your new strategy 

Evaluation is crucial when it comes to automated marketing. If you’re basing your decisions on metrics and analytics, then you have to see if your new tactics lead to any improvement. 

This works well when you isolate a variable, like email click rate, for example. When you test multiple metrics at once, it’s difficult to see the impact of your adjustments. 

To talk more about automated marketing and CRM, or anything else, contact us today. 

 

Turbocharger Automated Marketing and CRM? Yes!

Customer relationship management (CRM) is an art as much as a science. Automated marketing tasks allow for the computerization of chores that would otherwise take a good chunk out of your day.

But what happens when you put both of them together? The combination of automated marketing and CRM allows you to reach current and prospective customers by building business relationships, providing meaningful company-to-client interactions, and offering value-added benefits.

The trick here is the business-specific application of the tools you need to reach out to your targeted demographic.

Website traffic. Increase the traffic to your site, particularly local traffic, to generate more leads. Leads, in turn, convert into sales. If needed, the use of an optimized landing page can make the right difference.

Personalized campaigns. Leverage the value of personalization by addressing members of your targeted audience. While you may run campaigns on your website, via email, or by using your social media channels, the automation keeps them consistent.

Your sales team will do better at tracking prospects. With CRM, your sales team will be effective at attracting prospects, closing sales, generating qualified referrals and managing existing customer relationships. Your business will grow in revenue by utilizing a CRM application that helps you track sales activity, lead generation and customer status – capitalizing on the data management power CRM delivers.

Pinpoint niche opportunities. Consumer responses to your various campaigns help you to determine which value-added services any subsets of your targeted demographics would find of interest. A marketing analysis can determine whether it is feasible to offer these products or services, which may help your business to expand territories.

Cultivate brand awareness. Before your sales pros even get involved with prospective customers, the marketing and CRM mix succeeds in creating an audience that will prove more receptive to your messages. They know your name, logo, and brand message as well as the products or services you stand for.

You will enjoy social CRM and so will your clients. Social CRM is the integration of social media with CRM strategies and applications. Social media delivers tremendously for competitive businesses today of all sizes and in all markets. Social media promotes engagement with existing and potential customers. Today, LinkedIn, Twitter and Facebook are highly utilized social platforms for communicating with customers and attracting new business opportunities. By embracing a CRM software solution that enhances marketing with social CRM tools, you can engage customers throughout every stage of the buying journey.

When you are ready to turbo-charge you automated marketing and CRM efforts, we can help. Contact our experts today to learn more!

Building Customer Relationships

In the workplace, customers are essentially the glue that keeps your company together. Without them, your business wouldn’t function at all. With that said, however, it’s important you treat your customers like people and not just means to an end. Yes, they’re the ones who give you profit, but why not establish a relationship with them? It’s not only a great way to keep them coming back, and it makes them feel appreciated as well. With that said, here are some tips for building relationships with your customers.

As I mentioned before, it’s important that you make them feel appreciated. Don’t just market the product, but ask them questions and find out about ways you can improve. Remember, no matter how “good” or “bad” a product is, there will always be customers who are on the opposite end of things. Another great way to build customer relationships, however, is by hosting events. You get to see your customers in person, engage with them directly, and can even keep them updated on current events on the business. By adding them to an email or phone list, for example, whenever there’s a significant event or sale in the business, your customers will be notified. Remember, customers aren’t just people who buy one product and never return. People are always returning, and you want to provide the best service possible.

E-mail marketing keeps relationships strong. Build your reputation as an expert by giving away some free insight. You have interesting things to say! An easy way to communicate is with a brief e-mail newsletter that shows prospects why they should buy from you. For just pennies per customer, you can distribute an e-mail newsletter that includes tips, advice and short items that entice consumers and leave them wanting more. E-mail marketing is a cost-effective and easy way to stay on customers’ minds, build their confidence in your expertise, and retain them. And it’s viral: Contacts and customers who find what you do interesting or valuable will forward your e-mail message or newsletter to other people, just like word of mouth marketing.

For more information about automated marketing, and especially building a relationship with your customers, feel free to contact us today at MaaS Pros. Our business looks forward to hearing from you, and assisting you in the best way possible.