Lead Nurturing, abandoned cart rescue, dynamic content on the website, contact segmentation… you know them all, you’ve implemented them and are happy to see great results they deliver. But there is much more in Marketing Automation world to experiment with. That’s why we prepared for you a list of 10 uncommon uses of Marketing Automation that will inspire you to test some new solutions.
1. Blog posts recommendations
You suggest products to your customers basing on the products they bought before to make it easier for them to find what they search for in your catalogue. What about adopting the same mechanism to help them locate relevant and useful posts at your blog? If you use tags, you can suggest next post to read, depending on visitor’s interests and knowledge of the product. That way beginner easily finds posts explaining the basis, and advanced user will be able to dig into some specific advanced question.
Automation: The Future of Mobile Marketing
2. Optimizing “Download ebook” landing page
People love your ebooks or white papers, but it doesn’t translate into sales? You can improve that by optimizing landing page where leads head after filing in the form to download ebook (and, optionally, after receiving your email, if you send one). Simply suggest registering for free demo or offer giving quota for free on the landing page. It’s also good to repeat that in the email.
3. Email inviting to join loyalty program
The importance of building your customers’ loyalty can’t be overestimated; hence 38% of marketers call it their top challenge for 2015. To address that issue, many companies develop a loyalty program, but creating one is not enough. You still need to encourage customers to participate in it! That’s why you should set a rule sending invitation to join loyalty program after first or second purchase.
4. Database scrubbing
Nobody likes it, but with your database decaying naturally at a rate of 10% per year because of people changing jobs and switching to another mailbox provider, database hygiene is vital. Instead of keeping all the records in your contacts base, including these dating back to French Revolution, try to run a win-back campaign to your inactive users to establish which of them can still be reactivated, and which you should simply remove. Such practices ensure that you can rely on your data. Contact list full of inadequate information can backfire, as it gives you false ideas on your audience.
5. Personalized Push Notifications
Interestingly, mobile marketing still ignores options offered by collecting data on your customer and personalization. While mobile devices are so close all the time to their owners and they carry so much data about them, marketers prefer to neglect emerging options. One of them is personalized push notifications, which can boost engagement by 540%. To learn more, read our ebook on Mobile Marketing Automation or check out APPmanago website.
6. Lead Nurturing for your employees
Your employees should also be educated! One session on their first day might be not enough: when confronted with huge amount of knowledge in short time, they can’t absorb it all and fail to grasp and remember everything. That’s why you should out them on Lead Nurturing, where they will get all the information needed, but in more friendly form. It will improve the work of the whole team, as new employees will gain knowledge painlessly, and their older colleagues won’t be disturbed with constant trivial questions. A must-have for big or dynamically growing companies.
7. Progressive profiling
Users lie to you in contact forms, and it’s your fault. When you ask somebody at the first encounter to give you their phone number and name of their company, do you really expect to get adequate data? Would you yourself give such data to a virtual stranger? Progressive profiling addresses that problem. This practice is about changing the amount of fields in your contact form depending on how engaged user is and how many materials have he downloaded. So if somebody is for the first time on your website, you ask only for email address in exchange for ebook. But when the same user comes for the second, third and fourth time, you demand a new field to be filled in. Thanks to that method, user knows something about you when you ask for his phone number; therefore he is more likely to give you correct data due to trust you earned. It can really improve the quality of your data and spare your salespeople dozens of futile calls.
8. Smart contact forms
How to upgrade the ultimate lead capturing tool? With personalization! That’s how our client, Rainbow Tours, tour operator, boosted their lead generation: they used behavioral data on customers to shape individual form for each of them. Basing on what user searched for, they displayed contact form with the name and photo of most looked for destination. For that reason, users could feel that a dedicated specialist prepares the offer especially for them.
9. Predicative marketing
Big Data can offer you unimaginable insight not only in previous behavior of your visitors, but also in their future purchases. Use it to discover patterns and shape your offers according to them! Predicative marketing enables you to know customers’ needs before they realize them.
10. Sending messages to anonymous contacts who visited our website
Big traffic doesn’t always translate into sales, but you can attempt to reduce the number of visitors who don’t become leads. Thanks to integration between SALESmanago and Reminitrex you can identify visitors who haven’t given you their contact data and send them a message.
And which Marketing Automation solution is your favorite?
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