Customer Lifecycle Marketing Model by Smart Insights.
10 Opportunities To Use Marketing Automation Across The Customer Lifecycle

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This text was up to date in June 2020 for accuracy and completeness.

For me, marketing automation is among the most enjoyable latest MarTech developments, as a result of it offers so many alternatives to assist companies ship extra related communications to their viewers.

The secret’s to grasp that you should use advertising automation throughout the whole buyer lifecycle. It’s not an answer that’s simply appropriate for the highest, center, or the underside of your conversion funnel.

Entrepreneurs usually overlook that, however simply as you should use advertising automation to construct consciousness and generate leads, it’s also possible to use it to spice up income out of your present prospects.

In truth, Lifecycle Marketing made the primary digital marketing trend of 2020 for this very cause.

Solely when you think about the whole buyer lifecycle will you have the ability to see the alternatives of promoting automation. Then you can begin understanding which strategies to deploy at completely different factors.

This visible reveals the numerous completely different choices from prospect to buyer.

Customer Lifecycle Marketing Model by Smart Insights.
Customer Lifecycle Marketing Mannequin by Good Insights.

The visible is structured across the Smart Insights RACE planning system, which we designed for creating actionable digital marketing methods. On this article, I’m going to take you thru 10 strategies that may make it easier to use advertising automation from begin to end – hold it helpful as a easy guidelines of which of them you already make use of and which of them you can begin to implement.

Desk Of Contents

Attain your viewers – improve website visits, construct consciousness

1) Lookalike concentrating on for prospecting

Marketing automation works finest when you have already got website guests and e-mail subscribers to speak with.

With Google, Fb, Instagram, and Twitter yow will discover audiences much like your present contacts and prospects.

This manner, you possibly can develop your consciousness amongst individuals which might be more likely to profit out of your provide, and you may drive extra high quality visits to your website.

Right here’s the way it works:

Simply take into consideration how you might use these concentrating on choices for those who knew your finest or most-engaged prospects? Or for those who knew who’s lately engaged together with your content material and requested a session?

Lookalike audiences generally is a highly effective and cost-effective manner of accelerating your model consciousness and filling up your pipeline with leads.

Editor’s be aware: By utilizing GetResponse Fb Adverts you possibly can simply goal audiences much like your contacts, web site guests, and even those that comply with your online business web page. All this with no need to change between completely different dashboards. Study extra about how GetResponse Facebook Ads work.

Act – encourage interplay, generate leads

2) Automated prompts with content material to encourage interplay

While you appeal to new audiences to your website by inbound advertising strategies like running a blog, Google Adverts, or social media, encouraging your viewers to work together and keep on the positioning is a problem.

Many blogs have bounce charges of greater than 70%, however by including related content material and signposts we will scale back this and encourage extra interplay.

Right here we will use automation to suggest additional interplay primarily based on content material they could be studying – like on a weblog, for instance:

  • Subsequent or associated articles primarily based on what they’re presently studying
  • Prompts to join e-mail updates when a consumer scrolls by to a sure a part of the web page
  • Prompts to learn a associated information or report when a consumer interacts with the web page for a given period of time
  • Prompts to supply webinar or free session when a consumer is about to go away your web page

Right here’s an instance of how Good Insights is selling its RACE system on their weblog.

Smart Insights promoting their RACE system using an automated prompt on the blog.
Good Insights selling their RACE system utilizing an automatic immediate on the weblog.

Right here’s one other one, from GetResponse, the place they’re utilizing a immediate for individuals who’ve engaged with their E-mail Marketing Benchmarks report.

Targeted pop-up on the Email Marketing Benchmarks report from GetResponse.
Focused pop-up on the E-mail Marketing Benchmarks report from GetResponse.

Most advertising automation platforms, together with GetResponse, allow you to use their built-in instruments to indicate focused types and pop-ups in your web site. And for those who’re already utilizing one other instrument, you possibly can simply join them with your personal apps utilizing prebuilt integrations, API, and Zapier.

3) Touchdown pages to profile your viewers

After you have attracted website guests together with your content material or different provides, it is advisable create a landing page to profile your viewers and add them to your checklist.

After all, the way you craft the headline, copy, pictures and particular person fields type web page will make an enormous distinction to the sign-up conversions. That is the place one other type of automation, AB testing of various variations, will turn out to be useful.

Right here’s a easy touchdown web page you might use to supply an e-book or one other digital product.

Free report on Content Marketing used as a lead magnet.
Free report on Content material Marketing used as a lead magnet.

Right here, you’ll discover extra landing page examples.

Progressive profiling is one other type of advertising automation that may assist be taught extra about your viewers with additional interactions after the preliminary signup.

In the event you’re a B2B supplier and have a content material asset like a whitepaper that you just ship to an present subscriber, you’ll additionally ship them to the touchdown web page. But when you realize who they’re already you possibly can seize only one or two extra further items of knowledge by way of the touchdown web page.

Alternatively, you should use an e-mail or a survey to ask them for extra particulars to tailor the communication to their wants higher, or in alternate for some further advantages.

4) Welcome sequence

The subsequent step within the lifecycle is commonly an enormous missed alternative! When somebody is added to your checklist as a brand new subscriber, your first e-mail to them will be seen as crucial e-mail you ship to a prospect or buyer.

Right here you’ll have the very best ranges of consideration and, for those who get it proper, try to be getting open charges of even as much as 80% and click-through charges round 20% in accordance with this information from the GetResponse Email Benchmarks report.

However don’t cease with a single e-mail! By crafting a number of, well-branded emails in a welcome sequence fairly than the straightforward autoresponse, you possibly can inform the story of what your model can provide subscribers and provides completely different choices to have interaction the viewers.

The information you under helps this concept, as longer e-mail sequence nonetheless handle to generate increased engagement charges than what you’d usually see with a easy publication.

Number of emails in a drip campaign and their average engagement rates.
Variety of emails in a drip marketing campaign and their common engagement charges.

For instance, SaaS instrument Airtable created this six-email onboarding sequence displaying the number of use-cases for his or her platform and offering suggestions which might be important for brand new customers.

1st e-mail: Welcome to Airtable!
2nd e-mail: Browse templates for each venture
3rd e-mail: Improve your Airtable bases with Blocks
4th e-mail: Ideas from different manufacturers utilizing Airtable
5th e-mail: Professional tricks to take advantage of your Professional trial
6th e-mail: Want extra time?

Right here’s what the primary three of them appeared like:

Welcome email from a SaaS company Airtable.
Welcome e-mail from a SaaS firm Airtable
Second email in the welcome email series from Airtable.
Second e-mail within the welcome e-mail sequence from Airtable
Third email in the welcome email series from Airtable.
Third e-mail within the welcome e-mail sequence from Airtable.

Most companies received’t wish to use six emails of their welcome sequence, however hopefully this instance reveals why multiple could also be a good suggestion!

5) Dynamic content material for personalization

While you’re working in your welcome sequence, dynamic content material, which is one other advertising automation method, can come to your assist.

We all know that for those who point out somebody by identify or different private attribute it is going to engage them more. For instance, right here Marriage ceremony Wire makes use of a witty type of personalization in a topic line:

Smart personalization in the email subject line from Wedding Wire.
Good personalization within the e-mail topic line from Marriage ceremony Wire.

This instance is within the topic line, however the method can be utilized within the physique of an e-mail, too. For instance, within the Good Insights Welcome sequence, we name out to completely different roles like ‘advertising managers’ or ‘digital marketing managers’ with related planning recommendation for them.

Convert – obtain sale on-line or offline

6) Type or basket abandon

Are you aware what ASCE stands for? I assume not, however ‘Abandon Procuring Cart E-mail’ has caught with me as a reminder of one of the crucial efficient types of e-mail advertising.

In the event you can ship reminders additional down the funnel, they will have a excessive influence on condition that roughly 2/Three of all on-line buying carts are being deserted, reminders are most likely to boost sales.

An ASCE is self-explanatory, however the identical precept additionally applies for non-retailers.

In the event you’re profiling somebody on a type touchdown web page, it’s also possible to ship a reminder to finish sign-up in the event that they don’t give their full particulars.

Right here’s an instance of an efficient cart abandonment e-mail despatched by a web-based retailer Peak Design.

Cart abandonment email from Peak Design.
Cart abandonment e-mail from Peak Design.

Right here’s one other one, from London North Jap Railway.

Recovering lost sales with automated cart abandonment emails - London North Eastern Railway.
Recovering misplaced gross sales with automated cart abandonment emails – London North Jap Railway. Supply: ReallyGoodEmails

Learn this publish for added tips and examples of using abandoned cart emails to recuperate misplaced gross sales.

7) Lead-scoring – cross onto gross sales

Lead scoring is a necessary characteristic of promoting for B2B firms or client companies promoting excessive worth services and products. It’s particularly essential the place there’s an extended consideration course of earlier than shopping for as completely different suppliers are being in contrast.

Typically it may be helpful to speak to prospects immediately by an outbound cellphone name. Naturally, you ideally wish to speak to individuals who have real curiosity and automation may help right here as properly to indicate you individuals who have made a number of interactions by clicking on emails or viewing specific kinds of content material.

The artwork of lead scoring entails establishing the foundations for which kinds of interplay are price a set variety of factors and when a threshold is reached. As soon as a threshold is reached, salespeople will be notified to get in contact with a prospect.

Here’s an example of two lead scoring fashions developed primarily based on consumer interplay with a specific advertising channel and the demographic information they supplied.

Lead scoring model based on customer demographics.
Lead scoring mannequin primarily based on buyer demographics
Lead scoring model based on user interactions.
Lead scoring mannequin primarily based on consumer interactions

Listed below are some further lead scoring techniques you possibly can apply to your online business.

8) Nurturing with personalization

As soon as somebody has visited your website for the primary time or they’re a subscriber to your e-mail, advertising automation can be utilized to serve related messages to them on website, both immediately to purchase or to nurture them by partaking with extra content material.

Example of a prompt shown to non-customers on LiveChat’s page.
Instance of a immediate proven to non-customers on LiveChat’s web page.

9) Re-marketing

Remarketing or retargeting makes use of the same strategy, however offsite.

Right here you employ Advert networks or the massive platforms to ship related messages primarily based on cookies displaying that somebody has visited your website.

This strategy has turn out to be very fashionable, particularly amongst on-line retailers and SaaS firms. The cause for that is easy – retargeting adverts are very cost-effective, and you may additional optimize your advert spend by focusing solely on those that’ve actively interacted together with your content material.

Under is an instance of a retargeting advert that was proven to customers who’ve beforehand engaged with the model’s content material.

In the event you’d wish to be taught extra about retargeting, right here’s a radical information on how to run retargeting campaigns on Facebook.

And listed below are instruments that you should use to hold out such campaigns:

Editor’s be aware: Due to the GetResponse Facebook Pixel integration, you possibly can run retargeting campaigns immediately out of your GetResponse account.

Have interaction – construct loyalty and gross sales from prospects

10) Re-activation of present prospects

Our 10th and remaining alternative relates particularly to present prospects, but it surely’s related for all subscribers. That’s utilizing automation for reengagement and reactivation.

We stated when discussing welcome emails that it’s widespread the primary e-mail you ship to a prospect has the very best open and click-through price. Properly, it’s additionally widespread that by time the engagement ranges will lower on common. So, the frequency of opens or clicks will lower because the viewers turns into much less engaged.

Marketing automation offers us a instrument to detect when people or teams of subscribers or prospects have gotten much less energetic and encourage them to work together once more by providing an awesome piece of content material or low cost provide. In the event that they’re not , you possibly can doubtlessly deal with them in another way by decreasing the frequency of e-mail, that may once more assist make an even bigger influence.

Under you possibly can see how a model referred to as MVMT used this method to reactivate its latent subscribers.

Reactivation email sent to inactive contacts from MVMT.
Reactivation e-mail despatched to inactive contacts from MVMT

And right here’s the identical method, utilized by Dropbox Paper to reengage customers who’ve stopped partaking with their instrument.

Again to you

There you’ve gotten it, our 10 alternatives for making extra use of promoting automation throughout the client lifecycle. Though we’ve checked out only one method within the “interact” part for patrons, lots of the earlier strategies can be utilized right here, too.

Please share your ideas and views within the remark part under. I’d like to know what you assume.

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