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Automated Marketing Practical Scenarios to Get You Started Automated Marketing Practical Scenarios to Get You Started 1 Swiftpage.com [Blog] Blog.Swiftpage.com Table of Contents Executive Summary _________ ________ 3 Part One: Lead Management Lead Gathering __________ ________ 4 Lead Nurturing before you have Permission to Email _______ 6 Lead Nurturing using Email _______ 7 Handoff qualified leads to sales ________ 9 New Customer Acquisition ______ _____________ 10 Part Two: Customer Nurturing Welcoming New Customers ___ _______ 11 Nurturing to increase customer retention _______ 12 Customer cross-selling ______ _______ 13 Swiftpage Glossary _______ 14 About Swiftpage 17 2 Swiftpage.com [Blog] Blog.Swiftpage.com Executive Summary Automated marketing is a common, well-utilized tool in the enterprise marketplace. As a small business owner, you do not have the time or the expertise to launch a complicated marketing system that is normally managed by an entire department with seemingly unlimited resources. Swiftpage conducted an Automated Marketing survey that polled our small business customer base. When asked if they knew what automated marketing was, only 43% responded yes. Yet, when asked about their business’ marketing needs the most common answers were to nurture leads, gather leads and nurture customers. In order for you to be successful in promoting your products or services, you need a level of automation that saves time, money and eliminates the need for additional personnel. Marketing Needs Marketing Needs 75% 68.7% 62.5% 50% 37.5% 25% 6.25% To nurture To gather To nurture To To put on To Other leads leads customers welcome an event announce new product customers updates The keys to small business automated marketing: Ease of use – You should be able to drop in your target list and know they will be receiving the right messages at the right time. Inexpensive – A dollar spent on one initiative means a dollar not spent on another. You need to maximize every dollar that leaves your company doors. Support for all list sizes – Your targets are laser-focused. You need the ability to send highly relevant messages to a well-defined group as well as general messages to a broader group. Pre-packaged content – You need a solution that saves you time, not one that costs you time. An automated marketing solution that can provide these key requirements allows your small business to focus its limited resources and achieve maximum results. In this whitepaper we will walk through every aspect of lead management, from lead gathering and nurturing to handing leads off to sales and new customer acquisition. We also want to reiterate the importance of customer nurturing and offer practical examples on welcoming new customers, increasing customer retention and customer cross-selling. We hope this information is helpful to you and your business. Feel free to contact us with any questions at (877) 228-8377 or at [email protected]. 3 Swiftpage.com [Blog] Blog.Swiftpage.com Part One: Lead Management k Lead Gathering Before you can nurture leads, you must gather them. How does a small business generate leads inexpensively? The starting point is to have a place on the website that extends your company’s benefits and allows the viewer to request more information via web form. You can also motivate current customers to refer new leads with incentives. If your budget allows, purchase lead lists and use paid advertising (such as paid keywords) to drive traffic. According to Econsultancy.com’s Online Lead Generation (B2C) Report 2009, the greatest benefit found from lead generation is the ability to increase prospect list and customer base. In fact, 65% of respondents said their use of online lead generation has increased in the last year. Additionally, 88% of responding organizations said that lead generation will become more important to their organization over the next 12 months. 68.75% of Swiftpage customers polled in the Automated Marketing survey stated that gathering leads is one of their greatest marketing needs. Ways to Take Action: k Website – Include a web form on your website or landing page that allows people to ask for more information about the company’s products or services. Ask for their name, email address and phone number. Also, ask them if they want to be called by a sales person. You can use the Swiftpage Survey tool to create this landing page yourself. What elements should you consider when creating a landing page? No matter where a person clicks through from to your landing page (advertisement, social media link, direct mail, website homepage etc.) the messaging and overall look must be consistent. You also need to make sure to offer something more – more benefits, more education, more action. Catchy headlines are a great way to spark interest and preface the benefits you have to share. The consumer touch point or call to action is the single most important part of a landing page. Pay close attention to where your call to action is located and make sure it has the prime real estate on the page. It should be where all your content is pointing to. 4 Swiftpage.com [Blog] Blog.Swiftpage.com Networking - Collect leads at a networking event and enter them into your database. One way to do this is by putting an offer on the back of your business card to sign up for your newsletter. Referral – Send an email blast to your current customers with an incentive if they refer you. Include a form in the email that allows the customer to enter contact information for the new person they are referring. The incentive could range from a dollar prize, a gadget of sorts (iPod, iPad, Kindle, Flip Camcorder, etc.), or discounted product or service. You can also make it a competition, rewarding customers on the number of referrals they gave in a given time period. Purchased List – Purchase a list from a list provider, such as Hoovers, with a demographic that you are interested in. Remember, you must gain permission to email this list. Do this by importing the purchased list into your database and create a direct mail or telemarketing campaign that directs the recipients to a landing page with an opt-in survey form or simply ask for permission to email over the phone. (See below: Lead nurturing before you have permission to email). Desired Results: A group of new leads in your database that have requested a call from sales. Make sure your sales team follows up with them right away. A group of new leads in your database that need to be nurtured. (See below). 5 Swiftpage.com [Blog] Blog.Swiftpage.com Lead nurturing before you have permission to email Swiftpage has a no tolerance SPAM policy that not only covers the stipulations of the Federal CAN-SPAM Act, but also requires all email addresses are permission based. Permission based means that email addresses have been gathered by means of direct opt-in. This means that individuals you are emailing must have directly requested information from you or your company. Print and Telemarketing (B2B only) are the best methods of communicating with a lead until he/she is interested enough to engage in a less expensive email relationship. Never send a marketing email to a lead before you have permission. Ways to Take Action: Perform a look up in your database to create a target list of leads that you do not have email addresses for or who you do not have permission to email. Contact the lead through direct mail. For example, send a postcard to your targeted list that features your product or service. Within the marketing piece include a call to action that instructs the recipient to visit the landing page that extends the message and includes a web form to gain permission to email or to purchase. and/or Make a profiling call to the lead. Find out if they want to be contacted immediately by a sales person, or if they want to be sent more information via email. Desired Result: Have a list in your database of leads who want to be called immediately. Make sure that your sales team calls them in a timely manner. Have a list of leads in your database who have asked for more information. This gives you permission to send them email. Create a series of automated marketing messages that educate your new prospect on the benefits and usage of your product or service over time (see below: Lead Nurturing Using Email). 6 Swiftpage.com [Blog] Blog.Swiftpage.com Lead Nurturing Using Email According to Swiftpage’s Automated Marketing survey, email is the most common marketing medium to use. 93.75% of the survey participants said it was their number one form of communication. Preferred Marketing Medium Series1 93.75% 43.75% 31.25% 31.25% 25% 25% 18.75% How can we utilize email marketing to nurture leads efficiently? Ardath Albee of Marketing Interactions says that it is essential to create marketing assets that will generate interest at every stage of the buying process – educational content at the beginning of the process and solution-oriented content for later. Deliver a sequence of emails that will educate the recipient of the product or service over time. Have the email sequence present a call-to-action such as: request a sales call, download a free trial of your service or purchase online. Each email should include a link to either fulfill the action or a landing page that further informs them on it. If the content and links are effective and action driven, your prospects will turn into qualified leads and your leads into customers. Ways to Take Action: Develop a sequence of email marketing messages that will educate your leads about the product or service over time.
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