In the age of rapid technological development, traditional marketing is also gradually developing and being replaced by modern marketing. And one of the most prominent modern marketing methods is Marketing Automation, with countless benefits that it brings to businesses such as: saving budgets, costs, avoiding omissions, unnecessary troubles. That’s why this is considered a modern marketing solution that no business wants to miss.
Marketing Automation or marketing automation is a form of software application that helps automate marketing processes for businesses. For example, instead of manually emailing each customer directly, or performing repetitive actions on the website; This technology will help businesses manipulate all marketing processes automatically. Thanks to that, businesses can automatically generate leads, segment, take care of customers and bring them closer to your products and services.
Step 1: Create engaging content
To create an effective Marketing Automation campaign, businesses need to create content that is really attractive and useful to customers, this can be done based on the Customer Journey. Through the process of tracking, analyzing and processing information based on the customer journey, you will identify touch points. Through statistics and analysis of touch points, you will have the basis to build emotional content routes, build customer loyalty and thereby promote purchasing behavior, or at least have a strong impact on customers. customer’s mind, make customers remember the product, remember the brand.
Some content that is considered useful to customers can be Ebooks, Videos, useful and reputable review reports, knowledge sharing, free trials, etc.
Step 2: Create Landing Page and Form
A landing page or Landing Page is a page with simple, concise, easy-to-understand content that focuses on emphasizing the content you want to target customers. At the same time, the Landing Page is also responsible for leading people to take the desired action, such as registering to receive email promotions, Clicking on the Fanpage Icon, or filling out a form to leave personal information – how that businesses can collect information about customers voluntarily and accurately.
If you use HubSpot, you can easily build a landing page that integrates with other automated programs.
Step 3: Create a Download page or a thank you page
After the user fills in the form completely, the redirect page will provide the reader with links to download the content or confirm the registration. From there, the user will be sent the document via the registered Email or they will download it themselves. You can link to your most recent blog post, a similar ebook/video tutorial or contact page to keep customers on your site.
Step 4: Create a Call to Action (CTA)
Call To Action – abbreviated as CTA, simply understood as the activity that calls for the user’s attention, is a common element in Marketing Automation strategies.
The CTA will link to your landing page and be embedded in your email, blog, website, and social media.
CTA is often designed to stand out, attract and guide website visitors to take action
Some common forms of CTA are:
- Text: compose and display text. Usually applied to long sentences.
- Button CTA: designed in the form of a button (Button), this is the most widely used form because of its aesthetics as well as its ability to evoke Clicks and high flexibility.
- Image CTA: shown by image, insert Link.
HubSpot supports a very easy CTA tool that allows embedding and performance tracking. Create your images in photo editing software ( Fireworks and Canva ), embed the code for the CTA anywhere. Generate multiple CTAs and compare which one works best for your web visitors.
Step 5: Create a list to classify objects
After collecting the list and customer information through the registration forms, we will perform a filter operation on the list. After that, it is necessary to classify different customer groups based on criteria such as: Potential level, customer’s interest issues, etc. Through that, marketers can easily understand their behavior. customers and have plans to carry out necessary marketing campaigns in the near future.
In HubSpot, create a smart list that is used to segment groups of customers who have filled out a form. These lists allow you to track and see who is interested in what and execute nurturing email marketing campaigns in the future.
Step 6: Create Email and Outreach
In a Marketing Automation campaign , after classifying customers as well as having user contact information, businesses need to continue to take care of customers by sending nurturing emails:
- Instantly send a follow up email, thanking the visitor for downloading the document, and then providing a download link attached in the email to customers who signed up for the form.
- Create two or more nurturing emails with content that is really helpful or relevant to the content in the material they download. In these emails, you can share links to related blog posts, other documents, videos, studies, charts, etc. Any other content that is of value to them.
- You should then approach the customer with an email “soliciting support” or offer to try the free version, or the opportunity for a face-to-face meeting.
Step 7: Set up Workflow or AutoResponder
After sending the Email and completing the outreach, you need to continue planning and scheduling emails to the user who just downloaded your document. Schedule sending emails appropriately, avoid disturbing them, and then continuously plan and maintain customer interactions for the email sequence.
When a contact reaches the end of an email workflow or AutoResponder sequence, it’s time to take action on this customer contact. Send an email notifying yourself or your sales team that the contact has reached the end of your workflows and take action on this contact.
HubSpot’s email workflow provides basic information on user activity (site visits, emails opened, pages viewed, etc.) to help you determine if they’re ready for contact more personal and in-depth, or whether they need a little more time before contacting.
Step 8: Monitor and measure the effectiveness of Marketing Automation campaigns
After performing the above steps, what we need to do is to track and measure the indicators to evaluate the effectiveness of the Marketing Automation campaign :
- Check engagement rates.
- Note the click-through rate, Email Workflow. Edit Email if it doesn’t work).
- Monitor the landing page conversion rate, if the rate is lower than expected, review the form information, submit button information, suggestions have been made, etc.
- CTA Performance: Evaluate which CTA gets the most clicks, remove the low-performing ones, and add in the most interested CTA.
If using one affiliate link per CTA, check the click statistics on those links.
Conclude
In today’s information explosion age, performing manual marketing methods such as composing emails and sending to hundreds of different customers can be completely optimized thanks to Marketing Automation . As a result, the implementation process will be both efficient, potential customers are better nurtured and still ensure personalization.
If you have any questions about how to use Marketing Automation effectively, contact GAPIT HubSpot immediately . In Vietnam, GAPIT Communications is a Gold partner receiving certification from Hubspot for its ability to provide HubSpot software and services related to Inbound Marketing.
If you are looking to improve the efficiency of your business’ Marketing activities with Marketing Automation technology, bringing sustainable growth to your business, please contact GAPIT now for more advice on how to increase your sales. Sustainable growth in the direction of Inbound!