How to Utilize Marketing Automation for Business Growth
Although automation might just be the next frontier in marketing, many businesses fail to utilize it to its full potential. Actually, marketing automation can open up numerous possibilities that can improve customer experiences, increase sales and build profits.
But how can you move past the difficulties of automation and make it work for your business? And what can you do to set up your business for growth and success? Read more here to find out!
Essential marketing automation tactics:
In order for automation to give you the results you seek, you need to upgrade your CRM and embrace the analytics. However, your work here is just beginning. The tactics below will help you see the big picture and better utilize automation for success.
1. Put your data in its place
To institute marketing automation at a high level, you need to consider the role of CRM as well as data acquisition and data-based insights. The problem with inaccurate or poor data is that it can and will negatively affect your marketing efforts. The more accurate your data is, the better you’ll be able to design andimplementmarketing strategies and focus on customer relationships.
This is why your CRM databases need to be auditedregularly. Moreover, your CRM systems should include built-in cross-referencing capabilities. Also, make it a point to invest in a powerful CRM system to be able to truly take advantage of the full breadth of automation.
2. Break the data apart
Now that you have your CRM system sorted out, it’s time to unveil the power of your data. To be able to asses your current marketing campaigns and hone their performance, you need to take apart the information you are feeding into your CRM.
But how can you do that? It is all about your customer’s journey through your system.
You will need to look at elements such as the types of content that triggers clicks and the time the user needs to make a purchase. Armed with this information, you can now estimate the cost of onboarding, how you can speed it up as well as get insights on generating higher impact communications.
Since marketing automation is a multi-phase process, you need to set benchmarks that can guide you through it. Your benchmarks should evaluate the quality of your email list, your level of targeting, your type and level of communication as well as your communication testing.
Any company can have a general e-mailing list for all its clients. However, the trick is to to create organized lists noting needs and preferences. This applies to send out generic emails which should be replaced with mobile-optimized video messages and integrated with your social media accounts.
So, in a nutshell, your benchmarks should be dedicated to the level of organization you have accomplished for customer relationships.
4. Develop customer personas
The next tactic you need to use is automating personalities by developing customer personas. You can achieve this by using templates with particular perspectives on customer needs, sales habits as well as specific tones for specific sales groups.
The personas you create will be a middle ground between sending out generic emails and writing specific emails to each customer.
5. Look at the big picture
Marketing automation can seem petrifying and can slow you down to a certain extent. However, when you look at the big picture, you can see that automation can smooth workflow, improve team management and increase productivity. Moreover, moving to data-led marketing and CRM will help shift your overall communication efforts.
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Are you utilizing marketing automation in your business? What tips and insights can you share with us for a more effective approach and better results? Don’t hesitate to share with us your thoughts and recommendations in the comment section below.
How to Create the Ultimate Social Media Marketing Plan
Creating a social media marketing plan is not an easy task, especially when you are doing it from scratch. Your plan needs to be thorough and every action you do on social networks needs to be part of your social media marketing strategy. This includes every post, like, reply and comment.
Does it sound complicated? Well, if you take your time creating a comprehensive social media strategy, it won’t be.
So what is a social media marketing plan? And what steps do you need to create it? Read more here for the complete list of guidelines.
Social media marketing plan definition:
A marketing plan for social media is simply a summary of everything you planto do and hope to achieve using social media platforms. It should comprise an audit of your current social media accounts, your goals for these accounts and the tools you will use to achieve those goals.
Generally, the more specific your plan is, the more effective your implementation will be. So you need to make sure that your goals are specific, measurable and attainable. If you fail to do so, you will be setting up yourself for failure.
Major steps to take for the ultimate Social Media Marketing Plan:
1. Create goals & objectives
The first step in getting you on the right road to success is creating a list of goals and objectives. These goals should be aligned with your brand’s overall image as well as your marketingstrategy. To set effective goals, you need to determine the metrics you will use to measure success. Here, you need to ditch vanity metrics such as retweets and focus on web referrals and conversion rates.
Moreover, when writing down your goals, you need to keep your customers in mind. Then create customer personas to test your goals.
Here, you need to assess your current social media use. This includes finding out who is engaging with you online, which channels your target audience use and your competitors’ online presence. You have a clear picture of the social media accounts representing your business. Furthermore, you need to know who is running them and what purpose each of them serves.
While conducting your audit, you might find that some accounts need updating while others need deleting. It should also reveal fraudulent accounts that you need to report.
Next, you need to create mission statements for each network you use. These should be one-line declarations to help you focus on each channel’s goals and objectives.
Finally, determine your brand’s tone, voice, and style for each channel. This includes things such as the language you will use as well as types of content you will share.
3. Create or improve your social media accounts
After your social media audit, you need to hone your overall online presence. Here you need to choose the best networks that meet your goals and build them from scratch if you are not already there. If you have existing accounts, make sure to update and refine them.
Furthermore, make sure that your profiles are SEO optimized to help you get more traffic on your site. You can also use cross-promoting to extend the reach of your content.
Remember this: Each social media network has a unique audience. This means you should approach them differently.
4. Gather social media inspiration
If you are unsure about what kind of information and content you should share, it is time to go online and gather inspiration. To do this right, you need to look at what similar industries are sharing and use social media listening to distinguish your efforts from competitors. Also, you can look at industry leaders’ insights and advice and use it to tweak your content.
Furthermore, you need to see what kind of content your customers post and share. Then use this knowledge to as a basis for your social media marketing plan.
5. Create a marketing plan & content calendar
To succeed in social media, you need great content. However, you also need strategies for content creation and curation as well as a content calendar.
Your marketing plan should answer these main questions:
What kind of content should I create and share?
Who is my target audience for each content type?
How often should I post online?
Who will create the content?
Who will promote the content?
Your social media calendar will have the dates and times for publishing on each social media channel. It is the perfect place to help you plan ahead each of your content activities. Moreover, it should reflect your mission statement for each account.
Finally, you should create a content matrix to define what share of your profile is allocated to different types of content/posts.
6. Test, evaluate & adjust
Constant testing is required for getting the best results. This is why you need to keep testing your efforts and plan to find out what adjustments you need to make. The testing could include tracking the number of clicks and page visits. Then you need to record and analyze your failures and successes and make sure you adjust your marketing plan accordingly.
You can also use surveys to better understand your audience satisfaction levels.
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Do you have any more tips for creating the ultimate social media marketing plan? If so, please do share them with us in the comment section below.
Tips for mirroring social media experiences in your physical store
Today’s consumers demand consistent services and branding offline and online. This means that as a retailer, you must continuously try bringing the gap between in-store and social media experiences.
Regardless of your business size, you need to employ some strategies and tactics in order to create omnichannel customer experiences.
But what are these strategies and tactics? And how can they help you build more brand awareness and enhance customer loyalty? Let’s explore this interesting subject together.
Effective tactics for matching social media & in-store experiences
1. Create seamless & fun experiences
You need to think of fun, engaging and challenging ways to draw your customers from your social media channels and into your stores. There are many ways you can do this and scavenger hunts are on the top of that list. Furthermore, since people usually buy from companies they like, you need to make sure that your ideas are innovative, memorable and original.
2. Replicate experiences
If you think that creating a separate personality on social media than in-store is a good idea, think again! In fact, your online and offline experiences should be the same. Why? 1) So loyal patrons to better relate to and engage with your brand. 2) To help new customers who learn about you through social media recognize you when they walk into your location(s).
3. Educate in-store employees
Your store employees might not always be aware of what you are representing online. This is why you need to make sure that all your employees are on one page whether you are outsourcing social media management or doing it in-house. Educating your employees about your social media experiences and presence will help enhance your customers’ experience.
4. Bring user-generated content
To remind your customers of your online presence, it is a good idea to add some tablets or screens in your stores. This will encourage real-life reviews and in-person buying decisions.
5. Use incentives to drive cross-traffic
To create and enhance brand loyalty, it is essential to send traffic from your social media pages to your storefront. Use your social media pages to advertise an exclusive in-store special. This will encourage customers to follow your pages and also visit your stores to take advantage of the deals you are offering.
6. Create original social content
Your social media content needs to be engaging and compelling enough to drive your customers to see it and share it with family and friends. Moreover, the content needs to be an extension of your in-store experience. Try to think of all your marketing efforts, both online and offline, as a big puzzle; every piece should complement the other.
7. Provide high-end customer service
Customer service is one of the most important aspects of combining your social media presence with your in-store experience. If you provide customers with an awesome social media experience but then you fail to match it at your store, your online presence will backfire. Your brand needs to be consistentonline and offline.
8. Listen to customer feedback
Take the time to gather customer feedback and use it to help your brand persona to your stores or vice versa. Pick a group of your top-notch customers and interview them. Incentivize them with something of value to them. Then take that feedback and use it to understand their concerns and solve their problems.
9. Personify your brand online
Humans are social beings. They love interactions and relationships much more than they love robotics and automation. Spend some time building relationships with businesses and influencers. Use simple, relatable language across your social media accounts and build a personality for your brand.
10. Be consistent
People appreciate consistency. Actually, consistency is key when mirroring your social media experiences and at your physical store. This is why you should use the same messages online and offline to build trust andconfidence. You can use automation tool as well like FBGAPP to automate the process of promoting your products and services on numerous Facebook Groups and Pages.
It’s your turn to share with us your thoughts and insights on this topic. We look forward to hearing from you in our comment section below.