To sell a service or product online, it is impossible to ignore a solid digital marketing strategy. The only way to cope with the competition and the growing number of opportunities for customers is through automation marketing campaigns and a turnkey solution like WebMechanic Automation with a precise targeting…
As a reminder, a marketing automation campaign makes it possible to automate certain marketing and sales tasks, such as sending e-mail or SMS, segmenting customer databases, managing leads, and measuring sales campaign performance.
This is essential for customizing and personalizing interactions with potential or current customers throughout the sales cycle, in order to improve customer engagement and increase conversion rates.
In four steps, learn how to launch your first campaign and achieve your business goals.
1. Choose Your Goal
To. Do you know your personality?
Personality is the ideal customer. To know how to address this properly you need to create a standard file with all the details on it. Their name, their age, their profession, their family situation, their hobbies but especially their problems, are all perfectly knowing elements to start your first marketing automation campaign.
You can have multiple personas, but when designing a campaign, you should ideally stick to just one of them. Subtlety will be your best friend in targeting the right prospect.
B. Which specific person are you targeting?
You need to determine to whom you are going to address your marketing automation campaign. Is it on? a sales department? An agribusiness student? a pregnant woman? In short, you understand, be specific. Thanks to the collection of all the information mentioned above, you then have several profiles of potential customers that emerge. You can now segment your audience based on criteria such as geographic location, age, gender, interests and issues. Knowing these details will allow you to create personalized content for each segment of your audience. This is personalized content (eg articles, white papers or webinars) that will be integrated into your campaigns to capture your prospect’s attention and then convert.
2. Set Your Goal
To. aim for your chosen goal
Sure you want to create your first marketing automation campaign. However, you need to set a specific goal. This could be for lead generation, increased sales, event attendance, customer retention, or other business goals. If you’re starting out, for example, you may want to make yourself known and increase your notoriety by relaying news or a new product.
B. What final action do I want my contact to take?
Once the objective is established, it must be translated into a concrete and concrete call to action. A purchase, an appointment, a download, a newsletter subscription… or any other action that would be useful for you to fulfill your objective. For this you have to attract the attention of the targeted potential person. You should take care of the email or communication you send and set up direct action levers. This is a button that encourages people to click on a link that takes them to a landing page on your site, for example. A landing page is a landing page whose purpose is to encourage the prospect to take action.
If you want him to register for an event, you can send him to a contact form and make an argument to convince him through to a landing page where testimonials from satisfied customers appear, concrete statistics are visible , a time-limited performance deficit … or anything else that might prompt him to take action.
3. Identify the stages of the journey
You’ve determined the target persona and purpose of your campaign. It’s a good thing ! But it’s still too early to get started, especially if you don’t have solid software to set up your first marketing automation campaign.
To. Review the stages of your decision cycle
You must first create your campaign on paper. To do this, you’ll need to create a strategy with the steps in your company’s classic sales journey clearly identified, as in this example. If you work in BTOB during this step, don’t hesitate to involve the sales team, their field feedback will be valuable.
If your objective is for your prospect who has joined your webinar to request a product demo, then you should think about your campaign by excluding any possible cases.
Was he present at your webinar? Was he attentive? Once the replay e-mail is received, has he clicked on the video, etc. So you can plan for all cases and appropriate content according to each situation and potentially progress till the conversion.
B. Predict contact actions, conditions and decisions
And now specifically, how to create your campaign? Obviously, having an email address and adding all your contacts isn’t enough. You need marketing automation software that allows you to automate these processes. Think about which communication channels will be sensitive to your contact: email, SMS, notification, pop-in, social network…? Also imagine his response: opened, not opened, clicked, not clicked… as well as the specific terms you want to include in your campaign, such as a Christmas promotional campaign to all your customers Exclude or include all members of “present” e.g. “vol. at my last event”. There’s room for your creativity here, to get you started, as well as examples of pre-made campaigns that will help you avoid white page syndrome. However, you’ll find that you’ll quickly want to personalize your campaigns once you work on analyzing your first results.
1,000 customers have already been won by Webmecanik Automation Solution, where the support of the software publisher’s team is especially appreciated.
Thanks to this intuitive marketing automation platform, you can configure workflows to send personalized emails, push notifications or SMS to your database. Create the most relevant segments and use templates to save time.
4. Create Content
From now on, you need to feed these campaigns and feed your potential customers with qualitative content to move them further in the conversion funnel.
To. How to create relevant content?
Already, there are three types of content to consider.
- Communication content, your messages in your campaigns (email, SMS, pop-in, notifications, etc.)
- Landing pages or landing pages, whether edited in your marketing automation software or directly on your website, are good practices for optimizing your conversions. A call-to-action and a purpose are two requirements that should always be kept in mind during your creation.
- Finally, rich or lead magnet content such as white papers, checklists, webinars, podcasts, articles, videos, etc., require the exchange of data to access the content presented. This is the heart of inbound marketing: To give in order to receive, you must show and prove your expertise in order to build a relationship of trust with a prospect who is then convinced enough to become a customer.
Your first marketing automation campaign should be used to deliver your content to the right person, on the right channel, at the right time. To know whether your content is working or not, it is important to set up landing pages where potential customers will have to fill out forms in order to access the content. Thanks to Webmecanik Automation, you can create them but also track these performances by watching the number of visitors who download or click on your content. convenient !
B. just a little further
Thanks to the performance of marketing automation software, you can segment your content into fine segments within your database. You can do much more with AB testing on landing pages or emails. What must be fair with each message communicated!
There are many powerful levers available to you going forward:
You can connect your marketing automation software to your ecosystem such as your CRM or ERP or your e-commerce site. Thus you will be able to fluctuate information between devices and again get accuracy and effectiveness in your communication. If you are in BTOB, you help your sales team to act at the right time and if you are in BTOC, you act at the right time automatically, for example cross-selling to e-merchants. Same goes for .
You’ll be able to customize your webinar-type or virtual online event to ensure invitations, reminders, and follow-up for the event.
And of course, you can (should) always analyze the results of your campaigns thanks to your marketing automation tools because Webmechanic automation allows it. Thanks to various dashboards and statistics, use this information to adjust your strategy and improve your performance.
> I start my marketing automation campaign
> Download marketing automation campaign template
We wish you success with your first marketing automation campaign that will help you achieve your business goals!
Article written in collaboration with Webmecanik