Marketing integration and automation tactics that lift conversions and boost ROI.

Transcription

1 Marketing integration and automation tactics that lift conversions and boost ROI. How to successfully incorporate social, video, remarketing and marketing automation into your Marketing strategy. Marketing + Social Delivery 1 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

2 is far from dead. In fact, it s thriving. Savvy marketers are still investing the bulk of their digital budget in Marketing. marketing has an ROI of 4300 percent. - Direct Marketing Association marketing was ranked the best channel in terms of investment... - Econsultancy Marketing Census \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

3 Marketing is the primary driver of ROI. But that s far from the end of the story. It s just the beginning Marketing budgets grew 11% in 2013, and over half of marketers expect that to climb again in But top marketers aren t just spending more, they re spending smarter by optimizing for mobile, making Marketing engage with social platforms, and by driving campaigns that segment and automatically respond to customers. 3 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

4 Marketing integration and automation isn t theory. It works! The game has changed, and so have the rules. With new channels and communication options continually unfolding, it s essential that marketers stay on their toes to adapt, survive and thrive. This guide shows how. Table of Contents Adding social media to your Marketing mix Page 5 Segmenting and closing the sale through marketing automation Page 8 Boosting engagement with Video Page 11 Extending your campaign s lifecycle with remarketing Page 13 4 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

5 It s simple math... Marketing + Social Media = Powerful Results. s that include social sharing buttons have a click-trough-rate 158% higher than s that do not include social sharing buttons. - WebDAM Social media has transformed the way consumers make purchase decisions, gain more information about products and services, and find deals and purchase incentives. With over one billion social media users, adding social media to your strategy can produce large campaign response lifts. Below are proven tactics that should be incorporated: Content Give Reasons to Share from to Social Your Landing Pages Lead Generation SEO - Leverage for Your Engagement and Landing Pages 5 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

6 @ Content: First, figure out the goal and style of your campaign s content. Tailor language, images and offers that pull visitors to a lead capture or purchase form. Keep in mind, the messaging must work for all your social media pages, landing pages and s. + Give Reasons to Share from to Social: A person needs a reason to pass along and recommend your content. Give it to them with engaging imagery, coupons, discounts or referral programs. Make sure share and pin buttons are everywhere. Design: When designing an template, in addition to mobile rendering consider how the actual content will be repurposed as a Facebook tab and/or embedded into a blog post. Always take advantage of the ability to create the message once and deliver it everywhere with the click of a button. This saves you time and money. = 6 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

7 Landing This is where you ask your prospects and customers to take action. Make sure your landing pages have the same message, look and feel as your Marketing piece, and that they include a prominent call to action. Shorter lead capture forms work better than longer ones. You can t have too many landing pages, so use templates that double as landing pages to get your message out. Schedule them to automatically repost to social. + Lead Generation: Convert social network users into subscribers by embedding an opt-in form on social media pages, blogs and pin boards. A compelling call to action is crucial to opt-in. SEO - Leverage for Your Engagement and Landing Pages: Search engines will continue to find your landing pages, social pages, and share boards for months to come and Google +1 will show your pages to friends bringing users back to your doorstep and providing your offer with another chance to be seen, acted on or shared. = 7 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

8 Marketing automation the path to more sales. Triggered messages yielded 75.1% higher open rates and 114.8% higher click rates, compared to non-triggered . - North America Trends and Benchmarks Why is remarketing so effective? Because it s accurate. Each triggered communication is determined by an action or data from the person receiving the message. That interaction can turn an existing customer into a bigger spender, or turn a prospect into a customer. Show a person that you understand their interests, and they ll be more receptive. There are several types of remarketing campaigns, including lifecycle s, lead nurturing, sales s, dynamic content and s triggered by landing pages and forms. Below are ways to maximize remarketing: Strategy Planning Messaging The Look Call to Action Frequency Tracking Upkeep 8 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

9 Strategy: Begin by defining your goals and the type of remarketing campaign you want to implement. Cart abandonment reminders? Purchase association s? Benefit driven landing pages and triggers? Welcome s introducing your services? Product trial upgrade s? Requests for reviews? Planning: Once your goals are clear, pick the triggers for your s. You ll need to capture this information for timely, personal s later. To deal with cart abandonment, try ing a few hours after, then a day later if needed. Second s often lift conversions considerably. Also, during a product trial, try sending feature and benefit driven s throughout the trial cycle. Messaging: Customize plans for the various segments of your database: existing customers, existing prospects, past or inactive customers, new leads, people who bought X, people who abandoned a shopping cart, etc. Again, people will unsubscribe if you don t address their needs. So be consistent and mindful. Remember, s are an extension of your brand. The Look: Appearance matters. The should visually match its landing page. The call to action should be in the HTML not as an image and appear above the fold. Remember, fifty percent of s are currently viewed on mobile devices, so using responsive templates to control how s will display across all screens is a must. 9 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

10 Call to Action: There should only be one call-to-action. This benefits your customers and will make it easier for you to measure what people respond to. When appropriate, create a sense of urgency in your s. People are more likely to respond when given a deadline. Frequency: Allow prospects and customers to choose how often they want to hear from you. It s courtesy that is appreciated and keeps your unsubscribe rate low. Tracking: Wherever possible, track what your customers and prospects do online. Armed with information on browsing or purchasing habits, you can make persuasive offers. Upkeep: Be sure to revisit each automated campaign periodically to keep them fresh and relevant. Even if your campaign has come to an end, search engines will continue to find your landing and social pages for months, bringing you fresh leads and initiating new automated campaigns. 10 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

11 Video Marketing is on the rise! Video Marketing offers a return 280% higher than traditional direct mail. - Gartner Research In today s cluttered digital landscape, it s extremely difficult to capture the consumer s attention. Incorporating video into Marketing is one of the most potent ways to increase engagement. Below are some tips for getting started: Video Length Content Format Design Lead Generation Subject Line Landing Page Tracking Track Everything 11 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

12 Video Length: Shorter is better. Keep your video under 60 seconds. Content: Make sure your video resonates with your audience and is relevant to your product or service. Format: Use a format that supports both web and mobile video. Smartphones and tablets are too common to ignore. So make sure your video plays in both HTML5 and Flash. Design: Design your so that video is the primary focus and is positioned above the fold. Your video should be up to 400 pixels wide. Your should concisely state what s in it for them and why they should watch the segment. Lead Generation: Consider adding a URL to the video to create immediate engagement and take viewers to your landing page. Or add a form right on to the video which viewers can use to subscribe directly to your mailing list. Subject Line: Your subject line copy should include the word video and tie into the segment s subject matter. Landing Page: Design a landing page to create continuity. In other words, keep the audience with you. Don t send them to YouTube! Tracking: Be sure to track open rates, play rates, shares, etc. and compare them to your traditional campaigns. 12 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

13 Your campaign doesn t end with your landing page. Search, display and automated s can extend the lifecycle of your campaign, increase conversions and boost ROI. On average, 8% of customers return to a site to buy if the company does no remarketing. With a remarketing program in place, however, that average jumps to 26%. - Shop.Org An online remarketing campaign allows you to retarget people who have clicked on your , visited your landing page and then serve them highly targeted offers after they ve left your site. Adding online remarketing to your mix can boost your campaign s conversion rate significantly. Below are a few things to keep in mind: Campaign Deliverables Content Creative Offer Landing Pages 13 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

14 Campaign Deliverables: When integrating search into your campaign, your marketing deliverables should include an template, the campaign landing page, display ads in multiple sizes, search text ads and dedicated landing pages for your remarketing ads. Content: Your campaign s job is to get people to click through to your landing page. Your landing page s job is to get people to take action. Your remarketing ads need to get people to go back to the site. So while the campaign must be unified, each deliverable should have distinct messaging based on its objective. Creative: Create multiple ads for each benefit or feature so that each time the ad is served something new is learned about your product or service. You might also want to consider creating various ad versions for segmented audiences so that the right message is served to the right audience. Offer: If someone has been to your site and converted, they should probably get a different offer than those who haven t converted. Should those who did not convert on the first visit get a better offer than the ones who did? Landing Pages: Create a dedicated landing page for the remarketing campaign to ensure continuity. Remember, your first landing page did not convert 14 \\ Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

15 Marketing + Social Delivery The bottom line: Marketing integration and automation will yield better results. Period. Marketing drives the highest ROI. Integration with social and video makes it even more effective. Find out how easy it is to develop powerful integrated campaigns with StreamSend. Call , or visit Streamsend.com/ IntegrationAutomation StreamSend offers powerful, cutting edge - but easy-to-use - features at a fraction of the price of others. In fact, StreamSend provides everything you need to create a comprehensive, integrated campaign seamlessly. Tons of templates Easy-to-build landing pages Customizable sign-up forms List segmentation Triggers & auto-responders Video s Facebook wall tabs and brand board Share to Facebook, Twitter, Google+, Pinterest and more Social and pre-scheduling Tracking , social and video from one location