Make email automation the backbone of your B2B marketing strategy

Not too long ago, our in-house consultant Gavin Laugenie hosted a dotlive on the top 5 automation programs B2B companies should be doing, the reasons why and the results you can expect to yield from them. Below are the top 5 ROI-generating automation programs with tips on how to approach them.

1. Welcome program

Your welcome program is your chance to make a lasting impression; thank customers for engaging, set the expectations for the relationship and provide some valuable content to get the ball rolling.

  • Give your contacts a good first impression of your brand by outlining the types of communications they’re likely to receive
  • Use this as an opportunity to find out more about their interests through a preference center; in aggregating this valuable insight you can build a strong profile of subscribers and power relevant content that’ll keep them engaged

2. Product-based program

Your product-focused program allows you to personalize marketing communications depending on the stage contacts are at in the purchasing cycle. Push different types of content that resonate with them, supercharging their engagement and intent to buy.

  • Understand where people are in the buying journey
  • Timing is key: find out the optimum time of sending an email
  • Make sure the campaign is responsive on different devices and is easily readable/scannable
  • Relevancy of content: include dynamic content where possible (people have different reasons for buying). Segment based on data-fields and email behavior you hold on subscribers

3. Nurture program

Your nurture program is an essential component of your marketing strategy; drive valuable content to your subscribers on a steady basis to convert them at the right time. Contextualizing your messages is key.

  • Planning is crucial; you must be aware of what contacts will receive at each stage
  • Understand the results – use reporting to stay informed on how your emails are performing, helping you identify what’s working and what isn’t
  • Use contact scoring to understand customers. Identify those who are receptive and who aren’t; it’s much more cost-effective to keep a client happy rather than to win them back or acquire a new one

4. Retention program

Maximize customer longevity with your retention program. Drive key benefits – placing your brand front-of-mind – and you’ll strengthen existing customer relationships and foster true advocacy.

  • Give customers a reason to stay, what are the benefits?
  • Reward them for their loyalty
  • Perhaps even include a win-back strategy if they have an ‘at risk’ status, for example (our contact scoring tool can help you easily identify this)

5. Event program

An event program reinforces all your other marketing automation efforts. Spark interest among your subscribers by promoting events that complement their preferences through segmentation.

  • Segment your data based on geo-location and areas of interest; it’ll provide insight on who to target and help reduce no-shows
  • Perhaps give them an attendee status – make them feel special enough to want to attend and flag those who have already been to an event
  • Always ask for feedback and learn what you’re doing/not doing well to continuously improve and encourage attendance

 

You may already be aware of the above points, however it should help reinforce why these programs are important, how to approach them and the results you’re likely to expect.

If you would like more information on the types of automation programs you could implement, please contact your account manager or download our best practice guide on unlocking the power of B2B automation.

The post Make email automation the backbone of your B2B marketing strategy appeared first on The Marketing Automation Blog.

Reblogged 11 months ago from blog.dotmailer.com

Advocate loyalty: A 4-point strategy

It’s hard to argue the importance of customer loyalty; after all, returning customers spend 67% more than first-time buyers. But, consumers’ mindsets and buying behaviors are undergoing a massive shift resulting in a significant drop in customer loyalty program participation, even when the popularity of loyalty programs is at an all-time high. After all, the average American household has membership in 29 loyalty programs but is only active in 12 of them.

So, back the first set of questions: can you count on your customers? While customer loyalty programs are growing in popularity, the actual definition of customer loyalty is becoming more and more vague. You may have some customers who consistently purchase from you but also buy from your competitors; is that loyalty? You may have customers who exclusively buy your products but infrequently. And you may have customers who are avid participants in your loyalty program, but the second a competitor has a better offer they move on; the lines are blurred.

While the first two questions depend significantly on the goals of your loyalty program, I think we can all agree that the answer to the third question is a resounding no. Unfortunately, this is the dynamic many loyalty programs foster. One in which the customer can earn rewards and discounts, but never really feel connected or invested in the brand.

So, how do you build a sense of investment through a loyalty program? Rewards and incentives, as always, are the first step to getting customers’ attention. 65% of customers say that rewards impact their frequency of purchases, however, at the same time, 79% of customers said brands have to actually demonstrate that they understand and care about them before they are going to consider purchasing regularly.

It really comes down to what you are asking your customers to do. Transactional, points-for-purchase loyalty programs don’t cultivate genuine loyalty. Engagement-based programs are the answer to building genuine and lasting loyalty. In an Advocate Loyalty program, customers can earn rewards for actions beyond just purchases, such as promoting a brand on social media, referring friends, writing reviews, sharing pictures and much more.

Check out Annex Cloud’s free whitepaper to find out what strategies make up an advocate loyalty program, discover what 4 steps you can take to optimize your loyalty program, and learn about examples of businesses who are already distinguishing themselves in the loyalty game.

 

This guest post was created by Erin Duff from Annex Cloud, the fully integrated Customer Loyalty, Referral Marketing, and User Generated Content solution.

The post Advocate loyalty: A 4-point strategy appeared first on The Email Marketing Blog.

Reblogged 1 year ago from blog.dotmailer.com

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