MARKETING AUTOMATION

The customer journey at your fingertips. 

TARGETING TOUCHPOINT

The Best Companion for Today’s Customer Buying Journey

Marketing Automation is kind of a magical, targeting bullhorn. You send out a message, and it reaches the right prospects at precisely the right time. It’s important to establish your brand’s reputation at key times in your customers’ buying journey, with the right content delivered in the right channels (like email marketing, blog content, social media or a special offers, etc). Touching your prospects with useful and educational content and special offers as they are open to learn about your and your competitor’s offers,  you can guide them through the 5 phases in the sales funnel: attract, convert, close, delight, promote. It’s inbound marketing at work.

Customer Centric Marketing at its best

By creating relevant content that your prospects are searching for, you help to create informed leads, establish yourself as a credible resource, find new customers, and set yourself apart from the rest of your competition. Plus, a solid marketing automation strategy is a great companion for your other inbound marketing activities like your search engine optimization (SEO),  social media or digital advertising campaigns.

The goal of marketing automation is to broaden your sales funnel by engaging early in the customer’s journey with the correct audience, using with the appropriate inbound marketing tactics throughout the entire journey from a stranger to visitor to qualified lead to customer to eventually becoming a great promoter of your business.

1. Attract strangers with great content

Promote your valuable content and special offers with blog posts, via search engines, digital advertising or via social media marketing to attract new visitors to your highly converting landing pages.

2. Convert Visitors

Use calls-to-action buttons on your website, blogs, social media & emails to entice visitors to leave their email & name to download content or get your special offer.

3. Close Leads

Follow up with your leads using engaging and tailored messages and offers (buying persona dependent) to lead them through your buying cycle. Building trust is key to convert your leads to buying customers.

4. Make them Promoters

Delight customers will become promoters for your business by continuously offering valuable information via targeted email, web and social media engagements.

1. Attract strangers with great content

Promote your valuable content and special offers with blog posts, via search engines, digital advertising or via social media marketing to attract new visitors to your highly converting landing pages.

2. Convert Visitors

Use calls-to-action buttons on your website, blogs, social media & emails to entice visitors to leave their email & name to download content or get your special offer.

3. Close Leads

Follow up with your leads using engaging and tailored messages and offers (buying persona dependent) to lead them through your buying cycle. Building trust is key to convert your leads to buying customers.

4. Make them Promoters

Delight customers will become promoters for your business by continuously offering valuable information via targeted email, web and social media engagements.

When your business grows it becomes virtually impossible to maintain 1:1 relationships with potential customers. Through marketing automation or email marketing automation, we are able to nurture visitors, building increasingly deeper and more meaningful interactions with all who are interested in your products and services. Marketing automation is a must for businesses of all sizes, as it gives you the power to keep customers and leads engaged with a constant flow of communication. Today, marketing automation is one of the key tactics that makes businesses competitive by pushing their inbound marketing to the next level.

In addition to increasing leads, marketing automation systems can help increase cross sales and upsells, and improve customer care processes, turning your customers into active fans who will be ready to recommend you. If you would like help getting started with marketing automation, or improving your current campaigns, get in touch with your Napa based WSI team. Below are our marketing automation services, split into setup and ongoing services.

STRATEGIC CAMPAIGN

Our Process for Marketing Automation

ONE-TIME

Marketing Automation Setup Services:

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Platform Setup

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  • Website analytics setup
  • Email sending domain & DKIM setup and verification
  • Company & user setup
  • Social media platform setup
  • Connect website forms to platform

Data Clean Up & Import

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  •  CRM setup (optional integration with existing CRM solution)
  • Clean Up of existing contacts for import into database
  • Setup custom fields in database
  • Import of existing contacts
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Email Template & Landing Page

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  • Definition of email campaign strategy
  • Creation of email template(s) and highly converting landing pages
  • Segmentation of database for email campaigns and email list creation

Persona Development

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Personas are designed to help you tailor your message and produce higher conversions. Our service includes:

  • Persona development based on interviews with your sales team or clients
  • Setup personas in platform
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Automation Workflow Setup

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  • Workflow setup for form submissions
  • Setup of automatic list building
  • Define standard workflows, e.g. tasks after contact form submissions, etc.
  • Setup automation tasks and workflows
  • Testing of initial workflows

CONTINUOUS

Monthly Marketing Automation Services:

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Campaign Definition

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  • Definition of campaign goals and strategy
  • Target audience definition – strangers, leads, customers
  • Channels to reach audience – advertising, search, social, email
  • Content/offers for target audience
  • Automation workflow definition
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Campaign Setup

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  • Setup highly converting landing pages with content/offer
  • Setup lead campaigns : advertising, search, social media or emails to list from existing database
  • Setup of emails for workflow dependent follow ups
  • Setup workflow, depending on actions, stage in sales funnel (lead scoring) and potentially personas
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Content Creation

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Creation of valuable content pieces for different touch-points

  • downloadable e-books, whitepapers, infographics
  • educational videos, potcasts
  • blog posts
  • social media posts
  • email content
  • advertising banners
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Campaign & Workflow Management

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Management of overall campaign performance based on agreed KPIs and analytics:

  • Create additional or change content
  • Adjust lead campaign focus if required, e.g. increase ad budget
  • Adjust workflow based on analytics
  • Introduce additional steps in workflow
  • Engage sales personnel based on lead scoring

Reporting

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Monthly detailed reporting

  • Overall campaign performance based on agreed KPIs
  • Traffic & conversion assessment for website and landing pages
  • Lead campaign performance assessment in detail (ads, search, social, email campaigns)
  • Sales funnel performance and pipeline opportunity assessment
  • Recommendations

PRICING

Marketing Automation Pricing Model

Features

  • Platform Setup – flat fee
  • Data Clean Up & Import: custom
  • Email Template & Landing Page Creation: custom
  • Persona Development: custom
  • Automation Workflow Setup: custom

Features

Level 1: $400/Month

10,000 contacts/leads
2,500 emails/month

Level 2: $600/Month

25,000 contacts/leads
7,500 emails/month

Level 3: $800/Month

75,000 contacts/leads
25,000 emails/month

Beyond: Custom Pricing

Features

  • Campaign Definition
  • Campaign Setup
  • Content Creation
  • Campaign & Workflow Management
  • Reporting

Converting Visitors into Leads, and Leads into New Customers

The constant flow of data means you can keep optimizing your digital marketing strategy. Continue to monitor, analyze, and improve your workflows and you’ll find success in marketing automation.

Discover the 5 best practice guidelines for effective marketing automation:

1. Identify Your Audience

Before you create emails, autoresponders, landing pages and workflow messages, you must identify your audience. Start by creating buyer personas so you can create content that focuses on your customer’s requirements and challenges.

2. Aligning Sales and Marketing

The sales process and marketing automation campaigns should align. Use an online CRM to record all points of engagement so you can create thorough customer profiles for your sales team to effectively cultivate leads throughout their buying cycle.

3. Create Helpful & Valuable Content

Drive an engaging marketing automation process and qualify your leads by delivering the right message to the right people. Be innovative, informative, and dedicated.

4. Multi-Channel Lead Nurturing

A multi-channel approach is built on touch points like dynamic website content, email, social media, re-targeting, and interaction from your sales team. This is integral to effective marketing automation.

5. Test, Tweak, Repeat

The constant flow of data means you can keep optimizing your digital marketing strategy. Continue to monitor, analyze, and improve your workflows and you’ll find success in marketing automation.

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