Content Marketing and Email Marketing Automation
Use Email Automation
$1 Spent On Email Marketing
In Emails Containing Video
Content marketing, email marketing, and marketing automation are some of the most standard and effective ways to promote a business in the digital age. In an age of mobile apps, push notifications and virtual reality… email is still the most effective way to reach your audience and convert them into paying customers.
Here are the things you should consider regarding email marketing, content marketing, and marketing automation.
1) Content Marketing
Content marketing refers to the practice of publishing pieces of online content with the intent of using them as a marketing channel. There are dozens of different forms of content, including but not limited to:
- blog posts
- social media posts
- original research
Some types of content are a better fit for certain businesses and industries, and some are easier to produce than others. Finding a suitable and cost-effective way to get your content marketing efforts started is a crucial first step into the digital marketing arena.
Content marketing’s primary purpose is to draw in interested consumers, but its ability to help you build your subscriber list for future email marketing strategies is almost equally important. Some businesses will block off some of their content until an email address is given while some will only solicit this information as a side note; whichever route you take, you must ensure your content is attached to some email address collection conduit.
Content also drives organic page views for your website that help to bolster your Google rankings, and you can have it republished on other third-party sites to further increase its range (this is called content syndication). If done well and consistently, this can also give you a boost in SEO.
Content marketing must be done regularly and consistently to have the desired effect. Ultimately, you should aim to develop a multi-faceted content calendar so you can keep track of what you’re releasing and make sure there are no significant gaps in your schedule.
Your content must also be high-quality and relevant to your audience – poorly executed or highly derivative pieces will not only make your business look bad, but they are also unlikely to be consumed very much and will probably be dismissed by Google as well. Don’t skimp on your content strategies; there’s a lot riding on their success.
2) Email Marketing
So you have the subscribers: now what do you do with them?
One popular strategy is to send weekly, monthly, or otherwise regularly-scheduled emails to everyone on your list. These regular points of contact remind your customers that your business exists (TOMA, Top Of Mind Awareness) and foster a positive engagement with your brand.
In these emails, you might choose to promote upcoming sales, preview new products and services, inform customers of current events in your business or industry, or anything else you think might get recipients excited to buy from you. Keep in interesting and relevant to the people receiving them, or they will simply discard these emails.
Unlike typical marketing methods like street signs and mailed flyers, email marketing campaigns are advertisements that people must voluntarily opt into (CASL, CAN-SPAM, GDPR); this promotes a sense of intimacy and exclusivity as if they are personally connected to your business and its affairs.
Because everything is done virtually, email marketing also costs very little, and that makes its sizable returns all the more impressive. Its results are also very easily tracked with highly accurate computerized data collection methods, allowing you to see for yourself what kind of an impact it’s having on your sales. Email marketing is so simple and has so many upsides that there’s no reason not to make room for it in your marketing efforts.
3) Marketing Automation
If you thought email marketing sounded great, you’ll be happy to hear that marketing automation takes it to the next level.
Rather than rely purely on simple calendar dates, you can set email marketing parameters that pinpoint the best times to reach out to an individual who is just beginning to interact with your business.
For example, after their initial introductory email, they might receive an offer exclusively for new subscribers.
After a few months, they might be offered a loyalty discount instead.
You can also set email triggers based on consumer behaviorsbehaviours, such as a certain number of visits to your website within a given time frame – or, more commonly, after a certain number of days with no contact between them and your brand.
This is called an email drip campaign, and it ensures that your pre-written emails are sent out at optimized times proven to keep as many of your recipients moving closer to conversion as possible.
You can pull off even more complex marketing techniques using sales process mapping, which involves laying out all the potential opportunities to turn an interested onlooker into a paying customer in an executable sequence.
For example, if someone visits your website but does not enter their email address, what could you have done to prompt that action from them? If they do connect with you via email, could you draw them closer to your brand with content?
What can you do to get a purchase from someone who has signed up for your email program, seems to enjoy your content, but still rarely buys from you? Any of these people could potentially bring you additional revenue, but without some proactive motions from your business, they are likely to lose interest. The act of reaching out to them is called lead nurturing, and it can make a significant difference to your total sales.
Once you know what direction you want to take in each case, you can instruct your automated marketing system to handle each of these situations. It can choose the appropriate response from the pre-selected options you’ve given it (standard email, special discounts, and even free trial offers are all common) and contact each individual at the appropriate time without ever needing any dedicated human oversight.
Once everything is set up, it’s time to wait for the results and see how well your current tactics are working. The best marketers will then continue to refine their approach to reach even higher conversion rates, growing your business with a unique fusion of technological power and human expertise.
Content marketing, email marketing, and marketing automation are all excellent investments that can help drive the results your business needs; all you need to implement them is a little professional guidance. If you’re interested in reaching out to your potential customers this way, contact us to hear more about how we can help you with email marketing automation that truly benefits your business.