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Tips to improve your reach and
engagement using marketing
automation and triggers
markedu.pt / @markedu / @michaelleander
...
Audience scenarios: What
does your funnel look like?
Action  reaction
No reaction  new action
Some action  new action
100%
Start
90-98%
left after 1st
action
2-10
%
Draw your
reaction funnel
What matters is
E-motion
not
PRO-motion
Automation frees up time…
… and smartens up your communication
The right message
to the right person
at the right time
in the right place
using the most effective
channel
Is this message best
suited for ?
a) an existing customer
b) a non-customer
Best approach for selling
subscriptions?
Direct
mail
Email
Direct
mail
Email
approach
2
Email
approach
3
Email
approach
4
...
Charles Tyrwhitt cross-channel
marketing automation
Customer lifecycle marketing automation
Differentiated approach addresses different needs
1
Pre Sale
2
Sale
3 Past Sale
Pr...
Disappointed or
excited?
Who is Michael Leander?
 As CEO, CMO have made
marketing mistakes consistently
for 20+ years …
… and learned from most of...
Automating communication can
generate impressive results
53% higher
conversion
rate
9,3% higher
sales quota
achievement
50...
Most effective marketing channels
ignored by (most) CMO’s !
• SEO
• Email marketing
• 3
• 4
• 5
Does your
team have
the skills to
embrace
the
technical
side of
marketing?
Showstopper
Quick interactive exercise
• Describe the process of
your typical morning
• Draw the process so
that another person will
b...
Failing is not a problem. As
long as your organization
learn from each failure
Your ability to create detailed process
flows is imperative to implementing
marketing automation successfully
Know this:
which content to use when!
Validation:
Which questions &
concerns might
your audience have?
Triggers = quick fixes
A behavior or non-event where you can use smart marketing
automation to trigger a marketing action ...
A few
challenges
faced by
brands and
marketers
today
“By 2020 customer
experience is expected to
surpass product and pricing
as the key business
differentiator”
Source: Forbes...
Convenience
Ease of interaction
Getting and keeping anyone’s
attention is difficult these days.
Buyers have an abundance of choices
You need to “nudge” co...
No more sex on
the first date !
On average buyers engage with
more than 11 pieces of content
before making a purchase
deci...
Effective marketing = Increase OTS
Opportunity to see. Find your number through
experimentation. Don’t trust your intuition
Tips related to OTS
• Where do you seed first; paid or
earned/owned?
• Soft and hard selling phases; build up
gradually
• ...
Email
marketing:
Find your
best
frequency
through
testing
Decide: Is CTR really how you want to measure your success?
Or i...
The old
AIDA
Meet the new AIDA
A = Attention (Awareness)
I = Interest
D= Desire
E= Engagement
A = Action
Engage me
Many
interactions
to...
A = Attention (Awareness)
I = Interest
D= Desire
E= Engagement
A = Action
Personalized
dialogue
Eyeballs
Engage
$
Engage
N...
Nudge to change people’s behavior
and turn intentions into actions –
add to the experience
Define
a non-
event
• Think about a desired action,
which could be indicative of a
customer intending a specific
behavior,...
Brilliant ideas are 1 in 1.000 and (very)
expensive to generate.
Execution is bread and butter for CMO’s!
Choose strong ex...
Don’t count the customers you
reach – Reach those who count
@michaelleander
Ideas on how to
approach social
media marketing
automation
AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share is good
action count...
3 big C’s:
Context, Connectivity, Content
CONNECTIVITY
Desktop Phone Tablet TV
CONTEXT CONTENT
Watching Monday night footb...
Treat your content assets
with respect
• Repurpose content
• Beware time sensitive
• Automate republishing
• Automate dist...
The 5-3-1 rule or the 2-5-2 rule?
Mix your content
• OPC (Other People’s Content)
• Your own value adding content
• Promot...
The Vision for marketers?
> Anticipate
customer needs
> Provide timely
service
> Differentiate
communication
> Personalize...
Speak to customers and prospects in
their language addressing the
problems, concerns and aspirations of
individuals, not s...
Obrigado
Talk to me michael@leander.me
Smart Marketing Workshop Porto: Smarten up your social media & online marketing : 5 tips to improve your reach and engagem...
Smart Marketing Workshop Porto: Smarten up your social media & online marketing : 5 tips to improve your reach and engagem...
Smart Marketing Workshop Porto: Smarten up your social media & online marketing : 5 tips to improve your reach and engagem...
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Smart Marketing Workshop Porto: Smarten up your social media & online marketing : 5 tips to improve your reach and engagement using automation and triggers

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Smarten up your social media & online marketing : 5 tips to improve your reach and engagement using automation and triggers

1) Get inspiration on how to plan, automate and measure your social media efforts
2) See how you effectively automate work processes for your online marketing
3) Get deep insight from a simple, yet successful use-case that anyone can implement today

Orador: Michael Leander - Markedu

Published in: Marketing
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Smart Marketing Workshop Porto: Smarten up your social media & online marketing : 5 tips to improve your reach and engagement using automation and triggers

  1. 1. Tips to improve your reach and engagement using marketing automation and triggers markedu.pt / @markedu / @michaelleander Michael Leander
  2. 2. Audience scenarios: What does your funnel look like?
  3. 3. Action  reaction No reaction  new action Some action  new action 100% Start 90-98% left after 1st action 2-10 %
  4. 4. Draw your reaction funnel
  5. 5. What matters is E-motion not PRO-motion
  6. 6. Automation frees up time… … and smartens up your communication
  7. 7. The right message to the right person at the right time in the right place using the most effective channel
  8. 8. Is this message best suited for ? a) an existing customer b) a non-customer
  9. 9. Best approach for selling subscriptions? Direct mail Email Direct mail Email approach 2 Email approach 3 Email approach 4 Etc.
  10. 10. Charles Tyrwhitt cross-channel marketing automation
  11. 11. Customer lifecycle marketing automation Differentiated approach addresses different needs 1 Pre Sale 2 Sale 3 Past Sale Pre Departure 4 Departure 5 Arrival 1. destination 6 Travel & experience 7 Comming home 8 Evaluation & Reliving 9 Next Pre Sale Profiling and knowledge of where the customer is in the ”wheel” opens up for a coordinated and relevant dialogue before, during and after the initial sales transaction • Transactional • Behavioral • TargetedExample Travel SMS/Email Insurance Car rental Excursions Car rental Recommend to friends
  12. 12. Disappointed or excited?
  13. 13. Who is Michael Leander?  As CEO, CMO have made marketing mistakes consistently for 20+ years … … and learned from most of them  Speaker in 40+ countries  Customer lifecycle marketing management  Judged marketing awards in 15 countries … … great source of inspiration for learning how marketers think & act  Board member. Consultant, trainer, speaker, father of many, husband to one  Founded Markedu
  14. 14. Automating communication can generate impressive results 53% higher conversion rate 9,3% higher sales quota achievement 50% more sales ready leads at 33% lower cost 12,2% reduction in marcom overhead 70% faster sales cycle times
  15. 15. Most effective marketing channels ignored by (most) CMO’s ! • SEO • Email marketing • 3 • 4 • 5
  16. 16. Does your team have the skills to embrace the technical side of marketing? Showstopper
  17. 17. Quick interactive exercise • Describe the process of your typical morning • Draw the process so that another person will be able to understand how to “do” your morning • The Devil is in the detail!
  18. 18. Failing is not a problem. As long as your organization learn from each failure
  19. 19. Your ability to create detailed process flows is imperative to implementing marketing automation successfully
  20. 20. Know this: which content to use when! Validation: Which questions & concerns might your audience have?
  21. 21. Triggers = quick fixes A behavior or non-event where you can use smart marketing automation to trigger a marketing action that will stimulate a different (customer) behavior
  22. 22. A few challenges faced by brands and marketers today
  23. 23. “By 2020 customer experience is expected to surpass product and pricing as the key business differentiator” Source: Forbes Insights “Customers for Life” in association with Sitecore
  24. 24. Convenience Ease of interaction
  25. 25. Getting and keeping anyone’s attention is difficult these days. Buyers have an abundance of choices You need to “nudge” consistently to earn the desired behavior. And occasionally push hard.
  26. 26. No more sex on the first date ! On average buyers engage with more than 11 pieces of content before making a purchase decision
  27. 27. Effective marketing = Increase OTS Opportunity to see. Find your number through experimentation. Don’t trust your intuition
  28. 28. Tips related to OTS • Where do you seed first; paid or earned/owned? • Soft and hard selling phases; build up gradually • Anything time limited usually performs better
  29. 29. Email marketing: Find your best frequency through testing Decide: Is CTR really how you want to measure your success? Or is how effective you convert to the next step – monetary or not?
  30. 30. The old AIDA
  31. 31. Meet the new AIDA A = Attention (Awareness) I = Interest D= Desire E= Engagement A = Action Engage me Many interactions to convince & convert
  32. 32. A = Attention (Awareness) I = Interest D= Desire E= Engagement A = Action Personalized dialogue Eyeballs Engage $ Engage Nurture Re- activate AIDEA is the new black!
  33. 33. Nudge to change people’s behavior and turn intentions into actions – add to the experience
  34. 34. Define a non- event • Think about a desired action, which could be indicative of a customer intending a specific behavior, but doesn’t materialize • Then plan: “If the action doesn’t happen, then we do this !
  35. 35. Brilliant ideas are 1 in 1.000 and (very) expensive to generate. Execution is bread and butter for CMO’s! Choose strong execution over brilliant ideas
  36. 36. Don’t count the customers you reach – Reach those who count @michaelleander
  37. 37. Ideas on how to approach social media marketing automation
  38. 38. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action Engagement Share is good action counts Like is NOT a currency, engagements converting to actions are @michaelleander #markedu
  39. 39. 3 big C’s: Context, Connectivity, Content CONNECTIVITY Desktop Phone Tablet TV CONTEXT CONTENT Watching Monday night football and has his phone Awareness TV Spot and Twitter Sponsored Tweet Ad As a high LTV prospect, loaded into Fb custom audience list Awareness messaging via Fb newsfeed DR remarketing mobile display ad with customized offer for Term Life Life Insurance Key Word Re-Marketing Pool Visits site 2 days later on his iPad, recognized as same user Customized, responsive offer landing page: Online quote Searches for branded generic keyword; Attitudinal Segment A YouTube video on how to buy Life Insurance High-LTV, incomplete quoter re-marketing pool Personalized offer email Personalized site landing page with offerSegment A Perhaps content isn’t King after all? Perhaps context is !
  40. 40. Treat your content assets with respect • Repurpose content • Beware time sensitive • Automate republishing • Automate distribution from blog to social • Study effect to spot winners. Infuse more energy into winners
  41. 41. The 5-3-1 rule or the 2-5-2 rule? Mix your content • OPC (Other People’s Content) • Your own value adding content • Promotional content
  42. 42. The Vision for marketers? > Anticipate customer needs > Provide timely service > Differentiate communication > Personalize communication > Understand preferences > Manage the permission
  43. 43. Speak to customers and prospects in their language addressing the problems, concerns and aspirations of individuals, not segments
  44. 44. Obrigado Talk to me michael@leander.me

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