Having a good database of prospects can be an excellent starting point to carry out marketing actions and get more sales.There is no doubt that these contacts constitute a great potential value , but to achieve the best results we must segment these users and subsequently establish an effective communication with them in order to educate them and prepare them for the purchase. Would you like to know how to get it? In this article I will detail it.list_altIndex of contents
What is marketing automation or marketing automation?
How to automate your database in three steps
The automation tools
Get the most out of your database with automation
What is marketing automation or marketing automation?
If our database is of united kingdom phone number size, managing it manually in a practical and efficient way is practically impossible. In these cases the solution is automation .In a very synthetic way, marketing automation can be defined as the use of specific software to carry out marketing actions in an automated way .Automation is, therefore, a process with a high technological component that is based on a series of strategies to adequately segment the user database, as well as educate, prepare and mature them for purchase.The fundamental actions and strategies of automation marketing are as follows. Take nte!Segmentation of records or leads
Using current marketing software, it is possible to monitor the behavior of users : where they have entered our website or blog, most consulted links, or time and frequency of visits, among other data.
It also serves to determine your sociodemographic profile: age, place of residence, profession, interests, etc. In this way, we can segment our database to subsequently track the leads that interest us the most in the appropriate way.Lead nurturing
The Lead Nurturing is one of the key actions within the marketing automation. In essence, these are email chains that are automatically sent to the different leads with a certain level of personalization Betting Email List on a series of parameters: type of interaction with us, profile or point where you are in the purchase process .This makes it possible to educate, prepare and accompany the potential customer until the final purchase. With lead nurturing it is not only possible to get new customers, but also to retain them.Lead scoring
The lead scoring is another example of automation strategy highly relevant. It is based on the implementation of an automatic system or procedure for evaluating the quality of the users of our database, in order to identify those who have a greater probability of becoming customers of our products or services.New Call-to-action
Improve the conversion rate in the final part of the purchase process
There are also a series of marketing automation actions specifically designed to achieve the highest possible conversion rate when the customer is in the last phase of the purchase process , that is, about to complete the transaction. They are automatic actions that prevent the user from being distracted or that help them take the decisive step to finally make the purchase.How to automate your database in three steps
The automation of your databases must respond to a strategy that we can divide into three main steps :Step 1: analyze the database .
Step 2: implement a lead nurturing strategy .
Step 3: check the results .
1. Analysis of our database
Define specific objectives
Before you start planning your automation campaigns, you should define as best as possible what objectives we want to achieve . To do so in a comprehensive and quantitative way, it is essential that we base ourselves on a series of KPIs (key performance indicator) or performance or performance indicators.Some of the KPIs most used in online marketing are the percentage of users who open emails (open rate) or the percentage of conversion from landing to registration.For each of the indicators you have to set the specific and quantitative objective that you intend to achieve in a given period of time. For example, increase by 10% the percentage of users who click on a previously opened email (click rate) two months after the launch of an automation campaign.If you do not establish specific objectives, it will be impossible for you to know objectively if the strategy you are carrying out is being truly useful for you.Image 2 – bbdd analysisDetermine what type of database we have
Not all databases are the same . Depending on the amount and type of data we have, we can carry out one type of segmentation or another and, from here, implement a differentiated email generation strategy (lead nurturing) for each of the segments.To determine what our database is like and, if necessary, expand and complete it, we have to analyze what data we have for each contact.Usually, these data are divided into two types :User profile : name, email address, postal address, gender, date of birth, profession, hobbies, etc. This information is normally obtained from a form and is provided to us by the user himself in exchange for some benefit: downloadable content, being able to access an offer, a discount coupon, etc.Interaction with our website or blog : links you visit, frequency with which you enter our page and time spent on it, device from which you connect, time you have not interacted with us (user “asleep”), products in which you are interested, or phase of the cycle or purchase funnel in which you are. All this data can be collected and monitored automatically through an automation platform or software.
Image 3 – BBDDChoose the most suitable segmentation technique
Once the objectives have been defined and the database we have determined, it is time to choose the market segmentation techniques most aligned with our needs .There are different methods or techniques, and the most used are the so-called descriptive or interdependence techniques . These are systems that are based on historical information, collected previously:
Frequency analysis . Segmentation is determined based on a single variable: the user’s reaction to an action carried out by us, such as a loyalty or incentive program.Cross tables (crosstabs) . In this case, the segmentation is carried out based on a double parameter, for example, a sociocultural factor (income level, place of residence, etc.) combined with a specific variable (whether or not they have bought from us previously, volume of purchases , amount of money spent, etc.).Group analysis (cluster) . A series of relevant characteristics related to consumption patterns are selected and from them various groups of people with similar behaviors are created. The objective of this segmentation model is to classify a large number of users in different behavior profiles.
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2. Lead nurturing and automation
Lead nurturing is an automation strategy highly valued by professionals because it often represents the definitive push from the user until the purchase.With lead nurturing, what is intended is, through the personalized sending of a chain of emails added to other actions of a more complementary nature, to mature the lead (potential customer), prepare it and accompany it in the purchase process . The goal is to increase the chances that you will become our customer.Two fundamental factors come into play in lead nurturing :Choose the content that we already have and / or can create.
Select the type of lead nurturing that we need to achieve our objectives.Content selection
To implement a lead nurturing strategy we need content of various types to attach or link through a link to emails. It is important that they are of interest and add value to the user , since otherwise we will not be able to impact or generate expectations with our emails.In relation to the contents, we must carry out the following actions:Analyze our assets to check if we have content already generated that can be used in our automation campaigns. This process of reuse is called ‘inboundization’ and, in some cases, it can save us work and accelerate the results of our projects. Some examples of assets that can be inbound are:
Content already prepared.
Social media posts.
Traffic already generated on any channel.
Contacts from our database.
Offline actions: seminars, conferences and all kinds of events.
Study the types of content that we will need to create . For example:
Posts in a blog.
Downloadable content: ebooks, whitepapers, product comparisons, infographics …
Choosing the lead nurturing strategy
Lead nurturing is a complex technique based on the establishment of a series of automatic interactions with the user . Although the main action is the sending of chain emails, other actions can also be implemented:
Types of lead nurturing
At present we can distinguish between two main types of lead nurturing strategy:Simple lead nurturing.
Lead nurturing of the cube.
The choice of one or the other strategy will depend on many variables such as, for example, the characteristics of the ideal client or buyer persona we want to address, as well as the type of database we use.Simple lead nurturing
Lead nurturing is characterized by the following:It is a linear process .
It involves few decision options .
It usually has a single final objective , such as, for example, converting a user, in principle anonymous, into a registration or lead, allowing an ebook to be downloaded if you previously leave your data in a form.
We must assess whether this type of lead nurturing is sufficient for us to achieve our objectives or we need a more complex strategy. To check if it works, it is recommended:Perform track interactions and conversions of users to see whether or not align with our goals.
Analyze the behavior of the user regarding the purchase . If the process is long, it probably doesn’t make sense to use a simple lead nurturing.
Lead nurturing of the cube
How does the cube methodology work?
It is a more complex methodology , which we explain in detail in this article , where the sending of chain emails is combined with a scoring system for the leads in our database.To implement the lead nurturing of the cube we have to perform a previous classification of our database , since this action is essential to determine what specific actions we must carry out and at what time.A possible classification of leads can be carried out taking into account a series of variables that, together, help us to create a three-dimensional matrix in which various factors overlap :Degree of affinity between each record and our buyer persona.
Level of knowledge of our company or brand of each lead.
Phase or stage of the purchase process in which the different leads are found.
Dynamic lists or smart lists allow the creation of very flexible and practical automatic lead filtering parameters . This allows you to create much more precise campaigns. For example, we can filter those users who have visited our website a certain number of times on specific dates.Content typesIn a complex lead nurturing campaign, it is important to choose well the typ of content attached to each email chain:Content with a more general theme , that can becoe viral and are easy to consume, with an educational value. The clearest example is the posts or articles published on a blog. This type of content is perfect when the customer is in the early stages of the purchase process , at which point they may not yet be aware of their need. This is known as the “TOFU phase” (top of the funnel) and it is content designed to attract as much traffic as possible.
More elaborate and downloadable content (ebooks, guides, infographics …), designed to publicize our brand and our products or services. They are usually used in the MOFU (middle of the funnel) stage, when the user has already discovered what they need to solve their problem.
Commercial content . It is used to get the customer to choose our products. It is ideal when the user is in the BOFU (bottom of the funnel) phase and, therefore, is already quite interested in our products or services, considering us a serious option.
Picture 5 – LN cube (1)