The inbound marketing is quite complex methodology that requires good tools for automation of their actions and thus make life easier for marketers. One of those tools is RD Station .list_altIndex of contents
What does RD Station allow us to do?
RD Station strengths and weaknesses
In which cases do I recommend RD Station?
If you don’t know what it is, I recommend you keep reading, since I’m going to focus the whole post on explaining it thoroughly.RD Station is a tool that was born in 2011 in Brazil. Perhaps it is not yet well known in mobile no data provider , but it is one of the main automation tools in Latin American markets. The truth is that it is not as complete as other tools, but it does allow us to carry out the main actions of marketing automation and measure our results.Do you like what you are reading? Subscribe to the blog!
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What does RD Station allow us to do?
As we have commented in the previous paragraph, this tool can help us a lot to simplify automation tasks. Within this field, with RD Station you can get :
Create highly segmented contact lists.
Create landing pages.
Qualify users with a lead scoring .
Monitor user activity with lead tracking.
Schedule social media posts.
Manage Facebook Ads.
Many of these tasks are repetitive and routine, and thanks to the automation of tasks you could save a lot of time and invest it in other types of tasks of more value.Once we are clear about what options it allows us to perform, we are going to analyze the interface of the tool. The RD Station interface has a superior menu with its functionalities Betting Email List on the Buyer’s Journey stadium .rd station inbound marketing-1As you can see, there are four tabs anchored to the top menu: Attract, Convert, Relate, and Analyze. Let’s see what possibilities each of these tabs offers us.Attract
Within the “Attract” tab we find the actions offered by the tool to attract traffic to our blog:Publications on social networks : allows us to automat publications on Facebook, LinkedIn and Twitter, allowing us to choose the date, time and platform, as well as measure the results.Ads on Facebook : allows us to manage and analyze the ads on Facebook platforms without leaving the tool.
Keywords panel : this functionality is integrated with SEMRush and allows us to monitor the keywords that we work on in our blog. In it we can know metrics such as average CPC, volume, competition, ranking and the best page.Page optimization: writing the keyword and the URL of a published article, RD Station makes us an SEO analysis of how that keyword is worked in the article and details what good practices we are not applying.rd station marketing automationTurn into
The second tab is “Convert” and, as you can imagine, it shows us the RD Station solutions to convert visits to records. For this, it offers us the possibility of creating landing pages, forms and pop-ups. All of them with an aesthetic focused on conversion. It is important to test this function well to see what options the platform gives us to find the one that best suits your needs.Landing pages
In RD Station we can create landing pages for the CTAs that we put on our blog. For this, we have a very visual editor in which we can create modules and drag the functionalities that we need to put on our landing page.rd station marketing automationForms
To create the forms, within “Convert” we also have a page dedicated to it with fully customized fields to include. On these two pages, we can create our forms and their fields quite flexibly, although te final layout will be done on the landing page’s edit page.Once we have our landing page activated, we can analyze your results with metrics such as visits, conversion, generated leads and the origin of these leads.If we already have landing pages in our WordPress or we prefer to do them in another CMS, RD Station also has several options to integrate the forms we use to register and qualify all the leads we get.Pop-upsAnother way to capture leads in RD Station is through pop-ups. The editing and analysis page is the same as that of the landing pages, and allows us to configure the output of the pop-ups according to two criteria:Exit or exit-intent: the pop-up appears when the user shows the intention to exit the page or close the tab.Scrolling or scroll down: the pop-up appears when the user scrolls down the page, showing interaction with the content.
The third tab, and the one where RD Station shows its value the most, is “Relate”. In this tab we can manage the lead database and our communications with it, so in this tab our marketing automation strategy will be carried out.In the first three options that the tools give us, we can access:The complete database.The lead scoring: RD Station qualifies the contacts with scores from A to D for their profile through the data that we collect in the fields of the forms and for their interest, depending on the conversions they make or the pages they visit.
Lead tracking: we activate the lead tracking option to be able to identify which pages our leads visit once they have registered.
In addition to these three options, the tool offers us three more options, which I will explain in more detail.Lead SegmentationIn this section is where we can make our personalized lists following the criteria that we indicate. That is, we can segment our database depending on the data we have from our records or their interaction with our content. The segmentation criteria that RD Station offers us are the following:Lead data: information that we have collected from the fields of the forms.Funnel: state in the funnel in which the record is located.Lead scoring : score that RD Station gives to leads depending on our criteria.Lead tracking: pages of our blog that the lead has visited (or not).
Conversion: form that the record has or has not filled out.
Email marketing : interaction with a particular email.
Automation flow: interaction with a particular workflow.
rd station marketing automationMy recommendation, both for RD Station and for any automation tool, is to make the most of this type of segmentation to work the database in the most effective way possible and thus better personalize the content so that it is more effective. .Marketing automation
In this section of RD Station we can create the well-known workflows or automation flows. In them we create a sequence of automated actions to promote the interaction of the records in our database and make them go through the different stages within the sales funnel.When a user converts on a form or enters a targeting list, they can enter a workflow to start automation.rd station how it worksIf we have selected the input of the leads in the workflow (there can be more than one), we must select the marketing actions that we are going to apply. Among them, we can send emails, put tags, divide the path, wait, mark as a sale or opportunity, etc.rd station what is itThese automations are used to send a welcome email and label the registry as “subscriber”, for example. But, without a doubt, its most interesting use is to create lead nurturing chains to nurture and educate the lead to continue advancing in the funnel stages.
Finally, we find the creation of emails. To create our first email, RD Station offers us basic templates and thematic templates, athough we can also import templates via URL or HTML.My recommendation is to choose a template from the basic ptions that the tool presents us and, from there, create our first email with all the branding elements that we want to add. Keep in mind that RD Station does not allow having base templates like HubSpot, so we will have to duplicate a previous email to create a new one if we want to keep the same style. We can also import them with HTML, but in this way, all changes to the email must be made using HTML, something that reduces the ease of editing presented by the tool’s predefined templates.If we choose a basic template, we will find an editor of the same style as the one I have discussed for landing pages. We can edit the body of our email with modules, as well as adding or removing columns. Within these columns, we can add text boxes, images, CTAs, dividers or text boxes with images.rd station that is how it worksPersonally, I find that this editor is very easy to use, very intuitive and allows us great flexibility when creating creative emails.A great innovation that RD Station shows with respect to the rest of marketing automation software is that when sending an email to the database or segmentation, it segments these leads by their interaction with the content that we have already sent . That is, before sending the shipment, it lets us select if we want to impact the entire database / segmentation or if we want to impact only the leads that are interacting. In addition, it also segments the indeterminate leads, the ones that do not show any interaction, and the invalid leads.Dashboard and Analyze
We come to the last two tabs of the menu, “Dashboard” and “Analyze”. In them we can see results of everything we have been implementing and, thus, analyze the performance of actions and campaigns.In the “Dashboard” option, we are presented with a graph that shows the number of visits, leads, opportunities and current sales and, in addition, makes the comparison with last year to be able to see the evolution at a glance. It also shows us the latest records that have been converted and the performance of the last landing page that we have created, as well as the last sending of email.The “Analyze” tab is a bit more complex. In it we fnd the following data:Channel analysis: gives us visibility into the origin of our leads and which channels are working best for us.
Scope : performance of our publications on social networks.
Most visited pages : through the integration with Google Analytics, it shows us the most visited pages of our blog.
Reports : shows us a daily or weekly report of visitors and leads compared to the previous month.