Stay in the lead: permission-based marketing, automated

mojn_blog_Stay-in-the-lead

No more are consumers passive, faceless entities that we can throw messaging at. Consumers have the power – and right – to ignore what they don’t want to hear. And what is it that they often don’t want to hear? Things that don’t sound or seem relevant.

Marketers have spent years – and billions of dollars – trying to crack the consumer nut. What is relevant to their target audiences, and how can they get this relevant information in front of the consumer? Often, marketers find that content marketing offers a valuable ROI. It does, however, take a lot of time to create and promote content.

Luckily, it doesn’t have to.

Marketers have spent years – and billions of dollars – trying to crack the consumer nut.

Marketing automation gives marketers the ability to expand content value and affect, which can improve conversion rates, drive repeat purchases and improve customer experience. Automation is pretty familiar territory with more rote marketing activities, such as contact management, A/B testing and lead scoring. Little known fact: it’s possible with content too.

Once you’ve got your content strategy ironed out – target audience identified, KPIs selected and content needs prioritised – you can start the process of automation. First, you’ll want to score your leads based on the way they move through your content ecosystem. How many pages does a lead view? How long do they spend on your site? What white papers have they downloaded, blogs have they read, webinars did they attend, social media posts did they interact with or emails did they open? All of these actions can be scored to create an idea (based on a numerical value) of how cold or warm that lead is, based on interaction with your content.

All of these actions can be scored to create an idea…of how cold or warm that lead is, based on interaction with your content.

From there, you can start to generate progressive contact profiles. Rather than populating your contact forms with multiple fields, you can improve your conversion rates by gathering information about those contacts over time. On your lowest value lead score collateral, perhaps at the end of a blog or article, ask the least information. On higher value collateral, ask for more. Couple this with the data you’re getting simply from what the content is, and browsing data, to build a robust profile about your visitors.

Here’s where the automated content comes in. You now have enough data to essentially ask permission to be front of mind with your consumers – in an automated way. You can start to show only customised content based on the lead score and profile to site visitors. For instance, you can use the Amazon.com model of “Products you may like” based on past purchase or browsing history. You can surface products and content that the consumer has clicked on on the site, through social and via email. You can offer supplementary content – product reviews, explanatory articles – pertaining to the product or service of interest. There are many opportunities to target consumers with a high level of specificity with no extra time added for you. Of course, you will want to back up this on-site experience with targeted emails, retargeted ads and paid social activity, if you are able.

The world of content marketing just got cooler. You have the ability to engage with your consumers on a personal level through one of your most effective marketing channels, content, without added time or pressure to create more content. Just use your head, and your data.

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