5 ways Marketing Automation can lift profitability

5 ways Marketing Automation can lift your business profitability

Give your business growth a lift

5 ways Marketing Automation can lift your business profitability

Give your business growth a lift

Marketing automation can help your business meet its marketing goals, boost sales, and improve productivity – provided it’s well-executed.

In this article, we will cover some of the benefits of implementing marketing automation in your business and how these will help you hit your targets consistently. But first, let’s recap on what marketing automation is.

Marketing Automation 101

As the name suggests, marketing automation is the use of software to automate marketing tasks that would usually require you, or one of your team, to execute. Common tasks ripe for automation include email marketing, lead nurturing, and customer relationship management. With technology and software programs constantly improving, the tasks you can automate is becoming more and more advanced.

Marketing automation lets you better leverage your time and marketing budget and also allows you to offer your current and prospective customers a much more customised experience. This will help you to build a stronger long-term relationship with them.

Here’s a good example of marketing automation in action.

Let’s say a prospective customer finds your company while doing a Google search, then visits your website. While on your website browsing your products, they sign up for your email newsletter.

Within minutes of receiving their email address, you can automatically send out a ‘welcome’ email to them that:

  • Thanks them for visiting your website
  • Offers links to additional helpful content
  • Offers a welcome discount voucher
  • Lets them know they can contact you with any questions.

Personalised emails that respond with tailored messaging are a powerful way to welcome new customers and can help you boost conversions.

 

How marketing automation can lift your profitability

Every business, regardless of size or industry, can realise great benefits by implementing marketing automation. Here are some of the main ways marketing automation helps businesses boost productivity.

 

1. Convert more leads into sales

If you want to turn more leads into paying customers, you need to be more responsive to them. Marketing automation is a great way to improve your client communication. For example, as soon as a prospective customer reaches out to you for more information about your products and services, you can send an automated (but personalised) response to them with more information.

Receiving a quick reply from you can help your customers feel more valued. Businesses that respond quickly to customer enquiries are shown to turn more leads into sales.

According to a study by drift, only 7% of the surveyed companies achieve an average lead response time of five minutes or less. This is important, because – according to another study, by Lead Connect – 78% of customers buy from the company that responds to their inquiry first.

 

2. Increase revenue long-term

Marketing automation not only turns leads into customers and boosts your revenue in the short term, it also gives you the opportunity to upsell customers in the future. This is because you can stay in regular contact with them and get insights into their specific needs.

Over time, this lets you suggest new products and services they might be interested in and upsell them higher-priced products and packages. Because this is all automated, it helps to lift your business profitability with very little effort.

 

3. Lift staff productivity

Implementing marketing automation tactics, such as automated emails, can help reduce the volume of administrative tasks your sales and marketing team must do. This means they can focus instead on higher-value tasks that can affect your bottom line.

 

4. Measure and improve your marketing strategy

Marketing automation helps you measure every aspect of your marketing strategy, which you can then use to fine-tune it and make it even more effective. This is because almost every action that your customer makes can be tracked, whether this is through emails they receive from you, or by tracking what they do when they visit your website. When you know what’s working, you can improve your marketing strategy to boosts customer response.

 

5. Boost customer loyalty

Marketing automation helps you add layers of detail to your customer relationship management (CRM) system, which you can then use to keep your customers engaged with your brand. For example, if one of your customers calls you up with a problem, your customer

Ready to see how Marketing Automation can lift your profitability?

Get in touch with Marketa. We’ve nearly 20 years experience in driving digital growth strategies through marketing for Australasian companies. Lead Acquisition, Activation and customer retention is what we do.

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Boost your revenue with a welcome journey

A 3 step email welcome journey can boost your sales by up to 320%

A simple and effective strategy

A 3 step email welcome journey can boost your sales by up to 320%

A simple and effective strategy

An effective welcome journey is a proven way to on-board new subscribers and turn them into happy customers. It's automated so all the hard work is done for you.

How does it work?

Send two or three emails to welcome new subscribers and offer them a compelling reason to buy from you.

Step 1  (Immediately)

When someone subscribes send a welcome email to introduce the points about your offering you really want them to know. Like free shipping, free returns etc.

Step 2 (2 days later)

Follow that up with an email asking subscribers where they are in their purchasing journey. Discover what interests them so you can segment your leads and send personalised and relevant emails in the future.

For example, if you sell women’s fashion find out what items really interest them the most rather than sending generic product emails.

Step 3 (1 week later)

Then send them an offer based on their preference.

Why?
Welcome emails have 86% higher open rates than other emails and generate, on average, up to 320% more revenue per email than other promotional emails.

Want to see more automations that can grow your business?

Get in touch with Marketa. We’ve nearly 20 years experience in driving digital growth strategies through marketing for Australasian companies. Lead Acquisition, Activation and customer retention is what we do. Give us a call and try us out.

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Having a privacy policy is a must - feel free to adapt ours

Need a privacy policy for your website?

Feel free to adapt ours

Need a privacy policy for your website?

Feel free to adapt ours

Creating a privacy policy for your business website can be a daunting, time consuming and a costly task. Everyone should have one and we're happy for you to copy and adapt ours. We can't guarantee it's fit for purpose for your business nor legally fitting but it is a guide to get you started.

Our Privacy Policy

This Privacy Policy governs the manner in which YOUR COMPANY NAME collects, uses, maintains and discloses information collected from users (each, a “User”) of the YOUR WEBSITE ADDRESS website (“Site”). This privacy policy applies to the Site and all products and services offered by YOUR COMPANY NAME.

Personal identification information

We may collect personal identification information from Users in a variety of ways, including, but not limited to, when Users visit our site, register on the site, fill out a form, and in connection with other activities, services, features or resources we make available on our Site. Users may be asked for, as appropriate, name, email address, phone number., company name and or any other personal information required for us to service their enquiry. We will collect personal identification information from Users only if they voluntarily submit such information to us. Users can always refuse to supply personally identifiable information, except that it may prevent them from engaging in certain Site related activities.

Non-personal identification information

We may collect non-personal identification information about Users whenever they interact with our Site. Non-personal identification information may include the browser name, the type of computer and technical information about Users means of connection to our Site, such as the operating system and the Internet service providers utilised and other similar information.

Web browser cookies

Our Site may use “cookies” to enhance User experience. User’s web browser places cookies on their hard drive for record-keeping purposes and sometimes to track information about them. User may choose to set their web browser to refuse cookies, or to alert you when cookies are being sent. If they do so, note that some parts of the Site may not function properly.

How we use collected information

YOUR COMPANY NAME may collect and use Users personal information for the following purposes: 1. To improve our Site. We may use feedback you provide to improve our products and services. 2. To send periodic emails We may use the email address to send User information and updates pertaining to their order and or enquiry. It may also be used to respond to their inquiries, questions, and/or other requests.

How we protect your information

We adopt appropriate data collection, storage and processing practices and security measures to protect against unauthorised access, alteration, disclosure or destruction of your personal information, username, password, transaction information and data stored on our Site. Sensitive and private data exchange between the Site and its Users happens over a SSL secured communication channel and is encrypted and protected with digital signatures.

Sharing your personal information

We do not sell, trade, or rent Users personal identification information to others. We may share generic aggregated demographic information not linked to any personal identification information regarding visitors and users with our business partners, trusted affiliates and advertisers for the purposes outlined above. We may use third party service providers to help us operate our business and the Site or administer activities on our behalf, such as sending out newsletters or surveys. We may share your information with these third parties for those limited purposes provided that you have given us your permission.

Changes to this privacy policy

YOUR COMPANY NAME has the discretion to update this privacy policy at any time. When we do, we will send you an email. We encourage Users to frequently check this page for any changes to stay informed about how we are helping to protect the personal information we collect. You acknowledge and agree that it is your responsibility to review this privacy policy periodically and become aware of modifications.

Your acceptance of these terms

By using this Site, you signify your acceptance of this policy. If you do not agree to this policy, please do not use our Site. Your continued use of the Site following the posting of changes to this policy will be deemed your acceptance of those changes.

Contact Us

If you have any questions about this Privacy Policy, the practices of this site, or your dealings with this site, please contact us at: YOUR COMPANY NAME, ADDRESS.

Need some guidance with privacy regulations?

Talk to us. We’ve nearly 20 years experience in driving digital growth strategies through marketing for Australasian companies. Lead Acquisition, Activation and customer retention is what we do. Give us a call and try us out.

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Understanding Google Analytics terminology

Understanding Google Analytics can be a challenge in itself

We explain the terminology

Understanding Google Analytics can be a challenge in itself

We explain the terminology

Google Analytics is the web analytics solution that gives you rich insights into your website traffic and marketing effectiveness. Powerful, flexible and easy-to-use features now let you see and analyze your traffic data in an entirely new way. With Google Analytics, you're more prepared to write better-targeted ads, strengthen your marketing initiatives and create higher converting websites.

1.0 GLOSSARY OF TERMS
When using Google Analytics you will come across various terms that require an explanation. Below I have listed the terms that may be confusing or require further explanation.

A/B Testing (Also referred to as Content (A/B) Testing.)
Testing the relative effectiveness of multiple versions of the same advertisement, or other content, in referring visitors to a site. Multiple versions of content can be uniquely identified by using a utm_content variable in the URL tag

Bounce Rate

Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.

Clicks
The ‘Clicks’ metric is the number of clicks on your search ads. This metric can be found on the Clicks tab of reports in the Traffic Sources –> AdWords section.

Clickthrough Rate (CTR) CTR)
The number of times an ad is clicked on, divided by the number of impressions it receives. For example, if an ad is shown 20 times and receives 3 clicks, the clickthrough rate is 3/20, or 15%.

Conversion
A conversion occurs when a visitor reaches a pre defined goal.
Cookie A small amount of text data given to a web browser by a web server. The data is stored on the users hard drive and is returned to the specific web server each time the browser requests a page from that server.
Cost Data Cost data is information imported from an AdWords account (i.e. impressions, clicks, cost, CTR, CPC)

Cost per Click (CPC)

An advertising model in which the advertiser pays a certain amount each time their ad is clicked, irrespective of how many times the ad is displayed.

E-Commerce
The buying and selling of goods and services, and the transfer of funds, through digital communications. Buying and selling over the internet, etc.

IP Address
A unique identifier for a computer or device on a TCP/IP network such as the Internet. An IP address is written as four numbers, each separated by periods. Each number ranges from 0 to 255.

Landing/Entrance Page
The first page that a user views during a session. This is also known as the ‘entrance page.’

Medium (in campaign tracking)

In the context of campaign tracking, medium indicates the means by which a visitor to a site received the link to that site. Examples of mediums are “organic” and “cost-per-click” in the case of search engine links, and “email” and “print” in the case of newsletters.

Search Engine
A Search Engine is a program that searches documents for specified keywords and returns a list of the documents in which those keywords were found, often ranked according to relevance.

Unique Views
A unique view, as seen in the Top Content report, aggregates pageviews that are generated by the same user during the same session. A unique view represents the number of sessions during which that page was viewed one or more times.

Unique Visitors
Unique Visitors represents the number of unduplicated (counted only once) visitors to your website over the course of a specified time period.
Tracking Code The Google Analytics tracking code is a small snippet of code that is inserted into the body of an HTML page. When the HTML page is loaded, the tracking code contacts the Google Analytics server and logs a pageview for that page and captures information about the visit.


2.0 HOW DOES GOOGLE ANALYTICS WORK?

Each visitor to your site enters via a link indicating where they clicked from, the keywords they used, if any, as well as campaign and medium information. This is done in a very simple way –
• The visitor lands on your website
• The Google analytics code on that page loads
• That code places a cookie on your hard drive (which is valid for 30 days)
• This cookie is called if you visit the site again (so the site knows if you are a unique visitor or have visited before in the previous 30 days).
The code on the site gathers this information and sends it to your Google Analytics account which gathers the information.

Want better reporting to increase your ROI?

Talk to us. We’ve nearly 20 years experience in driving digital growth strategies through marketing for Australasian companies. Lead Acquisition, Activation and customer retention is what we do. Give us a call and try us out.

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Winter is coming. And it's good news for business.

The nights are getting cooler and it's good news for digital marketing

Discover how cooler weather can increase sales

The nights are getting cooler and it's good news for digital marketing

Discover how cooler weather can increase sales

The cooler months are here and summer is slipping away. It isn’t all bad though. Sure the bright sunny days and evening picnics are long gone, but with drawn-out nights and pitch black mornings comes more opportunity to reach potential customers online.

Nobody likes to venture out into the cold, damp night. So during the darkest months of the year people tend to stay indoors. “What does this mean for digital marketing?” I hear you ask. It means that with New Zealanders spending more time online, tis the season to kick off your next digital campaign.

High quality, entertaining content can help your brand to capture larger audiences this autumn and winter.

Successful digital campaigns can increase brand loyalty, generate leads, and even improve conversion rates. Make the most of the long nights. Get in touch with Marketa for help creating digital marketing campaigns and automated marketing that will engage your audience and boost your brand’s visibility online.

Ready to turn the cooler seasons into more sales?

Talk to us. We’ve nearly 20 years experience in driving digital growth strategies through marketing for Australasian companies. Lead Acquisition, Activation and customer retention is what we do. Give us a call and try us out.

Contact us

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I've just launched my website. Now what?

Just launched your new website and wondering what's next?

Here's some things to consider

Just launched your new website and wondering what's next?

Here's some things to consider

You’ve created a shiny new website, talking about you, showing your products and even giving people the option to buy stuff on it. But now what?

Unfortunately in today’s world, it’s not that simple. Your website is the key to open many doors in the online world and it can be used for a number of functions including:

  • Making people aware of who you are and what you do
  • Getting new business
  • Keeping in touch with people
  • Building and maintaining relationships
  • Allowing two-way conversation between you and your customers
  • Strengthening your brand

So what should you be doing now?

Well, that really depends on what your priorities are. There are a few things, however that you should be thinking about now that your website is off the ground;

SEO (Search Engine Optimisation)

There’s no point in having a website if no-one’s going to find it. Obviously you are going to have people who go directly to your website, but you will (hopefully) be getting people coming to your site via search engines. These are people who you most likely don’t know and are looking on the internet for a product or service like the one that you are offering. In order for your site to appear at the top of Google’s search list, you need to make sure that your site meets specific criteria from Google. You should think about the content of the site and consider writing blog posts, talking about different aspects of your business, keeping it useful and informative as this will help with your ranking.

Links

Another good way of getting visitors to your site is through social media. If you already have a Facebook or Twitter account, you can add links to your website from here. You might be surprised at just how effective social media is.

Email Lists

If you’re going to do any marketing, it’s much more effective to market to people who have already shown an interest in you. Add a section to your website where people can join up for a newsletter or give away something for free (an e-book, product taster or a free consultation for example).

People will give you their details in exchange for something and you now have a nice list of people to market to.

Landing pages are a great way to get customers directly to your product, service or offering to create a lead.

Once you have managed to get a way of driving traffic (people) to your website and you have a way of getting their details (eg. Email address), you’re well on your way. Don’t rest on your laurels though, as Google likes websites to be continually updated. Ooh and don’t forget to add your contact details. So you’ve made the first step. Now go and take the world by storm!

Get in touch with Marketa. A digital marketing agency that can help you.

You can navigate the digital world yourself and put your toes in the water with loads of smart and cost effective tools. Everything from website and social analytics, digital campaigns, email marketing and simple landing pages. If you’re already trialling some of these things that’s a great start. But to give your business a real boost, talk to a specialist agency that can develop a strategy that will connect all the dots between you and your next sale.

Want a hand to promote your website?

Talk to us. We’ve nearly 20 years experience in driving digital growth strategies through marketing for Australasian companies. Lead Acquisition, Activation and customer retention is what we do. Give us a call and try us out.

Contact us

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A simple strategy to get 70% more sales

A simple strategy to get you 70% more sales

Discover the power of Retargeting

A simple strategy to get you 70% more sales

Discover the power of Retargeting

Retargeting is a technique which marketers use to track the activity of website visitors. They are then segmented into groups and this information is used to craft specific online advertising which is relevant to each group. It’s like giving every visitor their own personal shopper, helping them to see products which might interest them, whist giving a business the chance to create more useful advertising.

How it works

Much like in the story of Hansel and Gretel, embedded cookies on a website can be used to track a visitor’s movements towards a house made of sweets. Only this time, the activity is recorded, and this information can then be analysed to understand buyer behaviour.

Most people don’t buy on their first visit, so advertising can then be targeted at these people, and those who did buy something can then be shown other products that they might be interested in also buying – just as any decent personal shopper would do.

Retargeting

Understanding how people buy on a specific website or in a specific field is the key to e-commerce success. And re-targeting is the key to understanding this behaviour. So how can re-targeting be used to boost a website’s popularity and sales?

  • If you see that visitors are buying more having followed a link to a coupon, you can make similar offers to attract new customers.
  • Most potential customers will visit a number of sites before making a purchase, you can remind them of yours by pushing your ad to other sites – and social media – to remind them of you.
  • You can tailor-make offers to previous visitors – for example, if someone abandoned their shopping cart, or visited your site on a number of occasions, you can target them with a special deal to bring them back and buy from you.

How to do it

A good retargeting platform will let you set segments, looking at demographics, behaviour etc. so that you can really tailor-make your advertising to increase traffic, leads and conversions.

Some things that you should consider include:

  • Don’t overkill – if someone sees your ad too often, they will stop taking notice of it or potentially hide it
  • Make it relevant – For example, someone puts skate shoes in their cart, don’t show them tennis balls, show them skate boards.

Retargeting is a useful tool for businesses to bring back previous visitors, and help to engage with potential customers by showing an understanding of what they are after. By having the right visitors to your site, you can spend your marketing budget more wisely and get more bang for your buck.

Ready to boost your sales with a Retargeting Campaign?

Talk to us. We’ve nearly 20 years experience in driving digital growth strategies through marketing for Australasian companies. Lead Acquisition, Activation and customer retention is what we do. Give us a call and try us out.

Contact us

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Create great landing pages that convert

A great landing page needs more than just great design

Here's some tips to get you thinking

A great landing page needs more than just great design

Here's some tips to get you thinking

Landing pages have nothing to do with planes and everything to do with sales. They guide customers who have clicked on a search result or banner ad towards one specific action, like lights on a runway. This is what sets them apart from a homepage.

Here’s a brief breakdown of how to get the most out of your landing pages.

  • A good-looking landing page can entice customers, but looks are meaningless if the landing page doesn’t fulfil its purpose of guiding customers towards making a purchase. Its important to emphasise the value of what you’re selling and describe what the prospect will get in return.
  • Generating leads relies on potential customers taking the time to fill in a form. If the form is short it should be placed high up on the page, so it can be reached without too much scrolling. A link to a form should be treated the same way.
  • Make it obvious that the form is separate from the rest on the page by using a different colour scheme or surrounding it in a box. Experiment with different templates until you find one that’s easy to read and pleasing on the eye.
  • Longer forms are less likely to be filled out, but provide more information about leads. If you are seeking as many leads as possible, it is best to keep forms short and sweet by only asking questions that are important to your business.
  • Avoid adding URLs to other websites too soon, prospects could be directed away, forever.
  • Use A/B testing to gain accurate feedback on your landing page.

Keeping customers engaged requires your landing page to guide them towards the right place at the right time. The more sources you have for bringing in traffic, such as banner ads, email, or social media pages, the better. Having a specialised landing page for each campaign/promotion makes it easier for customers to determine what actions to take on your page. Head to this article for more information on lead generation or contact Marketa for help making your next landing page run smoothly.

Want to beef up your marketing with a landing page?

Talk to us. We’ve nearly 20 years experience in driving digital growth strategies through marketing for Australasian companies. Lead Acquisition, Activation and customer retention is what we do. Give us a call and try us out.

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Marketing automation can propel your business growth

Marketing automation can propel your business growth

Take a read to learn how

Marketing automation can propel your business growth

Take a read to learn how

With the growth in e-commerce in business today, we’re seeing a whole new world of marketing techniques. As the saying goes, ‘if you snooze, you lose’, and this has never been truer especially with digital marketing.

One area which is developing quickly is the use of marketing automation – a software platform which allows us to automate and therefore streamline your marketing efforts, as well as giving you measurable data which means that you can tell exactly what is, and what isn’t working. Marketing automation gives you the chance to offer a personalised service to your customers, but with minimal time spent.

Marketing automation helps you to carry out the following easily and quickly, giving you the extra time for coming up with great marketing ideas:

  • Email marketing
  • Generating leads
  • Personalization of your website
  • Creating landing pages
  • Customer retention
  • Customer segmentation
  • Cross-channel marketing campaigns
  • Nurturing and scoring of leads
  • Cross-sell and up-sell
  • ROI measuring

As your business grows, carrying out all of these tasks, whilst trying to maintain a good relationship with all of your customers becomes time consuming and costly, and this is where marketing automation comes in.

How Does It Work?

Marketing automation runs alongside your current marketing team, giving them the chance to work on the important stuff and leave the boring, time consuming part of their job to the automation process.

Marketing automation will:

  • Engage with, identify and track online customers individually
  • Filter leads according to interest and engagement
  • Prioritize customers from a list according to their likelihood to buy
  • Give useful, measurable data about individual marketing campaigns

It isn’t just about sending out automated emails. The technology has moved on a lot since the beginnings and marketing automation now works across all of the internet channels, from email to social media.

For Sales Teams

As well as being a useful tool for the marketing team in a business, marketing automation is also extremely useful to the sales team. “How’s that?”, I hear you cry. Well,

  • The sales team can get prioritized leads so that those with a higher likelihood of converting to a sale become available first.
  • Leads can be sorted into groups with different definitions, allowing for different sales approaches.
  • Through more specific marketing, potential customers are better informed and this (should) make selling easier.
  • Marketing automation gives better insight into the sales funnel giving the sales team a better chance at selling.

It is clear to see that marketing automation can be used to give your business’s sales and marketing efforts a real boost. So much so, that soon you won’t be able to understand how you lived without it. When run alongside a good team, marketing automation will become a core tool in the effectiveness of your marketing and sales efforts.

Can Marketa automate your marketing?

We think so. We’ve nearly 20 years experience in driving digital growth strategies through marketing for Australasian companies. Lead Acquisition, Activation and customer retention is what we do. Give us a call and try us out.

Contact us

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