Anyone that reads my blog knows that I am all about automating your marketing. As marketers, we just don’t have the time and man/woman power it takes to hand crank marketing campaigns. That’s why I love all the strides marketing software companies have made in help crazed marketers like me automate their marketing campaigns.
Now all of this said, even in this day and age, marketing automation systems are not completely automated. And you need to know that before jumping in and laying down a bundle of cash for a marketing automation system.
I recently read a great blog article on the MASG website about the subject; it’s by Justin Gray , CEO of LeadMD called Marketing Automation ROI: Myths and Facts.
While I encourage you to read the full blog, here are some of the key takeaways for me that you might enjoy (by the way, I am paraphrasing and adding my own spin here):
- Start at the beginning not the end…Make sure your database is in order before you start
- Marketing Automation is One Big IF/THEN Statement— Make sure you have a leads process in place, the system just automates your manual process; having a detailed leads process map will be required!
- You need lots of content—you need to think of your marketing automation as a campaign, not as a series of “once and dones”
- You don’t just flip a switch and turn marketing automation on…it can take months to get it up and running (in a smooth manner)
- The results of marketing automation aren’t immediate—some campaigns have a long tail
- Measuring the success of marketing automation takes time—good things come to those who are patient (not those who wait)
Four success factors of Marketing Automation:
- Executive Buy-in
- Good to great content
- Milestones and success factors
- Know when a lead is a lead and when it is still a prospect
What to read more about this? Click here:
I have been in the marketing field for almost 20 years now. And, this not only makes me old, but it also gives you the understanding that I have been there and done that with a lot of things…particularly when it comes to market research and direct marketing.
Recently, I was speaking with someone who was relatively new to the field of marketing…you know the one…the person who uses the word “advertising” as a synonym for marketing. This person had no idea that how you approached marketing differed depending upon whether your marketing effort was aimed at pure brand building play or if it was focused on getting someone to take immediate actions (direct marketing).
Here’s briefly what I told the marketing novice:
- Know what success is before you start—make it specific
- Give them an offer they can’t refuse—also known as target your message to your target market
- Give them the WIIFM—if they know what’s in it for them, they are more likely to respond
- Make responding easy—and don’t assume everyone wants to go to a landing page/website or email you…some of us old timers want a good old-fashioned business reply card
- Don’t be a one-shot wonder—you need to think campaign, not once and done (which I like to call once and none)
- Include your Superman copy—make sure your copy gives them your unique selling proposition (aka how you are faster than a silver bullet and leap tall buildings with a single bound
- Test and learn—don’t shoot the wad before you know your direct marketing strategy is going to work
- Spend enough—think about your prospects and what will motivate them to respond and hopefully convert and spend accordingly—think lifetime value of customers you bring on board
These insights were helpful to the novice, I hope they are helpful to you as well.
I have heard time and time again that any PR is good for you…even if it is negative. And, while I don’t necessarily agree with this assertion, I do believe that you need to get your name out there, through PR in particular, as much as you can.
But, what happens when the wonderful interview you did with a “journalist” not only gets miss quoted but your cool new product/service gets associated with your competitor’s name? It happened just the other day to my husband’s company by a journalist for USA Today. Here’s the link, can you tell from this piece that Haws Corporation owns the name Hydration Station? Click Here. After the gnashing of teeth and tearing of clothes is over, what can you really do? Well, in this day of social media…plenty.
1) E-mail the Publication—the first step should be to email the publication about the mistake and ask for a retraction in the next printed issue or in the next electronic publication. This will get your name out again and could be even better than the impact you would have achieved through the first article.
- What if they say no? Well, there is nothing you can do with the printed version, but you can use the comment section for the article as a way to correct the author. I would recommend that if you are going to take this action that you have a friend or business associate do the comment for you so that it does not appear self-serving.
2) Share the article through Social Media—in this way you get your name associated with your product and with the great newsworthy article. It makes you and your product “visible.” Encourage your fans/friends and others to pass it on.
3) Place a link to your article on your website—having fresh content relating to your brand/product/service on your website increases your “Google” juice and makes you more visible on the internet.
4) E-mail the Author—you would have thought that I would have put that first wouldn’t you? But in many instances the author is a freelancer and has very little control over (or desire to) fix their mistakes.
5) Acceptance—you need to accept that many publications are using freelancers and that you are not going to be entirely control of your message. Be prepared (and prepare your boss!).
Mistakes in PR are going to be more and more problematic as the switch from full-time journalists to freelance “experts” and writers becomes more mainstream. You need to be prepared to deal with the mistakes quickly and decisively.