This post will talk about the marketing technologies that are available to you through a software-as-a-service (SaaS) package, as well as how to take advantage of these resources. Fitose covers topics like email marketing, social media integration, lead management and personalization.
Every day we find ourselves using new technology that allows us to do things in the digital world we couldn’t in the physical one. Just think about how long it would have taken you to write your last report without a word processor or what life would be like without your smartphone.
The biggest thing that marketers will benefit from is social media. This communication and marketing avenue is constantly changing, and as a marketer, you’ll want to make sure your business is on top of the latest trends and developments.
You can start thinking about your social media strategy by looking at what’s available to you through a software-as-a-service (SaaS) package. These tools are great for helping with tasks like blogging, taking photos or video of your product(s) or location(s), interacting with customers, managing content, and connecting with customers in real time.
I like to use the analogy of a car. When you think about your marketing efforts, you’re the driver, but when leveraging technology, you’re more like the guy who’s behind the steering wheel. Is this your first time driving? Do you have any idea where to turn or which way to go? Lucky for you, there’s a GPS in your new car that can help direct your path.
So let’s dive into what it really means to use technology as a tool for your marketing capabilities. While there are many different types of software available, I’m going to focus on three things today: email marketing, social media integration and lead management and personalization.
There are many different aspects to email marketing; here I’m going to cover the basics. When it comes to the fundamentals of email marketing, the most important thing you need is an email service provider (ESP), such as Aweber or Campaign Monitor . These types of services allow you to track your subscribers and send them emails on a regular basis. They also integrate with social media platforms like Facebook and Twitter so you can stay in touch with your subscribers at both a professional and personal level.
Campaign Monitor allows you to customize your emails, and even create sales funnels to help convert people into customers. With its ability to collect leads, aggregate all your data and then assign each of them to a unique campaign, Campaign Monitor allows you to build a strong email list that you can use for marketing purposes.
Now it’s time to move on to the social media part of email marketing. This is what I like to call “social email.” With this type of marketing, you’re still sending regular emails out on a daily basis, but now you’re also taking advantage of the social aspect. Social media platforms are great places to communicate with customers so they can get more in-depth information about your business and products. Twitter, Facebook , LinkedIn , Foursquare and others are ideal for reaching your customers where they spend time online.
However, there are several things you need to take into consideration. First off, don’t try to be a bigger company than you actually are. It’s one thing to showcase the products you sell through Twitter and Facebook, but it’s a whole other thing when you start promoting new programs or products that aren’t even released yet. Your customers won’t be very impressed if you’re already promoting things that haven’t even been released yet!
The key is being genuine and getting your name out there by providing informative content on a regular basis. Think about how you can showcase your products and services through social media. An example would be if you have a retail location open to the public, tweet pictures of customers wearing your merchandise or show a picture of your store location. Or if you’re an online business that only has an online presence, work on creating more of a personal touch within your posts. You want to be sure to post things like “Happy Birthday!” when it’s someone’s special day, even if they are not one of your customers.
Social media is all about building relationships with your current customers and potential leads. The more real and down-to-earth you can be, the better it will be for both parties involved in the long run.
Now that you’ve got the basics of email marketing down, it’s time to move on to another important aspect of inbound marketing. This is lead generation or lead nurturing.
Lead Generation and Management
Maybe you’re thinking, “I already have a customer list that I send out emails to on a monthly basis.” If so, you probably already know how difficult it is to keep track of your prospects, leads and customers. It’s not a great feeling when you finally have the list of leads that you need but are unable to remember which ones are ready to be converted or have abandoned their email addresses. It’s also no fun when you’re waiting for those who signed up and haven’t been responsive in a long time, even though they were on your list.
The good news is that there are tools out there to help solve this problem. Lead generation and management is one of those areas where technology can really make things easier for you. Additionally, these tools provide a way of cutting out all the guesswork involved in lead generation and email marketing, as well as keep you more engaged with your customers.
Lead generation and management tools include:
As you can see, there really are a lot of benefits to using these types of tools. First off, you don’t have to manually add each and every customer into the system. You can automate things like this so it’s easier for you to manage your leads or customers. In addition, you also don’t have to worry about keeping track of things like pricing, multiple sales pages and other basic information that is important for retail shoppers. With these systems, all that data is handled via your email marketing software. This way you’re able to focus more on growing your business and less on all the tedious tasks associated with lead generation and management.