Getting started with marketing automation can be a very big job… But as the old joke goes, “How do you eat an elephant? One bit at a time.” Yes, you may be a long way away from realizing the dream/goal of maximizing automation throughout sales and marketing, but there are a few easy ways you can start realizing the benefits of marketing automation “one bite at a time.”
The First Habit: Examine Your Traffic Regularly
The ability to measure success is central to any marketing initiative. This isn’t hard at all and it doesn’t need to be time consuming. Set a recurring appointment with yourself every 2-4 weeks and look at two things:
- Your Google Analytics dashboard, which will show you your site traffic in aggregate; how many people come, how they found you and what your most popular content is (TIP: if you don’t know what to look at in Analytics or how to read analytics period, talk to an online marketer, ASAP).
- The ORBTR tracking records for any new leads — Google Analytics gives you the macro perspective and ORBTR gives you the micro. Every lead tells a story, so look at their history to understand how they came to your site, how they consumed your content (before and after they converted), and, after dealing with them personally, if they were properly qualified as leads before they converted.
The Second Habit: Take Better Advantage of The Emails You Already Write
One of the big objections to starting autoresponder campaigns is that, supposedly, no one has time to write all those messages. Well, that’s nonsense: you write them every day.
We all respond to sales and client inquiries every day —and sometimes we write terrific responses to the questions that people ask us, questions that you are likely to be asked again several times int he next month.
Why not take those messages and turn them into generic autoresponders that get associated with a specific type of lead? Copy, paste and a few minutes of editing will not only help you create a significant marketing asset but it may also help ensure that you don’t spend hours writing the same message over and over again every couple of weeks.
The Third Habit: Isolate Your Traffic From Specific Campaigns
Clients always ask things like,
“I’ve been doing ________________ (Yellow Page Ads/AdWords/Social Media/Direct Mail/Coupon Mailers/Whatever) for the last few months. Should I continue?”
If only there was some way for you to know what traffic and leads specifically came from what campaigns… But wait, there is! Directing traffic to specific landing pages rather than to your home page or generic service/marketing pages will allow you to do exactly that. If you have a landing page specific to a certain direct mail effort, you’ll be able to look it up in Google Analytics and see all of the traffic to that page in any given time period. You’ll also be able to create Orbits in ORBTR to track individuals who convert from specific campaigns or who abandon your landing pages.
Creating a landing page doesn’t need to take more than a few minutes and the content does not need to be original — just copy and paste it from other pages if it makes the job easier.