Marketing Automation

You know it well. Hours and hours of doing simple marketing tasks just disappear. Facebook updates, Instagram photos, LinkedIn articles, newsletters, pictures, graphics, banners, respond to chat messages, comments and emails …
Sometimes it feels like one giant tornado of tasks just sucks the time out of your work day. But, there are actually ways to make it smarter …

Marketing Automation

It’s about either assembling tasks and planning them far into the future, or setting up automated routines. It’s using systems that allow you to schedule postings on multiple social media sites at once. It can be integrations between social media, websites and newsletters. As long as it saves you time and automates tasks in your marketing that would otherwise have taken you hours of work. That is marketing automation

1. Newsletters – Automation with Mailchimp

There is a wide range of options with Mailchimp. And they only need to be set up once.

As an example you can set up a welcome email flow. This give you the oppertunity to plan and set up a sequence of emails that new subscribers to your newsletter will receive. We recommend having something special on hand that you can give away free of charge to your recipients. A kind of extra surprise. This could be a white paper, special data, a welcoming video with special tips or advice. When you sign up you get a nice looking welcome email. Two days later you get an email with the free example. Two days later you will receive an email with the latest tips from the regular news section of the website.

To get started you need a Mailchimp account. You can get it for free. Now you just have to choose to create a new campaign in Mailchimp, select “Email” and then “Automated at the top”. From the list of featured options, select “Welcome new subscribers”. Now you can build a flow of emails that are run according to different “triggers” and schedules. We recommend you also send to users you import. So remember to hit “Edit” and tick the “Trigger when subscribers are imported” box. Imported users could be physical signups from a convention or exhibition stand.

RSS Feeds as source for newsletters

You can also use automation to send newsletters with your blog posts. Here you have a variety of options. If you use WordPress, we recommend having an additional post category that’s used for newsletters. All the news you associate with the “newsletter” category gets sent as newsletters through your automation. Simply choose to create a new campaign in Mailchimp, select “Email” and then “Automated at the top”. From the list of featured options, select “share blog updates”. Now the campaign must have a name and you must choose your recipient list. Now you can use an RSS feed from your website. If you have followed my recommendation and created the category “newsletter”, the address of your RSS feed will look like this: www. [Your website] .com / category / newsletter / feed

Now you just have to choose when to send and design your email template. Then it’s set up. You can send every day, or maybe a summary on a speficic day of the week. The newsletter is a summary of your posts since your automated schedule was last run. Mailchimp keeps it under control.

It is exciting to play with automatic email flows, and especially for webshops it can be used to provide extra service to customers while maintaining brand awareness.

2. Marketing Automation With Instagram, Facebook, Twitter and Pinterest with Later.com

Marketing automatio in social media. Here you must always keep an eye on comments and respond to them. But wouldn’t it be nice if there was a tool that allowed you to schedule a week’s or an entire month’s posts  in advance? Many of the great SoMe tools like Hootsuite and Falcon Social can already do this, but there are also free alternatives such as https://later.com

Later.com has a nice and user-friendly interface and. It doesn’t have a lot of advanced stuff, like responding to comments or assigning comments and answers to other employees. But it will do the most essentail thing: Namely, to schedule your posts. And for Instagram especially, it’s nice to sit at your computer and plan your SoMe posts. That’s a huge advantage.

The big two

Facebook and Instagram are just where people are. That is just the truth. If you don’t have an active profile on these two platforms, then your business just doesn’t exist. It’s that easy. If you are a B2B company, then of course you need to have LinkedIn in your loop. But on LinkedIn, you get more out of posting deep content than just posting great photos and statements. For Facebook, Instagram and Pinterest, Later.com is just the thing.

Above all, Later.com is super simple. Drag the images you want to post into the browser. Then drag them onto the calendar at the time you want it to post. Write the text and remember a string of popular hashtags. You can save your selected hashtag collections as saved items so you don’t forget them. You can select multiple platforms at once and post to all of them right away.

3. Marketing automation with Audiences, Lookalike and Remarketing

If you don’t already have Google Analytics, Facebook Pixel and LinkedIn Insights Tag on your website, then you should probably get it up and running.

Usually you have to create ads yourself, find keywords and mess with audiences, but there is an easier way for more effective marketing. Both Facebook, LinkedIn and Google Analytics can be used to gather information about sales, leads and interested customers who visit your website. This information can be used to set up ads in Google Ads, Facebook Ads and LinkedIn Adds. That way you can avoid spending much less time analyzing your campaigns and ads.

All advertising platforms have in common that they must have code installed on your website. The code tells Google Analytics, Facebook or LinkedIn what visitors to your site are doing. The information is stored in cookies, so of course this is something you need to inform your visitors about in your cookie and privacy policy.

Marketing Automation With Smart Ads

Generally, the point is that all three platforms know your visitors from visits to others their own platform, or visits to websites that also use their code. They know demographics information, interest, place of residence, location and more.

If you haven’t already guessed, the trick is that you can use the information about who buys something on your website, sign up for newsletters, read articles, stay for longer, you decide the conditions, to let the platforms find people , similar to those who have already done what you want your visitors to do. And target ad campaigns to those people, who obviously have a much higher chance of both clicking on your ads and performing actions on your site. It automatically targets your marketing and saves you both money and time.

4. Chatbots

Chat and support on websites are becoming more widespread. However, many choose it because they cannot cope with having to answer the questions of the pillows at. 3 at night. But there is actually a way around it. And not just a way to help you answer the weird times, but a way that can also help you answer all the trivial questions. Is a specific item in stock? When is the store open? Can you help me with …?

The smartest of all chat robots right now is IBM Watson Assistant, which can integrate with Facebook Messenger, Slack, Custom applications and has its own WordPress plugin. Usually, a chatbot consists of defined answers to defined questions. If the customer does not write exactly what you have written that will trigger the answer, then no answer will come. That’s not how Watson works. Watson works out what your intention behind the question is and then it comes with an answer from your list of possible answers. And there are many programming options here. It can show your way to your office, it can book meetings, it can sell goods, it can small-talk about the weather and traffic.

The interface and setup is clear, and there is good help, with video guides from IBM. But it takes technical knowledge and planning to get the robot programmed properly and integrated into your website. You must either be able to install and install plugins in WordPress or create Facebook Apps in order to integrate. And you need to know basic programming logic in order to set the conditions in the chat-bot administration. In contrast, Watson Assistant is free for the first 10,000 messages a month. By default, Watson Assistant supports English in all templates, but it is possible to program your own chat bot with Danish questions and answers. Of course, it will take longer when there are no templates to build on.

Such. Now your chatbot Louise from Herning responds at. 4 on the night of Christmas Day, when she needs to know if the store is open tomorrow, or if she can exchange the candlesticks she got for Christmas from Aunt Gerda. It also tells Louise that the matching saucers for the cups she would like to exchange are in stock in the store, so can buy them with when she comes and swaps the candle holders. All while sleeping sweetly and dreaming of your many zeros in the balance in your bank account.

And there you go …

Or OK, admitted. Marketing automation is something of a mouthful to get started at. And there are quite a few hours to be spent on setup and planning. But you still only need to get the settings right once. Then you start saving valuable time that you can spend on other business activities.

If you do not have the courage to go ahead yourself, then feel free to contact us and we will have a chat about your options.