Tag Archive for: buzzwords

Lead Liaison

Buzzwords in Marketing Automation: PPC (Pay-Per-Click)

/0 Comments/in , /by

pay-per-clickPPC (Pay-Per-Click): its meaning and how it relates to marketing automation. A part of the series Buzzwords in Marketing Automation.

Are you ready to build a marketing beast with PPC ads and marketing automation? If you think that pay-per-click (PPC) ads and marketing automation are two separate animals, you aren’t alone. Many marketers run their PPC ads and marketing automation campaigns separately, which is why they get subpar results. If you combine the two, you can create a marketing beast that not only lets you deliver qualified leads to your sales team but also allows you to maximize your ROI.

First, let’s take a closer look at PPC ads, and then, let’s go over how you can add marketing automation into the mix.

An Overview of PPC Marketing

PPC ads are ads that you pay for every time someone clicks on them. While several companies offer PPC ad opportunities, AdWords is the most popular. If you use this platform, you create an ad and then place it on the Google Search or Display Network. The ad is triggered when someone types in a keyword or visits a site that that you’re targeting. Then, if the person clicks on your ad, he or she goes to your website.

AdWords and other PPC networks have some tracking methods, but they are pretty weak. Because of that, it’s easy to get in over your head with PPC ads.

At least it was before marketing automation came to the rescue.

Marketing Automation – The Key to Running a Successful PPC Campaign

Marketing automation can do everything that AdWords and other PPC networks can’t. It can track your visitor from the moment he or she reaches your website. Then, the automation software creates a digital profile of each lead that visits your site. This allows the software to know what to do with each visitor. For example, one visitor might be ready to receive a call from a sales representative while another person might be ready to get an email about an exciting new product that you have.

This also provides a way for you to track your ROI for in a campaign. You can find out, without fail, how much your campaign is really costing you. You can also find out what your visitors expect when why come to your site after clicking on an ad.

If you’re using a PPC network on its own, you’re missing out. Don’t make the mistake of going solo. Pair your PPC campaign with marketing automation software so you can get the most out of PPC ads.

Request a Demo of Marketing Automation!

 

Lead Liaison

Buzzwords in Marketing Automation: What is Dynamic Content?

/0 Comments/in , /by

Dynamic Content: its meaning and how to apply it. A part of the series Buzzwords in Marketing Automation.

Are you asking yourself, what is dynamic content?

dynamic contentDynamic content can be the magic link between content and conversions. It is content within a website, a form, a landing page, or an email that changes based on the interests or past behaviors of the viewer. It creates an experience that is customized for the viewer that that moment, and can quickly grab your prospect’s or customer’s attention by personalizing content to the visitor.

It eliminates the need for multiple landing pages, depending on things like location. If you want your webpage to have an image of barbeque when someone from Texas is viewing your page, that’s an example of a dynamic webpage. It’s a way to hyper-target your audience.

How does it work?

Marketing automation tools such as Lead Liaison build a rich profile of your website visitors that strengthens over time. That tool can then combine behavioral information (things the visitor does within your website) with demographics from your CRM. Then, that data can be retrieved in real-time and used in a rule set that tells the system when and where to show personalized content.

You can set dynamic content to change based off of things like:

  • Location
  • Lead score
  • Actions taken (such as clicks, email opens, document downloads, and more)

You can use it to:

  • Customize a viewer’s web experience
  • Personalize emails – a viewer’s name is retrieved from your contact database and inserted into the email

“In-house marketers who are personalizing web experiences and who are also able to quantify the improvement (in the context of online sales or their key website performance metric) are seeing, on average, a 19% uplift in sales.” – Linus Gregoriadis, Econsultancy

Dynamic content is a powerful tool for businesses, marketers, and for user experience. Learn more about implementing this within your own marketing by clicking here:

Tell me more!
Lead Liaison

Buzzwords in Marketing Automation: Lead Scoring – The Fast Way to Convert Leads

/0 Comments/in , /by

lead scoringIn order for marketing automation to be successful, you need to understand the quality of your leads. Leads are evaluated based on their readiness to buy, with cold leads requiring a lot of nurturing and hot leads ready to take their credit cards out and buy. Lead scoring is an effective way to identify hot leads, so that you can send them over to your sales team. Companies that do this properly spend more time focusing on leads that are “ripe”, while “unripe” leads continue to be nurtured through other automations.

Lead Scoring 101 – How It Works

When people visit your site, they complete a series of actions, and each action tells a story. If someone reads your About Us page, it shows a little bit of interest. However, if someone drops something in a shopping cart or downloads a white paper, it tells a different story. Every person who visits your website is a lead but each person is different, and you must treat them as such. You cannot treat the person who visits your About Us page the same as you treat the person who abandons something in the shopping cart.

That’s where lead scoring comes into play. With this marketing automation strategy, you assign a value to each action on your site. For instance, you could say that putting something in a shopping cart is worth 100 points and downloading a white paper is worth 50 points.

Setting a Target Score with Lead Scoring

You will need to set a target score that indicates a lead is ready to go to your sales team. This magic number means someone is ready to talk to a member of the team and make a purchase. Don’t set this number too low, or you’ll aggravate your visitors. Then again, don’t set it too high, or you’ll lose potential customers. This will take some practice. Spend some time finding your industry’s sweet spot. Each industry (and even each company) has its own sweet spot. Finally, don’t pick a number and stick with it. Have sales and marketing work together to always fine tune the lead scoring threshold. Consider creating a sales and marketing service level agreement to identify what should be scored.

Consider Other Qualifications Besides Lead Scoring

For many companies, lead scoring isn’t enough. Qualify your leads further by combining lead scoring with additional criteria, such as age, location, education level, company, and more using concepts like lead grading. It’s possible to adjust the lead score based on these criteria to better represent the quality of the lead.

Lead scoring is an advanced process and one you should not take on by yourself. It’s something that you get set a process for and move on, giving you more time to closing that deal. Automate it with easy-to-use software like Lead Liaison. This lead scoring software will help you identify your leads and convert them into customers.

Get a Demo of Lead Scoring

 

Lead Liaison

Buzzwords in Marketing Automation: Landing Page

/0 Comments/in , /by

Landing Pages: its meaning and how to apply it. A part of the series Buzzwords in Marketing Automation.

What is a landing page?

As it relates to marketing automation, a landing page is a web page that has two functions: to convert a lead and to serve up information. So we should start there. Converting a lead means to take a prospect (or “lead”) and convert them into a contact or an opportunity.

Across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher. – Search Engine Land

The way a landing page converts a lead is usually by a form. It is typically reached through clicking a link or advertisement. It is a key component of any marketing campaign, and exists as a way to measure campaign traffic.

The most valuable thing you can get from a landing page is a person’s email address. In exchange for that, you can offer all sorts of things like:

  • Coupons
  • Downloadable content
  • Free trials
  • Access to a cool video

What should it look like?

A landing page should be uncluttered. Visitors typically only spend about 5 seconds interpreting what is needed from these types of pages. The call to action should be clear. For example, “Submit your name and email address for a 50% off coupon!”

If within 3 seconds, the visitor can’t assimilate how the page will benefit them in any way then they won’t stay. – True Conversion

It’s common for landing pages to exist on their own, without navigation to the main website or menu. The page should look like it is a part of your website (same color scheme, logo, etc), but only have one option: to collect the visitor’s information.

With the right software, you can build trackable landing pages into your marketing campaigns in no time.

Get started building landing pages and more!

 

Lead Liaison

Buzzwords in Marketing Automation: Clickthrough Rate (CTR)

/0 Comments/in , /by

Clickthrough Rate (CTR): its meaning and how to apply it. A part of the series Buzzwords in Marketing Automation.

Companies dedicate a lot of resources to creating marketing content. But what’s more important is measuring the effectiveness of that content, so that you know where to spend those marketing dollars going forward. The calculation of a particular content’s clickthrough rate can be an effective tool to measure how well your keywords and ads are performing. It calculates the number of clicks that your link receives divided by the number of times your link is shown,  formatted as a percentage.

clickthrough rateA Quantifiable Number

These days, it’s hard to measure the emotional reaction to a piece of virtual content. Measuring the clickthrough rate allows you to see who engaged with an ad or call to action (CTA) in an email campaign – indicating that they were interested. A high CTR says that people want to know more. A low CTR indicates that your ad might need some improvement, or possibly that your call to action was not relevant enough.

Observation

Another way to measure interest in your content, particularly sales emails, would be with a tracking plugin. This allows you to observe the clickthrough. Lead Liaison has a Google Mail plugin called Send & Track, which allows senders to track 1:1 emails by reporting if and when the recipient opened a link within the message. What’s more, when a recipient clicks on the link within your email, Lead Liaison’s ProspectVision™ is then able to connect that person to all of their actions within your website.

The key is to find out what’s working and what’s not. Paying attention to this information will help justify resources spent, and will make you more prepared to make content decisions going forward.