Successful marketing relies on a balance of high-quality user experience, smooth-running internal processes and lead generation. Marketing automation can achieve these individually, or a combination of the three.
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Chatbots
Chatbots are a wonderful tool for improving user experience. They streamline the journey for users and can be used for navigational purposes around your website or to answer frequently asked questions. This then eases the manpower on your team having to answer questions from potential customers and reduces call centre costs. For more complex queries, these can be forwarded onto live chat agents if required or sent to a member of the team to respond to ASAP. Not sure where to start with creating a chatbot? HubSpot's free account gives you access to a chatbot builder, allowing you to qualify leads, offer 24/7 customer support and give your customers the option to book meetings with the team.
Inbound Marketing
Inbound Marketing is a tried and tested method that is designed to attract customers by providing valuable, rich content and nurturing them through to the end goal using automated email campaigns. Inbound is the latest marketing methodology for the digital age that instead of reaching out to potential customers when they're not ready, leads them straight to your product or service page at their own pace. This means you can monitor a lead and reach out to them when they're ready, knowing they have a legitimate interest.
Knowledge Base
Similarly, an FAQs section of your website can be an incredibly helpful addition. It provides a place to direct leads and customers to the most commonly asked questions. Utilising a Knowledge Base section has the same benefits as a chatbot, the effectiveness of each being strengthened when used hand in hand. Having a dedicated space for your customers to ask questions and get answers also improves their user experience. As a customer, there’s nothing worse than needing an answer to a question you’re unable to ask - Knowledge Base gives your customers that space and also allows them to search questions that have already been asked.
Lead Scoring
How do you know if a website visitor just happened to fall on your website, or whether they’re a genuine sales prospect ready to buy? Enter: Lead Scoring, a tactical, automated methodology to rank prospects based on how well they fit your business and services, enabling you to focus on the ones more likely to convert. The idea is to give visitors a score based on the interest they show in your business. For example, if someone downloads a piece of your content that's heavily focused on how your business can help, you can assume they have a high level of interest in your product or service - this would give them a higher score. The higher the score, the hotter the lead.
> Download our free lead scoring template here <
Retargeting
Programming your social ads to display to returning visitors will help increase your brand visibility. Retargeting pop-ups to returning visitors can be useful for pointing those more qualified leads to useful pages on your site - drawing attention to product pages or helpful downloadable assets. This builds authority and trust when visitors do return to your site.
Automated journeys
Stewardship is an important part of any marketing campaign, and a carefully crafted email journey is integral to its success. By tailoring journeys to a segmented audience, you will be able to direct them to the most helpful and useful content for them. This builds the level of authority and trust within your audience and helps to steer them through the buyer's journey. Marketing workflows also allows for tracking of emails to monitor performance, through stats such as open rate and click-through rate.
Choosing the right CRM
To put these steps into action, you’ll need easy-to-use, efficient software to put into place. It is possible to select a system for each function, but it’s much more proactive to select a CRM to house all aspects ‘under one roof’ to streamline processes and coordinate together. HubSpot is one of the best inbound platforms to build and host your marketing, create chatbots, Knowledge Base systems, as well as manage your overall marketing strategy, workflows and analyse reporting dashboards.
If you’re unsure of whether to take the plunge, why not sign up for a free account and get a feel for the platform. HubSpot's free account gives you access to forms, email marketing, ad management, landing pages, conversations inbox, list segmentation, chatbots, mobile optimisation, reporting dashboards and so much more. Want to explore the platform a little more? Click here to get access to the free CRM.
> Download our guide to choosing the right CRM <
Don’t forget, if you ever need some additional support, we’re always on hand to help. As a HubSpot Elite Partner Agency, we’ve helped hundreds of businesses grow within the HubSpot suite. Whether it’s support with a migration project, integrations, CMS development or an inbound marketing campaign, we have in-house specialists who can walk you through it.
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