Online marketing is a very broad term that covers an array of marketing channels and platforms, including content marketing, SEO, PPC, display ads, social media, email marketing, influencer marketing, reviews, and more. The biggest problem that any online marketer or small business owner faces is that there is simply no time for one person or a team to do all this at the same time. This is where you need to look at the growing impact of marketing and sales technology. You can automate a lot of the work and do it at the scale needed to reach large numbers of your online audience.
Use of Marketing Automation for Website Marketing
Websites have always been the core component of online marketing. That hasn’t changed even as social media and mobile commerce have taken over from search engines and eCommerce. The only difference is in how people find your website, and how you convert them into leads and customers.
Two years ago, a potential customer would have searched for something on Google using their desktop or laptop and found your website. Now they ask their friends and followers on social media using a mobile device, and still land up on the same site. We’ll look at social media marketing tools also, but before that, let’s establish how you’re going to use marketing technology on your website itself.
Marketing automation tools have taken a lot of the hard work out of the equation. For example, let’s a visitor on your website wants to talk to you. They don’t have to go to the contact page and fill up a form, or get your number and call you, or send you an email. Or contact you on social media, for that matter.
All they have to do is make use of simple click to call technology on their mobile phone. Way it works is that you add a click to call button or a callback button to your pages. It’s simple enough to do if you know HTML, but you can also make use of a SaaS callback service provider like Lucep.com.
Once you have this marketing technology on your pages, a website visitor using a mobile device merely has to tap on this button to talk to you on the phone. It’s as simple as that.
Social Media Marketing Tools
Social media is also an essential part of the puzzle of online marketing that will take up a huge amount of your time if you don’t automate it. Even after spending the entire day (or night) on Twitter, Facebook, LinkedIn, Tumblr and other social networks, you still won’t get even a fraction of the clicks and leads that you can get by automating the whole process.
How does it work? You create a whole lot of social media content – hundreds of quality images, videos, small snippets of text, etc. that are relevant to your website content and interesting enough for your social fans and followers. Then you come up with a schedule for posting all of it based on who your customers are and when they are online on which social network. Then you automate the posting across all the networks by using a scheduling tool like Buffer or Hootsuite. That’s about all you have to do.
Hootsuite even allows you to respond to all mentions, retweets, reposts, etc. Through a central dashboard, so that you don’t spend time monitoring what’s going after you post something.
Email Click Tracking
Email marketing through newsletters is yet another essential component of online marketing. Lots of small business owners and marketers ignore it because it’s hard to get enough subscribers, and paid lists are mostly useless. The trick here is to establish a drip marketing campaign that targets people at the time that they are reading your emails.
For example, you can use email click tracking (it’s available in Mailchimp and there also free tools) to get instant notifications whenever anyone clicks on a link in your newsletters. If someone is interested enough to open your email and click on a link in it, then they’re potential customers who need to be chased. Call them right away, and ask them how you can help them. If you do this, it’s highly likely that the conversation will end up as a conversion very soon.
Website Leads and Social CRM Integration
The last part of the puzzle is how to pipe all these leads from different online channels into the same leads database. If you have a CRM, then it’s very easy. You can integrate Lucep, Mailchimp and Hootsuite or Buffer into your CRM. This means your website leads, social media leads and email marketing leads are all going to be automatically added to your central lead management system.
This makes it very easy for a sales team to follow-up on leads after the initial contact has been logged into the CRM database. It doesn’t matter where the lead originated, because all the lead details are there in the CRM. Any sales person who has to follow up merely has to pull up the information, call the lead and continue the conversation.
So if you’re ignoring the impact of technology on online marketing, then your business is not growing as fast as it should be. Start using these marketing automation tools right now, and you’ll see a huge increase in the leads generated and converted into paying customers.