So you are finally building your list or generating leads. Or maybe you’ve been meaning to start. But are you falling down on segmenting your list or following up effectively?
Having a mailing list, but not doing anything with it is a common challenge. Up until now, the cost of marketing automation has prevented many small to medium sized businesses from implementing automation.
All-In-One Online Marketing Automation Tool
Those that have usually piece together multiple solutions. GetResponse has recently changed all that with their new integration of marketing automation into their all-in-one online marketing platform.New All-in-one online marketing tool from GetResponse integrates email, landing page builder, auto responder and webinar tool. Click To Tweet
Instead of having to use separate solutions to create forms and landing pages, another for email marketing, a third for automation and a fourth to do split-testing, GetResponse does all that in one place – and more than that.
With just one account:
- Create lead capture forms and landing pages
- Copywrite autoresponder messaging
- A/B split test your email subject lines
- Automate list segmentation
- Reward customer loyalty
- Integrate webinars right into email reminders and send the recording
Every business of any size really needs to learn to use automation. GetResponse is one of the easier and more intuitive solutions to use, and now you can do even more with it.
How B2Bs Can Use Webinars Integrated With Marketing Automation
Most people familiar with marketing have seen how B2B solutions use landing pages to build their list. They also use webinars to explain how they can benefit potential customers.
Creating a webinar is as easy as clicking on “webinars”, then “create webinar” in the GetResponse dashboard and filling in a simple form:
Your webinar is hosted on the GetResponse domain to make set-up simple. Just choose the start time and whether registration is required. You can even choose a reminder template right in the form.GetResponse Webinar automates registration, reminders, management, sends recordings, and provides analytics.Click To Tweet
If you manage webinars as campaigns, check out the “manage webinars” option under Webinars in the dashboard. Analytics are provided for each webinar showing visitors, registrants, and attendees.
These statistics make it easy to see how visible each campaign was (by number of visitors) and how interesting the topic was (by number of registrants).
The list of attendees collected provides your most likely potential customers. These are the people your sales team will want to contact first.
You will also want to send personalized messages inviting them to subscribe to an autoresponder series that provides additional information.Did you know that the GetResponse ClickWebinar offering can automatically translate live during the webinar into 52 different languages? This makes it easier to expand globally and communicate with clients in other countries.Click To Tweet
Benefits of Segmenting Your List
Automation allows you to automatically segment your subscribers based on activities that subscriber has taken. Here is an example of how that might work for a webinar:
- Use social media to spread the word about an upcoming webinar
- Send clicks from social media to a landing page built with GetResponse
- The landing page encourages visitors to sign up for a free webinar
- GetResponse automatically sends details and a calendar invitation
- People who have registered for the webinar are automatically sent an email reminder
- After the webinar, a recording is automatically sent to attendees
There are many aspects to marketing. A typical agency might offer:
- Organic SEO
- Paid search (PPC or pay-per-click such as AdWords)
- Content marketing
- Social media management
Knowing which of these services a lead may be interested in allows an agency to have the right person contact them and to send them content that is most relevant to them.Use of Marketing Automation and Lead Segmentation increase the potential to convert leads into sales. Click To Tweet
Use Marketing Automation to Reduce Cart Abandonment
You may have shopped online with a site that sends you an email if you abandon your cart. I often shop at Vitacost and if I don’t complete the sale fast enough, I receive an email offering a 10% discount to complete that purchase.The automation offered by GetResponse makes it possible for small businesses of any size to keep potential customers from forgetting to come back and to decrease cart abandonment.Click To Tweet
The image below shows how easy it is to create a workflow to follow up for cart abandonment. This is only one of a limitless number of ways to use marketing automation.
The basic idea is that you send messages based on what the customer does. For example, if they open your email asking if they forgot to finish checking out, wait a day and then send a special discount to bring them back.
How to Use Tagging to Increase Sales
The GetResponse automated marketing system allows your customers to be tagged based on what they do. A common method is to use “active” and “inactive” to indicate whether subscribers open emails or not.
But you could go beyond that. You could tag clients based on what type of service they want or, if you offer a small number of products, based on what specific products / categories they shop.
For example, I buy organic fruit from FrogHollow – but I don’t buy all kinds of fruit. I have only bought apricots and peaches so far.
So they could tag my interactions for both #apricots and #peaches knowing that I am highly likely to answer emails related to those two fruits.
I missed out on buying cherries, so they might also be able to tag my account as interested in cherries based on my clicking on the cherries pages or opening emails offering cherries.
Grubmarket has a particularly large challenge; they sell fresh produce which is highly perishable. They could use tags to note what produce each customer buys.
Then, if they have a surplus or sales are slow on a particular in-stock item, they could send a special mailing offering a “best customer” discount to only those buyers who have purchased that type of produce in the past.By highly targeting offers and reducing the overall number of emails you send to customers, you increase the likelihood of generating sales instead of annoying your buyers.Click To Tweet
How to Use Scoring to Reward Customer Loyalty and for Lead Generation
In the same way you tag customers by interest, you can tag them by actions and assign scores. This is used for lead generation, but also to reward customer loyalty.
The image below shows the workflow created in GetResponse to reward customer engagement and loyalty.
Scores (typically +10 or -10 points) are used to indicate emails opened or other actions. For example, if the person opened the welcome email, it adds 10 scoring points.
If they did not open it, this example subtracts 10 points. How long to wait to send another email is determined by the actions taken by the subscriber.By using your own scoring system, you could send discounts to loyal customers or to people who were buying regularly but haven't recently.Click To Tweet
You can also use scoring to determine which prospects your sales team follows up with – the higher the score, the more likely they can close the sale.
This video explains the process for creating any of the workflows I’ve mentioned in this post:
100s of Professionally Designed Mobile Responsive Templates
Let’s face it: most of us are not graphic designers and we don’t want to learn how to use some fancy image software solution.That is why GetResponse provides hundreds of professionally designed templates we can easily edit. Click To Tweet
Just drag and drop whatever you need including social icons and call to action buttons.
I really like the WYSIWYG (What you see is what you get) editor because it shows you what your email or landing page will look like on a mobile device as well as on a standard monitor.
Here’s an example of what you see when editing the templates:
You can even scroll up and down on the display where the mobile device image is to see what the entire page and subsequent pages will look like on a smartphone.
GetResponse for Email Marketing
Email marketing is what GetResponse has been known for primarily. They have been around for years and widely used. You can read about why I’ve been recommending GetResponse over AWeber or MailChimp for years.
You can also read Why Create Hype Switched from AWeber to GetResponse. You can get started with email only for $15/mo. and then upgrade to the full marketing automation suite starting at $49/mo.
Edit Images Right in GetResponse
I’ve been watching GetResponse because they are making it easier and easier to create mobile responsive landing pages, autoresponders, and email messages.Did you know GetResponse provides 1000+ free images and you can edit them right in the email you're creating? Click To Tweet
This video shows how that works:
Easily Import ContactsUnlike most other email providers, GetResponse will permit you to import your email lists without requiring your subscribers to opt-in again. Click To Tweet
It is still a good idea to clean up your list before moving it.
If you’re not using GetResponse yet, there is no risk to moving your list because you won’t have to send a new opt-in message to your current subscribers. (Any time you do that, the majority of your list can be lost!)
GetResponse WordPress Plugin
Did you know there are GetResponse plugins for WordPress? There is an official GetResponse Integration plugin as well as third party plugins available from the official WordPress plugin directory.
Email marketing, writing autoresponder messages, creating landing pages, segmenting your list and making workflows are all challenging in terms of both time and money.
But using GetResponse is the least expensive and easiest way to make it happen. They provide step-by-step guides and tutorials and have at least two YouTube channels full of walk-through videos.GetResponse provides step-by-step guides and tutorials and has at least two YouTube channels full of walk-through videos.Click To Tweet
Click the image below to find out more about GetResponse. I’m thinking knowing how to use their system will become a valuable skill freelancers can offer as a service to small businesses.
For a limited time, all of these features are available for $49/mo for up to 5,000 subscribers.
I don’t know how long that rate will be available, so now is the time to jump on board and get the maximum benefit for the minimum price.For a limited time, GetResponse is offering marketing automation for only $49/mo for up to 5,000 subscribers.Click To Tweet
Many small and medium businesses and freelance marketers can learn to use these tools. Now is the best time because you can get a free 30 day trial with no credit card required.
Latest posts by Gail Gardner (see all)
- Twitter Changes Where to Find More Tweets; BuzzSumo and ViralContentBee More Important Now - January 27, 2017
- Top Challenges Facing U.S. Small Businesses in 2017 [Infographic] - January 19, 2017
- How to Interact with Passionate Shoppers in G+ Communities - November 27, 2016