Marketing technology has two goals:
- Make it as easy as possible for your prospects to get the information they need
- Make it as easy as possible for your sales team to close deals
Sounds easy enough, right? Let’s dive in to how marketing automation, online video, and bots can help you achieve those goals.
Your sales team is busy. They’re always on the phone or taking meetings left and right. But they aren’t reaching their goals. Why?
Because they’re working harder, not smarter.
Salespeople hate dealing with unqualified leads. Simply put, it’s a waste of everyone’s time. What if there were a way to ensure your sales team only engaged with prospects who were ready to purchase? Marketing automation does just that.
No, actual marketing automation, not just email marketing. The two tend to be used interchangeably and that’s just flat out wrong. While email marketing does play a role in marketing automation, the latter encompasses so much more.
Marketing automation allows you to track prospects and customers through their online actions. By setting up a lead scoring system, every action is “worth” something.
Visit the “Contact Us” page = 5 points
Downloads a PDF = 10 points
Fills out a form = 50 points
Visits the “Careers” page = -10 points
Why is this important? According to research, customers have conducted XX% of their research before contacting a business! Your online content – or lack of it – may be costing you sales without you even knowing it.
You can also set up automation triggers – like sending an email – after a prospect takes a certain action. Every engagement with a prospect inches them closer to becoming marketing and sales qualified. Your sales team can then pounce on the prospects, using the information your system has given them.
So which marketing automation platform is right for your business? We’re fans (and certified) of a few options, each of which provides unique benefits.
Pardot – Companies who use Salesforce should seriously consider Pardot. Salesforce owns Pardot, ensuring all of your important sales information is accurately synced to your system.
Marketo – This is the Rolls Royce option. Marketo is intended for large companies and has all the bells and whistles you can think of.
HubSpot – HubSpot is a marketing industry leader and a very popular choice for small to medium-sized businesses.
SharpSpring – Looking for the most economical friendly decision? SharpSpring is the way to go while still helping you achieve your goals.
Online Video Marketing
Let’s just get all the stats out of the way:
- Landing pages with video convert 80% more than pages without video
- More video content is created in 30 days than major television has created in the past 30 years
- 1/3rd of online activity is spent watching video
- Social posts with video see up to 1200% more engagement
- Video can increase organic traffic by 157%
But why? Why is online video so effective?
There’s science behind it. Humans (who I’m pretty sure are most likely to be your customers) are drawn to video more than anything else. More than plain text, more than a still photo, and more than listening. There’s just something about that “Play” button that we can’t shake!
Internet users are 90% more likely to view a video than to read text. Video not only entices people to watch, but it is also the most effective way for users to retain that information. Hello?! Isn’t that the goal of marketing? Humans can recall up to 95% of a video they’ve seen, and just 10% of text they’ve read.
Furthermore, it takes our brains less than a quarter of a second to be drawn to a video, to feel a connection of some sort. On the other hand, it takes us six seconds to read about 20-25 words. Let’s test it out with a game called “Show Me, Don’t Tell Me.”
ORANGE CIRCLE WITH
BLUE HORIZONTAL LINE
It’s pretty obvious which example is easier to comprehend and retain.
Now before you get up and start creating videos, it’s important to understand the amount of time and talent that is required. We have a four-step approach that keeps our team organized and efficient.
Pre-Production – The more work that goes into this step, the easier everything will be. This step includes writing a script, creating a storyboard and developing a shot list. Another item to keep in mind is whether you need full approval or waivers signed before shooting.
Production – This entails everything on-site. Setting up lighting, microphones and cameras. Yes, plural. Having multiple cameras give you different angles and help the flow of a video. Don’t forget about B-roll footage, packing up, and travel time!
Post-Production – Man, I do not envy post-production folks. They’re given two hours worth of footage and have to cut it down to two minutes. Not to mention adding captions, graphics, and selecting a soundtrack for the video. Post-production is the most overlooked part of video production.
Promotion – The job isn’t done yet! Now it’s time to use your online video content so you can achieve those higher conversion and engagement rates. What channel you choose depends on your goals and audience.
Some people shudder just when they see the word “bots.” There’s a common fear that robots will take over our world and eliminate humans. It doesn’t have to be that way!
Instead, let’s use bots to our advantage (heck, they don’t have any feelings after all). Let’s use them to be more productive in the workplace.
Chatbots are nothing new. Remember AOL Instant Messenger? Remember talking to SmarterChild? This AOL chatbot was released nearly 20 years ago!
Even with the technology available, few businesses have found ways to use bots effectively. Those who have implemented bots and live chat are ahead of the game, and aren’t turning back any time soon.
Millennials hate talking on the phone. They’d rather text 25 times back and forth for an answer they could have received in 5 seconds over the phone. As inefficient as that may be, it’s not going to change. Having live chat on your website is perfect for people who need answers and are either too lazy to search or genuinely can’t find what they’re looking for.
Human employees running your live chat is great to have. They understand your business and can help move prospects down the sales funnel by providing valuable information. But what happens when they leave at 5 PM? Do you have the resources (money & employees) to hire overnight staffers?
Chatbots can fill that void! Setting bots up properly can allow them to provide all sorts of content like video, PDFs, links and more to answer customers’ questions. Just like marketing automation, chatbots can verify whether prospects are ready to buy from their questions. They then can alert your sales team when it’s appropriate to reach out. This makes it much easier for sales to close – the point of any marketing strategy.
It’s a shame that so many businesses won’t invest in marketing technology. Strategies like marketing automation, online video, and bots make the sales process easier for your team, and the buying process easier for your customers.
Site-Seeker has helped all sorts of companies, both large and small, across various industries. Contact us today if you’re interested in learning more or want to see the value we can bring to your business!