Digital Marketing Automation – Common Automation, Work Flows And Campaigns

Marketing Automation
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In this module our expert will cover common marketing automation, work flows and campaigns.

So get ready to take some notes and let’s jump right in. All right, so we’re gonna be starting out with the most basic of workflow automation, and that is basic lead nurturing.

And again, we’re using autopilot here.

We’re gonna be using that for all of the different types of work flows.

And we’re gonna be looking at in this module again.

You can do basically the same thing in any platform that you’re gonna be using.

But autopilot is nice for our purposes here because it includes a whole bunch of pre loaded and flushed out types of campaign starting from the very basic, nurturing a new lead all the way to the more advanced stuff having to do with webinars text messages, cart abandonment in that sort of thing.

So let’s jump straight into this one nurturing elite.

This is very basic, very bare bones.

Someone joins a certain list when they join that list than there sent an email.

Once that email is sent, there’s a delay of, in this case, 10 days and then another email is sent another delay, another email ascent, another delay, another email.

And once you’re done sending them the content that you use for nurturing them, you would add them to a new list.

In this case, the list is called Nurture Done, which could potentially start them on a whole.

Another new automation campaign, uh, designed to fill it, fill another purpose.

But the important thing here to know this is that while all of these things were happening, it’s not linear.

Other things were happening as well, so this email was sent.

And then there’s a condition line here saying on click.

So if that email is clicked, then they get sent into a one day delay, and then they’re sent another email follow up.

Same thing here.

So if any of the emails throughout this entire period of what looks like probably about 30 days so nurturing a lead over the course of 30 days, if any of them are not only open but a link inside is clicked, Well, that’s an indicator to you that they are interested in what you’re offering.

And after one day, one day after clicking any of those emails, they’re sent into this whole workflow process here, which includes a sales follow up.

And here’s an example of a sales follow up.

Ah, hi, Lisa.

We noticed you’re interested in learning more about trial journeys, etcetera, etcetera.

Would you like to book a interactive demo?

Okay, so that’s just an example of what they do over an autopilot.

That’s what would be in this email.

Okay.

How do you know what they’re interested?

Because they clicked, Okay?

And you used your dragon drop interface to say if anybody clicks on a link inside of one of these emails, start a one day timer and then send them these follow up sales emails.

After that happens, they’re added to nurture engaged, which is a new list right, which again could start them on a whole another campaign.

And they are ejected from this journey because they’re already working directly with a sales representative.

They’re getting demos and stuff.

They don’t need to continue getting all of these emails.

And so one of the actions that are taken based on their behavior is there ejected after they’ve been added to this list.

That’s a very basic 101 level new lead, nurturing workflow. right there.

Another one we can look at the is a 30 day trial nurturing campaign.

So let’s say you have a software and you’re letting people demo waiter trial it for free for 30 days.

This is what you could do.

So first off, you’ll notice as soon as someone submits a form signing up for the free trial.

There’s two different courses of action that begin simultaneously.

First, an email ascent and we’ll go down this track in a moment.

But then also there sent a message heads up message, and they’re added to a Facebook custom audience, which is also very handy for re marketing now falling upon the email, the free trial email sent.

And there’s a one day delay.

And after that delay, another email is sent here and there, some notes to explain what’s going on here.

Basically, the 1st 3 days of a trial is when people are most likely to open and respond to emails.

So this template puts a lot of emphasis on day 12 and three.

And that’s why there’s a short duration.

There’s only 24 hours of gaps in between.

The first several e mails later on those times sort of start to expand a little bit.

You’re checking with people every 12 days.

Send an email.

Wait, send an email.

Wait.

And towards the end here gets more important because they’re starting to run out of time, right?

They’ve only got, you know, ah, few days left in their trial and you really want to try and get them to upgrade to a full account before the trial expires?

Right?

And then, finally, an email where they’re asking for feedback on the software from the trial user and post trial nurture list is what their attitude after the very end after they’ve been sent those emails very important detail here, though, here’s another trigger and in action.

Okay, if based on the smart segmenting that you could do inside of autopilot, if they become a paying customer, which means during or at the end of their trial, they upgraded right on, are now on the paid plan, then this is if then right.

If that then they’re ejected from this journey.

Because what happens if someone let’s say, right here on day three or Day 15 decides toe, open up one of your emails and say you know what?

Fine.

Okay, I’ll click through and I’ll go upgrade and the upgrade and they end their trial and to become a paying customer.

Well, you don’t want them getting all these emails about trials about how their trials going right.

That’s a very important part of every workflow is making sure that you think about all the different possibilities and make sure that your automation is doing what it’s supposed to do, which is adapting to all those different possibilities adapting to all of those different types of behavior and responses from your customers.

Okay, so the whole nature of these work flows is to be dynamic as dynamic as possible.

And so don’t forget steps like this.

Removing people from work flows once a desired result has been obtained.

Another one we can look at here is registration.

Follow ups on someone registers for, let’s say, webinar or even alive in person event.

Once they’ve submitted that registration form, you can send them into an audience at mail.

Chimp is the example here, So an email list.

Add them to another list here at Auto pilot and send a slack message to your team winning the new person has signed up.

Add a one day delay and then send an SMS.

Okay, so this is very basic bare bones reminding them about the event that they registered for.

So event registration follow up a little bit more advanced would be managing the attendees of a webinar.

Now, this one is very cool because it’s segments people based on how they felt after a webinar.

So, John, how is the webinar?

After attending, how do you feel about the software after they sat through the webinar and they’ve got three options here.

Happy and comfortable.

Which there?

Categorizing as expert Okay, for now, which there categorizing as intermediate or I’m still confused and need more help.

And they’re labeling that as beginner.

Okay, so once that email is sent out, there’s a condition which is click and then determining which page was visited.

So which of the links was clicked and depending on which one was clicked, then they are sent into different email.

Auto responders campaigns here.

Right s. So is this one.

They’re recommending the templates library.

They’re asking of the sign up for a free trial.

Um, and they were added to a list before they were sent those new broadcasts.

And there’s a 15 day delay and then their ascent.

A survey.

And they’re asked to fill out a survey asking, How likely would you be to recommend other pilots?

Others?

And that’s another survey software that this directly integrates with So another cool 0.4 autopilot there and then on the Intermediate one.

There’s video follow up via email.

So if they chose this option here, the I’m OK for now, that would be a video follow up.

And then here I’m still confused and need more help.

That’s a beginner one.

If they had clicked on that one, well, then they would have had a completely different experience.

Okay, they would have been sent into a pipeline with his integration with pipeline here, where they would have been sent a heads up a message, and they’re going to start getting engaged as a beginner, trying to get these people eventually to understand the software mawr and eventually sign up for it.

And so on, so forth.

So that’s managing attendees after a webinar based on what they thought of webinar, and that’s a very cool way to do it.

Another one here.

This is very common, possibly possibly the most common automation workflow, at least in the e commerce space.

And that is shopping carts, abandonment and recovery.

It’s pretty simple, but, boy, it really impacts your revenue in a positive way.

If you’ve got a cart abandonment, automation workflow set up.

So somebody ah is sent to a list and the list is based on them abandoning a carts they’ve put in their email address on a shopping cart.

But they didn’t end up going all the way through the check out process.

So they’ve been add to that.

And the first thing that happens here is there added to a Facebook audience so that you could do retargeting via Facebook ads, right?

Asking them why they didn’t check out.

We’re reminding them that they still need to purchase so on and so forth.

But then there’s a one hour delay from when they were in the cart and didn’t purchase one hour delay.

And there’s one of those you left this behind emails.

You’ve got those 1000 times.

I’m sure.

I certainly have.

You forgot to check out etcetera, etcetera.

Or did you forget something?

Those are very common subject lines.

And then there’s a four hour delay again.

And then there’s an if here condition.

Okay, if they visited the cart again, and if they have not visited, then you’re sending another email here, Okay?

Saying our team are here to help.

OK, so basically just continuing to reach out to them and see if they need anything else.

See if you could sort of nudge them towards making that purchase.

Okay?

One day, delay here and visiting the page.

That’s a condition.

If they have not visited, then you’re doing a split test here, which is another very cool feature of although, pilot.

Okay, you’re sending an abandoned carte discount toe.

Half of them.

It’s a 50 50 split.

So half of them get that and the other half get a free shipping offer.

So in this case, the discount coupon on the actual price in this case, the free shipping offer.

And so here not only are you sending people through a journey that very well could bring them, uh, you know, from being a cart, abandon er a visitor, a window shopper, if you will, to being a customer.

But you’re also figuring out which approach leads to the most successful sales.

Because you can look at your numbers after this.

And you can say, Hey, the people who got the discount code, the coupon code, you know, they converted that 40%.

But the people who were offered free shipping, no Cuban, no discount but free shipping.

They convert at 60%.

Right?

So the split test functionality inside of autopilot as well as other marketing automation software is out there is definitely useful, and always be sure to test test test.

Here. We’ve got carte recovered.

Okay, once that person has indeed gone back to the cart and finished that initial purchase that they were gonna make.

Okay, remove them from the abandoned carton list, remove them from the Facebook audience that you added them to hear and eject them from this journey.

Reject them from this entire workflow here because they don’t want to keep sending them emails saying, Hey, why didn’t you buy this thing in your current?

If they did in fact, buy it shortly after being put into this recovery campaign, right, So eject them from this once you’ve been successful so that they don’t continue getting more messages.

And last but not least, we’re gonna be looking at SMS marketing automation, in the example that we’re using here is hosting an event or a meet up, um, where people can submit their registration via type form.

Right.

And you add them to a list, right?

An email list here and you can send them the email here.

But more importantly, you’re sending them an SMS because resume obl eu collected their phone number here as well.

So you send them an SMS via twilio which autopilot integrates with and you’re just reminding them that they’re registered As you get closer to the event you’re sending simultaneously an email campaign reminding them but you’re also sending them SMS is our Aventis tomorrow.

Are you still coming?

Right?

If they reply Yes.

Great.

Can’t wait to see you here.

So there’s an acknowledgement of them replying Yes, if they’re applying No.

Oh no, you’ll be missed.

We hope to see you at another one and then you can segment them to Based on that response, segment them to a new list saying not attending versus the list for a confirmed registration, right?

And then on the actual day of the event.

You’ve got a time trigger here, and that’s a very important part of this for events.

Time figure.

Um, and based on that, if they are on a list or segment for in this case, for example, not attending the meet up pay close attention here.

This list is the not attending meet up list, so if they’re not on that list, if the answer is no, they’re not on that list.

We want to send them the event reminder because that means they are attending if they are not on the not attending list.

We also send them the SMS saying, Hey, it’s tonight.

Don’t forget to show up, right?

So that’s how they segmented thes people.

And that’s how they responded, based on whether or not they had been added way back up here to the not attending meet up, which was based on their answers.

That s en masse, right?

So as you can see, it’s it’s pretty complicated, but in a good way.

There’s all sorts of really cool things that you can do here inside of autopilot on, and these are just a few examples.

There’s dozens and dozens of different types of work flows that you can create to sort of maximize the power of marketing automation in your business in the next module we’re gonna be doing is basically starting with a blank canvas and creating a whole workflow automation from scratch.

 

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