Old Hat Creative recently hosted a webinar, where we presented information about our recent “Raise Up Carolina” website launch.
One of the best features of this site is the inclusion of marketing automation. This is something we are now offering on new website projects.
Don’t know about marketing automation? I’ll explain it to you, the way it was explained to me, like I was five. Please note: don’t get me wrong, I asked it to be explained to me this way… probably because I hadn’t had my coffee yet. And sometimes technology is hard, yo.
Marketing automation refers to software that executes your digital marketing communication for you. It helps you by performing tasks for you in an efficient way. It makes you more effective in your job. It’s all about nurturing leads, not hard selling. It’s figuring out who is interested in you (your teams, your games), why they are interested and what specifically they are interested in, and directs your communication specifically about those interests to the people who are interested. Marketing automation keeps the conversation with your fans going by getting more and more content to them at appropriate intervals, nudging them forward as they continue to show interest (open an email, click, etc.). It also stops sending emails to people that indicate they aren’t interested (without them even needing to opt out), so you don’t have to worry about sending so many emails that people get pissed off. It’s anything but a generic death-by-email approach.
Still with me?
Let’s talk about how marketing automation can help you in your job. Here are just a few ways:
1) It’s going to simplify your life because you put the plan in place but it’s doing the execution for you automatically.
2) It’s like you just added an extra staff member to your marketing team. And who doesn’t need that?
3) You won’t waste as much of your time sending communication to people who probably aren’t interested in what you are saying.
4) You can engage your fans, keep them happy, and coming back for more!
You can utilize marketing automation to improve your ticket sales and assist with season ticket renewals, to promote specific sports, get donor leads, and much, much more. And what’s best about it is that you have hard facts (data, y’all) that direct you in which messaging to execute and when. And you are directing this messages to people who actually care about what you’re saying.
Some of the awesome features of marketing automation include:
Website Visitor Tracking (by reverse IP address, but once you have an email address, you’ll be able to track every interaction someone has with your website, forever).
Lead Scoring (a really cool way to put an actual “score” on someone’s engagement with your site. You can assign “points” based on a number of factors).
Behavior Driven List Segmentation. Basically, you have the ability to “whittle down” a larger database so you don’t waste your time sending messages to people that aren’t interested.
Automated email campaigns.
If you want Marketing Automation included as a feature on an existing or a new website project, talk to us! We can not only get you started in this process, we can manage all of it for you!