Buying habits are changing, with customers preferring personalized engagement over mass promotions. The challenge lies in creating relevant, useful, and current content to keep your audience happy. Marketing automation goes long way in helping you achieve this—nurture and engage your leads and customers with highly personalized content, and win more happy hearts.

This guide is designed for you to read cover-to-cover. Each new chapter builds upon the previous one. A core idea that we want to reinforce is that marketing should be evaluated holistically. What you need to do is this in terms of growth frameworks and systems as opposed to campaigns. Reading this guide from start to finish will help you connect the many moving parts of marketing to your big-picture goal, which is ROI.
SharpSpring is a comprehensive marketing automation platform with robust features, functionality and performance. SharpSpring is one of the most flexible platforms on the market, offering powerful, behavior-based email marketing, native or 3rd party CRM integration, dynamic forms, landing page and blog builders, social media management, universal CMS compatibility, and integration with hundreds of applications. SharpSpring is usually less than 1/3 the cost of the competition, is the easiest company to work with and the easiest platform to use. Marketing agencies should inquire about SharpSpring's special partner program.
If you really want to deliver value to your customers, you have to pay close attention to how they interact with your brand. What products they look at when browsing the website, which ones they order and are happy with. You need to connect the dots and make recommendations that are tailored to their needs, according to what you’ve managed to observe.
When we talk about marketing on the internet, we're talking about driving traffic or boosting visibility via a number of means. Any type of advertising done on the internet to promote any product, person, service, business or place for that matter, can be deemed as online marketing. However, to succeed in this arena, whether it's SEO, social media, email marketing or beyond, you need to ensure you adhere to the three pillars of trust first and foremost.
Being a leading data-driven agency, we are passionate about the use of data for designing the ideal marketing mix for each client and then of course optimization towards specific ROI metrics. Online marketing with its promise of total measurement and complete transparency has grown at a fast clip over the years. With the numerous advertising channels available online and offline it makes attributing success to the correct campaigns very difficult. Data science is the core of every campaign we build and every goal we collectively set with clients.
Or, you can automate your marketing with Gumroad's new scheduled updates and workflows. Scheduled updates let write an an email to your customers or fans ahead of time, and Gumroad will send it right at the time you've set. Workflows work much like any other drip app; they give you the essential tools to write emails that'll go out to new users over the hours, days, and weeks you pick. It's a great way to combine your marketing and sales in one app.
In the 2000s, with more and more Internet users and the birth of iPhone, customers started searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company. In addition, a survey in 2000 in the United Kingdom found that most retailers had not registered their own domain address.[12] These problems made marketers find the digital ways for market development.
Mailchimp’s marketing automation gives you the ability to create a single email—or an email series—that sends automatically based on predetermined triggers. We evaluated data from 150,000 businesses that use Mailchimp to compare single and multiple-email automations and to learn which yields better results. Our findings showed that if your goal is to sell more stuff, opting for an automation series can help increase impressions and result in more sales. But there are interesting outliers. Use our findings and test a single email against a full series for each automation to learn which one resonates with your customers and works best for your business.
However, don’t get me wrong. If Google simply found your website a few years back and you did nothing with it since then, it won’t help you much. Indexed age is also rolled into what happened during that period between the first indexing and now. This relates to things like link velocity and content curation over time. It’s highly complex and involved.

One of the most important segments of online marketing is SEO. However, SEO is a behemoth on its own. The fact is that it takes a considerable amount of effort to understand just what’s involved in SEO. The fact that there are over 200 different ranking factors that go into Google’s current search algorithm certainly don’t make things easy whatsoever.
dotdigital is a global leader in customer engagement technology and Engagement Cloud is its platform: the preferred choice for growing businesses and ambitious brands. The platform’s impressive features empower over 80,000 marketers across 150 countries to acquire, convert, and retain customers at scale. Users can connect with CRM and ecommerce systems, surface powerful data, and automate intelligent cross-channel messages that resonate with audiences. Established in 1999, dotdigital is a global company with over 350 employees, serving brands of all verticals and sizes. Our easy to use and powerful email solution enables SMBs, large enterprise and agencies to manage and grow their email strategy and more by making it easy to build your own marketing cloud, using our extensive app directory. A Magento Premier Technology, Shopify Plus and BigCommerce partner, dotdigital integrates seamlessly with many world-class ecommerce platforms and CRMs including Salesforce and MS Dynamics. Our recent acquisition of COMAPI cements our commitment to empowering marketers by providing customers with best-in-class omnichannel messaging capabilities such as SMS, live chat and social media integration. Start a free trial: https://www.dotdigital.com/trial/

When customers leave something in their cart, reminding them to come back for it is only polite. And it's not just about manners, it also yields real results for businesses—we’ve found that our average user earns enough money from their abandoned cart automation to pay for their Mailchimp account. Abandoned cart messaging lets you do more than nudge customers to return and buy the original item they were eyeing, you can also recommend similar items they might like using their purchase history and behavior on your site. Learn how to give shoppers the personalized attention they deserve and increase your bottom line.
Automated solutions can register customer loyalty information and send real-time, customized deals and incentives through multiple channels, regardless of whether a shopper is in a brick-and-mortar store, on a website, or even perusing social media. Loyalty programs can also help reduce customer churn, create advocates, and grow a true culture of retention.
Email: A lead completes your form, follows up, redeems your offers, and still doesn’t convert. What do you do? You send an automated email, that’s what. You can customize your marketing automation software to end personalized messages based on user triggers. Think of this approach like a logic puzzle. If users take actions x, y, and z on your site, your marketing automation software will deploy message “q.” This process is something known as sequencing – which we’ll get to later.
Most people that start marketing affiliate products or services usually have a blog with some semblance of an audience. If you don’t have a blog, or you’re looking to create one, you can learn more about what it takes to start a blog here. Keep in mind, as an affiliate, you’ll also need to decide whether you want to incorporate a new business or simply operate under your name. There are pros and cons to both of those routes.
A personalized email with a well-structured subject that explains the benefits an end user will get increases the click through. Lori Titus is the owner of Bee Folks, a reputed firm that delivers honey to customers. Lori has effectively implemented email marketing strategy to attract and retain customers. She sends discount coupons to her target audience, along with emails that highlight the importance of honey in your daily diet, health tips during special occasions, holidays, etc.

Whether you want to send a set of emails to every new subscriber you get on your email list, or would rather send customized marketing messages to your new customers, there's a tool for you to get started with drip email marketing. That tool might be part of the email newsletter app you've already been using, or it might be worth switching to a new CRM just for the extra marketing features. Or you might even find out that Zapier with your favorite email services = Zapier with your favorite email services is enough.
When it comes to content marketing, your content has to be lengthy. Especially the anchor content, which is the content that resides on your site or blog. You have to put a considerable amount of time into it. Make sure there are no errors in spelling or grammar, and ensure that there are high-quality images and videos that help to further explain your point or arguments.
If the contact is a lead, try sending them emails containing more middle-of-the-funnel content that might upgrade them to a marketing qualified lead (MQL) or an opportunity in your sales process. This workflow could include content and web pages you've identified from an attribution report analysis as influential in converting leads into customers -- perhaps content like customer success stories/case studies, free trial offers, or product demos. 
Being a leading data-driven agency, we are passionate about the use of data for designing the ideal marketing mix for each client and then of course optimization towards specific ROI metrics. Online marketing with its promise of total measurement and complete transparency has grown at a fast clip over the years. With the numerous advertising channels available online and offline it makes attributing success to the correct campaigns very difficult. Data science is the core of every campaign we build and every goal we collectively set with clients.

From there, marketing automation does all the work: streamling segmentation and targeting processes to determine the right audiences, quickly and at scale. Tailoring messaging to each customer automatically based on their profile. Creating relevant and personalized messaging across email, mobile, social, web experiences, and beyond with a few simple clicks. Delivering personalized experiences for your customers, whether you have 100 or 100 million, efficiently and effectively.
The age of your website doesn’t refer to the date it was originally registered. We’re talking about the indexed age, or the date that Google first found or indexed your site. The age of a webpage itself is a little bit different as it refers to the freshness of the content. If the content is outdated, it will rank lower. If the content is what we call evergreen content, that page will rank a little bit higher depending on its age.
Transactional emails are highly valuable to consumers because they provide crucial information like receipts or password resets, but because of CAN-SPAM and CASL rules and guidelines, these emails can’t provide or contain much promotional content. Traditional marketing email is critical for sending announcements to large segments of your customer base, like promotions or newsletters, but they don’t offer the one-to-one communication customers have come to expect.
PPC advertising is a method of advertising on search engines like Google and Bing. As mentioned earlier, with PPC ads, you pay each time that ad is clicked on. PPC ads also exist on social media platforms like Instagram and Facebook as well. However, if you're going to engage in PPC advertising, it's important that you determine conversion rates by using tracking pixels.
Spammy email marketing. Marketing automation is not meant to be used as a tool to spam your contacts. Not only is spamming a poor sending practice, it also acts as a detriment to your marketing efforts in general. Marketing automation is most successful when you’re using it to send personalized, relevant content to your contacts, not disruptive, spammy
The brand’s goal is to scale with businesses as they expand so they can see true growth without the hiccup of finding other tools. And its marketing analytics tool spurs some of that growth by showing business owners the outcomes of their historical efforts and projecting how their future attempts will pan out. These insights, combined with ONTRAPORT’s Campaign Builder — which allows entrepreneurs to set goals and base their automation on achieving those goals — give small businesses the opportunity to customize.

If you run a small business, you probably wear a lot of different hats. Often there's little time to think about drawing traffic to your site, growing your following, or selling your stuff—even if it is vital to your success. Marketing automation is software that handles these tasks for you. Instead of creating a one-off campaign every time you need to talk to your customers—via emails or your social media channels—you can set up automations, and never have to worry about customers slipping through the cracks. Learn the basics of marketing automation. Learn the basics of marketing automation.
You can have the world’s savviest marketing plan in place and customers still don’t always click on something the first time they see it. Whether they encounter your ads on Facebook, Instagram, or another channel, they may not make a purchase until they've seen what you've got through multiple avenues. That's where Google remarketing ads come into play. Google remarketing ads help you reach people who have expressed interest in your products—wherever they go online—and bring them back to your store when they’re ready to buy. Using these best practices and Mailchimp's powerful reporting tools, you can run retargeting ads that pay off.
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The multichannel view offered by ActiveCampaign gets glimpses of a small business’s website while looking at users’ email and mobile devices. Its campaign builder helps entrepreneurs design marketing collateral, and the platform consolidates customer data so these insights can impact the email, SMS, and CRM options ActiveCampaign offers. This data also allows business owners to create segments.
Marketing automation creates relevant content and messaging at scale across many channels. Send email messages with dynamic content that personalizes far beyond sticking a customer’s first name in the subject line. Integrate mobile messaging with your email and social campaigns through SMS/MMS, push notifications, and group messaging. Generate digital ads that appear for the right person at the right time. Plus, recommend the right products on your website for each individual user — automatically.
Jumplead helps you customize your drip campaigns for users at every stage. It's a CRM that lets you identify your customers in real-time, then apply that knowledge to your drip emails. You'll be able to send customized emails to your potential customers depending on what they've seen, where they live, and more. You'll then get notifications on the most promising people you should follow up with.
If you take a close look at the search done for “daily goal setting” with SEOQuake being active, you’ll notice that I rank #1 for this search. However, where authority is somewhat skewed is that SEOQuake doesn’t recognize a whole lot of links for my site. In fact, only 200 total as opposed to Life Hack’s (#2 on the list) 134k links. That’s a fairly wide difference.
Now, you've got one drip email scheduled—or two, perhaps, if you took the original suggestion to send out an email as soon as a new contact was added. You can then add more delays and email actions for each additional drip email you want to send out. With a handful of Zaps, you'll have your very own drip email system that runs automatically, and you'll still have a list of all your contacts and their email addresses to use elsewhere.

Marketing automation plugs into a company's CRM system, which, typically, has its own native marketing automation cloud service (such as Salesforce Pardot and Oracle Eloqua). Eloqua will work with other CRM platforms that compete with Oracle's, and Marketo, an independent marketing automation platform, will work with Salesforce, Oracle, Microsoft and other CRM systems. HubSpot also is a popular marketing automation platform that has its own CRM backbone.
Prioritizing customer interest based on the likelihood of converting can be challenging. It can seem almost impossible at times to tell just how interested potential customers are in your brand or even if they’re a right fit for the product or service you’re selling. By efficiently automating your strategy, you can gain insights into your customer base and determine in advance how the results might look.
If you aren’t tracking your conversions using conversion pixels, then you’re largely wasting your time. Both Facebook and Google provide you with the opportunity to really understand your search traffic and to find out there they dropped off or what leads resulted in sales, which are important parts of the equation when you’re spending money to drive traffic.
Yet, I still rank #1, effectively outranking a very popular authority site like Life Hack. That goes to show you that while authority does count, there are other factors when it comes to online marketing that are weighted more heavily for this result set to be achieved. So don’t instantly think you won’t be able to rank in the #1 sport without massive amounts of authority.
But, the way that it promotes a business is simple: it builds up the company reputation by increasing its ability to be found online. A large number of potential customers browse the internet, look for information or simply enjoy their favorite pastimes with an internet connection. By taking advantage of the online tools and resources, it is possible to get the company name out to the public and encourage potential customers to look further for information.
Once you have visitors on your website, the next step is to convert them. At the very least, you should start collecting their email addresses. Once you start building an organic email list, you can start reaching out to your customers and prospects so that you can re-engage them through your content: ebooks, whitepapers, and tip sheets. Here are the most important components of conversion optimization:

You can trigger a content download workflow based on a form submission from a tool like HubSpot’s free conversion tool, HubSpot Marketing Free. (HubSpot customers: You can add Lead Flows, HubSpot's pop-up forms, as an add-on by following the instructions here. To trigger an automated workflow in HubSpot, you can use the “Lead Flow Submission” option as the starting condition.)
You’ll want to use email, blogging, and social media tactics to increase brand awareness, cultivate a strong online community, and retain customer loyalty. Consider sending personalized emails to past customers to impress or inspire them -- for instance, you might send discounts based off what they’ve previously purchased, wish them a happy birthday, or remind them of upcoming events.
In order to engage customers, retailers must shift from a linear marketing approach of one-way communication to a value exchange model of mutual dialogue and benefit-sharing between provider and consumer.[21] Exchanges are more non-linear, free flowing, and both one-to-many or one-on-one.[5] The spread of information and awareness can occur across numerous channels, such as the blogosphere, YouTube, Facebook, Instagram, Snapchat, Pinterest, and a variety of other platforms. Online communities and social networks allow individuals to easily create content and publicly publish their opinions, experiences, and thoughts and feelings about many topics and products, hyper-accelerating the diffusion of information.[22]
The age of your website doesn’t refer to the date it was originally registered. We’re talking about the indexed age, or the date that Google first found or indexed your site. The age of a webpage itself is a little bit different as it refers to the freshness of the content. If the content is outdated, it will rank lower. If the content is what we call evergreen content, that page will rank a little bit higher depending on its age.

Disney initially stated they wouldn’t exceed one million in donations, but ended up donating two million after the campaign blew up. #ShareYourEars campaign garnered 420 million social media impressions, and increased Make-A-Wish’s social media reach by 330%. The campaign is a powerful example of using an internet marketing strategy for a good cause. #ShareYourEars raised brand awareness, cultivated a connected online community, and positively affected Disney’s brand image.

It is increasingly advantageous for companies to use social media platforms to connect with their customers and create these dialogues and discussions. The potential reach of social media is indicated by the fact that in 2015, each month the Facebook app had more than 126 million average unique users and YouTube had over 97 million average unique users.[27]

The goal of the platform is to spark new relationships and rekindle old ones — Autopilot has found that two times as many leads are generated by businesses that maintain contact every two to four weeks. By capturing data from a small business’s website or app, the platform can integrate with other systems to fuel personalization and segment customers. It then monitors the performance of each journey and delivers insights into how messages are converting so entrepreneurs can adjust instantly.
Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting and analytics, as well as integrations with webinar and event planning. With Act-On's email marketing, businesses can segment their customers into a variety of categories, allowing marketers to focus on a particular target market within that email group. The software offers core website tracking feature, which gives complete visibility into the types of customers that are visiting their site as well as their activities and the time spent on different contents while they are on the website. Act-On offers tools to build and optimize campaigns, generate leads, score and prioritize prospects, among others. The solution is capable of integrating with almost any leading CRM available in the market. Act-On is ideal for small marketing teams needing a marketing automation tool with minimal IT involvement. Platform features include: • Best-in-class email engine • One-click integration to leading web conferencing and CRM solutions • Tools for website visitor tracking • Lead scoring and lead nurturing • Automated programs; trigger & drip campaigns • Social media listening, prospecting & publishing • Design tools for web forms, landing pages and emails • Inbound tools for advanced SEO, Google AdWord tracking, and blog integration • Act-On Anywhere - a business productivity tool • Account- and contact-based marketing capabilities

Automated solutions can register customer loyalty information and send real-time, customized deals and incentives through multiple channels, regardless of whether a shopper is in a brick-and-mortar store, on a website, or even perusing social media. Loyalty programs can also help reduce customer churn, create advocates, and grow a true culture of retention.


If you're using HubSpot's Workflows App, for example, you can create personalized, automated email workflows that can get triggered in a number of different ways -- when a contact gets added to a list, submits a form on your website, clicks a link in an email, views a page on your blog, clicks on one of your AdWords ads, or becomes a marketing qualified lead. 


Email automation provides benefits from both transactional and marketing email because it allows you to follow up with individual customers automatically, like transactional email, but also allows for more robust messaging opportunities like you get from marketing email. By bridging the gap between transactional and marketing email, automated email provides a scalable and efficient method for marketers to send extremely user-specific messages in a responsive way.
Spammy email marketing. Marketing automation is not meant to be used as a tool to spam your contacts. Not only is spamming a poor sending practice, it also acts as a detriment to your marketing efforts in general. Marketing automation is most successful when you’re using it to send personalized, relevant content to your contacts, not disruptive, spammy
In its most basic form, marketing automation is a set of tools designed to streamline and simplify some of the most time-consuming responsibilities of the modern marketing and sales roles. From automating the lead qualification process to creating a hub for digital campaign creation, automation is all about simplifying a business world that is growing far too complex, much too quickly.
Research shows that only 5% of customers who visit your site add items to their cart, so how can you reach the other 95%? Product retargeting emails can help—in fact, they generate 90x more orders per contact than regular bulk campaigns. These automated emails send to subscribers who view your items, but leave your site without adding anything to their cart. The most successful product retargeting emails test for the best time, include product recommendations, identify their audience, and speak to their goal. Still not sure how to make retargeting work for you? Check out a real-world example.
Before online marketing channels emerged, the cost to market products or services was often prohibitively expensive, and traditionally difficult to measure. Think of national television ad campaigns, which are measured through consumer focus groups to determine levels of brand awareness. These methods are also not well-suited to controlled experimentation. Today, anyone with an online business (as well as most offline businesses) can participate in online marketing by creating a website and building customer acquisition campaigns at little to no cost. Those marketing products and services also have the ability to experiment with optimization to fine-tune their campaigns’ efficiency and ROI.
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