If you, like me, constantly live at the gadget side of life, you know what it’s like to learn about a new “arrival” in the market and not be able to use an amazing offer to buy it. The reason why? Simple as: “I wasn’t informed about it”!
A new extra smart sound device that just got funded at Kickstarter or a huge, super frozen fridge are two of the things you would like to know about if they just became available for the public or really cheap to have! But in my point of view, it is not the consumer’s obligation to always be up to date with the market’s news but the merchant’s.
Marketing Automations offer the retailer the chance and the luxury to respond and cover each and everyone’s consumer’s needs. That’s it! Each and everyone’s needs! But the secret here, is that your company doesn’t need a whole army of marketeers to respond to these needs efficiently: You only need a great, hard-working and very intelligent software (you could say that Moosend is the perfect solution for you, but I’ll leave it for you to decide) to do this hard work and your marketing department to make all the strategic decisions.
What is Marketing Automation
Marketing Automation is a repetitive task that a retailer has to execute and is triggered whenever a customer takes some action that could possibly lead to a “sale”. Let me rephrase that: Marketing Automation is this kind of magic that smoothes the buying process for the customer, to the point where he buys the product because it is so easy to do so.
Where can this magic be applied?
Every landing page, every product and entry point of your site is your chance to communicate your offers and better understand your client. So, let’s have the grand tour…
Whenever someone puts something in his cart and doesn’t eventually buy it, marks a chance for you to reach out to him. You can follow up with a reminder one hour (not longer) after the abandonment. If the customer doesn’t buy it, here’s your last chance: making an offer he can’t resist. A brave offer for this product, sales discount for the next order and a quick link back to his abandoned cart, could maybe mark the beginning of an era of engagement with this client. Be generous!
Every single page
Every click, makes your site a little more smarter. Whenever a client leaves without buying, this can spark an email with relevant products and appealing Call To Actions. You can include, what your customer browsed and what you think he might like. Works all the times.
Every single product
Every purchased product is a chance for you to follow up. If your customer bought a smartphone, he could be looking for a new one in 8-12 months time. If he was sold a pair of headphones, he could need a new one in 3 months time. We all know they can’t take the extra mile! 🙁
Ask for your customers’ age
Segmentation is key in this point. People in their 20’s have a whole different buying procedure and habits and those in their 50’s a totally different one. When in your 20’s you tend to care more about your entertainment and as you get a little older you care more about products that make your family feel and live better. This is a unique chance for you, to differentiate your message: starting from the range of products you promote to them as well as from your tone of voice. Don’t miss it!
Make a buy
You did it! The customer gave in and bought the object of his desire. Your job is done! Wait, not yet! Just a few days he has received his online order, there’s your chance to send over a survey to rate the whole experience: Nice way to show to your customer that you care AND in the same time, keep “feeding” your site with valuable original content (reviews).
Watch your segments closely
These are your customers and their habits. And their actions. There is not a better path for you to follow than that of the conversions that already took place in your website. Take some time and “listen” to these actions to better understand what your customers want. Based on this data, you can ask for changes in the overall strategy your company follows: from the copy that is used in the website to the products you sell, to the content you share and the marketing strategy you should follow.
Try to remember: More personalization equals more sales! We are heading towards an era that each of your customers will receive a tailor-made experience, from what they see on your website to the follow-up emails. This will improve internal processes a lot and in parallel, will save you a lot of time. But, there’s one more task you need to carry out with success and that is to be more human.