Advertisements

Why Modern Marketers Must Embrace Marketing Automation

Marketing technology continues to evolve, with a new tool or platform debuting seemingly each week. While marketers seek to provide benefits or value for your digital transformation or marketing strategy, it can hard to pinpoint what you need — and how exactly to go about it, due to having so many options to choose from.

With so much to do within B2B marketing — including more research, segmentation, and personalization — marketers’ available time seems to be shrinking by the minute. This leaves you with a dilemma: either expand your marketing talent pool or invest further in technology.

The answer is to add marketing automation, which may enable you to add more talent later. Here’s why there’s genuine value in embracing marketing automation — beyond simply allowing you to do more with fewer resources.

What Marketing Automation Can Take On

While marketing automation can’t — and shouldn’t — tackle every task on a marketer’s plate, there are plenty of ways automated tools can give marketers more time and focus for the most important aspects of their jobs.

1. Effective Marketing Task Management

Let’s start with one of the most compelling reasons for investing in marketing automation: These platforms and tools help you organize and oversee many tasks that are often complicated and time-consuming.

For example, with CRM platforms, you can automate social media posts, content marketing and email campaigns, forms and landing pages, segmentation, lead management, and more. Automating these tasks helps you stay on top of attracting and nurturing leads, capturing critical data, and even engaging with your target audience and customer base.

Because there are so many inbound and outbound strategies, platforms, channels, processes, and information, marketing automation can help you do the heavy lifting, fill in skills gaps, and provide a way for you to focus on high-level creativity, planning, and engagement.

2. Integration Capabilities

Marketing automation brings so many aspects of your marketing strategy and technology together through seamless integration. This includes a marketing automation platform’s ability to work with your CRM platform, content management system, and more. You’ll get more out of each of these systems together than if you had them separate and doing their own work.

Bringing them together allows you to use the data from one area to influence another, removing data silos in one fell swoop. Attribution and customer journey tracking can also be made easier with integrated systems. Having real ROI can directly impact your budget and spend in real time.

3. Balancing Out Competitive Advantage

There was a time when a small business had no way to compete with larger companies’ marketing efforts — the size of the smaller team and budget was dwarfed by the enormous resources of these larger enterprises. In this way, marketing automation was a game changer, allowing a marketing team of one to go head-to-head with a marketing team of 50, thanks to automated tools that do the work of many.

A lesser-talked-about benefit is that access to these kinds of resources heightens a smaller company’s professional appearance. Professionalism and access to sophisticated resources can result in a company gaining an opportunity — and a lack of either can eliminate that chance.

4. Increased Accountability

The powerful technology within marketing automation platforms provides a clear picture of what’s working and who’s working. The software provides insights into the leads captured and what’s been done to turn those leads into sales. There’s no escaping the findings of such software, pushing all departments to be accountable for their actions.

Overall, this can effectively raise performance levels and results. It can also eliminate redundancies or overlapping efforts.

5. Multichannel Targeting

With thousands of customers all using different channels and often switching when and where they can be found, it helps to have automated tools that can do the tracking and outreach for you. You can use these tools to target them with a cross-marketing campaign for email, text, and social simultaneously.

6. Enhanced Customer Experience

At first, it may be hard to imagine that the act of automating interactions, thanks to software and tools like chatbots, would improve the customer experience over adding more human interaction. However, customers enjoy how it easy it is to get information when and where they want it. A human touch is warm, but it can also delay.

Plus, being able to personalize a user’s website visit and send behavior-related emails that match her mood will further engage a target and make her feel good about interacting with your brand. A company I worked with added behavior-oriented tracks for visitors who searched specific terms on its site. Based on how the user phrased her request, she’d be placed in a “funny,” “straightforward,” or “gentle guidance” category. This personalization resulted in a 22 percent higher click-through rate for emails, no small feat.

7. Upsells and Cross-Sells

The increased amount of data from marketing automation can give you more insights into how and what you can sell to target audience members. Besides telling you what needs to be done, marketing automation software can handle upsells like reorder reminders, personalized product presentations, and gift guides.

The software can provide campaigns related to other products that each customer might be interested in based on previous orders and interests (think of Amazon’s suggested products). This requires no extra effort from marketers but may capture additional revenue from loyal customers.

No More Cold Calling and Guesswork

With such detailed data that includes everything you need to know about your target, you can stop guessing — and making cold calls. Instead, you’ll have marketing content delivered when a target wants to see it, containing relevant information only. Plus, you’ll be able to track and monitor the actions taken by people after each interaction.

You’re constantly looking for ways to improve your marketing efforts and meet changing customer expectations, and marketing automation enables you to do that. Knowing precisely what needs to change can help you respond more quickly, minimizing any impact on your audience’s experience with your brand. If you want to reach your target audience in a relevant way, you have to embrace marketing automation — or fall behind.

Use Oracle’s Marketing Automation Assessment Tool to see how you stack up against your peers in terms of preparedness for the future of marketing automation.

Take the two-minute assessment

Source: Why Modern Marketers Must Embrace Marketing Automation

Advertisements

Why Your Marketing Strategy Needs Neuroscience – Diana Davies

1.jpg

Neuroscience marketing insights are what take content out of the routine and generic basket and move them into the basket that is driven with direction and purpose.

Without insights into your target audience, capturing and holding their attention is next to impossible. This leads to low engagement, shares, blog comments and retweets. The end result? Content creation and social media becomes a dreaded chore.

If you spend a few minutes interviewing your defined target audience you will end up with a toolbox full of neuromarketing insights. You start to know what your target audience is looking for and how to create it.

You will have keywords, key phrases, emotions, visuals and stories that engage their brain. Your marketing strategy will have focus and you’ll be less distracted by what your competitors are doing.

How do I collect target audience insights?

The first step in effectively applying neuroscience to a marketing strategy is to understand your specific target audience. Who are YOU trying to connect with and how are your services unique and focused on them?

Let’s start by thinking about the groups that make up your target audience. Most of you will have current clients, prospective clients, strategic partners and possibly a board or investors you’re accountable to.

Step two, think about how your business is unique in your industry and in comparison to your competitors.

Knowing how you’re unique provides a clearer understanding of the value that you bring to each of the relationships you have defined. The relationships between you and your clients, strategic partners and board of directors.

The next step is a bit more hands on – you need to get some insights from each of these groups by asking them questions and listening to their answers.

Start with short interviews – nothing too formal just set aside 10 minutes to reach out to a few people within each of your defined groups. Find out directly how they feel connected to you and how they perceive your services.

Surveys are also great way to collect insights if face to face or phone interviews are not an easy option.

Each group will have its own set of questions and answers to explore. Not only does it give you the answers you need in order to create strategic content. It also gives you the keywords, key phrases and emotions straight from the source.

This is all gold when it comes to neuromarketing – this is the data you need in order to effectively engage the brain of your target audience. Once you have these basics mapped out you have created the foundation of your neuroscience based marketing strategy. You can personalize your content with their keywords, key phrases and emotions.

Why brains love targeted marketing strategies

The old brain is the oldest part of the brain and is 100% focused on self and survival. This is why the insights gained from your interviews are so important. These interviews are sneak peeks into that “self” that your audience is sharing with you.

The mid brain developed next along the evolutionary scale and is related to emotion.

The new brain is the most recent addition to the human brain and is related to higher cognitive functions such as complex analysis.

The mid brain is the part of the brain that you actually want to direct your marketing efforts towards. The mid-brain is emotion driven. Many neuromarketing agencies such as Neuroset UK have repeatedly shown that audiences aren’t making logical decisions based on fact, they are acting on emotion.

The roots of the decisions being made by your clients, potential clients and strategic partners are emotional and emotion drives much of what we remember – particularly long term memory.

Within the mid brain you have the powerful combination of the sensory, the emotional and memory coming together.

The new brain, the only part of the brain you are consciously aware of, justifies the decision that has already been made by the old brain and mid brain.

This is where data and statistics come in handy. You won’t build a relationship targeting the new brain but sharing proof about your success and expertise will smooth the decision making process.

Use your data, statistics and facts sparingly – just like sprinkles on a cookie. Too much and it gets sloppy and ugly.

2.jpg

Lead Your Target Audience with Emotion

Your interviews, surveys and research have given you insights into the experiences, needs, and emotions of your target audience – what is driving them and connecting them to you.

When you use the insights you have collected to create and customize your content they see themselves in your visuals and stories.
Your target audience gets a strong “you understand me” feeling.

It makes you seem familiar – you become safe and brought closer to their “self” to their old brain – because you speak their language using their keywords, key phrases and emotions.

Now, how do you get your personalized content out there AND found?

By engaging their brain.

You will create content using their keywords, their key phrases and mirroring their emotions to attract them.

Your insights and data will define the headlines; sub-headers; hashtags and labelled images you are going to create and share. Your insights and data will define the marketing materials you are going to create and the email campaigns you will launch.

Knowing your target audience, right down to each group that makes up your target audience and speaking directly with them in their language and echoing their emotions will set you apart from the crowd.

Let’s pretend for a moment that you have audience insights collected and that you’re ready to create some new content or repurpose some existing content on your website. Now what?

Use the emotions that were shared with you. Emotion can be triggered by emotive words, emotive visuals and even more enhanced by a combination of both.

Adding a few key words to an emotional visual will exponentially increase the immediate brain impact and how long the content is remembered.

Visuals are their own mini story

Stimulate the senses too. Have your visuals tell a story with a sensory touch. Find ways to engage all the senses like scent and touch with strategic visuals.

Just be sure the visuals you’re selecting reflect the audience you are trying to connect with. There needs to be a link between the written content and the associated visual that reflect the insights you have collected.

Brains immediately focus on visuals and will recall visuals more easily than any text you share.

[Tweet “Visuals are their own mini story #neuromarketing”]

Put pictorial superiority effect to work for you – create visuals that will catch your audience’s eye as they scan through their social media feeds. Create layers of detail and tell a cohesive story that involves food and has a sensory element.

Eye tracking studies show a high level of interest and engagement with these types of visuals.

Targeted Emotions and Visuals Create Epic Stories

When you take emotions and visuals and put them together you build some great storytelling potential. Stories are the most powerful way to draw people into your website and into a relationship with you.

Storytelling is the most effective way to engage both the old brain and the mid brain.

[Tweet “Storytelling is the most effective way to engage the brain”]

Share stories that reflect the “self” of your target audience, their state of mind and emotions using emotion words, sensory words and visuals.

Stay away from corporate jargon, acronyms and industry speak. Share stories using the language of your target audience.

Your stories don’t need to be long and complicated. Contrast captures the interest of the brain and holds it. This is your life before my services and your life after my services. Contrast renders your benefits obvious and easy for the brain to digest which makes the decision making process easier.

Why Your Marketing Strategy Needs Neuroscience

 

The holidays are the perfect time to get your marketing content ready to sparkle and shine. We are going to share the best in brain research so you can take your marketing strategy from bah-humbug to fa-la-la fabulous.

These tips will help your reach and have the kind of lasting impact you want with your target audience.

Does a brain targeted marketing strategy spark?

It absolutely does! Neuroscience marketing insights are what take content out of the routine and generic basket and move them into the basket that is driven with direction and purpose.

Without insights into your target audience, capturing and holding their attention is next to impossible. This leads to low engagement, shares, blog comments and retweets. The end result? Content creation and social media becomes a dreaded chore.

If you spend a few minutes interviewing your defined target audience you will end up with a toolbox full of neuromarketing insights. You start to know what your target audience is looking for and how to create it.

You will have keywords, key phrases, emotions, visuals and stories that engage their brain. Your marketing strategy will have focus and you’ll be less distracted by what your competitors are doing.

3.jpeg

How do I collect target audience insights?

The first step in effectively applying neuroscience to a marketing strategy is to understand your specific target audience. Who are YOU trying to connect with and how are your services unique and focused on them?

Let’s start by thinking about the groups that make up your target audience. Most of you will have current clients, prospective clients, strategic partners and possibly a board or investors you’re accountable to.

Step two, think about how your business is unique in your industry and in comparison to your competitors.

Knowing how you’re unique provides a clearer understanding of the value that you bring to each of the relationships you have defined. The relationships between you and your clients, strategic partners and board of directors.

The next step is a bit more hands on – you need to get some insights from each of these groups by asking them questions and listening to their answers.

Start with short interviews – nothing too formal just set aside 10 minutes to reach out to a few people within each of your defined groups. Find out directly how they feel connected to you and how they perceive your services.

Surveys are also great way to collect insights if face to face or phone interviews are not an easy option.

Each group will have its own set of questions and answers to explore. Not only does it give you the answers you need in order to create strategic content. It also gives you the keywords, key phrases and emotions straight from the source.

This is all gold when it comes to neuromarketing – this is the data you need in order to effectively engage the brain of your target audience. Once you have these basics mapped out you have created the foundation of your neuroscience based marketing strategy. You can personalize your content with their keywords, key phrases and emotions.

But before we jump into the content creation, let’s get to know the brain a little bit better.

Why brains love targeted marketing strategies

The old brain is the oldest part of the brain and is 100% focused on self and survival. This is why the insights gained from your interviews are so important. These interviews are sneak peeks into that “self” that your audience is sharing with you.

The mid brain developed next along the evolutionary scale and is related to emotion.

The new brain is the most recent addition to the human brain and is related to higher cognitive functions such as complex analysis.

The mid brain is the part of the brain that you actually want to direct your marketing efforts towards. The mid-brain is emotion driven. Many neuromarketing agencies such as Neuroset UK have repeatedly shown that audiences aren’t making logical decisions based on fact, they are acting on emotion.

The roots of the decisions being made by your clients, potential clients and strategic partners are emotional and emotion drives much of what we remember – particularly long term memory.

Within the mid brain you have the powerful combination of the sensory, the emotional and memory coming together.

The new brain, the only part of the brain you are consciously aware of, justifies the decision that has already been made by the old brain and mid brain.

This is where data and statistics come in handy. You won’t build a relationship targeting the new brain but sharing proof about your success and expertise will smooth the decision making process.

Use your data, statistics and facts sparingly – just like sprinkles on a cookie. Too much and it gets sloppy and ugly.

Lead Your Target Audience with Emotion

Your interviews, surveys and research have given you insights into the experiences, needs, and emotions of your target audience – what is driving them and connecting them to you.

When you use the insights you have collected to create and customize your content they see themselves in your visuals and stories.
Your target audience gets a strong “you understand me” feeling.

It makes you seem familiar – you become safe and brought closer to their “self” to their old brain – because you speak their language using their keywords, key phrases and emotions.

Now, how do you get your personalized content out there AND found?

By engaging their brain.

You will create content using their keywords, their key phrases and mirroring their emotions to attract them.

Your insights and data will define the headlines; sub-headers; hashtags and labelled images you are going to create and share. Your insights and data will define the marketing materials you are going to create and the email campaigns you will launch.

Knowing your target audience, right down to each group that makes up your target audience and speaking directly with them in their language and echoing their emotions will set you apart from the crowd.

Let’s pretend for a moment that you have audience insights collected and that you’re ready to create some new content or repurpose some existing content on your website. Now what?

Use the emotions that were shared with you. Emotion can be triggered by emotive words, emotive visuals and even more enhanced by a combination of both.

Adding a few key words to an emotional visual will exponentially increase the immediate brain impact and how long the content is remembered.

Visuals are their own mini story

Stimulate the senses too. Have your visuals tell a story with a sensory touch. Find ways to engage all the senses like scent and touch with strategic visuals.

Just be sure the visuals you’re selecting reflect the audience you are trying to connect with. There needs to be a link between the written content and the associated visual that reflect the insights you have collected.

Brains immediately focus on visuals and will recall visuals more easily than any text you share.

[Tweet “Visuals are their own mini story #neuromarketing”]

Put pictorial superiority effect to work for you – create visuals that will catch your audience’s eye as they scan through their social media feeds. Create layers of detail and tell a cohesive story that involves food and has a sensory element.

Eye tracking studies show a high level of interest and engagement with these types of visuals.

Targeted Emotions and Visuals Create Epic Stories

When you take emotions and visuals and put them together you build some great storytelling potential. Stories are the most powerful way to draw people into your website and into a relationship with you.

Storytelling is the most effective way to engage both the old brain and the mid brain.

[Tweet “Storytelling is the most effective way to engage the brain”]

Share stories that reflect the “self” of your target audience, their state of mind and emotions using emotion words, sensory words and visuals.

Stay away from corporate jargon, acronyms and industry speak. Share stories using the language of your target audience.

Your stories don’t need to be long and complicated. Contrast captures the interest of the brain and holds it. This is your life before my services and your life after my services. Contrast renders your benefits obvious and easy for the brain to digest which makes the decision making process easier.

Where is your target audience?

Have you ever wondered how your potential clients are making their decision between you and your competitors?

We know from neuroscience that it is not the new brain driving your business relationships. It is the unconscious part of the brain.

Placing your content focus on your high quality work and stellar credentials is not going to build a relationship with your target audience. Make it a priority to start building up your target audience knowledge and insights and then apply them to your marketing strategy.

Do not try to create content that speaks to everyone – it will not work.

Take the time to understand your specific target audience and these insights will give you the emotion, visuals and stories your marketing strategy needs. When a visitor lands on your website it will be warm and welcoming, like a hot cup of cocoa.

Are you ready to take your strategic marketing to a whole new level? Why not watch our free 30 minute neuromarketing training. You will learn marketing emotion, how to create powerful visuals and how to craft stories with lasting brain impact.

If everyone who read the articles and like it, that would be favorable to have your donations – Thank you.

%d bloggers like this:
Skip to toolbar