Get ready for your daily dose of marketing strategies and tactics from entrepreneurs with the guile and experience to help you find success in any marketing capacity. You're listening to Marketing School with your instructors Neil Patel and Eric Sue. All right, guys, before we start, we got a special message from our sponsor. If you want to rank higher on Google, you gotta look at your page speed time. The faster website loads, the better off you are with Google's Core Vital update. That makes it super super important to optimize your site for low time. And one easy way to do it is use the host that Eric and I use, dream Hosts. So just go to dream host or Google it, find it, check it out, and it's a great way to improve your low time. Welcome to another episode of Marketing School. I'm Eric Sue and I'm Neil Patel, and today we're going to talk about seven advance marketing automation tactics for your blog. So marketing automation, just to give you a quick recap, it's basically your marketing to people or you're sending them messages according to behaviors right on your site. So let's say for example, they opted in for a specific lead magnet, or they clicked onto one of your pages, or let's say they've downloaded, you know, quite a bit of resources from you, and then your lead scoring them as well. These are all the things that are tied in with marketing automation, so you're basically because not every single person is the same. You know, somebody can be brand new on your site, so it can be very evans. You want to message these people differently. So first and foremost, what I will say Number one when you're using marketing automation, one tip I would have is on your thank you page, or you can even do this in your first introduction email. You can just you know, add three different links for people and you're trying to tag people to see what kind of people they are, so you can say, hey, you know, I'm Eric Sue, welcome to Welcome to my blog. You can give a little more information on yourself and say hey, just to serve you better, i'd like to know you know where you're at exactly. Are you like a beginner online marketing or your intermediate you advanced? Obviously you want to get more a little more detailed than that. I'm just being high level right now, but doing that will allow you to start to segment people right off the bat. So you can either do it on a thank you page or you can do it in your introduction email, and then you can start to craft these different campaigns for these different individuals. So the biggest thing that I've learned through marketing automation and blogging because I send so many emails right from my bloger every time I publish a block post, I shoot off an email. The biggest thing that I ended up learning through automation is if people aren't opening up your emails, your open rates just tank. And most people do it where publish a block post, send out an email to everyone, start doing it, program or marketing automation. Every single one does this in which or at least they have this capability, but you have to program it or tell them right and it's just a few clicks of bund You don't have to be a developer where if you email someone like three, four or five times over a period of a month, and if they don't open up any of your emails, stop sending them an email. Scrub that person off your list. The reason being is if you keep emailing them. What Gmail and hotmails some of these providers do. They're like, Oh, you send an email to a thousand people on Gmail, but one hundred of them don't open up any of your emails. Oh, your emails must not be valuable. Let's start putting in some of your emails into the spam box, so your deliverability rates will go to shit even with the people who are opening up your emails, all right. And number three, if you have hopefully you have different kinds of people. So you have your customers, you have your leads, you have people that perhaps have download a specific lead magats to so there are all different kinds of people, right. So the third one I would say is make sure that you have some kind of list or campaign that is targeted specifically at customers. Because your customers are worth a lot more. These people are much willing to spend more money with you. It's much easier to upsell them, right, So if they bought something from you already, they should at least be tagged with the customer tag, and in a better scenario, they might even be moved to a customer list for a little bit before being moved back into your normal your normal nurture sequence or you have you have to think about. I think another thing would that kind of ties into this would be mapping out the life cycle of your customers. What stages are they at exactly right? You can use a tool like Gliffy to kind of you know, flow chart the thing out. And then I would say the next tactic is think of it this way. Right, you have all these emails coming in. How many of them do you think that are going to convert into customers? Now here's something crazy that most people don't realize. I was talking to someone at HubSpot, which does marketing automation, and they're telling me something interesting. And we've seen this throughout so many different companies. But they're telling me like, yeah, once you collect the email, if they don't convert close enough to ride away or within the first few days, the chance of them converting later on is slim to none. We've noticed the same thing. So whenever someone joins your email list, try to get them right away to buying or signing up for something, building a trust in essence, pitch them as close as possible to when they sign up. You don't have to do it that same day, but you should be doing it within the first week of them signing up to your list. Number five lead scoring, so talked about this a little earlier, but lead scoring the that's the basically the ability to look for your most engaged people on your list. You can do this with HubSpot, you can do it with Drip, you can do it with infusion Soft. But just saying okay, somebody that has, you know, filled out a free consultation form or they've downloaded like you know, three League magets on SEO is fundamentally a different person than somebody that has just you know, often in for just one thing, right, They're much more engaged. So past a certain threshold, you might say, okay, somebody that for somebody that downloads like one League magnet, they might be assigned fifteen points or something like that. And then for each website visit, you know, it's one point, so you keep you keep adding, you know, you break down this point system, and then once it tips over a certain threshold, let's say over one hundred points, these people will you know, they'll be scored above one hundred and then they'll be triggered to be moved into another sequence. So that way, again you're treating people differently, and you're treating your leads differently too. That way, it's a lot more automated, and you don't have to go fishing around your list to to, you know, find out who exactly is in your list and who's who's more qualified than the other person the next one that would be on my end. And that tests a lot of stuff. When it comes to opt ins and dripping people in automation, the key thing that I found is make your optins very relevant to your product and service, because it doesn't matter what you do with the automation, but if the optin isn't relevant enough, it's not going to convert. I'll give you a good example of this with kiss Metrics. We sold an analytics tool to companies that are in the e commerce subscription SaaS space and ideally they would have a revenue of ten million dollars or more year. When we offered general option ins like ebooks like you know, learn how to rank higher on Google, et cetera, stuff that was still marketing related those emails and leads like in most cases almost all cases, over ninety nine percent of the time wouldn't even convert into a customer and it wasn't even ninety nine percent. It was like ninety nine point nine to nine something, right, But when we offered ebooks and content upgrades et cetera related towards e commerce, SaaS, subscription based businesses and are really relevant like how to reduce your churn, how to increase the lift time value of your customer, et cetera. We got so many more else do our marketing automation system, but it started with the front end, because if your front and offer isn't relevant enough to the proctor service you're selling, you won't do well. That's a good one, all right. The last one, but not least, is this also helps kind of Neil just mentioned. But if you're able to survey your audience, yeah, survey, It's like, how does that relate to market automation. It totally relates because it determines how you message people and the type of offers that you're going to put in front of people. So now's a good time. I mean, we're recording this literally on Christmas Day of twenty sixteen, and you know, I'm sending out surveys to people. I send an annual survey every year to both of my lists, just to see, you know, what kind of people are they exactly? You know, what kind of topics would they be interested? What are their biggest struggles exactly? And then from there I can just create like a word cloud using a tool like tag crowd, just to see the most common words that pop up, and then I can figure out I can take this back to my team and say, Okay, this is what everybody said on you know, according to the survey. Okay, what do we need to do next? And then from there we can start to plan ahead of time. So that's going to determine, you know how our you know how we might make adjustments to our nurture sequences in twenty seventeen. So neil anything else to add before we hop off. That's it. All right, that's it for this episode. We'll see you tomorrow. This session of Marketing School has come to a close. Be sure to subscribe for more daily marketing strategies and tactics to help you find the success you've always dreamed of, and don't forget to rate and review so we can continue to bring you the best daily content possible. We'll see you in class tomorrow right here on Marketing School

Get ready for your daily dose of marketing strategies and tactics from entrepreneurs with the guile and experience to help you find success in any marketing capacity. You're listening to Marketing School with your instructors Neil Patel and Eric Sue. All right, guys, before we start, we got a special message from our sponsor. If you want to rank higher on Google, you gotta look at your page speed time. The faster website loads, the better off you are with Google's Core Vital update. That makes it super super important to optimize your site for low time. And one easy way to do it is use the host that Eric and I use, dream Hosts. So just go to dream host or Google it, find it, check it out, and it's a great way to improve your low time. Welcome to another episode of Marketing School. I'm Eric Sue and I'm Neil Patel, and today we're going to talk about seven advance marketing automation tactics for your blog. So marketing automation, just to give you a quick recap, it's basically your marketing to people or you're sending them messages according to behaviors right on your site. So let's say for example, they opted in for a specific lead magnet, or they clicked onto one of your pages, or let's say they've downloaded, you know, quite a bit of resources from you, and then your lead scoring them as well. These are all the things that are tied in with marketing automation, so you're basically because not every single person is the same. You know, somebody can be brand new on your site, so it can be very evans. You want to message these people differently. So first and foremost, what I will say Number one when you're using marketing automation, one tip I would have is on your thank you page, or you can even do this in your first introduction email. You can just you know, add three different links for people and you're trying to tag people to see what kind of people they are, so you can say, hey, you know, I'm Eric Sue, welcome to Welcome to my blog. You can give a little more information on yourself and say hey, just to serve you better, i'd like to know you know where you're at exactly. Are you like a beginner online marketing or your intermediate you advanced? Obviously you want to get more a little more detailed than that. I'm just being high level right now, but doing that will allow you to start to segment people right off the bat. So you can either do it on a thank you page or you can do it in your introduction email, and then you can start to craft these different campaigns for these different individuals. So the biggest thing that I've learned through marketing automation and blogging because I send so many emails right from my bloger every time I publish a block post, I shoot off an email. The biggest thing that I ended up learning through automation is if people aren't opening up your emails, your open rates just tank. And most people do it where publish a block post, send out an email to everyone, start doing it, program or marketing automation. Every single one does this in which or at least they have this capability, but you have to program it or tell them right and it's just a few clicks of bund You don't have to be a developer where if you email someone like three, four or five times over a period of a month, and if they don't open up any of your emails, stop sending them an email. Scrub that person off your list. The reason being is if you keep emailing them. What Gmail and hotmails some of these providers do. They're like, Oh, you send an email to a thousand people on Gmail, but one hundred of them don't open up any of your emails. Oh, your emails must not be valuable. Let's start putting in some of your emails into the spam box, so your deliverability rates will go to shit even with the people who are opening up your emails, all right. And number three, if you have hopefully you have different kinds of people. So you have your customers, you have your leads, you have people that perhaps have download a specific lead magats to so there are all different kinds of people, right. So the third one I would say is make sure that you have some kind of list or campaign that is targeted specifically at customers. Because your customers are worth a lot more. These people are much willing to spend more money with you. It's much easier to upsell them, right, So if they bought something from you already, they should at least be tagged with the customer tag, and in a better scenario, they might even be moved to a customer list for a little bit before being moved back into your normal your normal nurture sequence or you have you have to think about. I think another thing would that kind of ties into this would be mapping out the life cycle of your customers. What stages are they at exactly right? You can use a tool like Gliffy to kind of you know, flow chart the thing out. And then I would say the next tactic is think of it this way. Right, you have all these emails coming in. How many of them do you think that are going to convert into customers? Now here's something crazy that most people don't realize. I was talking to someone at HubSpot, which does marketing automation, and they're telling me something interesting. And we've seen this throughout so many different companies. But they're telling me like, yeah, once you collect the email, if they don't convert close enough to ride away or within the first few days, the chance of them converting later on is slim to none. We've noticed the same thing. So whenever someone joins your email list, try to get them right away to buying or signing up for something, building a trust in essence, pitch them as close as possible to when they sign up. You don't have to do it that same day, but you should be doing it within the first week of them signing up to your list. Number five lead scoring, so talked about this a little earlier, but lead scoring the that's the basically the ability to look for your most engaged people on your list. You can do this with HubSpot, you can do it with Drip, you can do it with infusion Soft. But just saying okay, somebody that has, you know, filled out a free consultation form or they've downloaded like you know, three League magets on SEO is fundamentally a different person than somebody that has just you know, often in for just one thing, right, They're much more engaged. So past a certain threshold, you might say, okay, somebody that for somebody that downloads like one League magnet, they might be assigned fifteen points or something like that. And then for each website visit, you know, it's one point, so you keep you keep adding, you know, you break down this point system, and then once it tips over a certain threshold, let's say over one hundred points, these people will you know, they'll be scored above one hundred and then they'll be triggered to be moved into another sequence. So that way, again you're treating people differently, and you're treating your leads differently too. That way, it's a lot more automated, and you don't have to go fishing around your list to to, you know, find out who exactly is in your list and who's who's more qualified than the other person the next one that would be on my end. And that tests a lot of stuff. When it comes to opt ins and dripping people in automation, the key thing that I found is make your optins very relevant to your product and service, because it doesn't matter what you do with the automation, but if the optin isn't relevant enough, it's not going to convert. I'll give you a good example of this with kiss Metrics. We sold an analytics tool to companies that are in the e commerce subscription SaaS space and ideally they would have a revenue of ten million dollars or more year. When we offered general option ins like ebooks like you know, learn how to rank higher on Google, et cetera, stuff that was still marketing related those emails and leads like in most cases almost all cases, over ninety nine percent of the time wouldn't even convert into a customer and it wasn't even ninety nine percent. It was like ninety nine point nine to nine something, right, But when we offered ebooks and content upgrades et cetera related towards e commerce, SaaS, subscription based businesses and are really relevant like how to reduce your churn, how to increase the lift time value of your customer, et cetera. We got so many more else do our marketing automation system, but it started with the front end, because if your front and offer isn't relevant enough to the proctor service you're selling, you won't do well. That's a good one, all right. The last one, but not least, is this also helps kind of Neil just mentioned. But if you're able to survey your audience, yeah, survey, It's like, how does that relate to market automation. It totally relates because it determines how you message people and the type of offers that you're going to put in front of people. So now's a good time. I mean, we're recording this literally on Christmas Day of twenty sixteen, and you know, I'm sending out surveys to people. I send an annual survey every year to both of my lists, just to see, you know, what kind of people are they exactly? You know, what kind of topics would they be interested? What are their biggest struggles exactly? And then from there I can just create like a word cloud using a tool like tag crowd, just to see the most common words that pop up, and then I can figure out I can take this back to my team and say, Okay, this is what everybody said on you know, according to the survey. Okay, what do we need to do next? And then from there we can start to plan ahead of time. So that's going to determine, you know how our you know how we might make adjustments to our nurture sequences in twenty seventeen. So neil anything else to add before we hop off. That's it. All right, that's it for this episode. We'll see you tomorrow. This session of Marketing School has come to a close. Be sure to subscribe for more daily marketing strategies and tactics to help you find the success you've always dreamed of, and don't forget to rate and review so we can continue to bring you the best daily content possible. We'll see you in class tomorrow right here on Marketing School