Marketing automation refers to software that automates your marketing for you and helps you prioritise and execute your marketing tasks in a more efficient way.
The ultimate goal of marketing is to generate more revenue for your company, and to do this, we need to drive traffic to our website, convert that traffic into leads and close those leads into customers. Where marketing automation really makes an impact is the conversion and closure stages of this process.
Thousands of marketers today rely on email marketing and send blast email after blast email to their entire list of prospects and customers. It’s hard to tell though if it works, even if you are monitoring open rates and watching your sales.
Overall this means that you’re often wasting time and money marketing to someone who may not be interested in what you’re sharing, and possibly annoying your contacts and causing them to jump ship leaving you with no opportunity to market to them in the future.
It’s not great is it..but this is where automation can make such a difference. Automated workflows can look like this:
Step 1: You send an email invitation to download your latest whitepaper to a targeted list of contacts
Step 2: You send a thank you note to all the people that downloaded the offer
Step 3: A few days later, you send a follow up email to the list of people who downloaded the whitepaper, offering them a case study relating to that topic
Step 4: Finally, when someone downloads that case study, your sales team will get an automated notification so they can follow up with them (this person is now much more qualified and is likely further down the buying process). It’s also worth noting that as a prospect goes this journey, they can be lead scored, i.e the more they visit, download, read other content etc the more of a qualified lead they are becoming.
So how does a prospect feel?
Imagine yourself as the prospect. If this was you, receiving information from a company about their products / services, wouldn’t you prefer to get emails like the ones above over blasts you can tell they’re sending to thousands of other people? It feels personalised, tailored to you and how you are interacting with that company. It makes you much more likely to trust that company.For further advice about implementing Marketing Automation tools contact us for a consultation!
In essence, positions 1 – 3 at the top of the search results remain the same but now also features (in many instances) a 4th ad. You may also have noticed recently that Google had been experimenting with further ads at the bottom of the page. This has now been confirmed with positions 4-7 (previously 11 ads could be seen in total). Google has stated that four ads showing instead of three relates to ‘Highly Commercial Queries’.
This move from Google means that organic search results will now become even more competitive with results pushed further down the page, and of course the removal of the right hand side ads has left a very big white space. How are Google planning to use that space? Well at the moment those who make use of ‘Google My Business’ may well that their position on the right gets larger with the new space, but it also remains to be seen what other changes will start to experimented with.
Ultimately Cost Per Click (CPC) will no doubt start to increase with the increased competition that the newly created position 4 brings with it. The end user will see less ads in their search results and so Click Through Rate (CTR) may drop. With there now been only 7 positions on Page 1 to compete for it could also mean that the Quality Score of your PPC ads needs to be even higher to compete.
It’s also worth pointing out that this change will not currently affect Product Listing Ads.