HOW TO BUILD POWERFUL MARKETING AUTOMATION / CRM FOR JUST £35 PER MONTH
Our main purpose here is not to offer you a cheap alternative to marketing automation packages, it is, in fact, quite the opposite. What we’re offering you is the opportunity to create your own future-proof marketing automation/CRM (Customer Relationship Management) package that will prepare your business for Big Data and customer centric marketing which is the future of marketing. This approach is so new right now that if you wanted to take a marketing course at the Chartered Institute of Marketing, they would probably tell you to wait as they are currently updating their syllabus!
We can offer this at such a low price because instead of using an all-in-one service that large companies pay excessive amounts of money and time building, we can show you how to use specialist, individual web applications that either provide free services or services with specific functionality that charge a much lower monthly premium. When these web applications are connected up, they can all communicate with each other and deliver an automated process based on what you’re telling each of them to do.
While this might sound complicated, it is, in fact, quite simple. By using our method you can link up and use the web applications that are the trend setters at the cutting edge of the industry.
However, if you’re not technically proficient, we would recommend that you don’t do this yourself, but find the right marketing automation professionals to set this up for you. While this may seem expensive, their fee certainly won’t be higher than the initial set up fee charged by any of the main marketing automation companies and the ongoing monthly subscription costs will be a lot cheaper.
Every one of the software providers that we recommend are the leaders in their field. While we choose not to mention expensive CRM providers such as Salesforce and the like, we’ve compiled a list of tools that will offer the same level of functionality as you’ll get from any of the top marketing automation software providers. All of your data can be easily exported and imported which means that if any other service provider offers better functionality in the future, it will be a simple matter to change.
The total initial set up costs will be as follows:
Wizer Digital’s total monthly cost is £40 + VAT
FUNCTIONAILITY AND SOFTWARE EXPLAINED
What is WordPress? WordPress is a free, open source blogging tool and content management system (CMS) that can be used to build a website without needing to learn coding or programming. It has a template system that makes it easy to add content (text and images) and the wide range of themes available means that you can build a professional looking website, choosing your own colours and styles to reflect your branding and your business style.
If you don’t already have a WordPress website, then you and your business really are missing out. A massive 23% of people use a WordPress website because it is so easy to use and it’s free! In fact, without a WordPress website you would have to pay extra for similar functionality.
Here at Wizer Digital we believe that there is nothing a WordPress website cannot offer in terms of marketing, usability and design. If you’re an entrepreneur and already have a website, we would strongly recommend that you bite the bullet and migrate your current website to WordPress.
Just take a look at the benefits that WordPress has to offer:
- Build a website without having to learn to code.
- Choose from a wide range of themes so that your website looks exactly right for your business.
- WordPress offers more than 860,000 plugins with different functionality, all of which are designed to make things easier for you.
- Some premium themes provide design layouts to make your website responsive for mobile and offer drag and drop page builders to make things easier for you.
So, even if you already have a website, recreating it on WordPress will be easier than you expect.
WordPress has an e-Commerce system called Woocommerce which offers the same level of functionality as any normal e-Commerce website. Woocommerce can be connected to all types of marketing automation functionality and can incorporate all tracking code, trigger based activity as well as any other plugins you need such as pop ups, calls to action, etc. Woocommerce is easy to use, simple to customise and cheap to buy – this is why it has already been adopted by more than 380,000 online retailers.
Calls to Action
What is a Call to Action (CAT)? In the marketing industry, a Call to Action is an instruction to your readers that is designed to provoke an immediate response, quite literally, a call to take action. The action you want the reader to take could be clicking on the Buy button, visiting a website, downloading a book, downloading a coupon or signing up to attend an event or webinar. A CTA can be placed anywhere in your marketing – on your website, in an email (or in an eBook), or even at the end of a blog post or article.
ThemeForest is a marketplace for web templates and themes which provides users with a wide range of themes and templates for WordPress websites. ThemeForest offers themes for drag and drop design with their own Call to Action themes for a one-time payment.
If you want to embed your Call to Action within your content, then you may need to ask a designer to create the CAT for you. It won’t cost a great deal and once it’s been done you can use drag and drop to manually add it to any page on your website in the future.
Landing Page Design
What is a Landing Page? In online marketing, a Landing Page (also known as a Lead Capture Page) is a single web page that appears in response to clicking on a search optimised search result or an online advertisement. The Landing Page usually displays sales copy that is a logical extension of the advertisement or the link in search results. Landing Pages are often linked to from email campaigns, social media platforms or search engine marketing campaigns to increase the effectiveness of the adverts.
You can buy Landing Page designs from the range on offer on ThemeForest for about £10 or you can ask a web designer to create one for you and then use drag and drop functionality to add it into any page on your website.
If you’re adding a Lead Capture Form then it’s worth installing MailChimp for WordPress and adding this to your Landing Page. This is a lot easier to do than it sounds and it means that every Landing Page/Lead Capture Form can be sent to a different email list (customer segregation).
Create Personalised Email Messages
If you decide to install MailChimp you can choose from more than a hundred different templates. MailChimp has its own design functionality that allows you to change the colour, style, images and fonts in your emails for a fully customised look. It’s very simple to use and the monthly subscription fee is low.
Use Zapier to Connect with Multiple Systems and Streamline your Business
What is Zapier? Zapier is a web app automation service that can be used to connect all the web apps that you use so that it’s easy to move data between them and automate tedious tasks. Zapier provides regular syncing and will deliver instant notifications if necessary.
Using Zapier allows you to easily integrate all of your platforms so that they can communicate with each, enabling you to work from one centralised base. For example, integration is possible between:
- Woocommerce > Accounts (for automatic invoicing)
- WordPress/Woocommerce > Email
- Email > CRM > Contact Forms > Task Lists
- CRM > LinkedIn
Automatically Add Tasks to Calendar
By connecting your systems in this way, you can also connect your project management tools with your Google or Outlook Calendar. This will keep all of your tasks in one centralised place and eliminate double bookings or missed tasks and appointments.
What is Remarketing? Remarketing is a clever way of connecting with your visitors to your website who may not have made a purchase or inquiry. Remarketing allows you to show advertisements to people who have visited your website or used your mobile app. When people leave your website without purchasing, remarketing allows you to reconnect with them by displaying relevant ads to them as they’re browsing the web, using mobile apps or searching on Google.
You can use Adroll.com to connect your advertising across the Google display network, Facebook and Twitter. Adroll can be used at any time and for any product/service/special offer.
What is Lead Nurturing? Lead Nurturing is a marketing term used to describe the process of building relationships with potential clients who may not be currently looking to buy your product or service. Lead Nurturing is used to raise the company’s profile in the mind of the potential client which makes it more likely that when it’s time to buy, the client will choose your product/service. Lead Nurturing begins as soon as a company has a potential client’s contact information and enables you to personalise communications with that client. There are several ways of doing this, including:
- Sending a potential client occasional emails to let them know about any updates to a product or service, price changes or any special offers.
- Sending an email to inform the potential client of the advantages of using a particular product or service.
Using MailChimp enables you to create goal tracking which will trigger different actions depending on how your customer visits your website or responds to your emails. It’s possible to create multiple lists with automation and use Big Data Analytics to schedule your emails to be delivered at certain times or on particular days so that you can discover which response times are usually best.
In addition, it’s possible to connect your CRM with any new subscriber (Contact) so that you can start communicating with that lead on a personal basis immediately, should you choose to do so.
What is Lead Qualification? A Qualified Lead is the point at which Marketing decides that a lead is ready to be handed to Sales.
By analysing your customer’s activity on your website, it’s possible to use their personal data to qualify the lead. In addition, you can connect to their LinkedIn account and automatically add their personal details to your CRM.
Customer Segmentation by Demographic and Behaviour Criteria
By using Google Analytics, social media and PPC, you can segment your customers for different pages on your website. By linking your own email marketing, you can nurture each lead towards their specific individual needs.
Search Engine Optimisation (SEO)
What is SEO? SEO is the process used to increase the visibility of a web page in a search engine’s list of results and generate productive, organic traffic by matching query intent with relevance and value.
WordPress has some great plugins that will ensure that your website has the appropriate titles, meta descriptions and keyword research tips.
However, if you’re looking for more information, you can use online keyword research tools or use the information from your Google Adwords account to get up-to-date and accurate data on which of your keywords are creating the biggest buzz.
A/B Split Testing
What is A/B Split Testing? A/B Split Testing is the comparison of two different versions of a web page in order to see which one performs better. This type of testing takes the guesswork out of website optimisation and allows you to make data-backed decisions by measuring the impact that any changes have on your metrics such as sign-ups, downloads, purchases or any other target based goals.
Google Analytics is the most effective way of carrying out A/B Split Testing of your Landing Pages as it allows you to choose the goals or objectives you want to test and it’s totally free to use. Other software merely tests the click through rate for a Call to Action
With Google Analytics, it’s just a matter of creating a different page on your WordPress website with the changes you want to track. You then create an experiment with an objective and run it based on the percentage of traffic you want to test. Once you’ve done that, you just add the code created to the relevant pages and then sit back and relax while the information you need rolls in.
What is Social Media? Social Media is a collection of online communication channels that rely on community based input, interaction and collaboration. Websites like Facebook, Twitter, Pinterest, Google+, and others where users communicate with each other, posting status updates and sharing information that they find online with their network of friends, family and other acquaintances.
Sign up to Coschedule.com ($10 per month subscription) and use it to schedule and reschedule your posts on all of your favourite social media websites. Coschedule is simple to use and can be automatically integrated with Bitly (a link URL shortener) and Google Analytics allowing you to prepare your social media marketing for a whole month so that you can let it run automatically.
If you have a team of people creating content for you, this can also be linked via your Google Calendar so that all of your social media efforts are centralised in one place.
Social Media Management
Social Media Management can be tricky, depending on what you want to do. If you’re looking for the cheapest way to manage social media, then it’s a simple matter of using your Chrome extensions for social media – any new activity will instantly be displayed in your browser.
Hootsuite.com (£6.99 per month) provides a nice looking dashboard from which to manage your social media.
However, if you’re looking for more functionality, you can use Zendesk which is a cloud based customer support platform. This is a very cool service that enables you to answer questions from and offer support to customers and clients quickly and efficiently.
What is Google Analytics? Google Analytics (GA) is a free to use service offered by Google that generates detailed statistics about a website’s traffic and traffic sources and enables users to measure conversions and sales. GA can track visitors from all referrers (including search engines and social networks, direct visits and referring sites). It also enables users to track display advertising, pay per click networks, email marketing and other digital marketing collateral.
Google Analytics activities include:
- Multi Channel Funnels
- Audience Overview
- Goal Tracking
- Revenue Analyser
We use Google Analytics for all reporting. Each report should be created by a professional but, once it’s been created, you (the client) will receive regular reports on the area most essential to your business. Google Analytics is the bedrock of all marketing activities and will enable you to make intelligent, data driven decisions on how to grow your business and increase conversions.
GA Multi Channel Funnels (MCF)
When marketing your business, it’s essential to understand how each customer has interacted with your marketing activities and which have the most successful conversion paths. This functionality in Google Analytics allows you to understand exactly how your marketing channels work together – how much time passes between each customer’s initial interest and their ultimate purchase.
GA Audience Overview
Audience Overview is a great method for understanding who your target customer is. Dive into the demographics, behaviour and interests of your audience and find out what type of devices they use to access your website in order to provide an enhanced user experience. Understanding your customers’ interests will allow you to target your display marketing and create more defined segmentation through social media and PPC.
For example, if you have a web design business, then you may find that a large percentage of your customers have an interest in electronics/mobile phones, real estate and software/antivirus systems. This information can be used to tailor your advertising to attract the attention of your customers.
GA Goal Tracking
Goal Tracking is probably the most important area to work on as a marketer as every marketing campaign must have a clearly defined goal. When you create a goal, you can also create a value attached to that goal (estimated value) which is based on the volume of sales delivered from the leads generated on your website (or if you have an e-commerce store, by the sales you have generated).
GA Revenue Analyser
Once you have created goals you can easily understand your acquisition ratio and determine which areas of marketing are the most effective for your business. You can also do this through Multi Channel Funnels which will give you a revenue calculation.
You’ll need a way to determine how many sales you have won or lost and other sales information that will provide you with the leverage needed to increase sales. This can be done through your own CRM. However, we recommend that you use Pipedrive.com to do this – It’s economical, offers great functionality and can integrate with your Gmail and email marketing.
Additional Useful Tools
Analytics Call Tracking
Generate multiple telephone numbers that will allow you to track the success rate of different Landing Pages on your website.
Link all of your “won” deals into Basecamp and start your processes immediately.
Once you have sold a product or service, use Trustpilot to create a review process and integrate it with your other apps.
Gravity Forms is a WordPress plug in that can be used to build all of your forms on your website and link them to MailChimp (email marketing).