In our previous blog about leads, we talked about how to generate these small capsules of information that are important and useful for companies, because they are the way in which they will allow them to convert their investment in the digital world to real sales.
In e-marketing, when a user after an internet search arrives at a web page and fills in an information request form, we call this lead.
This is why, those masses of information so important for companies, should be able to be collected in a massive way, and the best way to do it would be 24/7/365. But having a staff constantly interacting with users to obtain this information, would imply a great use of human resources.
Then, the need is born to continue attracting customers, regardless of the time or place from which they contact us. But, only Call Centers have the possibility to remain available at any time for such work.
What can we do in that case?
The answer: Let’s use Bots
A bot is a software or computer program prepared to perform repetitive tasks over the Internet as if it were a human, that is, with some intelligence.
This is why there are different types of bots, assigning these personalized tasks to the needs of our companies.
And now is when we have a technological ally, that regardless of time or day, may be performing repetitive tasks for us.
When we finally implement bots on our websites and / or social networks, which can interact with people, we are using technology to our advantage.
This is achieved by detecting specific words in the chats, and the fact of storing the data we need to convert contacting with users into leads, makes us one step ahead.
But when talking about chatbots, we refer to one more step for Artificial Intelligence, since these bots are able to hold conversations with people and to carry out certain orders that we indicate.
Many users, without knowing it, will be interacting with a series of processes and commands, while they think there is a person on the other side of the screen responding.
Eliza Chatbot
What many people don’t know is that the history of bots is much older than imagined, since Eliza was the first chat bot in history, created in 1966 by Joseph Weizenbaum of MIT.
And even though his goal was to show the superficiality of human conversations, it was the proof of communication between the machine and man.
By detecting keywords, Eliza could start conversations. This became the first step towards Artificial Intelligence applied to the chats.
Artificial Intelligence applied to Digital Marketing
At the beginning, when we heard about Artificial Intelligence, the first thing that came to our mind were science fiction movies, Star Wars, ET and any other subject far from our reality.
But Artificial Intelligence is a reality, and is in contact with us more than we imagine.
That’s when we have two potential users:
Those who are concerned that it makes the processes so automated that human intervention is not necessary.
Those who trust that this will be a tool to streamline processes and make them more efficiently.
But the reality is that thanks to Digital Intelligence, chatbots have the possibility to create that interaction between people, so it doesn’t matter if you sleep, if you are out of work, or you simply don’t have access to your computer, the bots will all be there for you.
And we are able to request that series of data that will allow us to generate leads for our brands, regardless of the day or time.
Chatbot automation
Just as Facebook, Uber and many other platforms are incorporating into their lead capture strategy, we also have done so.
It is important that in a frequent time, we feed our chatbot, like as well as a child who learns vocabulary, the more words he knows, the better his performance can be.
Leads… Everybody talk about them and how to generate them, so several aspects must be considered. First of all, be clear about what a lead is: Registration of an individual who shows interest in the acquisition of a service or product.
Starting from this premise, the generation and monitoring of these leads or “prospects” is an important part, perhaps even crucial, in the sales process.
A lead is a user who has delivered their data to a company and, as a consequence, becomes a record of its database with which the organization can interact. For this, it is also necessary that this person has accepted the company’s privacy policy.
When generating a lead, you should keep in mind and as a whole, the optimal monitoring of it. The reason? It is always important to adjust the message according to the stage where the user is in the purchase process.
Within the inbound methodology, lead generation and tracking occurs when the visitor becomes a contact, and he or she is getting closer to the purchase choice to eventually become a potential customer.
There are different channels for lead acquisition in the digital field
One of them is Email Marketing, known as one of the most classic in online marketing. With these types of campaigns, it is possible to achieve excellent results as long as the following is considered: Target segmentation, shipping time, design and creativity with which it was carried out.
Display advertising (banners), in different digital media, well structured and with a good creative process, can generate interesting volumes of leads without making a huge expense.
Another way to generate leads is through the insertion of advertisements in search engines such as Google or Yahoo, where good conversion results are usually obtained, as long as the campaign is properly segmented and the campaign has been planned, so the advertising reaches precisely those potential customers.
On the other hand, with search marketing, it is possible to achieve especially outstanding results in sectors such as catering or local businesses, if the possibilities offered by geolocation are properly exploited.
5 tips that can help you reach your buyers more easily
Be concise on the information you need for your lead. People don’t feel confident in providing too much personal data on any platform.
The more content you can create on your blog, the bigger your chances are of getting leads.
Add short and easy-to-fill forms (name, email, etc.) on your page and different sections, so if the person is really interested, you will have all the registration details.
Constantly evaluate the leads you receive. This will allow you to analyze if the strategy you are using is correct, or if changes are necessary.
Develop valuable content: The better you offer a person in exchange for their information, the greater the possibility of filling in any form for the incentive.
The ultimate goal will always be to sell and for companies to see results of our work.
It is important that our efforts will be well directed to get the right leads, so testing strategies and measuring their results is what will allow us to know if what we are doing works or not.
In the end, a good practice, a good campaign and a good strategy, will always be the best way to create quality leads.
As a Performance Agency, we work to take your brand to the next level. Contact us!
It is no secret that one thought has crossed our mind on many occasions: We would like to predict the near future of our company, or to know what our customers want. This is possible with Machine Learning.
Companies must understand that information is the greatest resource they have, so databases are their most valuable resources.
By knowing the information of its users, you can predict consumer behaviors.
And by detecting those behavioral patterns, we can plan what measures need to be implemented.
Machine learning
Before, we used to think of an Artificial Intelligence (AI) of robots that solved problems for humans. But today, it exists as process automation, and data collection that we apply to company projections.
Machine learning, was born as an ambitious idea of AI in the 1960s. To be more exact, it was a subdiscipline of AI, a product of computer science and Neuroscience.
What this branch intended to study, was the recognition of patterns (in engineering processes, mathematics, computing, etc.) and learning by computers. At the dawn of AI, researchers were eager to find a way in which computers could learn only based on data.
We work in probabilistic reasoning, statistics-based research, information retrieval, neuromarketing. By joining all this, is created a profile style of our customers.
In this way, with AI, we are able to create alerts and projections once you recognize patterns that users have had and others go in the same line.
Nowadays, companies know that decisions are made based on data. This is why, the better the information, it will offer more value to perform the projection.
Netflix, Real Case in Machine Learning Technologies
Netflix is a great example: We understand that Machine Learning is born from artificial intelligence, and seeks to create an effect in its database.
Through different algorithms, as well as lessons learned from other users, it is capable of predetermining profiles. This is why sometimes, it recommends movies that it thinks we would like, because other people have seen it.
Even in its last upgrade, it decided to show it as a percentage, where it tells us how close or near it is to our preferences.
This is why with Machine Learning, Netflix tries to personalize your experience, based on your preferences and those of similar people.
The algorithm learns the things you like, and based on that, selects a flow of information (in this case movies and series) to display.
Consider these ideas for Machine Learning
Now that you know that you have no limit to apply the Machine Learning to different aspects of your company, we leave you a list of ideas that you can implement:
Create a dynamic and automated database with all the information that is relevant to your customers.
If you know their preferences, so when they visit your page you can offer product recommendations.
Offer products such as the probability that the buyer will look for seasonal items.
Personalized marketing is based on a simple principle: the more you can know about the customer and his behavior, the better he can serve you and will result in more sales.
Avoid money laundering. Paypal has tools that compare millions of transactions and can distinguish precisely between legitimate and fraudulent transactions, between buyers and sellers.
And if you still want to know more about AI and ML, here is a video that tells us more about it:
Throughout the years, marketing developed different strategies and processes in order to reach potential customers. That’s why the Marketing Automation Software was born.
Better known as Automatización del Marketing in Spanish, we previously talked about it in our previous article:
Marketing Automation starts from the moment we attract traffic, until we generate the desired conversions with the new leads we capture through the Internet and other media and channels.
Then, it is responsible for speeding up and making the marketing processes of the companies more efficient.
Meet the 6 best marketing automation software tools that are currently on the market to automate Digital Marketing strategies.
Marketo
Marketo is a marketing software based on the cloud, so it adapts to the needs of all companies.
The Marketo platform works on the execution, management and analysis of online and offline marketing activities and interactions.
The solution integrates advanced applications that include integrated campaign management.
It also works with Email Marketing, Social Marketing, Marketing Management, Sales Insight and Revenue Analytics.
The clients of this solution come from different sectors, both in B2B and B2C environments.
They also use their applications in isolation or in combination with other applications or solutions, such as CRM.
Hundreds of companies develop applications that extend the functionalities of the platform, or make easy its integration with other systems.
Among the positive qualities of Marketo that we can mention, there are the following:
Good integration of most areas of marketing.
Easy to use and intuitive system.
Very powerful scoring of potential customers.
Customization of content blocks or parts of the design in emails.
Infusionsoft
Infusionsoft is a marketing automation and sales software.
It combines the e-mail management system (such as Aweber, Constant Contact, etc.) with the e-commerce of your website (like 1ShoppingCart), marketing through social media (Facebook and Twitter).
In addition, it gives you the super power to create “campaigns” that are planned based on the reactions of your potential customers or the ones you already have in your database.
Lead Scoring: Rate your contacts to measure your interaction.
Affiliate system: Sells more having an affiliate network.
Ecommerce: Sells your products online.
Campaign Builder: Automates your marketing and sales processes.
Bills / Budgets: Manage your documents from the contacts tab.
eTrigue
This Marketing Automation Software, through the eTrigue platform, allows to launch more marketing campaigns and generate more leads from qualified potential customers.
eTrigue effectively manages its lead generation campaigns.
It also includes the tools for lead segmentation, email marketing, lead evaluation, alerts and real-time tracking.
Some of the things you can do with this platform are:
Measures, reports and analyzes automatically.
Segmentate lead profiles based on the search.
Provide the Sales Department with detailed alerts of potential customers in real time.
Identify and monitor anonymous visitors on the web.
Create dashboards in real time.
According to its CEO, Paul Dippell, get to know how Marketing Automation allows you to improve both his business and that of his clients:
HubSpot
The tool “workflows” of HubSpot goes beyond the automation of email. It is responsible for helping you boost your growth and spend less time on repetitive tasks.
Automate the tracking of sales opportunities with gradual email marketing campaigns.
Automate your email campaigns to help your prospects move through the funnel.
Generate more qualified sales opportunities.
Create extraordinary emails without having to modify codes
In the following video, we’ll show you a small summary of what makes this Marketing Automation platform that focuses on inbound.
Silverpop
The Silverpop platform is focused on B2B, so they offer Marketing Automation solutions for small and medium businesses.
Some of the most outstanding characteristics of Silverpop for marketing automation are:
Automated lead nurturing.
Multichannel marketing.
Activity tracking of the web page.
Social Media.
Automated segmentation.
Watson Marketing is the company creator of Silverpop and its Marketing Automation system is done through Watson Assistant for Marketing.
This allows marketers to easily analyze the effectiveness and get quick information about their campaigns, being smarter sellers by working faster.
In addition, improve decisions quickly and, ultimately, offer more effective experiences to your customers.
Adobe Campaign
As you learn what your customers want, Adobe Campaign can help you use Marketing Automation technology. With this tool, you will find the path very easy.
Using Adobe Campaign, will allow you to get customers data to create, coordinate and send dynamic campaigns according to the client’s needs.
Besides, you can speed up your experience in Adobe Campaign with step-by-step learning and recommended events through guides, webinars and training documentation.
A couple of days ago, Latam Digital Marketing, was in negotiation with Adobe, achieving to make a strategic alliance to be Adobe’s first Official Partner for Latin America. This is driven by our work at the hands of Marketo.
Marketo as an ally of Marketing Automation
Even when there are endless tools, we focus on Marketo as our ally in Marketing Automation.
Marketo has settled itself as a leader among the manufacturers of Software applied to Marketing.
For some time now, the company has not stopped receiving praise and recognition from international analysts.
It is consolidated as the best Marketing Automation Software for many analysts, and has allowed us to work with clients in different countries.
Besides, Marketo allows to automate the most mechanical and heavy marketing tasks such as:
Massive sending of emails with all kinds of information about products and services: features, offers, newsletters, white papers, comparatives, etc.
Analysis and selection of the most suitable potential clients based on multiple variables: age, sex, economic level, likes and dislikes, web pages they visit, information they have requested, etc.
Management of sales with a direct orientation to the client, which is known as CRM (Customer Relationship Management).
Currently, we are Marketo’s Regional Partner for the Continent.
Lead nurturing and lead scoring
An example of Marketing Automation is the nutrition of leads or lead nurturing (chains of emails that are sent automatically after the visitors of a site carry out a specific action).
And there is also lead scoring or qualification of leads, procedure by which is evaluated in which phase of the purchasing process is located each lead that appears in the database of the company.
These two procedures are essential to convey to users the benefits that can be provided by the product or service offered by the company and bring them closer to the purchase.
In recent years, Marketing Automation continues to evolve, and demand increases.
This is because these tools not only increase sales, but generate leads according to the company’s needs.
They also allow a more systematic communication with the buyer, and work the strategies in real time.
If you want to know more about related topics, our Marketing Automation section can tell you more about the use of software to automate tasks.
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