Web Marketing Automation Ajeesh Venugopalan 1
Contents Web Marketing Automation... 1 Objective... 3 Problem... 3 Present Measuring Methodology... 3 Suggested Measuring Criteria... 4 Sample report... 4 Using web marketing to increase the site ranking... 5 Other Online Marketing Tactics... 6 Sample News Letter Template... 7 Benefits of using a News Letter... 8 Measuring and Monitoring... 8 Sample Report... 9 Tracking Conversions... 10 Suggested Email Marketing Solutions... 10 Marketing Automation Using MS CRM... 11 Conclusion... 11 2
Objective Improve the efficency of the web Marketing Team. Automate the process. Increase the number of responses. Problem Not effectively measuring the campaigns. Insufficient data to identify the actual problem. Present Measuring Methodology Manual and tedious process. Do not capture enough data to improve the campaigns Presently we do not measure, Open rates, click through rates, Bouncers or mail forwards. Only once we have sufficient data, we may be able to identify the problem and resolve the same. 3
Suggested Measuring Criteria Capture the following data: Open rates. Click through rates. Bouncers. Mail forwards. Interest level. Definitions of Above mentioned criteria s: Openrate: Open rate is the number of emails opened versus sent. Click through rates: Number of links clicked, in the email message sent. Bouncers: There could be hard bounces as well as soft bounces: A hard bounce is an e-mail message that has been returned to the sender because the recipient's address is invalid. A hard bounce might occur because the domain name doesn't exist or because the recipient is unknown. When the recipient's name is known, e-mail may be rejected because the sender's mail box is full or for other reasons. This is known as a soft bounce. Mail forwards: Email forwarding generically refers to the operation of re-sending an email message delivered to one email address on to a possibly different email address. Interest Level: The interest level of the person could be measured by the time spent reading that particular email. There are tools available in the market which tracks the time and thereby enabling us to measure the level of interest. Sample report 4
Using web marketing to increase the site ranking Present Traffic Rank of our website: Alexa Traffic Rank: 9,936,017 Competitor Traffic Ranks Company Traffic Rank Infosys 19,580 TCS 11,901 Cognizant 16,490 Wipro 12,817 A simple understanding of our competitor site traffic rank versus ours will give us an understanding of the importance of web marketing automation and driving traffic onto the site. Most of the organizations would create their blogs and social media presence. However they fail to drive traffic on to it, which as a result prevents the organization from achieving the final objective of generating business. Using Web to Capture Data: The website is the first and the best advertisement for any organization. Good user interface and intelligent content on your site would talk about the credibility of an organization. Effectively using the web to generate leads is the first thing to do, thereby increasing the sales revenue. Opt In List Building: List building could be done using a simple form either in the contact us page or in the home page by just capturing the name and the email address. Some of the important details to be captured for B2B businesses are Contact Name, email address, Phone, company name and the area of interest. Having the following details would help the organization to send them news letters or special promotional emails in a periodical fashion. 5
Other Online Marketing Tactics Driving traffic onto the site can be done using various other online marketing tactics like SEO, Social Media presence, Online Digital Ads, Pay per click campaigns, Email campaigns, Blogging, SMS Marketing and also through Job Portals. Some of the areas within the field of online marketing include: Affiliate Marketing: In affiliate marketing, a business recruits associates to promote the company's products or services. The associates receive a commission or other similar rewards for every sale, visitor, subscriber, or customer they bring to the company. Amazon.com Associates Central is an example of an affiliate marketing program that Amazon.com uses to encourage private website owners to bring traffic to its site. Display Advertising: Display advertising involves the use of web banners or banner ads placed on a third-party website to drive traffic to a company's own website and increase product awareness. Email Marketing: Companies that use email marketing send promotional emails directly to customers. However, it can often be hard to distinguish between spam and legitimate email marketing messages. Interactive Advertising: Interactive advertising involves the use of animations and other graphic techniques to create ads that engage the viewer and invite participation. Search Engine Marketing: Search Engine Optimization (SEO), paid placement, and paid inclusion are search engine marketing techniques that companies can use to increase their visibility in the search engine page results from Google and its competitors. Viral Marketing: Viral marketing is a technique is which companies encourage customers to pass along information about their products or services. Company websites that let visitors email interactive games or funny video clips to their friends are an example of a viral marketing effort. 6
Sample News Letter Template 7
Benefits of using a News Letter Continued contact or Better Brand Recall. Without your customers, you would have no business. Keeping in contact with your clients enables you to continue your relationship with them. You will also have the opportunity to easily offer discounts, coupons, special subscriber only sales, introduce new products or services, and encourage referrals. Acquire New Customers. Using an ezine can assist in turning a one time visitor to your web site or store into a client for life. People tend to shop around and compare companies, products or services before deciding to purchase. If these same people see that you offer a free newsletter, you are giving them an opportunity to learn additional information about your business and products or services. Once you have shown them how great your company is, you will have them hooked. Show cases the company s expertise. You know your business inside and out. No one else knows more about this than you. You are the expert. Grow your relationship with your clients by sharing some of your knowledge and win over potential clients by showing you have the answer to their problems. Measuring and Monitoring Measuring and Monitoring of your web presence and how much of revenue actually comes through your website have to be tracked to constantly improve your web. Various campaign Management tools are available in the market including the free one Google Analytics. 8
Sample Report The various terminologies used in the report like, visits, page views, Pages/Visit, Bounce rate, Average time on site, New Visits, traffic sources, keywords etc talks a lot about of the quality of the site, the content, marketing effectiveness of the particular organization. 9
Tracking Conversions This could also be done using tools like Omniture, core metrics, Web trends etc. The final objective however is to increase the conversion rate and the total goal value attached to it. In the above mentioned example over period of one year the website has been able to generate only about 128 leads. The quality of the leads generated will depend on the content and keywords used to drive traffic onto the website. Suggested Email Marketing Solutions Lyris List Manager Eloqua Unica 10
Unity Mail DB Mail Chimp Constant Contact Campaign Monitor Vertical Response EC Messenger Benchmark email Marketing Automation Using MS CRM For small and midsized organizations, which is very cost sensitive could using their existing CRM to implement their market Automation programme. In case of this particular organization, we can use Microsoft CRM to automate the marketing process. However the speed and efficiency might be affected using a client server model. Microsoft CRM allows one to Manage Marketing List, creation of campaigns, launching and managing the campaigns, capturing the campaign responses etc. Conclusion In this particular case, there has been insufficient data to identify the real problem. Effectiveness of the web Marketing could only be analyzed provided we are able to track the open rates, click through rates etc. This will help us in understanding the quality of the email message sent out, the subject line, quality of email addresses, interest level of the recipient etc thereby increasing the quality and quantity of leads generated. 11