Data-driven marketing and marketing automation for small businesses

DATA-DRIVEN MARKETING FOR SMALL BUSINESSESTO HELP YOU BOOST YOUR MARKETING AND RUN A MORE EFFECTIVE DIGITAL OPERATION

Lawrence LadomeryJanuary 2016 | v 1.0

[email protected] | 04.7588.7506 | www.automatico.com.au

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You may have heard how data has helped Airbnb disrupt the hospitality sector and experienced sophisticated personalization first hand when receiving Coles’ FlyBuy email alerts.What you may not be aware of is that the same strategies and tech are available to small businesses, including solo entrepreneurs launching their start-up.Embracing data will help you boost your marketing and, as a side effect, establish a more disciplined and efficient digital operation. It doesn’t have to cost much either.Read on to learn how automatico can help you achieve this.Cheers,Lawrence Ladomery

INTRODUCTION2


A ‘well oiled’ data-driven marketing operation will help you: Identify your most valuable segments and the ‘hotter’ leads

for each Be relevant to your customers with personalised messages Run better performing campaigns at a lower cost Analyse your data to find new opportunities Increase the value of your customer database Get Marketing, Sales and IT on the same page Introduce efficiencies and automations to scale without pain

HOW DATA CAN HELP3


THE POWER OF AUTOMATIONMarketing automation is all the rage, and for good reasons. Here are some examples of what can be achieved with the right customer data driving it: Automated email programs to push prospects through

different stages of the purchase cycle Offers triggered by specific user data or actions Using lead scoring to identify ‘hotter’ prospects to

forward to Sales Retention - nurture existing customers by sending them

useful content on a regular basis

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AN EXAMPLE

First Name Last NameCustomer Database

Company

Email Address

Web Pages Viewed

Name

Purchase History

Email

Website

AdsSocial

eCom

mer

ce1. CUSTOMERS FIND YOUR WEBSITE VIA MULTIPLE CHANNELS

4. RICH DATA IS CAPTURED BY THE MARKETINGAUTOMATION PLATFORM

5. LEVEREGING DATA, SUBSEQUENT ENGAMENT IS, RELEVANT, PERSONALISED AND TIMELY

3. THEY SIGN UP TO RECEIVEEXCLUSIVE CONTENT

CUSTOMERS

:)

2. THE SYSTEM TRACKS WHAT THEY VIEW AND DO THERE

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PLATFORM


You will need a powerful platform that delivers on your requirements and fits in your existing ‘tech stack’.We use Active Campaign because it’s feature-rich, very affordable and includes both automation and CRM.

Active Campaign

pricing starts at just $9

USD a month for up to

500 database contacts,

and unlimited emails

sends.

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TIME TO UPGRADE YOUR DIGITAL MARKETING?YOUR COMPETITORS MAY BE DOING JUST THAT NOW.Consider this too: embracing data is a disciplined process. Aspects of it being close to software development. So, apart from building up a powerful marketing capability you are also introduction rigour, efficiencies and insight-based decision making in your processes.Next, learn how we can help you get there.

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BEFORE GETTING STARTED


Before even looking at a platform you need have absolute clarity around your Business Strategies.

This will inform a Data Model that defines the “DNA” of your digital efforts, and is used across every facet of your Digital Operations: your websites, landing pages, campaigns, analysis and reporting.

Business Strategies

DataModel

Digital Operations

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TIP: Always ask your digital partners how their approach, products and services align with your business strategies.

THE SOLUTION


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This is the big picture and roadmap to get there, as well and defining in more detail the solutions for the first phase.Even a simple project like migrating from MailChimp to ActiveCampaign needs context.It is also important look atyour resources andoperations to understandwhat can be delivered aspart of the project and in thelong term.

BusinessStrategies

Digital Channels

MarketingPlatform

Analysis &Insight

DATA

Resources & Operations


STARTING ON A SMALL SCALEWe will suggest a ‘quick win’ to get up an running sooner rather than later, and without spending a fortune.For example: Implement Active Campaign forms to capture a rich set of

demographic, behavioural and transactional data Upgrading your email marketing to introduce

personalisation and automation Set up a simple Sales Pipeline and feed leads into it

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TIP: Starting with a small project with a new partner is a good way to see if a) they deliver what they promise and b) there is a good ‘cultural’ fit.


BUT AIMING FOR GREAT RESULTS

Ultimately, your success is our KPI as your digital partner.Let’s determine what success looks like at the beginning of each project: An increase in your marketing’s ROI as well as a reduction

in spend on technology Higher customer satisfaction thanks to more relevant,

personalised engagements Growing a richer and more valuable customer database Automating processes and saving hours worth of

production and admin time

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Our rates are closer to the outsourced option than the local digital agency ones, with discounts available for Start-Ups and NFPs.

Example project costs:

12 WHAT COSTS TO EXPECT

$500 to $2,500

$1,500 to $5,000

$4,000 and above

Starting Up

To quickly start capturing customer data and automating key comms.

Upgrading

Introducing data-driven marketing into your existing strategies and channels.

Complex Projects

For example, be building a complete digital operation with data at it’s heart.

*1 Please note: these are approximate figures. Projects are quoted on individually.

NEXT STEPS


Let’s have a discussion about your current digital efforts and how ‘upgrading’ to a data-driven operation can help.We will be happy to suggest a simple, low-cost project to get started. To get a taste of what data-driven marketing and marketing automation can deliver and see if we work well together.

Interested? Get in touchwww: http://www.automatico.com.au/#contactemail: [email protected]: 04.7588.7506

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http://www.automatico.com.au/#contact



mailto:[email protected]

ABOUT AUTOMATICO


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automatico is a consultancy founded by Lawrence Ladomery, a seasoned digital professional who has worked on projects for organisations such as ANZ, APT Touring, the European Bank for Reconstruction & Development and Warner Bros.Based in Melbourne’s Eastern Suburbs,automatico works with solution partnersand experts that can best address specificclient requirements.

http://www.automatico.com.auautomatico works at Realm, in Ringwood.

http://www.automatico.com.au/

ETHOS


We keep focus on data-driven marketing and marketing automation

Working with data can be complex, so we operate a bit like a software company

We work ‘in the cloud’ to keep costs low

We project management and documenting processes

We want our clients to spend more of their budget on marketing and less on technology

We are passionate about empowering SMEs with the same tools large organisations have access to

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Without data you’re just another person with an opinion-- W. Edwards Deming

THANK YOU, AND REMEMBER…