SendPulse Blog https://sendpulse.com Thu, 02 Dec 2021 11:07:11 +0000 en-US hourly 1 https://wordpress.org/?v=5.5.7 Best Online Course Platforms for Creating and Selling Courses https://sendpulse.com/blog/best-online-course-platforms https://sendpulse.com/blog/best-online-course-platforms#respond Thu, 02 Dec 2021 10:37:39 +0000 https://sendpulse.com/?p=102271

Discover software that can help you successfully build and sell your online course.

The post Best Online Course Platforms for Creating and Selling Courses appeared first on SendPulse Blog.

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Edupreneurs, coaches, influencers, and other niche experts can monetize their knowledge by building and selling their courses online. But finding the right course building software can be quite a quest if you aren’t sure what to look for. In this post, we’ll give you tips on how to choose software that meets your needs and look at what the most popular online course platforms have to offer.

What is an online course platform?

By online course platform we mean an online course creation and hosting platform that also allows you to promote your courses. That’s where you put all the pieces together — upload the course videos, build your curriculum, prepare homework assignments and quizzes, collect feedback from your students, test their knowledge, receive payments, analyze students’ activity, and so on.

You’ll often see the term LMS (learning management system) in the context of online course creation, but LMS often are training and education-oriented, not sales-oriented. That being said, some LMS have the best of both worlds — it depends on the solution you’ll end up choosing.

In general, there are three ways of creating and promoting online courses:

  1. Self-hosted website. This is the most independent solution, but it’s challenging to set up and maintain. Among other benefits, a self-hosted website is fully customizable — you won’t be limited in branding options, and you won’t pay for features you don’t need.
  2. Online course creation and hosting platform. It’s the Goldilocks zone because it takes the worries about the technical side off your shoulders and you get to keep ownership of your content. Usually, you can deeply customize it to make the learning experience for your students unique and on-brand.
  3. Online course marketplace. These platforms normally offer their users great promotion and in-depth guides but little freedom. You may be forced to lower your price while also having to deal with high competition. There are also usually some standard requirements regarding course quality and duration your videos will have to meet.

As mentioned before, we’ll be mostly focusing on the second option — third-party platforms that give you full control, meaning, they allow you to create, customize, host, and promote your online courses. The way these platforms work is pretty straightforward and doesn’t call for any coding expertise. Typically, you just pick a template, customize it in a drag-and-drop editor, and publish.

Online course marketplaces take a share of course sales while online course creation platforms charge a monthly fee and/or a transaction fee. Both typically provide their users with sufficient onboarding, training, and support to ensure their sales will go up.

Find out some tips for selling services online.

Why do you need an online course creation platform?

Sure, you can collect payments via PayPal and in exchange send your students a link to a ZIP file with your pre-recorded lessons or share videos in a private Facebook group. It may work for a pilot course, but you can’t use the same model if you want to go big and build your personal brand. An unprofessional, clumsy, or questionable learning experience isn’t going to make those students come back.

Old-school ways to deliver online courses aren’t efficient anymore because they provide no engagement, interaction, personal brand growth, transparency, reliable feedback collection, community-building, nor upselling opportunities. Not to mention, they leave you prone to piracy. These all are essential components for developing a successful education business in 2022.

Why risk ruining the impression from a value-packed course when you can create a jaw-dropping interactive learning experience that your students will actually remember way after it’s over? Whichever platform you choose from our list, the creation process itself is going to be intuitive and fun.

Here is an example of an online course page created with Thinkific, one of the platforms we describe in this post — it’s highly visual, compelling, and action-oriented:

You can create a pro-level page for your online courses in a short time

If you start using a dedicated, sales-friendly platform to sell online courses, you’ll uncover many untapped opportunities:

  1. Enriching your course with diverse interactive materials will help you increase student participation, curiosity, involvement, and completion.
  2. Giving your course a professional look and feel will help you establish thought leadership and gain traction.
  3. By nurturing relationships with your students, you’ll encourage them to continue their learning journey and stick with you.
  4. Thanks to the tools many online course platforms provide, you can notify your students, track and analyze their progress, and stay in touch with them at all times.
  5. Congratulating students on their achievements, supporting them, and granting them certificates of completion will result in higher appreciation on their part.
  6. Strategic discounts, bonuses, flexible pricing plans, and memberships will enable you to cater to a broader audience, incentivize forgetful users to resume their learning, and build a robust community around your brand.
  7. By sending surveys and gathering feedback from students as they go, you’ll be able to constantly improve your curriculum and the quality of your future products.
  8. Emphasizing your personal brand through customization will help you create a community of devoted students instead of attracting one-time attendees.

The best online course platforms offer integrations with email automation tools, CRM, Google Apps, Zapier, Typeform, and so on. They also allow you to create quick landing pages to promote your courses, showcase your testimonials, and grow your student base. In addition, you can take advantage of their built-in analytics and tracking tools to understand your audience’s behavior and preferences better.

Unless you have a solid background in sales and marketing, convincing your potential students to buy your course isn’t something that comes naturally. Many online course hosting platforms also supply you with powerful marketing and sales tools to handle the hardest part — commercial presentation of your course, promotion, and outreach. One such platform can replace 5+ tools and help you build a thriving eLearning business.

How to choose the best online course platform for your goals

Before you type in the Google search bar “best online course platform” and slide down that rabbit hole, take a second to define your current and long-term needs and goals. Most online course platforms cost way less if you pay annually, so you have to choose wisely.

Reflect on the following aspects, and you’ll gain more clarity on what kind of solution you need:

  1. How do you plan to deliver your course — live lessons, on-demand courses, or both?
  2. Is your course going to be video-only? What kinds of content do you plan on putting in your course? Many creators use PDFs, PowerPoint presentations, spreadsheets, infographics, audio files, and still images.
  3. How much money do you expect to earn from your courses after taking out your overhead?
  4. How many courses, students, co-hosts, and moderators do you plan to have?
  5. Are you going to be giving your students homework assignments?
  6. If you have a sales automation system in place, can it be integrated with your future online course platform?
  7. Does your course structure require one-on-one lessons and providing individual support?
  8. Are you ready to pay extra to gamify the learning experience for your students?
  9. Which integrations do you absolutely need?
  10. Which payment systems do you use now or prefer using?

Different online course platforms provide different levels of customization, and that’s another aspect worth paying attention to. If your budget is generous, it’s better to go for deep customization and create a full online-school experience. That way, you’ll minimize distractions for your students and impress them with a professional learning environment.

If you’re just starting out, it makes sense to test the waters before you go all in. Look for the most affordable option that gives your room for growth and expansion. At this stage, branding might not be that important — you mostly need analytics tools and feedback collection to understand whether your course does it for your target audience.

Learn how to encourage honest feedback, recommendations, and healthy criticism from your customers.

Best online course platforms: features, prices, and comparison

We’re going to be talking about the platforms that allow you to just sign up and go, with no approval process. Although our main focus is on paid but affordable solutions, a few free online course platforms also made the list. Read on to discover software that can help you successfully build and sell your online course, be it a series of short lessons on financial security or a full-blown class on how to master food photography.

A simple yet powerful landing page builder

Create a landing page, online store, or link page for your social media bio and promote it by sending the link to your subscribers through email, SMS, or chatbot messages — on a single platform.

Create a page

Thinkific

Thinkific is one of the most prominent online education platforms on the market built specifically with creators and entrepreneurs in mind, although it’s great for conducting customer and employee training too. It allows you to create engaging and professional-looking courses in a stress-free manner to earn money from day one.

The beauty of this platform is that it remains invisible when you use it — all your students will see is a pro-quality responsive multi-page website where they can discover and purchase your online courses in one click. Thinkific offers slick website templates and full customization.

Here is how Thinkific helps you create a completely branded and smooth student experience:

  • use your unique logo, banners, and color scheme;
  • add additional pages to your website, such as an FAQ or About section;
  • use advanced CSS/HTML editing;
  • create custom domains;
  • make your courses multilingual;
  • add CTAs and promotional videos to your online course website;
  • let your students learn from any device, whether their on mobile, a tablet, laptop, or desktop.

You can upload your existing content assets in bulk and quickly organize them in a drag and drop editor:

intuitive visual course builder
Thinkific has an intuitive visual course builder

Thinkific enables you to present all of your courses in a unified catalog with each course split into chapters and lessons.

multi-page website specifically for promoting and selling courses
Thinkific allows you to create a multi-page website specifically for promoting and selling courses

Student progress indicators, unlimited replays, and flexible video playback control ensure students can easily catch up on what they’ve missed and review the material.

Some other prominent Thinkific features include:

  • on-demand, drip, private, invitation-only, or hybrid courses;
  • zero transaction fees;
  • bulk email tool;
  • unlimited number of students;
  • seamless integrations with any CRM and other websites and resources;
  • flexible payment options such as coupons, monthly payments, or subscriptions;
  • full support for video, audio, PDF, text, HTML, and voice-over presentations, and downloadables alongside third-party content tools;
  • memberships, bundles, and communities for students;
  • quizzes, surveys, assignments, tests, and certificates;
  • multiple instructor profiles and admin accounts for multi-course websites;
  • an intuitive overview workboard for tracking new enrollments, sales, and student progress;
  • built-in and integrated analytic tools via Mixpanel and Google Analytics;
  • comprehensive student segmentation by completion status, signup date, etc.

Thinkific provides round-the-clock support, onboarding calls, pre-launch calls, and reviews. And, the icing on the cake, there is also a private instructor community with 50,000+ members, the Thinkific App Store, and Thinkific Academy.

A free plan includes limited courses, unlimited students, and one admin account. The second cheapest plan costs $49 a month, and the Pro plan comes in at $99 a month. You’ll save 20% by paying yearly.

Teachable

Teachable is a scalable all-in-one platform for creating and selling online courses of all kinds. It allows you to create a beautiful home page (online school) for your course and impress your students from the first touchpoint. Every single detail of that home page can be customized — you can create a custom domain, add your brand’s font family and color palette, and more.

This results in an astonishing and convincing commercial website:

Teacheable allows you to create a convincing website for selling courses

Let’s take a look at some other useful features you can benefit from as an online course creator:

  • add authors, team members, and contributors, then set up their roles and permissions in your online school, and pay them directly through Teachable;
  • enjoy unlimited video bandwidth, unlimited courses, and unlimited students on all paid plans;
  • use bulk upload and quickly turn individual files into a single comprehensive course;
  • sell one-on-one sessions and live coaching services along with on-demand courses;
  • use quizzes, course completion certificates, and course compliance controls to guarantee your students’ engagement and success;
  • add Facebook tracking pixels, analytics tools, and other web services to your school website;
  • instantly receive payments directly through Teachable;
  • keep track of sales and student progress;
  • sell your courses in bundles and accept international payment in 130+ currencies;
  • use third-party forms and surveys to collect student feedback and improve upon it;
  • streamline your communications and sales through integrations with Zapier, ConvertKit, Segment, Simo, and others.

This platform has an easy drag and drop builder, so you don’t have to code or design anything manually unless you really want to. You can manage your online school’s pages the same way you would do in most typical CMS options.

quick overview of your pages
In Teachable, you get a quick overview of your pages and their state

Teachable is not an entirely free online course platform — even with a free plan, you’ll be charged $1 + 10% per transaction, but you also get unlimited courses and all core features. The Basic plan costs $39 a month and charges 5% per transaction, and the Pro plan costs $119 a month with no transaction fees. If you want to save 20%, choose to pay annually.

Podia

Podia is another easy-to-use platform that can replace a bunch of different tools usually needed to create and sell great online courses. You can also use Podia to host and sell other downloadable content assets such as eBooks, audiobooks, PDFs, cheat sheets, checklists, collections, and libraries.

The main advantage of Podia is that you can quickly create custom responsive, conversion-oriented websites to market and sell your online courses and turn it into a lucrative full-time business. The Podia builder is highly visual, simple, and code-free.

deep customization
Fully customize your online course pages with Podia; source: Podia

The platform offers deep customization and many other powerful features to ensure that you’ll get high course completion rates and an increase sales:

  • sell stand-alone, drip, or cohort-based courses;
  • pre-launch, pre-sell, or bundle your courses;
  • message your customers right from your dashboard and provide instant support;
  • create memberships to grow a community around your products;
  • grow your mailing list to communicate with your students using the Podia subscription form builder;
  • translate your online course pages to 11 languages and accept payments in 20+ currencies;
  • edit your online course pages on the go with the mobile-friendly editor;
  • organize your educational products by category to create a clear hierarchy;
  • get unlimited, students, emails, earnings, and pages on all plans;
  • use broadcasts and automated campaigns to send bulk emails to your students;
  • embed content from 1,900+ platforms, including SoundCloud, Typeform, and Twitter;
  • offer payment options and upsell other products to your students.

Another potential use of Podia is for personal coaching sessions or webinars you may want to organize in addition to your on-demand courses.

Take a closer look at our list of the best webinar software!

Podia offers a 14-day free trial and charges no transaction fees on all plans. The cheapest plan costs $39 a month. For a more advanced plan, you’ll pay $79 a month. Save around 20% by paying annually. Also, the platform offers to migrate your content and customers from another platform for free if you sign up for any annual plan.

Teachery

Teachery positions itself as the simplest course platform to start earning money with your intellectual property, and it doesn’t just look the part; it acts the part. Teachery offers only two fool-proof customizable templates, but it’s more than enough to create appealing and inviting online course pages that also convert. You can fully customize each of your courses.

The editing process in Teachery is absolutely intuitive and distraction-free — you just click on the elements you want to change:

code-free page builder
Teachery has an easy, code-free page builder

And the end result can look like this:

online course page
With Teachery, you can create simple but engaging courses; source: Teachery
 

An important difference between Teachery and other online course creation platforms is that Teachery doesn’t host your content. Instead, you can embed video, audio, and presentations from different services into your pages — that’s what makes this platform so lightweight and affordable.

Teachery deserves just as much attention as big-name platforms, thanks to its numerous useful features like:

  • memberships and bundle offers to make your students stay with you for a longer time;
  • automated emails to help you notify your students and recover failed payments;
  • scheduling that allows you to gradually release lessons;
  • responsive pages to ensure your students can purchase and watch your courses from any device;
  • an intuitive sidebar simplifies the navigation between your lessons and sub lessons;
  • promo codes for courses incentivize your potential students to purchase your products;
  • customizable domains, colors, and fonts give your course a distinct look;
  • videos and testimonials make your course pages more trustworthy and informative;
  • Teachery enables you to connect your existing landing page or website to start monetizing your courses immediately;
  • concise student data allows you to immediately see which URL brought them to you as well as their current status, viewing history, and lifetime value;
  • the platform allows you to add affiliates and set up payouts;
  • personalized support from Teachery’s founders will provide you with the most relevant answers;
  • intuitive statistics gives you a quick overview of how many new students you have, the time spent in your course, and your revenue.

Teachery has no transaction fees and offers a 2-week free trial and unlimited students, lessons, pages, and courses. If you want to pay month to month, it’ll cost you $49. Save 20% off their monthly plan by paying yearly.

Kajabi

Kajabi is not just about online education — it’s a multipurpose platform for seasoned creators, entrepreneurs, and online businesses already operating at full speed. If the aforementioned online course platforms could replace three to five tools, this one can easily substitute 10+ tools every edupreneur uses daily.

With Kajabi, you can create your course from scratch or use templates — the end result will be a fully-functional website that connects all of your tools and apps.

online course templates
Kajabi offers professional and deeply customizable templates for your online courses; source: Kajabi

You can also build stand-alone dynamic landing pages to sell coaching services, podcasts, memberships, newsletters, and so on. There is no limit to how complex each of your products can be — you can teach many disciplines simultaneously and promote all of them using Kajabi.

Here is an example of a course created with this platform:

course example
Market and sell multiple learning programs through Kajabi; source: Kajabi

Kajabi’s rich functionality allows you to:

  • provide one-click access for your students from any device;
  • send automated, content-rich email campaigns to your audience;
  • automate and scale your eLearning business with ready-made pipelines for lead generation, product launches, or webinar funnels;
  • enrich the learning experience for your students by adding quizzes and survey;
  • choose from a library of beautiful, pre-made themes and customize them as you wish;
  • tag, segment, and filter your students using any criteria you prefer;
  • automatically integrate your courses with your website, marketing campaigns, emails, offers, CRM, analytics, etc;
  • learn from in-depth analytics driven by customer metrics, behavior-tagging, product engagement, and assessments;
  • use a single dashboard to see how your entire online business is performing;
  • supercharge your knowledge business by learning from materials available at Kajabi University.

Kajabi offers a 14-day free trial and a 30-day money-back guarantee. The platform charges no transaction fees. The most basic plan costs $119 a month, and the second cheapest plan, where you can remove Kajabi’s branding, costs $159 a month. Annual billing will save you 20%.

Ruzuku

Ruzuku is a user-friendly online course platform that helps creators concentrate on building their brand and takes care of all the technical details. Ruzuku offers an attractive interface, simple customization options, and a smooth learning experience for your students.

The workspace in Ruzuku is completely stripped of all non-essentials:

essential tools to create appealing online classes
Ruzuku gives you all the essential tools to create appealing online classes

With this platform, you can:

  • create on-demand, drip, or live lessons;
  • present your courses on a dedicated sales page;
  • offer special pricing using coupons;
  • add any type of content to your courses, from PDFs to text files;
  • accept payments through Stripe and PayPal;
  • send emails to your students;
  • offer flexible subscriptions alongside single payments;
  • initiate student engagement through quizzes, polls, discussions, and activities;
  • let your students post images, PDFs, and videos in their responses and get notified when they comment;
  • be sure your courses load instantly with the content delivery network Ruzuku uses;
  • let Ruzuku handle all of your students’ tech and registration questions.

Ruzuku offers unlimited students, courses, and data storage, a 14-day free trial, and a 20-minute pre-launch consultation. The platform doesn’t charge transaction fees. The cheapest plan costs $99 a month, and a more advanced plan costs $149 a month. You’ll save around 25% by paying annually.

LearnWorlds

LearnWorlds is a white-label platform that allows you to create and sell highly-engaging online courses from your own website. You can fully customize your courses and give your online school a professional look in minutes — no coding skills required. There are tens of stunning theme templates at your disposal, and each of them can be turned into something very unique.

professionally-designed templates for selling online courses
LearnWorlds offers professionally-designed templates for selling online courses

Your responsive online school website can include clear CTAs, videos, offers, testimonials, a blog, animations, a countdown timer, social accounts, and more — and you get to design every button and column.

This is what it may look like in real life:

Create a professional website with LearnWorlds to promote and sell your online courses

LearnWorlds is a way to supercharge your online course business by using these and other advanced features:

  • unlimited free, paid, private, drip, or curated courses;
  • automatically generated transcripts, quizzes, and tables of contents;
  • questions, titles, pointers, overlay images, links, and other interactions to make videos more comprehensive;
  • video interactions, note-taking, interactive eBooks, self-assessment, and certificates;
  • easy block-based builder and hundreds of templates for landing pages and lead magnets;
  • built-in SEO and easy localization;
  • student community management tools;
  • five supported payment systems;
  • bundles, promotions, coupons, payment plans, and memberships;
  • integrations with Zapier, Zoom, HubSpot, Google Analytics, and more;
  • advanced affiliate management;
  • an intuitive eLearning app builder;
  • in-depth analytics, insights, and reports;
  • 24/7 support and daily webinars with experts.

LearnWorlds offers a 30-day free trial. The cheapest plan costs $29 a month plus a $5 fee per course sale. A more advanced plan costs $69 a month with no transaction fees. And the most popular plan costs $209 a month. Save 30% by paying annually.

Simplero

Simplero is an online platform for coaches, consultants, trainers, and influencers. It allows you to create websites and stand-alone pages as well as collect payments and subscriptions. In other words, it has everything you need to create and sell educational products like a pro.

You can quickly turn the chaos of random video files into a stunning, well-structured course with a clear curriculum:

set of tools for online course creators
Simplero offers a simple yet powerful set of tools for online course creators; source: Simplero

Let’s take a look at the features that make Simplero so useful for creators willing to sell their courses:

  • drip and cohort-based course formats make it easy to deliver content in the most relevant way;
  • email marketing and automation tools speed up your communications with students and drive conversions;
  • Simplero’s powerful automations and triggers allow you to create custom journeys for your students;
  • password-protected membership websites enable you to sell exclusive content;
  • multiple interaction and engagement options for students help them get more value from your lessons;
  • an easy-to-use website builder allows you to create magnificent pages in minutes;
  • Simplero’s mobile app lets your students consume your content from wherever they are.

Simplero offers instant access to their demo and a 14-day free trial. The cheapest plan costs $118 a month, and a more advanced plan costs $178 a month. You’ll save around 20% by paying annually.

Final thoughts

The rule “try before you buy” is especially true when it comes to online course software. The only way to discover your ideal solution is through trial and error. With time, you’ll clearly understand which features and curriculum design elements are essential for you and which you can do without.

It’s not always worth it to pay for the most popular solution on the market just because it has the highest rating on Capterra. There are some disadvantages you need to be aware of. For example, the bigger the platform, the harder it usually is to get your question answered by a real human agent. However, it’s always worth it to give the new software a try because your ultimate goal is to find the platform you will use for years to come.

The post Best Online Course Platforms for Creating and Selling Courses appeared first on SendPulse Blog.

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Ideas for Multichannel Marketing Campaigns to Use in 2022 https://sendpulse.com/blog/multichannel-marketing-campaigns https://sendpulse.com/blog/multichannel-marketing-campaigns#respond Tue, 30 Nov 2021 12:52:22 +0000 https://sendpulse.com/?p=102159

Find out some ideas for multichannel marketing campaigns.

The post Ideas for Multichannel Marketing Campaigns to Use in 2022 appeared first on SendPulse Blog.

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Consumers use multiple channels to discover and connect with brands online. If you’re only using one channel to market your products or services, you’re missing out on opportunities to increase your reach and generate more sales.

In this post, we’ll give you some ideas for multichannel campaigns that you can use to grow your business, raise brand awareness, and bring more customers to your store. First, let’s look at what multichannel marketing is and how it benefits your company.

What is multichannel marketing?

Multichannel marketing is the use of online and offline marketing channels to reach and engage your prospects. You can invest in search and social media ads (online) to drive traffic to your site, as well as run direct email campaigns and TV ads (offline) to increase brand awareness.

Discover 10+ potent channels to generate leads that can complement and amplify each other.

Most shoppers aren’t just shopping through one channel. 74% of consumers report using multiple channels to start and complete a transaction.

Let’s look at an example of a multichannel marketing campaign.

Topshop, a UK-based fashion company, launched a series of billboards to promote its catalog during London Fashion Week. But these weren’t ordinary billboards. The billboards were synced with the company’s Twitter feed. When followers used the hashtag #LFW, the billboard would show the tweet and a relevant item from the catalog.

multichannel campaign
Digital billboards as part of the Topshop’s multichannel campaign; source: Stackla

Each billboard was placed within ten minutes’ walking distance of a Topshop store. Followers could tweet Topshop with a hashtag they’d seen and receive a link where they can purchase from their mobile device or get directions to a nearby store. This multichannel campaign was a massive success, helping the company generate a 75% sales uplift on all featured products.

Using billboards and social media hashtags creatively is an example of how businesses can use online and offline marketing channels to engage audiences. Let’s take a deeper look at what else a multichannel marketing strategy can do for your brand.

Why implement a multichannel marketing strategy?

Managing a multichannel marketing strategy is by no means easy. Advertising on multiple channels requires more resources. Other challenges include creating a cohesive message and correctly attributing sales to the right channels.

But when you implement a multichannel marketing strategy, it can pay huge dividends for your company. Here are just a few benefits of using multichannel campaigns:

  • Increased brand awareness. If prospects aren’t familiar with your brand, they have no incentive to choose your products or services. Marketing on multiple channels helps your business stand out and develop brand recognition.
  • Reinforced messaging. One of the hallmarks of a strong multichannel marketing strategy is consistent messaging across all channels. This helps reinforce your brand identity and company values.
  • Possibility to collect more data. Marketing on multiple channels gives you more data collection opportunities. These insights can give you a more cohesive view of your customers and inform future campaigns.

Finally, multichannel marketing campaigns can generate more revenue. Customers who interacted with campaigns using three or more channels spent 13% more on average than those who only engaged with one channel.

multichannel campaign stats
Comparison of average order values; source: ClickZ

Now that you have a better idea of what multichannel marketing is and how it benefits your company, let’s look at some ideas that you can get started with.

5 ideas for your multichannel campaigns

Multichannel marketing campaigns can undoubtedly have a positive impact on your bottom line. They give customers more opportunities to interact and connect with your brand. But where should you start? Below are ideas with examples to give you some inspiration.

Broadcast a live stream

You can make your social media efforts more interactive with live streaming shopping — a type of broadcast that lets brands showcase their products and chat with their viewers.

live streaming
Using live streaming to showcase new products; source: Facebook

Alternatively, you can also broadcast a virtual event or a performance on Facebook. That way, viewers can join the conversation and react to your video.

With the insights you gain, you can create live streams on other channels like Twitter and Instagram. Consider working with a professional live streaming production company to get the most out of your broadcast.

Create helpful videos

Video is a popular medium that you can leverage in your multichannel campaigns to engage prospects and drive more sales. 69% of people say they prefer to watch a short video to learn about a product or service. In contrast, 18% would rather read a text-based article.

Learn how to make the most of video content for your company or brand.

Videos you can create include:

  • instructional and how-tos;
  • product demos and showcases;
  • interviews with industry experts;
  • behind-the-scenes coverage;
  • customer testimonials.

Brainstorm ideas with your team and get to work on creating a video. Then post the video to your website, YouTube, and social media channels. You can even use videos in your emails, as shown here from Sephora.

video in email
Sephora using how-to video content in its emails

Clicking the play button takes users to Sephora’s website, where they can watch a video on applying makeup and make a purchase afterward.

Send promo codes

Customers are always looking for great deals. One way to entice and encourage shoppers to buy is to send promo codes through various marketing channels.

For example, Ralph Lauren rewards new subscribers with a code that lets them take 10% off their next order.

promo code in email
Promo code used in a Ralph Lauren email; source: Shopify

Of course, you can also share promo codes on social media channels like Facebook and Instagram and even in your last chance emails. However, it’s a good idea to create different promo codes for each platform so that you can compare the performance of each.

Make sure your promo codes are time-sensitive. Limited time offers create a sense of urgency, which can encourage more people to take action and buy.

Create an experiential marketing event

Experiential marketing is a strategy that involves providing immersive branded experiences. The goal is to create a meaningful connection with your customers and leave them with a positive impression of your brand.

To give an example, M&M’s needed help choosing its next flavor. The company created immersive “flavor rooms” where visitors could sample different flavors and vote for their favorite.

experiential marketing event
M&M’s experiential marketing event; source: Trend Hunter

Each room had unique decor, creating plenty of opportunities for visitors to take pictures to share on their social pages. Creating an event like this isn’t cheap, but it can deliver more sales to your brand when done right. 85% of consumers are likely to purchase after participating in an experiential event.

Consumers are more likely to purchase after participating in events
Consumers are more likely to purchase after participating in events; source: Event Marketer

Think of ways you can get customers to engage with your products when creating an experiential event and be sure to promote it on various channels to spread the word.

Integrate chatbots

Chatbot marketing is simply a must for your multichannel marketing strategy. Users can interact with a chatbot to get answers to their questions, receive product recommendations, and even arrange consultations.

You can also use chatbots to qualify and nurture leads down the sales funnel. For example, if a visitor shows interest in a particular product or service, you can display prompts that ask for further information like an email address and company size.

Find out more chatbot use cases and examples in our recent post!

Here’s an example of a chatbot that Track-POD uses on its website to automate bookings.

chatbot
Example of a chatbot on Track-POD’s homepage; source: Track-POD

Of course, prospects may discover your brand on other channels. With SendPulse, you can create chatbots for Facebook, Instagram, Telegram, and WhatsApp and build custom conversational logic to drive more leads to your sales funnel.

Start your first multichannel campaign

Multichannel marketing is no longer optional. Consumers today use an array of channels to research and purchase goods. Companies must have a strategy in place to meet prospects across different channels. Kickstart your multichannel marketing efforts with the ideas covered here, which include:

  • broadcasting live streams;
  • creating helpful videos;
  • sending promo codes;
  • creating experiential events;
  • integrating chatbots.

Our multichannel marketing platform allows you to create promotional email campaigns, send text messages to prospects, set up automated chatbots, and more. You can also create landing pages for your campaigns and manage your sales funnels with our free CRM.

Create your free account to get started with our multichannel marketing platform today.

The post Ideas for Multichannel Marketing Campaigns to Use in 2022 appeared first on SendPulse Blog.

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Best Day and Time to Send Your Email and Messenger Campaigns https://sendpulse.com/blog/best-time-to-send-emails https://sendpulse.com/blog/best-time-to-send-emails#respond Thu, 25 Nov 2021 09:57:00 +0000 https://sendpulse.com/?p=11521

Let's figure out what is the best time to send emails and messenger campaigns.

The post Best Day and Time to Send Your Email and Messenger Campaigns appeared first on SendPulse Blog.

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Forget about sending out emails and messenger campaigns on Mondays, Fridays, and weekends; don’t even dare to bother your subscribers in the evenings, or, heaven forbid, at nights! That’s what most of the studies teach us. Is it all true though? And if not, what is the best time to send emails and messenger campaigns then?

Let’s figure out when you should send your monthly, weekly, and daily campaigns and how you can improve their performance.

The importance of good timing in your campaigns

No one wants to talk to someone who doesn’t listen, especially when you put a lot of effort into a conversation. In your case, it’s not just the mental effort but planning, investments, and precious company time.

Your bulk campaigns need to receive instant response and awareness to perform well and help you achieve your goals and KPIs. Customers are not on their phones or laptops 24/7 waiting to interact with you. However, you need to target specific times when they are available because that’s the only way to ensure high open and click rates. Only after your target audience sees your campaigns can you start increasing your conversion rates, sales volume, and ROI.

Choosing the best time to send emails and messenger campaigns is step one in the process of making them successful and profitable.

Best day of the month to send your campaigns

The best time to send your email and messenger campaigns can vary from industry to industry and from company to company. Nevertheless, we will bring you up to speed on some statistics-backed recommendations you might want to keep in mind.

Email

Every brand has its own email sending frequency and its own unique best time to send email campaigns. Newsletters usually land in subscribers’ inboxes two or three times a month, while promotional emails from online stores are sent out twice a week, not counting trigger emails.

However, there are a few days of the month that you shouldn’t miss out on.

Best day of the month to send emails
Monthly email campaign statistics by open and click rates; source: Omnisend Research

Regarding click rates, the numbers are at their highest on the 5th, 7th, and 12th of the month.

average number of orders per monthly campaign
Monthly email campaign statistics by the average number of orders; source: Omnisend Research

As you see, the highest click and open rates, as well as the average number of orders per monthly campaign, are on the 12th of each month. This date demonstrates excellent overall performance, meaning you might want to include it in your campaign plans. We also recommend you schedule your emails at the beginning of the month because it’s the best time to send email campaigns in terms of their performance metrics.

Messengers

One of the most important metrics by which you can determine when to send your messenger campaigns is online sales volume. How come? Well, messengers can provide you with your customers’ instant attention and you can keep their interest by looking like a regular chat among other messages from friends, family, or colleagues.

Messenger campaigns can provide you with a higher open rate and CTR than a regular email campaign, meaning you can close more sales. But how do you determine when to send your messenger campaigns if their open rate is almost always the same? You can have your audience’s most careful attention during the time they are eager to buy even if your purpose is not to sell something.

This means that global online sales volume is one of the performance metrics to take into account while planning your campaign to make sure that your messages will be sent right when your customers are the most active and eager to read them.

The 2021 eCommerce Stats Report by SaleCycle demonstrates that the level of spending vastly depends on when people receive their paychecks. The lowest point of online sales is the 19th of each month, with the 27th turning out to bring the highest sales volumes.

Monthly online sales volume
Monthly online sales volume statistics, source: 2021 eCommerce Stats Report

This means that the best time to schedule your messenger campaigns is the beginning and end of the month — especially the 27th day of each month since it’s the peak of online sales volume.

Best day of the week to send your campaigns

Now that we have set that straight, let’s get on to how you can optimize your weekly campaigns to be sent right on time.

Email

Omnisend reviewed 2 billion promotional campaigns to determine the best day to send email campaigns. The results showed that Wednesday is the best day for opens, while Sunday is best for clicks.

However, according to GetResponse’s study, there is little difference between each day of the week in terms of email campaign performance, except for Saturday and Sunday.

Best day of the week to send emails
Weekly email campaign statistics by open rate, CTR, and click-to-open rate; source: GetResponse

The study analyzed over 2.85 million emails and tracked campaigns that went out to at least a thousand contacts. It seems that Friday is the best time to send an email campaign since it offers the highest open rates, while Tuesday is the winner when it comes to click-through rates.

Messengers

The SaleCycle’s 2021 eCommerce Stats Report shows that customers are more inclined to buy on Wednesdays, Thursdays, and Fridays than any other day of the week. Moreover, the number of online sales made on Thursdays has been the highest since 2019.

Weekly online sales volume
Weekly online sales volume statistics; source: 2021 eCommerce Stats Report

As seen from the report, the best time of the week to send your messenger campaigns is Wednesday through Friday, making Sundays and Saturdays the worst days to send your campaigns. Wait, but people usually have more time on their weekends, so does it really make sense? The moment of truth: yes, it does.

user engagement statistics
Weekly Instagram and Facebook user engagement statistics; source: SproutSocial

It seems that weekends are the lowest points of user engagement on Instagram and Facebook, which means that you should probably schedule your messenger campaigns on weekdays.

Learn the steps you need to take to kickstart your Instagram sales.

The best time of day to send your campaigns

As you might have guessed, your bulk campaign metrics will depend on an average person’s workday. Let’s see how you can schedule your email and messenger campaigns to make the most out of them.

Email

GetResponse registered the highest open rate for campaigns sent at 4 AM and the best click rate at 6 AM. But how often do you receive emails at this time of the day? Such impressive results can be explained by the fact that only about 1.2% of all emails are sent at 4 in the morning.

The best time of day to send emails
Daily email campaign statistics by open rate, CTR, and click-to-open rate; source: GetResponse

The best time of day to send emails is from 9 AM to 11 AM and from 2 PM to 5 PM. Remember that 64% of emails are generally sent between 8 AM and 5 PM, and the open and click rates make marketers do a happy dance.

To determine the best time of the day to send emails, Omnisend used the number of emails sent at a certain hour as well as open and click rates as a basis for its research. The company found that the best time to maximize your open rates is 8 AM, and 5 PM is the peak for click-through rates.

best time of day to send emails
Daily email campaign statistics by open and click rate; source: Omnisend Research

However, you should set a more flexible sending schedule if you notice that an increasing number of subscribers open your emails on mobile devices. These people always have access to the internet and tend to check their email while on the bus, standing in line, or having lunch, which might be your best time of day to send email campaigns.

Check out some useful hacks to optimize your emails for mobile.

Messengers

To figure out the best time of day to send bulk messenger campaigns, let’s take a look at some eCommerce statistics. According to SaleCycle’s 2021 eCommerce Stats Report, the peak online sales hour has shifted from 8 AM and 9 AM to 10 AM and 11 AM as a result of the increased number of remote workers and freelancers due to the pandemic. Sales volumes usually reflect regular hours of sleep, meaning that the next sales peak is between 8 PM and 9 PM.

Daily online sales volume
Daily online sales volume statistics; source: 2021 eCommerce Stats Report

Other common recommendations include scheduling your messages around the start and end of a workday. For example, at 9 AM and 12 PM on weekdays, people check their phones before starting to work. Similarly, messaging your prospects between 5 PM and 6 PM might also be the best time of day to send your messenger campaigns since most people finish their work during these hours.

Things you should never lose sight of

All this theory is great, but what can you do right now? There are some main principles that will guide you to choose the best day and time to send your email and messenger campaigns and improve your performance metrics.

1. Target audience

Set your sending frequency based on the preferences and schedule of your subscribers to find the best day and time to send email campaigns as well as messenger campaigns.

Workaholics and entrepreneurs tend to check their inboxes and messengers during lunch on workdays, while people with fixed working hours commonly do so when coming home and on weekends. If your target audience is millennials, don’t overlook evening messenger campaigns and emails. Teenagers spend a lot of time online at night, while older people prefer getting emails in the mornings.

2. Time zones

Segment your contact list based on location to identify the time zone of each subscriber. Thus, you will understand their pace of life and can send messages at a comfortable time for them. If you have segments from adjoining time zones, combine them to figure out the best time to send emails and messenger campaigns.

What’s next:

  • optimize your timing according to the largest segment;
  • improve your timing for each particular segment;
  • or choose your own path.

3. A/B tests

Regardless of statistics and research results, collect the necessary data and test your hypothesis on your own — by the way, you can A/B test for free with SendPulse.

Consider dividing your mailing list and reaching each category at different times and days of the week. Don’t stop after your initial testing. To get enough data and find the best time to send emails and messenger campaigns, sometimes you might need up to three months, but it’s surely worth it.

4. Content

Successful campaigns can provide tangible benefits for your company, but what’s in it for your subscribers? Your content is one of the keys to building long-term relationships with them. You need to make sure that your messages are relevant, timely, and valuable to improve your open and click-through rates.

Grab some inspiration from our eCommerce email examples!

You can improve your performance metrics and find the best time to send emails and messenger campaigns by:

  • keeping your subject lines short and concise;
  • including compelling CTAs;
  • sending personalized content;
  • setting up triggered messages;
  • gathering feedback and assessing your performance.

5. Events and holidays

If implemented correctly, events and holidays can be the best time to send an email campaign as well as bulk campaigns in messengers. For sure, no one wants to read marketing messages on Thanksgiving, but sending them a week before might be a great idea. This way, you can show your audience that you care and engage with them by offering time-limited discounts for your products or other relevant offers.

So, what’s the bottom line?

Timing is your marketing karma. You can only achieve your desired goals and KPIs if you schedule your bulk campaigns on the right day and time. It might not be easy in this constantly moving world, but that’s what it takes. However, if you keep your eye on statistics and the latest marketing trends, you will be rewarded with high performance rates and satisfied clients.

If you want to maximize your efforts and breathe easy, we have a little something for you. Try out our email service and visual chatbot builder to automate your communication with customers, monitor your results, and create your own outstanding marketing campaigns. What more can you do?

Experiment. Test. Analyze. Repeat. Until you get desired results.

The post Best Day and Time to Send Your Email and Messenger Campaigns appeared first on SendPulse Blog.

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How to Put a Link in TikTok Bio and Optimize It to Boost Traffic https://sendpulse.com/blog/link-tiktok-bio https://sendpulse.com/blog/link-tiktok-bio#respond Tue, 23 Nov 2021 12:38:46 +0000 https://sendpulse.com/?p=101609

Find out how to put links in your TikTok bio.

The post How to Put a Link in TikTok Bio and Optimize It to Boost Traffic appeared first on SendPulse Blog.

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TikTok has already become roughly as popular as Instagram — in September 2021, the app reported 1 billion active monthly users worldwide. Meaning, brands and creators are racing to make a name for themselves on TikTok before the global audience’s attention shifts elsewhere.

It’s difficult enough to get those 60 seconds of fame on TikTok, but then you also need to convert that attention into real clicks, website visits, sign-ups, and purchases. Let’s find out how you can achieve all that with a clickable link in your TikTok bio. We’ll also show you how to put multiple links in your TikTok bio — so make sure to read this post through!

A link in bio is a single clickable url that a TikTok user can add to their bio. It’s a great way to share more information with your followers — you can just link to your blog or website. But what do you do if you have multiple resources, and they all are equally important?

You can create a dedicated landing page containing all of your links and link to that page instead — the same workaround proved to be extremely efficient for Instagram. Here is an example of a clickable link in a TikTok bio that leads to a stand-alone page featuring several relevant links:

clickable link in tiktok bio
The most popular TikToker uses a clickable link to share her new projects and resources

That’s right, Charli D’Amelio, the most-followed TikToker, uses the very trick we’ve described above. Her bio includes a clickable url that takes a user to a page where they can immediately learn about her new projects and check out her other resources.

link page featuring multiple links
An example of a link page featuring multiple links

This is what we call an optimized link in bio.You can create a similar intuitive page in minutes — we describe the process step by step in this post. But first, let’s talk about the goals it can help you accomplish and how to choose the right resources to include in your link page.

A simple yet powerful landing page builder

Create a landing page, online store, or link page for your social media bio and promote it by sending the link to your subscribers through email, SMS, or chatbot messages — on a single platform.

Create a page

If you plan on sending your TikTok followers off-platform, consider the specifics of the app first. People use TikTok for entertainment, so it’s just fair to provide them with digestible, hand-picked, and relevant information instead of sending them to a bulky website when they express interest in your brand. But there is even more to that.

Having an optimized one-click link leading to a mobile-friendly page is advantageous in other aspects. You can use it to:

  • increase product page views;
  • get more sign-ups for your newsletter;
  • attract attention to your other projects;
  • collect donations;
  • accept payments for products or services.

In general, only certain notoriously cheeky big brands can get away with not adding any links to their TikTok bio.

no links in TikTok bio
Big brands often use TikTok just to tickle the funny bone of their audience

It works for them because their brand is already instantly recognizable and loved by thousands of consumers. For these brands, TikTok is just a nice addition to their top-notch marketing strategy. For small and medium-sized businesses, it’s essential to include an optimized link in their bio to increase the chances of converting curious followers into devoted customers and brand advocates.

Discover some of the best practices marketers use to get more attention and boost brand awareness using TikTok for business.

There are a few key elements you may want to include in your link page for TikTok:

  • updates or new products;
  • sales or special offers;
  • your main website;
  • contact info;
  • social proof;
  • links to other socials.

The exact structure of your ideal link page depends on your niche and business goals.

Recently, TikTok has made it much easier for its users to add a link to their bio. All you need to do is switch to a TikTok business account if you haven’t done that yet, and, then, you’re ready to go. Don’t forget to choose a relevant business category for your page at this stage.

Switch to a business account to be able to add a link to your bio

Once you’ve switched to a business account, simply click “Edit profile” and add your link as your website.

add your link as your website
To make your link for a TikTok bio clickable, paste it into a dedicated field

Even though it’s called “link in bio,” technically, it’s a separate element, just like any link in bio on Instagram. If you want it to be clickable, don’t add it directly to the “Bio” field — use the “Website” field instead.

As you know now, you need to create a dedicated landing page to share multiple links with your TikTok followers, but it’s not nearly as complicated as it sounds. The only tool you’ll need is our intuitive landing page builder — it’s made specifically for creating sleek, professional-looking pages for social media and other platforms. It’s code-free and stress-free — there are only the features you’ll absolutely need.

Thanks to the visual builder, the whole creation process is pretty straightforward.

link page for bio
Build your link page for TikTok in SendPulse’s visual editor in minutes

Let’s get started:

  1. Create or log in to your SendPulse account.
  2. Open the “Landing pages” tab and click “Create a website.”
  3. Choose a customizable template that best fits your business needs or create a new page from scratch.
  4. Add, move, rotate, align, or remove drag-and-drop buttons and other elements to create the desired structure.
  5. Customize your page elements by using your brand colors and fonts and adding relevant images and text.
  6. Preview your landing page to make sure everything is pixel-perfect.
  7. Publish your page and copy its url to add it to your TikTok bio or any other social media profile.

Our builder allows you to place a subscription widget on your link page to let your visitors subscribe to your email, SMS, or chatbot campaigns. In addition, you can add a countdown timer, a gallery, or a FAQ section to enrich your page and make it more informative.

Let’s see how successful brands use different types of landing pages and shoppable feeds on TikTok to share more content with their audience.

Del Taco

Del Taco is a restaurant chain, and its TikTok account is a textbook example of how a business can efficiently use that single url in the bio section. This account links to a dedicated landing page created specifically for social media.

link in tiktok bio example
This restaurant chain can only benefit from a mobile-friendly link page

Del Taco uses a so-called optimized link page with clickable buttons linking to its other resources, including a website and a menu. It has a very minimalistic design, but it certainly helps TikTok users quickly make an order and go back to their favorite platform whenever they want to.

informative link page
An example of an informative link page

This link page includes everything a typical business needs to mention: news, a reward program, contacts, products, a website, and a CTA button.

Aerie

This clothing brand also includes a link in its TikTok bio, but this link takes users to a shoppable feed. It’s a great solution when you don’t want to distract your audience and your main goal is to send them to a product page and make them convert.

link in tiktok bio
You can use a shoppable feed instead of a link page with multiple buttons

A shoppable feed is a gallery that contains the same TikTok video previews but makes them clickable. Each preview links to a relevant product page.

shoppable feed
An example of a shoppable TikTok feed

This example also proves that linking to many specific products makes a lot of sense, especially for fashion brands. Naturally, your TikTok followers will be interested in particular items featured in your videos, so you can shorten their buyer’s journey by sending them to a clickable feed instead of your homepage.

Burton

You can also ditch any side tools and place a link page for your TikTok bio right on your website. Burton does exactly that — and we can’t deny that this url looks more inviting than any automatically generated short link.

link in tiktok bio
You can place a link page for your social media accounts on your website

Just keep in mind that a landing page for users coming from social media should still be intuitive because they usually have a clear intent and are not in the mood for long reads.

MKW Creative

MKW creative is a branding and social media marketing team, and their TikTok fully reflects their philosophy. They also prefer to use a link page located on their website to create a great first impression for their visitors. An attention-grabbing emoji in their bio also helps to find that link visually.

link in tiktok bio
Add emoji to your TikTok bio to emphasize your link

And their link page is absolutely steal-worthy — it even features their free downloadables and mentions their online community.

link page example
An example of an advanced TikTok link page

If you want to impress your TikTok followers, creating a similar link page for your bio is the way to go.

Shopee

This one is somewhat of a controversial example, but we’ve included it for clarity. First, let’s take a look at the TikTok account itself — it’s a booming eCommerce company, and, naturally, they eagerly want to capture their audience’s attention.

links in bio
Another example of having multiple links in a TikTok bio

But let’s take a look at their link page — there is a lot going on. It does look like a website menu because it features tons of product categories, pages, and resources.

extremely heavy link page
An example of an extremely heavy link page for a TikTok bio

Basically, it’s a very simplified, TikTok-oriented version of their platform. We’d advise against using so many buttons on a single landing page unless you also promote a complicated offer. However, this example demonstrates how the right hierarchy makes it way easier to navigate even through a bulky page like this.

Looking for more bio inspiration? Head over to our recent post with examples of creative Instagram bios for business.

Let’s sum it up. Whether you want to add a new link or link page or update an existing one, follow these practices:

  1. Use a meaningful and short url in your link to give your users an idea of where that link will take them. A randomly generated url isn’t informative enough.
  2. Simplify your landing page. If there are too many buttons, chances are, your visitors will get confused and leave.
  3. Include only relevant information — most likely, your TikTok audience isn’t ready to dive into your company’s history or culture just yet. Showcase your best products first, and give them a sneak peek of what you actually offer.
  4. Update your links regularly. Usually, you have to do it manually since you are the one who decides what the most relevant links are.

Now you know how to put a link in your TikTok bio (even multiple links). We hope that our tips and examples will help you create a stunning link page for your TikTok bio. Go ahead and try what you’ve learned — it takes just a few minutes to build your own link page with our builder!

The post How to Put a Link in TikTok Bio and Optimize It to Boost Traffic appeared first on SendPulse Blog.

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Instagram Automation and How to Use It https://sendpulse.com/blog/instagram-automation https://sendpulse.com/blog/instagram-automation#respond Wed, 17 Nov 2021 11:27:33 +0000 https://sendpulse.com/?p=101271

Discover how to use Instagram automation tools to optimize the way you work with social media.

The post Instagram Automation and How to Use It appeared first on SendPulse Blog.

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“Work smarter, not harder” can certainly be applied to using Instagram for business. Sure, you can hire a social media manager and have them sit and reply to repetitive comments or publish every post manually. Or, you can save money and human effort by automating most of those processes.

Let’s talk about Instagram automation tools that can make you rethink how you communicate with your audience and promote your business on social media.

What is Instagram automation?

Just a heads-up, we’re not going to be talking about spammy automated liking software. We’re only going to be focusing on legitimate Instagram automation tools and apps for increasing user engagement, boosting brand awareness, and driving in-app and website purchases.

Instagram automation software is all the rage because the platform itself isn’t exactly feature-rich in that regard. Yes, you can set up primitive saved replies and FAQ within the app, but it will only take you so far:

instagram auto-replies
You can set up a simple FAQ section in your DMs using the Instagram business toolkit

There is nothing inherently wrong with the standard Instagram options except that they are rigid and uninformative — you’ll still need to tune in and answer manually. Here is why this type of “automation” isn’t enough for business purposes:

  • you need to memorize your shortcuts to be able to use saved replies;
  • there is no conversational flow;
  • personalization isn’t possible;
  • it still requires your physical presence and attention.

These days, business owners prefer having meaningful conversations with their users instead of sending them generic replies, and rightfully so. With proper third-party Instagram tools, you can set up complex conversational flows and publish content as well as interact with your subscribers 24/7.

Want to create a chatbot?

Design and set up Instagram, Facebook, WhatsApp, or Telegram chatbots without needing to code with SendPulse. Create message flows including not only text, but images, lists, buttons with a link, and much more.

Sign up and launch your first chatbot

What exactly can you automate on Instagram?

There are several processes you can legitimately run on an automated basis. Let’s take a closer look.

Automate conversations with users by connecting a chatbot

This one is a must for any business page — a properly built chatbot can handle all of the repetitive questions and user inquiries you get while maintaining a personalized approach. It’s a flexible solution: you can always update and redesign your bot to reflect your ongoing processes better.

Looking for some inspiration? Check out cool examples of Telegram chatbots!

Small companies can use an Instagram chatbot to create a feeling of constant presence and boost customer loyalty, especially when they’re understaffed. Big brands, in turn, can ease the load on their customer support center while “keeping it real.” That’s exactly what Shein, one of the biggest Chinese online fast-fashion retailers, does.

instagram bot example
Use an Instagram chatbot to automate your customer service and lead routing

Here are the most common use cases of Instagram automation bots:

  1. Customer service and support — a chatbot helps users solve their problem or connects them with a real agent.
  2. Sharing gated content — a chatbot shares an eBook or any other freebie with a user in exchange for their email address.
  3. Follow-ups — a chatbot asks a user for their order number and immediately provides them with updates regarding their purchase status.
  4. Gamification — a chatbot runs a quiz or a test to give a user a personal recommendation.

The more scenarios you create, the richer and more natural conversations with your Instagram chatbot will feel. Your subscribers won’t ever have to leave their favorite platform to communicate with your brand — another benefit of implementing an Instagram automation bot.

Create a chatbot persona to provide authentic, life-like conversational experiences!

Your chatbot can become an extension of your brand if you give it the right tone of voice. Also, you can integrate emoji and other visual content into your messages to increase engagement and be more concise.

Use a chatbot to qualify leads and help them get what they need

An Instagram chatbot can also ask your users simple questions to assess their needs, interests, and how far they are in their buyer’s journey. It’s practically lead routing because then your bot will quickly connect them with the right department or the most qualified agent.

Check out some lead qualification frameworks and a checklist to evaluate your potential customers.

This type of automation kills two birds with one stone. Your customer service team only deals with users who have clear intent, and they, in turn, receive the exact information they are looking for.

Drive website visits and purchases

Certain Instagram automations such as self-updating link pages and chatbots can help your followers find their way to your website and discover other resources related to your brand. Instagram itself doesn’t provide business pages with tons of opportunities to share links and CTAs so third-party Instagram automation software comes in handy.

Bio link pages help you share all your important links and even collect payments with just one url. Depending on the page builder you choose, you can get more traffic from Instagram by making your link page automatically update with your latest posts — it’ll save you a lot of time and effort.

A simple yet powerful landing page builder

Create a landing page, online store, or link page for your social media bio and promote it by sending the link to your subscribers through email, SMS, or chatbot messages — on a single platform.

Create a page

Instagram chatbots can also boost your website visits by inviting users to check out your latest products or encouraging them to enjoy the perks of being a registered customer. If your follower expresses a desire to sign up for your event or newsletter, it’s also a good time for your bot to send them to a registration page on your website and thus keep them moving down the funnel.

Discover and share UGC in seconds

With Instagram automation tools like Later, you can track your branded hashtags, mentions, and tags in other users’ captions and Stories to quickly discover fresh user-generated content and customer feedback. Of course, you’ll still need to ask permission before you repost it, but it’ll take just a few seconds since all the tracking has already been done for you.

Collect user-generated content from posts with relevant hashtags; source: Later

This type of Instagram automation allows you to be in control of your brand reputation on Instagram and easily manage it. Instead of scrolling through thousands of accounts manually, you’ll just get notified every time someone mentions your brand.

Answer FAQ and reply to frequent comments

If you don’t want to add an FAQ section to your Highlights, use an Instagram automation bot instead to be sure every basic question in your DMs gets answered. Manually sending the same replies can become tiresome — let your bot do that instead, but don’t forget to give your users the option of switching to another conversational flow, taking a step back, or connecting with a real agent once they’ve gotten their answers.

Managing and filtering Instagram comments can be just as overwhelming unless you use tools like Sprout Social. With Instagram automation in place, you can instantly and informatively reply to questions in your comments, just like iHerb does:

instagram automation example
Track your comments and instantly react to them

Most Instagram automation tools generate a unified feed where you can see all of your new comments. You can instantly reply to them or delete them as you scroll — there is no need to open each individual post as you’d normally do on Instagram.

Automate scheduling and publishing posts and Stories

Plan your content in bulk and never worry about missing the optimal time when your users are the most active. Most scheduling tools for Instagram allow you to schedule a month’s worth of content in a drag-and-drop calendar. After doing that, you can just sit back and relax knowing that every post will go live on time.

Another nice feature many Instagram automation tools have is a feed preview. Plann, for example, helps you both with scheduling and creating a beautiful layout.

instagram automation example
Automate your posting and organize your feed

You can actually see what your account will look like when you schedule your content — it helps you create a cohesive, pixel-perfect feed. In addition, you can double-check and get your content approved by your clients or co-workers when you schedule it in advance.

Unclutter your captions by scheduling your first comment

Another way to automate your Instagram routine is by automatically adding the first comment with hashtags to each of your posts. Why type your favorite hashtags every time manually when you can pre-save them and post in a separate comment like many popular creators do?

instagram automation example
Put all of your hashtags in the first comment to keep your posts tidy

Also, tools like Hashtagify can automatically generate the most relevant hashtag suggestions for you so you can save time on that as well.

Get detailed analytics and personalized suggestions

Instead of scratching your head trying to figure out what all those numbers mean for your business, you can rely on a dedicated Instagram tool that automatically turns your dry Instagram statistics into clear personalized insights, intuitive graphs, and actionable recommendations.

Using automation software, you can uncover what works for your account and how your followers interact with your content on Instagram. Instagram automation software like Buffer or the aforementioned Later, identify the best time to post and the most engaging type of content based on your followers’ behavior.

Buffer, for instance, generates a table showing your total impressions, average reach, average completion rate, and total exits. It helps you establish which type of Stories work best for your audience.

instagram automation example
Use Instagram tools to get rich insights and keep improving your strategy

We’ve already done the research for you — check out our list of 10+ essential Instagram tools for business and find even more software that can help you supercharge your Instagram. But first, let’s talk more about the rationale behind paying for additional tools.

How will your business benefit from Instagram automation?

Let’s bring it all together. Automation tools for social media and Instagram in particular enable you to:

  • engage with your audience when they’re most active;
  • spend less time on repetitive actions such as publishing posts every day;
  • never miss a single negative comment or high-quality UGC;
  • stay connected with your potential customers around the clock;
  • understand which content works best for your target audience;
  • turn Instagram from an additional platform into a reliable source of leads.

The latter point is crucial if you want to use Instagram for sales and not just for creating awareness. All in all, we would argue that using additional tools for social media is necessary as they optimize your work processes and leave no room for mistakes.

How hard is it to automate conversations on Instagram?

Let’s take a look at our example — you’ll see just how easy it is to create your own Instagram chatbot with SendPulse’s bot builder. Surprisingly, you won’t even have to code anything.

  1. Log in to your SendPulse account or create a new one and connect your Instagram business account.
  2. Grant SendPulse permission to access and manage your business account conversations.
  3. Open the “Chatbots” tab, click the account you’ve just added, and start designing your bot’s logic in a visual builder.
  4. Add and edit triggers for automatic replies and message flows such as a “Welcome message,” “Standard reply,” “Story mention,” and “Unsubscribe from bot.”
  5. When you edit a message flow, you can simply drag and drop elements from the left sidebar: “Message,” “Flow,” “Action,” “Filter,” “API Request,” “Pause,” and “Random.”
  6. Add, edit, and connect elements one by one to create a coherent conversational logic and make sure your followers can always take a step back in the dialogue.
  7. Enrich and personalize your chatbot messages with emoji, pics, buttons, fields, and variables.
  8. Once you’ve created your first script, test it right away by sending your bot a DM on Instagram.

This is what an Instagram chatbot created with SendPulse looks like:

Create your intuitive Instagram chatbot from scratch with SendPulse

And this is how it looks from the inside when you edit it in the visual builder — you can always see how your elements are interconnected and what needs to be adjusted:

instagram bot
Create your chatbot logic using drag-and-drop building elements

As you see, creating Instagram chatbots is a very intuitive process, and a lack of experience shouldn’t stop you from upgrading your professional toolkit. You’ll find a more detailed description of how to create an Instagram bot with SendPulse in our blog.

There are also step-by-step instructions on creating an Instagram chatbot in our knowledge base — check them out and feel free to try your hand at building your first bot now!

The bottom line

All of this is to say, you will benefit from using Instagram automation software regardless of your niche and the size of your audience. Start optimizing the way you work with social media to make room for growth and outpace the competition.

If you’re interested in learning more about new tools and strategies for social media marketing and content marketing, be sure to subscribe to our news — you’ll find the subscription form below!

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How to Create a State-of-the-Art SaaS Marketing Strategy https://sendpulse.com/blog/saas-marketing-strategy https://sendpulse.com/blog/saas-marketing-strategy#respond Thu, 11 Nov 2021 10:39:16 +0000 https://sendpulse.com/?p=101093

Learn how to build a cohesive SaaS marketing strategy.

The post How to Create a State-of-the-Art SaaS Marketing Strategy appeared first on SendPulse Blog.

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The SaaS market is currently growing by 18% each year. That means that more and more niches become occupied as competition increases. It also means that you absolutely need to create a winning go-to-market strategy for your SaaS product before it goes public.

SaaS marketing has its own rules, and we’re going to discuss them in this post. You’ll learn how to make your SaaS sell itself by using multiple channels, creating automations, and unleashing the power of evergreen and situational content.

What is SaaS marketing?

SaaS (software as a service) marketing implies creating awareness of, and long-term interest in, a subscription-based product. This process is essential for B2B and B2C software companies alike. However, it’s the B2B market that is the most challenging for new SaaS products to conquer — especially when decision-makers and end-users are also tech-savvy.

Marketing a cloud-based product with a monthly-recurring fee is very different from promoting a one-and-done physical product, even though the SaaS customer lifecycle looks similar at first glance: acquisition → engagement → retention.

SaaS companies only thrive when they retain users, incentivize referrals and renewals, and continuously provide value by updating and improving their products. SaaS marketing tactics are usually focused on not just targeting new audiences but reducing potential churn.

What’s so special about SaaS marketing?

With SaaS products, the purchasing process sometimes takes days instead of weeks or months, especially with intuitive B2C solutions. On the bright side, it’s easier to see the results of one’s own marketing actions. The dark side is that it’s also easy for users to abandon software that doesn’t fulfill their expectations and never look back.

It can be a real challenge to make users stick. With cash tied up in future monthly payments, SaaS companies often have trouble finding enough resources for growth. The only cure is to align marketing and sales efforts to maintain a stream of annual subscriptions from loyal users.

All your marketing activities should form a cohesive SaaS marketing strategy that includes creating long-term content, guiding and nurturing leads, bidding to outperform the competition, and offering smart pricing plans. The channels that you use matter too: SaaS marketing is unimaginable without SEO, socials, and, often, YouTube. Let’s see how it works.

The golden rules of any SaaS marketing strategy

SaaS marketers have all the power and can help their company move from the seed stage to the “crushing it” stage. Learn how to do it from the best practices of SaaS marketing, enhanced by real-world examples.

Identify user needs

A person who is searching for Nike shoes just wants to buy comfy and trendy shoes. Their needs are easy to understand. They don’t need a personalized solution — they just need a pair of sneakers, an affordable price, and fast delivery.

A person who is considering a SaaS product has a unique set of professional needs, risks, and challenges. Their needs have to be understood and fully met for their software subscription to last. These questions can help you understand your users better:

  • What are their responsibilities and goals?
  • What are their pain points and frustrations?
  • What content do they need to see?
  • What content formats do they prefer?
  • What does their customer journey look like?
  • Who evaluates their performance?
  • What are their top-valued and least valued features?
  • What are their budget constraints?

Ideally, you need to create at least three personas: a daily user, a manager, and a decision-maker. Then, address their individual needs with your content to help your users understand the true value of your product. You can start with your homepage and link to dedicated landing pages for each target group.

user needs
Beamer uses dedicated pages to appeal to different target groups

It’s helpful to create SaaS user personas to visualize how your product solves different problems — they help marketers, salespeople, designers, and developers better empathize with users. User personas need to be validated and deepened with real data once your product hits the market.

Analyze competitors in your niche

You can’t move forward without knowing who else is fighting for your target audience’s attention. Check out the following resources to discover software similar to yours and read what their users are saying:

Once you’ve rounded up all of your competitors, it’s time to analyze:

  • their USP;
  • the marketing strategies they use and if there are any gaps;
  • their search rankings and organic reach;
  • their social media presence;
  • the keywords they target;
  • how many backlinks they have and where they get them from.

You can also analyze their onboarding process and lead nurturing strategies to identify and fix your own blind spots.

Here is a bold trick that can only be used with software: go ahead and publish a side-by-side comparison where you explain how your product is different from that of your competitors and what your special features are.

comparing special features
Shortcut competes with Trello by emphasizing its special features

A dedicated landing page like that can bring you a generous portion of attention and organic traffic, but even a single mention would be enough to step into the spotlight.

Polish your USP

Your brand positioning is how your users perceive and remember your company and your products. Make sure your unique value proposition not only stands out but also carries meaning for each member of your target audience, no matter how diverse it is.

To achieve that, focus on the results your software brings instead of the product itself.

What will your users get when they use it? What will they accomplish with it? Taking a human-centered approach can be surprisingly insightful.

Another thing about USP is that it has to sound big (but not sensational!). There are many ways to tell the same story — go for the most daring one.

Good Better
Our tool makes networking easier Our tool will transform your networking game
Get more done with our tool The only tool you need to manage your time
Make convincing presentations Captivate your audience with every slide

Don’t offer a small improvement or a quick fix — instead, position your software as a fundamental change, a significant shift, a new opportunity. Get your audience excited from the first touchpoint, and your product will be picked out from the crowd.

Develop your SaaS content marketing strategy

Creating and publishing great content is the best way for any SaaS brand to be discovered. Finding your own unique angle is challenging but rewarding — you’ll naturally build your authority and increase brand awareness while providing value for your potential clients.

There is no perfect recipe for SaaS content creation. The most important thing is to stay true to your company’s mission. Here is an example of an unusual SaaS blog — this digital mental health service provider creates moving, educational, and engaging content that resonates with their target group (employers) and anyone interested in mental wellbeing.

saas content marketing
Find a unique angle for your brand to create one-of-a-kind content

SaaS content can be optimized for lead nurturing, lead generation, and SEO. Create in-depth content for users at different levels of awareness, interest, or advocacy. You can start with your main topic of expertise and move to subtopics and related topics, covering them one by one. The more diverse your content is, the more chances it has to cut through the noise and captivate the user’s attention.

Here is a more typical example of SaaS content:

saas content
Create diverse content to appeal to different target groups

Take a look at some of the best practices of SaaS content marketing:

  1. Answer critical questions about your product with your content.
  2. Connect your content assets so that users interested in one specific topic can discover related articles or videos.
  3. Create a content matrix to make sure you use the right types of content at the right time.
  4. Publish gated content with unique value to grow your mailing list.
  5. Promote your content on social media, through guest posting, personalized outreach, and collaborations with other niche resources.

Having a SaaS blog is crucial, but how about other channels and content formats?

  • on-page videos;
  • YouTube channel;
  • case studies;
  • reports;
  • calculators;
  • quizzes;
  • infographics;
  • knowledge library;
  • newsletters;
  • interviews;
  • downloadables;
  • eBooks and courses;
  • webinars;
  • whitepapers;
  • podcasts;
  • guest posts.

If you had to choose one, we would recommend going with videos. Demos, explainers, onboarding, Q&A — these types of videos are essential for marketing SaaS products. They can fit into your sales funnels, nurturing and onboarding campaigns, email sequences, and PPC landing pages.

Set up your SaaS email marketing campaign

Even though email marketing is part of any content marketing strategy, it shouldn’t be treated as something secondary. Email supersedes other communication channels in terms of efficiency, predictability, and versatility. You can fully automate nurturing, onboarding, and welcome email series and move users through your funnel without having to actively participate.

Here is how to go about it:

  1. Map out your customer journey and build email nurture flows for each stage.
  2. Segment your audience — demographics, job titles, industry, interest, language, etc.
  3. Deliver relevant and appealing content your users won’t find elsewhere.
  4. Split-test your emails to find the best-performing copy and design.
  5. Set up behavioral triggers such as gated content downloads, webinar signups, or demo requests.
  6. Collect user feedback by sending survey emails.

SaaS emails can be informal, engaging, and thrilling:

saas email
Email marketing helps SaaS companies nurture their audience; source: Really Good Emails

You can create a similar SaaS email marketing campaign in a matter of minutes using SendPulse. We offer an intuitive code-free builder, customizable templates, 24/7 support, and affordable rates. Be sure to check out our email automation tools before you go any further.

Add social proof

The abundance of shady apps and fraudulent websites forces users to be way more cautious in their purchasing choices. If they come across a new solution for their industry, they’ll likely check its legitimacy before even considering it. While giants like Dropbox and Hubspot have full customer trust, small-scale solution providers have to prove that they are trustworthy.

Luckily, just a handful of users can provide you with solid social proof that will help you win new audiences.

social proof
Social proof can help you naturally build customer trust

When marketing SaaS products, it’s important to include full names and job titles in testimonials because your prospects will like to see how you solve their peers’ problems. Social proof doesn’t work when it’s too generic, impossible to check, or incomplete.

Listen to online conversations around your brand

If you market a SaaS product, negative word-of-mouth can be a dealbreaker. A single loud frustrated user may be enough for negativity to spread like wildfire and turn off any potential leads from giving your product a try. To prevent that, monitor your online reputation starting day one, the second your product goes live.

Check out our article on how to manage your online reputation!

It’s not just software review websites that require your close attention — you also need to regularly monitor Twitter, Facebook, and LinkedIn as well as niche expert blogs to be ready to reply to fresh negative comments and answer your target audience’s questions.

This process sounds monotonous, but it doesn’t have to be! Try tools like Mention, SproutSocial, or Brand24 to automate monitoring and be notified when someone mentions your product in a certain context.

Experiment to find your ideal pricing plan and free trial length

Speaking of Brand24, here is a great example of their trial expiration email — it’s convincing, inviting, and data-driven. We recommend adopting a similar approach and language for your SaaS email marketing strategy.

saas email
Trial expiration emails should drive conversions

There is a lot of debate surrounding free trials and SaaS pricing models in general. Some argue that you shouldn’t ask for the user’s credit card information during a free trial while others are convinced that it weeds out one-time visitors and brings in more qualified, sales-ready leads.

Most SaaS companies do offer a free trial, self-served or sales-led. During a free trial, users explore new features and get used to the product, so it’s certainly one of the best practices. However, some users can take advantage of your free trial by using your service to the fullest, asking your team tons of questions, and never paying.

Here are some tried-and-true marketing and pricing tactics:

  1. Nurture your users and help them learn your product better during a free trial.
  2. If you do ask for credit card information, provide an explanation and specify that you won’t bill them automatically.
  3. Emphasize how much your users will save by choosing an annual subscription.
  4. Consider switching to the freemium model with a basic “free forever” plan with limited functionality if a fully functional free trial isn’t for you.
  5. If you offer a free trial, mention it everywhere including your CTA buttons.
  6. Test different solutions to find your ideal free trial length.
  7. Clearly list the features in each pricing plan.
  8. Re-engage users whose free trial has ended.
  9. Ask for feedback at the end of each free trial.

The hard fact is that your pricing model can easily strengthen or sabotage your marketing efforts. Eventually, you’ll figure out what pricing strategy works best for your product. The main thing is to incentivize users to buy a long-term subscription.

Use hassle-free subscription forms

One-click signups can make a world of difference for users who are on the fence about your product. Multiple fields do look intimidating, especially when autofill doesn’t work. But, complex forms can easily be avoided or split up into intuitive multi-page forms.

subscription form
Use simplified, one-field signup forms

Instant log-ins mean that a user can access your product in two seconds. It’s an effective marketing trick — you decrease the chances of them postponing their signup.

Run paid ads

Paid advertising on Google can boost your product signups, especially when you bid on competitors’ names. With SaaS, many users search for specific brand names and not for generic types of software. They look for comparative solutions, and yours can be one of them.

This is especially true with big-name SaaS brands:

ppc example
Bid on your competitors’ names to attract a relevant audience

You can try keywords such as “X alternative,” “A better alternative to X,” or “X vs. Z.” It helps to have dedicated landing pages where you actually compare your software with the competing products and prove your claims.

Search ads can get expensive, but there is no need to put all of your eggs in one basket. You can invest in other, more affordable, but no less effective channels such as social media and Google Display Network:

  • Gmail Discovery campaigns — target your ideal users when they check their inboxes;
  • YouTube — engage viewers instantly with the power of personalized videos;
  • remarketing campaigns — warm up and nurture those who’ve already visited your website;
  • sponsored posts on Facebook, Instagram, Twitter, or LinkedIn — promote your blog content.

The exact choice of the advertising platform depends on where your target audience prefers to spend most of their time.

Master your SEO

Search engine optimization for SaaS companies includes internal and external work:

  1. Link building strategy — publish shareable quality content to earn high-authority backlinks with relevant anchor text.
  2. Active outreach for off-page SEO — regularly search for guest posting opportunities to create backlinks.
  3. On-page optimization — organize your meta tags, alt texts, and titles.
  4. Internal linking — create a clear hierarchy for your pages.
  5. Updating old content — inject relevant keywords in and remove outdated information from your previous blog posts.
  6. Keyword research and content planning — use keywords from your paid campaigns to create the most relevant assets.
  7. Website audit — use website optimization tools and SEO tools to check your website load speed, broken links, 404 pages, etc.

SaaS marketers still need to know the very basics of SEO even if they outsource those tasks. It’s the only way to make sure the efforts of different departments are well-aligned.

Empower users to try your product

We’ve already mentioned the importance of having a SaaS blog. But it’s just as critical to have a comprehensive knowledge base and repository of resources to enable your users to quickly solve problems without having to contact your support.

If you have a glossary, an asset library, a knowledge base, or different guides in place, you automatically give your audience a signal that you care about their success. Live support is great, but many users prefer to learn things at their own pace, and self-serve resources can help them make the most of your product.

Start a referral program

It’s an old but gold method to attract new loyal customers through recommendations. You can incentivize your users to refer to others by giving them a discount on a yearly plan or one month for free. Having a referral program means faster conversions, increased brand awareness, and lower customer acquisition costs.

SaaS companies of all sizes benefit from referrals:

referral program
Asana incentivizes its users to spread the word

You can also start or join an affiliate program to create an additional stream of signups. We recommend doing proper research beforehand to make sure only legit and trustworthy websites will promote your software.

Where to next?

SaaS marketing efforts will only bring results if two other components are present: an awesome product and killer customer support. If you have both, move on to the next step and automate your communications with leads using SendPulse. Send triggered emails, share valuable content, personalized tips, and more — it’s easy to start a campaign, and it’s even easier to manage it as you go. Try it today!

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4 Simple Steps to Integrating Email Marketing into Your Customer Journey https://sendpulse.com/blog/email-marketing-customer-journey https://sendpulse.com/blog/email-marketing-customer-journey#respond Tue, 09 Nov 2021 09:18:05 +0000 https://sendpulse.com/?p=100936

Discover the ways to use email marketing as part of the customer journey.

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To maximize your business’s earning potential, you need to understand how clients interact with your business and use those insights to create better marketing campaigns. A customer journey map is a vital tool that will help you reach that level of customer understanding and boost your earning potential.

However, customer journey mapping alone is not enough to drive conversions and revenue. You need to build marketing campaigns that will convince your leads to subscribe or make a purchase. By integrating email marketing into the customer journey, your email subscribers and potential customers receive content relevant to their position in the decision-making process.

This post will walk you through four ways to use email marketing as part of the customer journey. But first, let’s explore what customer journey mapping entails.

What is customer journey mapping?

A customer journey map is a diagram showing each stage of a customer’s interaction with your business. Also known as a user journey or UX map, a customer journey map helps you understand what excites or turns off your customers. Most customer journey maps contain the four key stages below:

  • awareness;
  • consideration;
  • purchase or decision;
  • delight or loyalty.

Let’s say you’re looking for a child care center for your child:

customer journey map
With customer journey mapping, you track the entire conversion path; source: Skoolopedia

The customer journey map lists not just the four key stages, but also the touchpoints and actions that the customer takes. Even though there are more elements to the customer journey, understanding these four phases allows you to put yourself in a customer’s shoes, predict their needs, and provide a satisfying experience.

How to sync your customer journey and email marketing

Email marketing is undoubtedly effective, with a $36 return on every dollar invested. But without a clearly defined email marketing strategy, you won’t be able to realize its full benefits.

The goal of every campaign is to reach the right audience with the right message. That is the very reason email marketers segment their mailing lists and curate their content.

Learn the different types of emails you need in your strategy to keep your customers interested.

Integrating email marketing strategies into your customer journey map will improve your customer service immensely by keeping your customers engaged and showing them the value you have to offer.

Reimagine the customer experience

The first step you need to take is to put yourself in your prospect’s shoes and think of ways to improve the experience. For instance, if you run a web design business, you need to imagine how potential customers encounter your brand for the first time.

Most users will find your business through a Google search. They will then look at your portfolio and pricing before deciding to contact you. All of these steps are touchpoints or events where you can connect with the customer, provide value, and guide them along the journey.

Let’s look at the customer journey and the type of email content that’s appropriate for each step.

Awareness

At this stage, prospects don’t know you or your business. You need to help them discover your brand and make them aware of what you can do. You can do this by creating content that’s relevant to your niche. This content typically discusses industry topics and answers common questions for that audience.

Some examples of content that raises awareness include:

  • infographics;
  • blog posts;
  • how-to articles;
  • podcasts and videos.

This type of content helps establish your business as credible and informative. It’s a great way to boost your rankings on search pages as well.

Consideration

At this stage, prospects research their options and select brands that offer the best solutions to their problem.

According to Pardot, buyers intent on making a purchase search for their interests on Google 2 or 3 times before deciding which option to buy. This statistic implies that prospects consider how a business can solve their pain points in decision making. Prospects usually look at testimonials, reviews, the relevance of your content, and, most importantly, price during their decision-making process.

Sending explainer videos for your services via email will give prospects a good idea of what they can expect from your product and send them to the next buyer journey stage.

Purchase

By now, the prospect has completed all the research they need and has shortlisted some options to solve their pain points. This is where you need to validate the worth of your solution.

At this stage, your email marketing content should convince the reader to choose your brand. For instance, you can offer a free trial or demo to get the user started. For even better results, add a clear CTA and expiration date. That way, you can get them to take action.

Discover some psychological hacks you can use in your emails to benefit your brand and customers.

Here’s a great FOMO example from Thorne, a health supplement and wellness company.

 fomo in email
To drive more sales, make a persuasive and effective limited time offer

This example shows how to use limited time offers, discounts, and bonuses to increase conversions. The discount is not just substantial — it’s also hard to miss because of the way it’s presented. Free shipping is always a good incentive to buy, and the one-day promo period adds a sense of urgency for the reader.

Loyalty

After your customer makes a purchase, you need to remind them why they chose you in the first place. You can do that by sharing content that shows your value to your customers beyond the revenue they drive to your business.

Loyalty-centric content typically includes:

  • help desks;
  • walkthroughs;
  • onboarding messages;
  • in-app messages.

The trick to retaining customers is to make sure they’re getting the most out of their purchase.

By sending useful tips in your emails, your business adds value to the purchase by introducing customers to best practices that will help them use the solution more effectively. These tips also give customers an advantage over their peers or competitors by helping them work more efficiently.

Optimize your touchpoints

Your goal should be to remove as much manual work as possible. Automating and optimizing your touchpoints can help you reach more customers with a higher degree of efficiency. Let’s look at email marketing touchpoints and see how you can optimize each of them.

The sign up touchpoint

A subscription form allows your customers and prospects to sign up for a service you provide while giving you information to build a subscriber base. You can then send your customers occasional emails that are relevant to their needs.

Here are some tips you can use to create effective subscription forms:

  • don’t ask for too much data;
  • use inline field verification (validations that appear once a customer types in a form field) to check your forms in real-time;
  • use placeholder texts as examples of what to write in a column;
  • address errors with tip boxes.

Here’s an example of a form with inline field verification.

form with inline field verification
Make your form check user inputs in real time; source: Dribbble

If the user inputs an invalid email address, the form will return an error message. If the email address is valid, however, the form will display a green check mark. This way, the user can correct mistakes before they click on “Create Account.”

The content touchpoint

One of the best things about email marketing is its potential for automation. You can schedule email content, create triggers that fire when prospects take specific actions, and much more.

However, you need to be careful of the content you send to customers. For instance, you can send first-time special discount emails to attract new customers, but sending that same email to your old customers will end up confusing them.

A content calendar helps you strategize and schedule your content. Ideally, the content you produce should follow a certain theme or topic. That will help set audience expectations. For example, one approach could be to create time-sensitive content for specific times of the year.

For example, content about keeping warm during the winter is more effective towards the end of the year, while articles about the Fourth of July are more likely to engage readers during spring or summer. You can set up your email automation platform to deliver the right content at the right time.

The CTA touchpoint

Finally, most marketing emails contain what we call a call to action (CTA). This is often a button that leads to a sales or landing page. For your email CTA button to work effectively, it should stand out and convince the reader to click through to your website.

Here are some elements that make up an effective email marketing CTA:

  • Text. Your CTA should invite the reader to click on it. It should also be aligned with the rest of your email content. Using action words, such as “Register,” “Upgrade,” “Join,” and “Start” will give the reader an idea of what they’re supposed to do.
  • Position. Most marketing experts agree that CTA buttons should be above the fold. However, they should also be below or to the side of the text, so the flow isn’t disrupted.
  • Color. Your CTA buttons should stand out against the background. If your email uses a white background, a stronger color, such as green, blue, or red, draws the reader’s eyes to the CTA.

Also, automate your emails to be sent after specific actions on your webpage with email marketing tools like SendPulse. This way, your prospects get content related to their problems.

Follow through after a purchase

Have you ever wondered why you receive thank you emails after making certain purchases or paying for specific services?

It’s how businesses acknowledge and appreciate your decision to buy from them. It also shows interest in a continued relationship between you and the customer. To do this, you may set up automated emails that express your gratitude for them choosing your brand. This way, you can build customer relationships that last beyond the point of purchase.

Below are the types of automated emails that are the most common when it comes to following through after purchases.

Thank you emails

Businesses utilize thank you emails to establish better long-term customer loyalty. These kinds of emails help businesses generate customer engagement, which leads to increased brand loyalty.

Take a look at this thank you email from an SEO agency, The HOTH.

thank you email
Set the right tone and make your subscribers feel appreciated

The above email acknowledges the challenges of the past year while still holding out hope for a better year ahead. It also takes a neutral tone to accommodate different cultural and religious holiday celebrations. Finally, it thanks the subscriber for being part of the HOTH family and assures them that the company will continue to serve them well.

Did you know that you can also upsell the customer in this email? Find out how from our blog post.

Promotional emails

Promotional emails contain discounts, special offers, etc. for targeted customers as a thank you for joining your mailing list.

One way to do this is to promote the product or service you’re selling and then include some helpful content about it. For example, the email campaign from Simply Wall Street below entices you with a 30% discount on their Premium paid plan.

promo email
Add value to promotional emails with social proof

The promo email works in three ways. First, it offers a limited time discount of 30% that is set to expire in just 24 hours, which results in the customer subscribing to the service to get the preferential rate. Second, the copy explains what the plan can do for the customer. Finally, it seeks to convince the customer by using social proof such as reviews and trust badges.

Survey emails

Feedback plays a significant role in prospect conversion. Getting feedback about your products informs you on where and how to improve those products. Using survey emails, you can invite customers to answer a few questions about your product. You can then use their answers to create more effective campaigns.

This survey does not have to be lengthy. Below, Medium only asks its users how likely they are to recommend the platform to others.

survey example
Turn to a micro survey to to ask for your audience’s opinion

This survey produces a lot of feedback since it asks for only one answer. While it isn’t as accurate or targeted as a series of questions, the survey above gives Medium’s site owners a good idea of customer sentiment.

Check out some strategies to get people to take your survey.

Re-engage your customers

Your competitors are constantly trying to attract your customers with better products and services. You need to charm your customers into sticking with you. Give them a reason to make you the go-to brand. Consider sending emails that highlight your company’s milestones or build customer loyalty through discounts, exclusive content, and product reviews.

digest email
Structure your digest well to make it easy to scan

Forex platform OFX, for example, sends a monthly digest that contains news about events that could have an impact on its customers. By keeping its customers informed, they are able to make better decisions about trading foreign currencies.

Looking for some stellar re-engagement email examples? We’ve got some in our recent post.

Sending regular emails to consumers regarding their status in your business is an excellent method to remind them about your loyalty. In fact, 45% of customers who received re-engagement emails continued to read subsequent emails, leading to more future purchases.

Wrapping up

Customer journey mapping is highly beneficial to your business. It allows you to convert prospects into loyal customers efficiently.

However, note that prospects and customers are also human. They tend to change as time goes by. So you need to adapt to their consumer behaviors to keep satisfying them long term.

The post 4 Simple Steps to Integrating Email Marketing into Your Customer Journey appeared first on SendPulse Blog.

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Cross-selling and Upselling Examples that You Can Start to Make Use of Today https://sendpulse.com/blog/cross-selling-upselling-examples https://sendpulse.com/blog/cross-selling-upselling-examples#respond Thu, 04 Nov 2021 06:19:00 +0000 https://sendpulse.com/?p=25795

Find out how cross-selling and upselling strategies work and how to get the best of them.

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Cross-selling and upselling are two powerful tactics to boost your revenue, upgrade existing customer experience, and provide value for first-time visitors of your website. Read on to find out how these strategies work topped up with cross-selling and upselling examples from various companies.

Exploring cross-selling vs. upselling

There is a lot of confusion surrounding cross-selling vs. upselling strategies. To better understand their differences, let’s first refer to their basic definitions.

Cross-selling is an eCommerce practice where retailers offer a user additional products that complement those that they have already purchased or are about to purchase. Upselling, in its turn, is the strategy that consists of suggesting a user more expensive or upgraded products compared to those that they have initially chosen.

To draw a clear line between the two strategies, let’s take a look at three different scenarios and the corresponding cross-selling and upselling solutions to them.

Case Cross-selling example Upselling example
A user has added a pair of sneakers to their cart on your website Coming up with product recommendations, such as socks, shoelaces, or shoe care products Offering a pair of similar, but more expensive sneakers from the new collection
A user wants to buy a cell phone from your company Suggesting a screen protector, phone case, or headphones Offering a phone with a bigger screen, better camera, upgraded features, and, thus, a higher price
A user is about to book a hotel room for their vacation on your website Coming up with ideas for sightseeing tours, transfer options, or other services your company can offer Offering higher-ranking hotels or more sophisticated suits at the hotel the user has chosen

Here are just a few benefits the right use of both techniques can bring you:

  • increased average order value and company profits as a result;
  • lower customer acquisition cost;
  • improved customer loyalty and retention;
  • increased awareness about the set of products your company offers.

Hot spots to leverage cross-selling and upselling

Before we dive into the on-topic tips, check out a list of website and inbox spots to hit with your cross-selling and upselling deals:

For example, you can present additional purchase options in a pop-up window or a sidebar of your product page or add an image carousel to the bottom of your post-purchase email for customers to pay another visit to your website for more purchases.

See how Crate And Barrel used their confirmation email to provide customers with personalized product recommendations:

cross-selling email example
Transactional email with cross-selling from Crate And Barrel; source: Really Good Emails

Now let’s proceed to cross-selling and upselling examples you can get inspiration from.

Cross-selling examples

It’s not just about selling as many things as you can — it’s also about creating a satisfying experience for your customers. Learn how to offer the most relevant products in the right place at the right time with these cross-selling examples.

Frequently-purchased-together items

Advise the customer about the ways they can complement their order with based on their purchase activity. iHerb, for example, shares the combination of products that are typically bought together with the selected item.

cross-selling example
A bundle offer from iHerb

Recommendations

This is a bit more personalized approach but at its core lies the same principle: you offer additional items that will work well with the product your user is about to purchase.

ikea cross-selling example
Recommendations often feel more personalized and relevant

If you, for example, want to buy a mattress from IKEA, you’ll likely see a whole range of related products underneath it the second you add it to your cart. IKEA’s algorithms will recommend products that fit that exact mattress model, such as bedsheets, mattress protectors, bed frames, and so on.

Reminders

This cross-selling email example demonstrates that you don’t have to be pushy to sell more. Dollar Shave Club prefers an easy, informal approach. Their cross-selling emails are like gentle reminders pointed towards improving the customer’s shaving experience.

dollarshaveclub cross-selling example
Try to cross-sell before your customer gets out of the purchasing mood; source: Really Good Emails

This “hey, don’t forget this” vibe creates a friendly mood and invites this email’s recipients to really consider tossing more nice post-shave and styling products in before they have been shipped.

Personalized suggestions

It’s hard enough to leave a bookstore with just one book in hand — it’s nearly impossible to purchase just one audiobook, especially when there are many hours of your commute to be filled with some kind of entertainment. Audible knows that and provides us with another great cross-selling email example.

Audible cross-selling example
Offer your customers some specific suggestions; source: Really Good Emails

They offer their users audiobooks based on their listening history, and they do it just when the timing is right — when the user has just ordered something and is still in a buying mood.

Trial products

Offer users some trial products in return for their order. This is another cross-selling strategy iHerb use — they place this option at the checkout page, specifying the rating of the suggested items.

cross-selling example
A trial product offer at iHerb checkout page

Additional services

Think of a list of goods or services that would go well with the current version of the product. The user is browsing for a tablet on your website? Come up with setup offers, so the customer is able to use their device right after the purchase.

Apple, for example, suggested accompanying the order with a special offer which prolongs the device repair coverage and guarantees 24/7 technical support.

cross-selling example
An offer with additional services from Apple

Combining cross-selling techniques

It feels like no one does cross-selling better than iHerb — chances are, you’ve witnessed your friends who shopped for one specific product and ended up receiving a box packed full of vitamins, supplements, and lotions they didn’t know they needed. Here’s how it happens.

iherb cross-selling example
Create multiple cross-selling opportunities to increase your chances

This single product page includes at least four cross-selling tactics: “Similar items to consider,” “Combo offer to save $3,” “Frequently purchased together,” and “Customers also viewed.” It’s near to impossible to proceed to the checkout without adding more products to your cart. But this tactic is only relevant if you have a wide range of products and can offer closely related items — completely random products have way less chance to pique the customer’s interest.

Now let’s jump to upselling best practices and see how various companies implement them.

Upselling examples

There are many ways to softly push your customers towards a more expensive purchase, but you always need to stay honest with them. Let’s learn how to do that with some real-life upselling examples.

Trade-in

Who wouldn’t want to get a new iPhone up to 80% cheaper in exchange for their old one? Trade-in is a brilliant upselling tactic that can entice even the most cost-conscious customers to buy the latest model. And it works for more than just expensive tech and cars — you can use the same method for upselling any new product if it’s possible to reuse, resell, or recycle the previous model.

apple_upselling example
Apple uses trade-in to upsell new products

Trade-in is a way to appeal to buyers who are concerned about their environmental impact. Since smartphones can be partially recycled, it is more eco-friendly to give an outdated gadget away and get a significant discount than to pay the full price for a new iPhone and let the old one gather dust at home.

Offering the most expensive plan first

Wix provides us with a peculiar example — they list their plans in an unusual order, from most expensive to cheapest. The user’s attention inevitably goes to the VIP plan first and, therefore, Wix upsells instead of just selling. Users expect the first plan on the left to be the most affordable option, and this psychological trick can make them consider something they’d normally dismiss.

wix_upselling example
Wix upsells by making its premium plans more prominent

It’s a bold move since high prices can scare potential buyers off, but it’s a risk worth taking. This upselling example shows us that there is no need to be too salesy about it. What you need to do is let your customers consider your premium offer first and fall in love with its advanced features before they jump to the cheapest options.

Inducing urgency

Tickling your customers’ FOMO is not a sin. By creating urgency, you can help them overcome their doubts and take advantage of your offer while it’s still valid. Get inspired by this elegant upselling example from Evernote.

evernote_upselling example
Evernote creates a sense of urgency to attract attention to its premium plans; source: Really Good Emails

They briefly but clearly describe the benefits a user can enjoy after signing up for a premium plan. This email also mentions the offer expiration date, so there is no guessing game.

Rewards

Domino’s doesn’t like to waste time — the company uses every opportunity to exceed its customers’ expectations and sell more. Its reward system encourages consumers to buy more pizza to earn points and get nice free meals in return.

dominos_upselling example
Loyalty programs can help businesses upsell; source: Really Good Emails

In case you’re new to upselling, this is the safest way to go — simply choose several similar products with better features and higher prices and put them on the product flypage. Lancome, for instance, adds items that are frequently bought by other users right at the checkout stage.

lancome_upselling example
Offer more expensive and advanced alternatives at the checkout stage

The checkout point is another location to feature additional products for upselling. Users don’t have to navigate somewhere else — you provide them with valuable recommendations while their order isn’t finalized yet.

Empathizing with customers

“We understand your needs, and we can help you.” This kind of approach is very helpful when your goal is to upsell any type of product or service. Here is how The Telegraph brings up that topic in its upselling emails encouraging users to buy a subscription.

telegraph_upselling example
Use customer empathy to upsell and make your offer more desirable

This is an effective yet respectful approach. You can offer a better product version by recognizing your customers’ needs and making them feel understood.

Free shipping

Expensive shipping is what typically keeps users from finishing their purchase. You could provide a free shipping option to motivate users to make a more expensive purchase.

This is what Clinique did in one of their emails. They offered a predefined total for free shipping, thus motivating a subscriber to take action with a freebie at the checkout.

upselling example
An email with upselling strategy in action from Clinique

Comparison lists

Upselling works best when it shows how users will benefit by paying more. Present extra features available for more expensive options or provide the social proof. The beauty of this upselling trick is that the benefits you list outshine extra expenses for the user.

Elegant Themes, WordPress themes and plugins service, present available pricing plans within a comparison list. The company places the more expensive plan as the best option and outlines financial benefits the user will get from it — one-time payment and lifetime support.

upselling example
Upselling strategy used by Elegant Themes

Yet no matter which eCommerce tactic you decide to use, you should understand how to use both with reason. Check out below-listed recommendations to get the most of cross-selling and upselling strategies.

Cross-selling and upselling tips

Let’s explore some basic cross-selling and upselling tips that will help you add value to your existing relationships with customers and drive more sales for your company.

Choose your goals

Improving your bottom line is a top reason to cross-sell and upsell. How about digging deeper: why are you doing this? Do you want to tell people about your new useful services, sell unpopular products or, on the flip side, promote the new arrivals?

Segment your audience

Would the female part of your audience be pleased to see beard care products in the recommended list bar? As the answer is obvious, consider segmenting your audience according to their age, gender, preferences, browsing history, or location to provide them with relevant offers in the future.

Stick to prices and quantity

If the user is browsing a $150 sofa, coming up with a $2500 alternative would be a bit irrational. Elevate the price by no more than 25%, choose several reasonable recommendations as to why the user should pay more, and present them.

Start with loyal customers

If you’re just starting out upselling and cross-selling, turn to your existing customers and ask them to share their insights about how you should implement these tactics on your website or in email marketing, providing the most active users with complimentary gifts.

Bottom line

Choosing between cross-selling and upselling is solely up to you and your marketing goals. By using these tips and inspiring examples, you’ll be able to build a marketing strategy that boosts your income and keeps your customers pleased. Once you are ready with your strategy, remember to turn to SendPulse to bring it to life.

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Event Landing Pages and the Chamber of High Conversion Secrets https://sendpulse.com/blog/event-landing-pages https://sendpulse.com/blog/event-landing-pages#respond Tue, 02 Nov 2021 13:26:14 +0000 https://sendpulse.com/?p=100283

Check out some killer event landing page examples and learn how to make an effective one for your own event.

The post Event Landing Pages and the Chamber of High Conversion Secrets appeared first on SendPulse Blog.

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You shall not diminish the power of a landing page. That’s one of the crucial things you need to know before starting your event marketing campaign. Let’s say you are hosting an event and decide to avoid designing a landing page. No, the world will not collapse, but the point is, and there is nothing magical about it — your event will fail. Why? Because no one will know where or when it takes place or that it actually does.

No matter how well-planned, atmospheric, or newsworthy your event is, things will go sideways if there is no one there to experience it. Merlin’s beard, so how do you promote your event with landing pages, how do you create them, what are the tricks, and how can you get the hang of it? Don’t worry, one thing at a time.

In this blog post, we will bring you up to speed on everything you need to know about event landing pages and how to benefit from them, so let’s get that ball rolling.

What is an event landing page?

Even the most superb and value-driven products, services, and events do not catch people’s eyes by themselves, and you cannot rely on them to do so. That’s when event landing pages step in.

An event landing page is a standalone web page that teases an upcoming event and aims specifically to motivate potential visitors to register. Regardless of whether it is an online conference or an in-person meetup you’re holding, your event landing page should be a direct reflection of the event and explain why people should come.

The types and features of event landing pages can vary based on the nature of the events you’re holding as well as their media, for example, a webinar landing page, a fundraising event landing page, etc.

A simple yet powerful landing page builder

Create a landing page, online store, or bio link page for Instagram and promote it by sending the link to your subscribers through email, SMS, or chatbot messages — on a single platform.

Create a page

However, depending on your specific purpose and desired outcomes, we can distinguish two major types of event landing pages:

  • event registration landing pages;
  • post-click landing pages.

As evident from the name, an event registration landing page aims to drive sign-ups and reservations or sell tickets. In contrast, post-click landing pages function similarly to lead capture pages by converting visitors into attendees and raising interest.

Want to explore more types of landing pages? Check out our article to find out which landing pages work best for your business!

The key aim of any event landing page is to capture the atmosphere and purpose of an event to help you achieve your conversion goals. A well-versed event marketer can create a landing page that will convey all of that and motivate people to engage with your company.

Although we will provide some excellent event landing page examples later, here is one to give you an idea of how to do it like a pro:

A compelling event landing page example

Long story short, event landing pages inform potential visitors about your event’s value, provide details, and encourage them to buy tickets or register. However, the wonders of event landing pages do not cease here, as there is more to what they can bring to your business.

Why your competitors use event landing pages and you should too

Creating anticipation and promoting an awe-inspiring event are not the only things a thoroughly designed event landing page can do. Let’s review some of the reasons to develop one for your event.

Higher conversion rates

Every event landing page focuses on the marketers’ holy grail — conversions. It is one of the essential metrics you measure your event’s success with. An event landing page allows you to share information with incoming traffic and move your visitors through the event’s sales funnel. By creating the most exciting experience for attendees, you can increase registration rates and enable your business to collect data from your leads.

Increased traffic

A compelling event landing page not only promotes your event but drives more traffic to your site. In its turn, it allows you to enhance your search rankings and expose your event to a broader audience. The logic behind this is simple: the more people see your event landing page, the more attendees you will gather.

Higher brand exposure

Organizing and promoting an event provides you with an opportunity to benefit from free marketing with the help of word-of-mouth. This is when you should not be too humble. Your potential visitors might want to tell their friends about you, invite their colleagues to come along, or share your event registration landing page with anyone across their preferred social media channels. Hence, you have to take into account the wow-factor and not forget to highlight your brand’s achievements.

Clearly, event landing pages are not just a humdrum way of informing and inviting people to an event. It requires strategy, clear objectives, and consistency to make it work the way you expect it to. Nevertheless, you need to be aware of some of the basic requirements all event landing pages have before you decide on the approach that is suitable for you.

Event landing page components and structure

A landing page is your alpha and omega when it comes to event marketing — this is where your visitors learn everything they need to know and how they get inspired to actually attend. The structure of your event landing page should be all about igniting curiosity and building realistic expectations.

Your event landing page should provide succinct answers to a few simple questions:

  • Who? Who is hosting the event? Who is sponsoring it? Who are the speakers? If you are the host, don’t shy away and briefly outline your company’s goals, why you have the authority to hold the event, and what achievements and experience led you to this moment. In case you are a sponsor or a speaker, explain why you are attending or supporting this event and what value it brings.
  • What? What is this event dedicated to? What is its topic? Specify whether you’re discussing something that can be relevant for people with various backgrounds or more of a niche topic that does not ring just any person’s bells. Therefore, your visitors will clearly understand what the event is about, and you can ensure that it lives up to their expectations.
  • When and where? When will the event take place? Where or on which online platform is your event being held? You don’t necessarily have to name a particular venue for an offline event, but you need to include the city. The same applies as to when it will happen, meaning that you can mention just the date until you decide on the exact time of your event.
  • Why? Why should people come? What’s in there for them? Ensure that the value of your event, benefits or opportunities that it brings, special guests, or any other aspect that makes you stand out does not leave any doubts as to why someone should attend.
  • How? How can people register or buy the tickets? Your effort and time spent may go to waste if you don’t include a few excellent calls to action. Make sure that the navigation to your event registration landing page is seamless and that it does not take ages to get to one of your CTAs through all the information.

Best practices for designing a killer event landing page

Sure, now you get what you need to have in your event landing page to make it informative and concise, but how do you make it effective? We have prepared a few tricks for you to have up your sleeve to ensure that your landing pages make you profit.

Alluring headline and CTA

Remember that saying, “looks are deceiving”? Yeah, no one will think that when looking at a poorly designed and stodgy event landing page. Looks and first impressions are everything for an event marketer, so you need to pay extra attention to the first and last thing your visitors will see.

Here is how Superweek, a digital marketing conference, catches their visitors’ attention with a minimalistic yet captivating headline and CTA on their event landing page:

An example of an appealing headline and CTA

Your headline and CTAs have to resonate with your audience deeply. Think about what you could mention in your headline to spark your visitors’ enthusiasm instantly and what you need in your CTA to finish them off. Don’t forget to create an atmosphere of urgency by using the imperative mood and keeping a tone that is favorable to your target audience.

FOMOing all the way

Yes, it’s absolutely real. A recent psychological study claims that approximately 55% of adolescents experience FOMO while using social media. Although you should use this for your benefit when developing an event landing page, create more anticipation and enthusiasm than negative associations and distress.

Anything can create that excitement and can’t-miss joy, starting from a catchy headline and CTAs to sneak peeks of some of your prominent and respected speakers or venue, immersive graphics, and a masterfully written rundown of your event’s key talking points.

Need to get your creative juices flowing? Grab some inspiration from our landing page design examples!

What can convince visitors to stay on your event landing page and attend even more is a few humble but effective event reminders that will nurture them and improve their overall event experience.

Registration made easy

The simpler, the better. A successful event registration landing page needs to be intuitive, graphically appealing, and user-friendly. However, a simple registration flow does not mean a carefree and straightforward process of its development.

Here is how the team of IBTM World, an offline reunion of event planners, organized their event registration landing page to be accessible and effective:

Ensure a clear-cut way for visitors to register for your event

Clearly, developing a registration form consistent with your brand’s style, goals, and values might require lots of your time. But, fear not! You can use a landing page builder to create a responsive event registration landing page without writing a single line of code. Taking this step enables you to create a customized landing page, promote it, and add a registration form or a multi-channel subscription widget to increase your event exposure.

Showing off your value proposition

A value proposition is a primary reason that makes visitors attend a particular event. This is what you might want to mention in the “who” and “why” parts of your event landing page. How can you do it? By staying focused on the benefits and quality you offer and not hesitating to get specific about it.

You can offer visitors to see for themselves why you are qualified to hold the event, provide attendees’ reviews and testimonials from your previous events, and focus on a clear call to action. This way, your value proposition will not need any further validation.

Public approval

Captivating headlines, FOMO, and stunning visuals will definitely lure visitors into staying on your event landing page, but sometimes you need a final push to get them to actually come. That’s why having well-respected attendees on your side for back-patting and enhancing your brand’s and event’s reputation is never a bad idea.

Do not just tell visitors how great your event is — let your sponsors, speakers, or guests do it. Hence, you can demonstrate that you don’t just toot your own horn, gain public trust, and prove the value your event provides.

Event landing page examples

You’re almost there and ready to create. Now it’s time to see how to implement all of these strategies in practice. Here we will provide some of the best event landing page examples for you to get inspired from.

Ungagged

This is one of the sharpest event landing page examples that demonstrates how to create urgency. Ungagged London is an offline conference that invites digital marketers to talk about SEO, SEM, PPC, analytics, link building, and much more. Their landing page includes a countdown until the date of the event and briefly outlines the essential details, namely the “when & where” element.

Provide a countdown to create a sense of urgency

Visuals and graphic design prevail over text here, which is the way to go if you want to captivate your visitors.

Web Summit

Web Summit is a tech conference that gathers CEOs from fast-growing startups, policymakers, and tech companies to discuss current affairs and the future of their industry. Their landing page can teach you how to increase your event’s credibility and validate your value proposition. Web Summit’s event landing page includes a list of prominent speakers and names of companies like Google, Siemens, Huawei, and many others that attend their conference.

Demonstrate your value proposition by talking about your respected speakers, sponsors, or partners

They don’t even need to restate the idea of this presentation because it speaks for itself and creates an impression of a company that is experienced and accomplished.

#SMWLDN

#SMWLDN (Social Media Week London) is a virtual event for social media marketers where publishers, agencies, and brand leaders share their insights on how to reinvent marketing in a constantly moving world. This summit can serve as one of the event landing page examples for you to learn how to build up visitors’ expectations.

Ensure that your visitors do not get a false idea of what the event is about

This event landing page includes a visual representation of Social Media Week’s annual topic and provides a shout-out to the event’s sponsors and testimonials. It is an excellent approach that ensures that visitors know what to expect and increases their anticipation.

ATOMICON

ATOMICON is a conference for small business owners that covers the topics of sales tactics, growth strategies, and digital marketing. The design of this landing page lives up to the event’s name by using bright, atomic colors and fonts and including high-quality pictures.

Motivate your visitors to register by offering time-limited discounts

ATOMICON’s event landing page includes several CTAs that offer to get a 50% discount on their tickets, creating a sense of urgency. If your goal is to increase conversions, sales, and registrations, then this strategy is just for you as well.

Savant eCommerce Amsterdam

Savant eCommerce Amsterdam is a conference that gathers the Netherlands’ leading retailers to discuss the future of the eCommerce community and reunite in person. This is one of the event landing page examples that can demonstrate how to appeal to visitors with the help of social proof.

Use facts and stats to gain public trust in your event

Coming back to our section with best practices, this is the way to gain public approval in action. The company implements statistics and provides detailed information about the speakers to illustrate the authority of their event.

To recap

One thing is clear: there is more to event landing pages than it seems at first glance. Developing and designing one might take up a lot of time and be challenging if you aim to ensure visitors’ smooth and premium experience.

If it feels like you have too much on your plate already — that’s where we’ve got you. With the help of our landing page builder, you will enjoy the view of your new event landing page in just as little as 15 minutes. Moreover, you can start getting more traffic and increase your registration rate by including multiple links, setting up auto-replies, and promoting it from a single platform. Try it for free and see for yourself.

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A Step-by-Step Guide to Successful LinkedIn B2B Marketing https://sendpulse.com/blog/linkedin-marketing-strategy https://sendpulse.com/blog/linkedin-marketing-strategy#respond Fri, 29 Oct 2021 07:51:40 +0000 https://sendpulse.com/?p=100094

Learn how to implement the best LinkedIn marketing strategy to improve your success rate.

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Do you know what’s going to be the next best and most rewarding platform for businesses? It’s none other than the most professional and result-oriented social platform — LinkedIn. The more than 30 million companies and 770 million people across the globe using LinkedIn are solid proof that this platform has even more room to grow.

If you are wondering about the reason behind this fame, we have the answer. LinkedIn is a social media platform that helps businesses drive traffic, make connections, establish partnerships, boost brand awareness, and generate leads.

This guide will help you get the most out of this purely professional platform. First, let’s talk about the importance of LinkedIn marketing and its benefits for B2B companies.

What is LinkedIn marketing?

LinkedIn marketing is a process that helps companies find and engage with relevant communities of professionals. It helps companies build a brand, drive engagement towards their business, and achieve much more.

LinkedIn has been innovative since its launch. When using this platform for marketing purposes, we gain access to all the useful features, including analysis tools, brand-building support, etc. The new features frequently added to LinkedIn prove it a perfect channel for B2B lead generation and driving traffic.

Dive into some lead generation tips that will help you capture as many leads on your website as possible.

What’s more about this type of marketing is that it serves as a hunting ground for a lot of new career opportunities as it is the leading social network for B2B and B2C buyers, business professionals, and marketers. Some users also use it as a product discovery platform which is why LinkedIn can also be a good source for user acquisition. Hence, it’s a good platform to introduce your offer to your target audience.

With its continuously expanding features, LinkedIn allows independent organizations to participate in various groups related to their business to develop their business connections. In addition, executives and business owners can become thought-provoking leaders in their specific industries.

So, if you want to exponentially market your skills or business to professionals, boost your business, and grow your audience, it’s time to use LinkedIn marketing to its fullest potential.

Advantages of LinkedIn marketing for B2B companies

From the day of its launch, LinkedIn has had huge success in increasing its total number of users. This is because people have started seeing real results. Jason Miller, a LinkedIn marketing specialist, revealed some interesting facts that show the power of LinkedIn B2B marketing:

  • 93% of B2B marketers found LinkedIn very helpful in creating leads;
  • 91% of B2B marketers use LinkedIn to distribute content;
  • LinkedIn makes up more than 50% of all social traffic to B2B blogs and websites.

Here are some benefits that you can get through LinkedIn marketing:

  • You can find your target audience. Professionals use LinkedIn mostly for business communication. So, if you’re looking for professional communications and networking opportunities, it means your target audience is already there, and you can easily reach out to them.
  • You can collaborate with your business community. LinkedIn offers interactive features that help you create an online community of like-minded professionals with whom you can communicate and collaborate.
  • You can earn credibility. LinkedIn allows you to get customer testimonials, as well as feedback from partners. It helps people consider your businesses reliable.
  • You can become an influencer. Several innovative features on LinkedIn allow users to position themselves as a leader in a specific niche. Participation in communities and producing quality content can help one become an influencer.
  • You can cooperate with influencers. If you are not going to become an opinion leader, it’s important that you cooperate with the right one to save time and resources. Carefully research influencers in your niche and conduct an influencer analysis to make sure they are the right fit for your brand.
  • You can use it for free. Other platforms that allow business marketing and connect employers and candidates usually charge high fees. But you can use LinkedIn for free or purchase a premium account for $500 a year.

Now that you know some of the pros for LinkedIn as an essential marketing tool, let’s learn how to develop a comprehensive LinkedIn marketing strategy for B2B companies.

How to build a killer LinkedIn marketing strategy for B2B

LinkedIn has got all a business, company, or individual needs to succeed in their profession. But you need to follow a specific roadmap to harness the full potential of this platform. If you haven’t explored LinkedIn yet, it’s time to take your marketing to the next level by following some effective marketing tactics. In the meantime, consider using task management software to help you plan and schedule your marketing tasks.

Below we have presented a step-by-step guide to help you implement LinkedIn’s best marketing practices for your business. You can tailor this roadmap according to the needs of your personal LinkedIn page or business profile on this platform.

Set clear goals and state your mission

When starting anything — whether a business, job, educational plan, or business relationship — you need to specify your goals and objectives. An action without a direction is a waste of time and energy. The same goes for digital marketing.

When it comes to LinkedIn, setting clear goals is more important than ever. This is because you will be appearing on a platform with millions of professional users. It means you are in extreme competition with people, most of whom are already clear about the objectives behind their presence. So, if you try to sail without a radar, you are more likely to disappear somewhere in between.

Want to learn from the success of your competitors? Learn how to do that with competitor monitoring tools!

Set up your company page

Your LinkedIn page should portray your best side to potential clients. It is a great tool to promote your services or products across borders. You get the opportunity to have instant communication with customers and convince them that your product or service is beneficial. Your LinkedIn page will also allow you to create a LinkedIn Showcase page, which extends your company page and highlights your initiative.

Your company page on LinkedIn can also help you find good talent for your company. LinkedIn Profile searches provide the best matches for your required candidacy.

Below is a step-by-step guide on how to create and layout your LinkedIn company page.

Step 1: Create your company page

There is the “Work” icon on the top right corner of your personal LinkedIn profile dashboard. On clicking it, a pop-up window appears with a section “Create a Company Page + Button.”

Creating a LinkedIn company page
Creating a LinkedIn company page is really simple

Then, you need to select the page type that is suitable for your company:

  • Small Business, having less than 200 employees;
  • Medium to Large Business, having more than 200 employees.

You could also opt for the Educational Institution option if your company is one. For an existing business profile, there is a Showcase Page that opens an extension for the LinkedIn business profile.

Step 2: Add information about your company to the profile

Now comes the time to fill out details about your company on the profile page. It will ask for specifics like your company’s name, size, type of goods and services you deliver, location and contact information, etc. At this point, it is also wise to upload your company’s logo to make your page look more professional. You can also provide your company’s tagline.

adding information about your company
Do not forget to verify yourself as an authorized representative of the company

When you verify yourself as the company’s authorized representative, click the “Create Page” button, and your business profile on LinkedIn is created.

Step 3: Make your profile stand out

To impress your audience, you should now work on sprucing up your company’s LinkedIn page. The below-mentioned tips will come in handy:

  • Add a cover photo. You can display your product, a picture of your company’s headquarters, a collective photo of your team, or something that illustrates your industry.
  • Insert a captivating summary in the “About” section. It should be gripping, as it promotes your company and appears when any visitor comes to your company’s profile. It should be precise, with relevant keywords so that search engines can pick it up quickly.

Now that your company page is set up, you have a chance to share news, events, and updates about your business.

Get members and employees engaged

The key to a flourishing workplace and a booming business is employee solidarity and interaction. Often, this solidarity is led off directly towards social media, which is an ambiguous platform exploring expansive subjects.

Customer feedback or testimonials can lead to extensive brand recognition, interaction, and follower growth. Likewise, unwavering employee support can also result in far-reaching appeal. So, in an ideal situation, a substantial social media presence can initiate business growth and revenue.

Deliver great content

As often as not, marketers fail to consider a multichannel approach when it comes to marketing content. The spotlight almost always lands on a single medium. Be that as it may, these days, LinkedIn is the essence of content marketing. Some may go as far as to say that this platform alone yields more results than either Facebook or Instagram. Just like you need Instagram story ideas, you need strong and captivating content for LinkedIn.

Make sure to check out our guides to creating a killer content marketing strategy and repurposing content.

Nowadays, podcasts are becoming really popular among different users, including the B2B sector, where online educational podcasts are offered. Consider sharing those on your LinkedIn company profile as well to make your social content interactive and engaging.

Find your audience and connect with them

A large LinkedIn following can make it possible to expand your company’s horizons. Finding and connecting with the right audience will enable you to achieve your company’s marketing objectives. Every piece of quality content you publish on your page is sure to reach the right people at large.

There are several ways you can grow your LinkedIn company page:

  • engage employees and make sure they successfully represent your brand;
  • post relevant content regularly to be in your follower’s sight;
  • be active and join topical conversations using hashtags;
  • mention other companies in your niche;
  • work with influencers and business mentors in your industry;
  • launch Ad campaigns.

The larger your following, the stronger is the presence of your company on LinkedIn. Acquiring followers through multiple streams can build your strength and prove a beneficial long-term investment that shows results over time. It may also prove to be one of the best customer retention strategies.

Consider LinkedIn ads

LinkedIn advertising is a great tool for directing your voice to the right people. If you get through to the right audience, you can guarantee the success of your marketing strategies because they will influence decision-makers.

On LinkedIn, there are many types of ads to choose from. The key is to select the right kind that will help you achieve your goal. Below are the most popular LinkedIn ad types you can use to grow your business.

Sponsored content

Sponsored content, also known as native ads, is probably one of the most popular and versatile LinkedIn ad formats. It shows up on the feed of your target audience and integrates around their everyday content so well that you only know that the post is sponsored because of the “Promoted” tag below the company’s name.

Sponsored content on LinkedIN
Use this ad format to promote your events, boost your follower count, or increase traffic to your website

When you are marketing with the help of sponsored content, you can choose whichever ad you prefer — be it a carousel ad, video ad, or single image ad.

Sponsored messaging

A little while back, sponsored messaging was widely known as Sponsored InMail. This type of LinkedIn ad allows you to advertise your products with LinkedIn users directly to their inbox.

However, there is a limit to how many members can get a sponsored message ad each month. In other words, a member of your audience may only receive one or two of your ads within a specific time limit.

Sponsored messaging on LinkedIn
Be aware that the same member can receive your ad once every 45 days

This type of LinkedIn ad format includes message ads and conversation ads, both charged on a cost-per-send/cost-per-display basis.

Text ads

This LinkedIn ad appears in two places, namely the top and right-hand corner on the LinkedIn desktop feed page. Text ads are a good choice for somebody looking into constructing sturdy leads within a specific demographic. On top of that, marketing through text ads is a great plan to make a big profit on a limited budget.

Text ads on LinkedIn
Compared to other ad formats, they include little to no visual elements, source: LinkedIn Resources

Dynamic ads

Dynamic ads are shown to your followers while taking into account some details about them. When a dynamic ad shows up in a member’s feed, their personal information — their job title, photo, their boss or manager name, etc. — is cast back to them.

Dynamic ads on LinkedIn
Keep in mind that users can opt out of allowing their profile information to be used to personalize ads; source: Instapage

Whatever ad type you choose, you need to select a marketing objective — the action you want your audience to take after seeing your ad.

linkedin ad objectives
Objective-based ads help you build campaigns around specific business goals; source: LinkedIn

LinkedIn supports full-funnel objectives for your ads grouped into three categories:

  • Awareness ads. Businesses always start with Awareness ads, as they help an audience identify your company and talk about it. They aim to increase your page following, direct more traffic, and build audience engagement and interest regarding your company’s products and services.
  • Consideration ads. When the audience is familiar with your company, your ad campaigns shift from awareness-based to consideration-based. Consideration ads can be optimized to direct users to your website or landing page through the “Website visits” ad objective. Through the “Engagement” objective, they can also foster social actions like likes, comments, shares, page follows, or clicks to your pages. Besides, choosing the “Video views” objective, you can encourage customers to learn more about your business by watching your videos.
  • Conversion ads. By selecting the “Lead generation” objective, you gain more leads. With the “Website conversions” objective, you can inspire your website visitors to make valuable actions, like an eBook download, email subscription, purchase, etc. Lastly, you can promote your job opportunities with the help of the “Job applicants” ad objective.

Use email marketing

LinkedIn can be extremely helpful when it comes to email marketing campaigns, as it gives you access to contact details of your connections. Using this wisely can help you improve both your LinkedIn engagement and ensure high email deliverability. It would also be a great addition to use an SPF checker for email security and more professionalism.

Here’s how you can use LinkedIn as part of your email marketing strategy:

  • make a post on your page redirecting users to your landing page where they can subscribe to your emails;
  • announce the opportunity to join your mailing list in your business group on LinkedIn;
  • share the link in the related LinkedIn groups as an announcement.

This activity will help you expose yourself to new communities and generate email leads you can then utilize. With the right SaaS welcome email templates, great subject lines, and LinkedIn support, your email marketing will achieve success.

Set your LinkedIn marketing budget

LinkedIn B2B marketing comes with its expenses, costs, and sometimes unexpected B2B payment processing fees. Budgeting is an important component of your overall business success. Especially when it comes to marketing your company on digital platforms, it’s best to plan and set a clear budget for smart allocation.

Here are some fundamental steps to get started with LinkedIn budgeting.

Set a campaign group budget

Setting a campaign group budget is optional, but it will enable you to categorize related campaigns into groups. This categorization makes it simpler for you to manage and schedule multiple campaigns. Setting a campaign group budget also allows you to create a limit within the group that cannot exceed.

Cooperate with LinkedIn influencers

Influencer marketing is one of the most effective forms brands can use, allowing them to reach new audiences through people whose opinion carries weight. So, when developing a LinkedIn marketing strategy for your B2B brand, make sure also to include funds for cooperating with influencers.

The resources you’ll need will vary for each influencer. While some of the largest ones may charge higher prices, newer influencers often collaborate in exchange for subscriptions to build their portfolios. In case you can’t afford to pay cash, offering stock options in the company is also a common practice.

Consider various payment options

As the world is becoming increasingly digital and moving from cash to touch-free payments, many digital payment methods have emerged during the last few years. Some of the more popular options are PayPal, GooglePay, Braintree, WePay, and many others, making invoicing and business transactions more professional.

However, the rise of digital payment has also resulted in data and security breaches. Therefore, it’s also important that you consider the safety and security of your payment methods, especially if you are going to make them repeatedly. Considering blockchain-based cryptocurrency solutions is one of the solutions to this problem. Ethereum cryptocurrency, for example, allows encrypted transactions that are fast and secure. One of the key benefits of this method is that if you are regularly paying for your website hosting, you don’t have to store your bank card data anywhere.

Conclusion

In this era of massive competition, it is crucial to stay updated about all the methods and tactics that can prove to be helpful and effective in being successful. One such useful practice is LinkedIn marketing. Utilizing this platform in a way that provides you with positive results can help you boost your business. All you need is a thorough understanding of how this platform works and what are the best tips and tactics to make full use of it.

If you have come this far, you must have a clear view of the best LinkedIn marketing strategy and how to implement it to improve your success rate. If you follow these tips, you will start observing results of LinkedIn marketing in no time.

The post A Step-by-Step Guide to Successful LinkedIn B2B Marketing appeared first on SendPulse Blog.

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