Nowadays, it’s difficult to navigate a marketing strategy discussion without an utter of the words, ‘Search Engine Optimisation (SEO)’.
But while keyword data analytics has certainly earned its place at the fore of every successful comms roadmap, many B2B and B2C marketers seem to be forgetting the crucial part of the equation – the customer.
And with a burgeoning global tech sector leading to higher consumer expectations – from an increasing desire for hyper-personalised content, to a complete overhaul in buying habits – being ‘at one with the customer’ has never been so important.
To be successful in today’s marketing landscape, marketing professionals need to be more tactical and adapt their mindset from selling to supporting. How? By familiarising themselves with each buyer’s of-the-moment needs and interests, and becoming intimately aware of the journey they take from initial discovery to final purchase.
With an expertly curated email marketing nurture sequence, you can educate prospects to the point of high engagement, before passing them over to the sales team at the perfect moment. Seems a lot of effort, right? You might think this impacts time you don’t have, but that’s where Force24 comes in…
With our intuitive marketing automation platform, nurturing your customers and prospects has never felt so easy. Our sophisticated Journey Manager empowers savvy marketers to think bigger and better, enabling users to carefully plan and automate multi-channel campaigns, with a simple drag-and-drop interface, in minutes, rather than hours.
And because journeys can be used for such a variety of things – from profiling data and creating dynamic audience segments, to sending contacts on rich journeys and keeping your sales team in the loop with CRM updates – mapping them out is a sure-fire way to keep on top of your strategy.
So, if you’re keen to make sure your comms resonate with your audience and make your conversion rates soar, stay tuned…
How Do I Set Up A Journey?
You can find a comprehensive visual guide to getting started with Journey Manager on our support page, but here’s a quick-fire rundown to show you just how simple it is…
Input A Journey
Set up a blank canvas through the settings pop up, and give it a name to help you understand what the purpose of that journey is. We recommend starting the name of your journey with the audience segment and following on with this purpose – for example, New Customers – Welcome – Emails+SMS. Then, you can ‘enrol’ your contacts to determine how often they can be selected to go on the same journey – but don’t worry, we can help you with that. Once you’re happy, hit ‘save’.
Build A Query
Your blank journey canvas should now be open and ready to start, but you’ll need to define a start and end condition to activate it. Simply drag the ‘start audience’ button onto the page and pick from a list of pre-saved options, then build whichever query you like. And the crucial part – make sure to test your results to see how many contacts meet the criteria you’ve selected. Hit ‘save’ once you’re satisfied.
Map Your Journey
Now for the fun part – building! Drag and drop any component you wish from the pre-defined list to start planning. Then, use the ‘Send Email’ element to trigger the next pop up.
Send, Send, Send
It’s always a good idea to rename your email stage, to make reporting simpler. Select the template you’d like to send from, insert your dynamic subject line and tweak any other details – like the sender display name or overriding the reply address. Then connect and denote the direction of your journey and you’re done! Of course, you can also add the ‘Send SMS’ trigger if you want to add an extra channel to your automated comms. See, easy right?
As with any of our platform features, we’ll always be on hand to step in or answer any burning questions whenever you need us. Plus, the ‘validation errors’ feature will also highlight any issues throughout your journey. Once you’re used to the ropes, you’ll be firing out roadmaps on the Journey Manager in no time!
If you’re looking for more how-to’s on the Journey Manager feature, have a look through our collection online. Or feel free to get in touch with one of our experts, by calling: 0845 272 5990 or emailing: [email protected].
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This content was originally published here.