You’re blessed.
The marketing tools you have at your disposal are getting cheaper by the hour. You can book your holiday safe in the knowledge that data will be syncing and messages will be sent at the very moment you agree with the bartender that you have, indeed, earned that 2nd mojito.
Have you seen what Autopilot will allow you to do?!? For $20 a month… crazy times.
Here’s the thing.
These tools require management.
They require strategy.
Whilst the idea of simply uploading the plugin and out spews the email addresses of your most valuable prospects is lovely. It won’t happen without work.
By work, I mean an understanding of the purpose as well as the functions of the software. Namely, how it will help your customer. Consider the assistance it provides YOU as an added benefit.
It’s when I see a popup (their words, not mine) on a decent trafficked website like this I feel a little ill:
And you see the same popup on ever page until you check the ‘Don’t show this [F**KING] popup again’ check box.
I’m not even bothering to talk about the copy on the popup. I cover that topic enough. It’s the ease with which we can add exit-intent overlays, page targeted popups, triggered messages etc etc to our websites that is at the route of the problem. They should require a license.
These tools allow you to do some ridiculously smart, personalised targeting. But, to hell with it, let’s just ping those bad boys up all day long. It’s like a game of Atari Space Invaders as you try and shoot down the ‘X’ icons as they torment your website experience.
- Why offer me a 10% discount until I’ve had a chance to browse?
- Why would I give you my email address when I don’t know what you do (yet)?
- What’s the importance of talking to one of your advisors (sic) when I’m not sure what advice I need?
They’re all roadblocks. They put people off buying from you. They frustrate (when using without consideration).
At the same time, they’re wonderful tools. Hugely economical tools that will help you convert more sales.
You just have to read the instructions. Figure out the value to your audience. Then, target. Target with precision.
In your haste to launch new marketing initiatives proceed with caution. In minutes you can upload your new shiny tool and inspire people to take positive actions. Within seconds you can disrupt your customer’s intended actions.
- Learn how to time your marketing messages to perfection.
- Learn how to nudge people at just the right time.
- Learn how to provide the insight your customer needs on the right point in their journey.
- Learn how to use your toolbox to the advantage of your customer.
There’s a mountain of advice available to you.
- ConvertKit offer you their Knowledge Base
- OptinMonster give you advice on how to get started
- Customer.io share piece of advice you could possibly need
- Drift offer brilliant insight into how to use their software
Instruction books are aplenty. They’re as much a part of the SaaS automation product as the product itself. The creators of this software want you to succeed. Use their advice wisely.
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