10 Revenue Automation Tips for Your Business
By Peter Hrabinsky | April 1, 2012
Marketing today is not easy. Professional marketers and business owners require patience and a strategic plan to see successful results. The problem is marketers often make the mistake of betting on only one marketing channel.
Unfortunately, this approach almost always ends in failure. Today, I am going to give you 10 Revenue Automation tips to help make your marketing more dynamic and effective.
As professional marketers, we must keep in mind the importance of leveraging multiple marketing channels to optimize the results we want to see in online conversions and sales – this is where Revenue Automation becomes extremely important. Revenue Automation is the process and methodology needed to create a targeted strategy outlining integrated marketing techniques delivered through advanced marketing systems and professional services.In order for you to get started with Revenue Automation, begin the planning process by going through our list of Revenue Automation tips:
- Outline what online and offline marketing channels you are using right now.
This is a great time for you to evaluate what is working for your company and what is not. I would suggest removing any existing marketing channels that are not getting results. Keep only the marketing channels that really make sense for your business and consult with other marketing professionals to see what other channels should be added.
- Map out your target personas and target demographics.
You would be amazed at how many companies out there do not take the time to understand to whom they are selling. In this step, talk to your customers and sales team to build personas and target demographics that are realistic and relevant to your business.
- Look at what content you have and see what you can repurpose.
Remember to create content that is relevant to your customer’s stage in the buying cycle. I would suggest talking to sales to see what content is best suited for each customer’s stage of the buying cycle.
- Make a list of offers.
Think of offers that would entice people to buy from you. Remember to look back at previous offers to determine what has worked in the past and include them in your list.
- Create new landing pages that feature your new offers.
Test different offers on your website and see which calls to action are actually converting to sales.
- Leverage your social media channels to promote your new offers.
Revenue Automation is all about integrated marketing. Don’t forget to promote your offers through your social media channels. Some of the most powerful marketing you can do is leveraging your existing brand advocates. Keep everyone in the loop!
- Make a list of triggered email events you think would help online conversions.
Ask yourself if there are any triggered email events you should include to increase the likelihood of them buying something through your website. A great example of this is perhaps a cart abandonment email trigger. If someone is in your shopping cart but does not convert to a sale – one should have an automated email trigger sent to them to follow up. The bottom line is email triggers can dramatically increase online conversions.
- Optimize your online advertising campaigns.
Online advertising is far from set it and forget it. Take time to ensure you are using the right mix of pay-per-click and contextual advertising. Always remember to apply marketing budget where it is most effective.
- Implement, test and tweak.
Implement new calls to action, custom landing pages, and triggered events while promoting everything through social media and online advertising. This is perhaps the most important step in any Revenue Automation initiative. Remember to test and gradually tweak everything you are doing to optimize online conversions and sales. Even the smallest change to website copy or a simple repositioning of a graphic can change the results of an online marketing campaign.
- Report and measure.
Make sure you are measuring and reporting so you can further evaluate the effectiveness of your integrated marketing campaign. The more you know, the better you can optimize your online marketing.
The most important thing I would like you to remember is that marketing should consist of an orchestra of integrated marketing techniques – not a solo player disconnected from your marketing mix. Keep testing and tweaking to find what works for you.
At the end of the day, I want to see your company succeed and consistently hit your revenue targets. Good luck thinking about Revenue Automation. If you have any questions or comments, please do not hesitate to contact me directly.