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The Marketing Automation Problem

The Marketing Automation Problem | The Eternal Social Season | Scoop.it

Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, March 13, 2013 1:55 AM

Front End or Back End?

There is a problem with Marketing Automation. Content marketing has won the day. We are all creating enough content to drown in daily. And along comes "Inbound Marketing" or "marketing automation" with a "rub this lamp" promise. 

No magic genie is jumping out of that lamp. 

Marketing Automation's Dark Side
I have a friend trying to wrestle the marketing automation pig to the ground. What she doesn't know is the day that tool comes in here is a partial list of the demands that are currently at X and will immediately go to 5x:

 

Email Marketing
List maintenance and CANNED SPAM regulations

Email design


Landing page design

Landing page optimization 

A/B testing 

Creation of Key Performance Indicators (how you know it is working)

Monitoring and tracking of KPIs

Deep dives when KPIs are out of whack (and they will be)

Content marketing principles

Content marketing analysis (what content to create and why)

Creation of personas and segments (to feed the drips)


Developing and testing offers.
Offer performance by segment and persona. 

Offer profitability short and long term.

 

Conversion Optimization

Conversion testing (green or red button, here or there, this text or that).
Conversion analysis (what is converting and why) 

 

And on and on

 
No Silver Bullet & No Time Savings

Do NOT purchase a marketing automation tool thinking your workload or demands will go DOWN. That may be true in year 2 or 3, but year one will be HELLISH as you layer on learning a counter-intuitive tool on top of all of those Internet marketing demands outlined above. 

Where Do You Need The Help? Front or Back 

If you already know what content to create and in what cadence and for what segments and personas then you need a back end nurturing tool. Your front in traffic generation is good to go. Now you just need to know how to keep your traffic generation engine tuned to your conversion engine. 

If, on the other hand, you have NO IDEA what keywords matter, what a persona or a segment is then you need a FRONT END tool. My favorite front-end tool is HubSpot combined with Bronto to manage the email marketing. Bronto is better than ANY inbound marketing email tool, a true easy to drive Ferrari. 

 

My favorite backend tool would be either Marketo or Eloqua. Both are great lead nurturing tools especially if you have Sales Force as your CRM and a WordPress content engine. 

One Last Thought
If you error then error on the side of the front end because you can ALWAYS make money if you add resources to the front end. No front end = no leads to nurture, so bringing in a back end system when you don't have a front end and the new system just STARVES. 

How do you know if you are good to go on the front end? If you have segments defined with personas and are already firing and testing email marketing THEN you are ready for a back end system. If you don't know your keywords from a hole in the wall then you need a front-end system. 

REMEMBER - ERROR on the side of the front end because if you are good and become great at front-end content marketing your efforts to improve generate profits.

 

If you don't have a well mapped front end then no back end tool will help your content marketing (they aren't designed to search keywords, group personas and create segments since most assume those sets are known "inputs" into their systems. 

Some tools may claim equal facility at front and back end. Don't believe it. Those are very distinct sets of Internet marketing skills and tasks such as:

Front End
Mapping Keywords to competition and efficiency.
Creating personas and segments.

Understanding Unique Value Propositions mapped to personas.

Testing offers (headlines, design, time limit, offer itself).

Testing different kinds of content (video, eBook, white paper, email, newsletters, SlideShare, infographics, personalized email, calls, etc.).

 

Back End
Landing Page optimization.

Lead nurturing (drip campaigns, web visits, etc) and scoring.

Follow up systems (drips, calls, events, conferences).

Connect conversion to front end traffic generation (increase efficiency). 


These roles aren't as clean as these list make it sound, but you get the idea. If you have a good sense of your keys and customers then your biggest opportunity is to tune the funnel connecting traffic generation to conversion. If you don't have a robust content engine then start improving your font end. 

 

 

The Eternal Social Season
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The Top 100 Blogs to Curate for Social Media Power Users - The Buffer Blog

The Top 100 Blogs to Curate for Social Media Power Users - The Buffer Blog | The Eternal Social Season | Scoop.it
Looking for some fresh content to curate and share on social media?
It’s out there — in spades!
Almost too many spades, right? With so many blogs to choose from, the challenge can sometimes flip from finding content to share to choosing which content to share.
We’d love to help.
At Buffer, we’re lucky to have some data on the most popular blogs that are read, loved, and shared by social media power users. In the Buffer product, you can connect RSS feeds t
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Facebook Instant Articles: Why Should I Care?

Facebook Instant Articles: Why Should I Care? | The Eternal Social Season | Scoop.it
Facebook Instant Articles have launched and faltered and come back again, making ad revenue available to content producers. Here's what you need to know.
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Content Shock is here. Now what?

Content Shock is here. Now what? | The Eternal Social Season | Scoop.it
New reports show that information density is causing competitive issues for even the best-known content creators on the web. Content shock is here.
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The Complete Guide to New Twitter Polls: What They Are, How They Work and 9 Ways to Use Them

The Complete Guide to New Twitter Polls: What They Are, How They Work and 9 Ways to Use Them | The Eternal Social Season | Scoop.it
A complete overview of how Twitter polls work, how to get started, and how to put them to good use for your marketing, experiments, and strategies.
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Online networking guide: 35 ways to connect with anyone through social media

Online networking guide: 35 ways to connect with anyone through social media | The Eternal Social Season | Scoop.it
They’re big names. They’re influential. They have an audience. You know who they are. And it would be great if you could connect with them.
Anneliz Hannan's insight:

Terrific plan by Andy Crestodina 

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Introducing Blappsta - Turn Your Blog into an App - Ep. 101

Introducing Blappsta - Turn Your Blog into an App - Ep. 101 | The Eternal Social Season | Scoop.it
At the CeBIT Global Conference, Neal got to meet the founder of Blappsta, a new app that makes it easy to turn your blog into a native app.
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13 Content Curation #FAILS - Heidi Cohen

13 Content Curation #FAILS - Heidi Cohen | The Eternal Social Season | Scoop.it
Have content curation fails? To meet your need more content, you use other people's content but it doesn't make your content marketing strategy succeed?
Anneliz Hannan's insight:

Some great tips by Heidi especially Nos.6, 7, 8.

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The Anatomy of a Perfect Web Page

The Anatomy of a Perfect Web Page | The Eternal Social Season | Scoop.it

Your headline is the most important piece of copy on your page.

 

In terms of user navigation, it needs to describe the content featured on the page, so that the user knows what to expect and is reassured that they are in the right place. 


Via Neil Ferree
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Neil Ferree's curator insight, February 25, 2015 7:50 PM

Information Architecture (IA) is the organising and labelling of your website content to support usability and findability. You want to enable your users to find what they are looking for, whilst also funnelling them into the areas you want them to go. 


Navigation is fundamental to IA, and should be determined during the research and planning phase.

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Four Ways to Fight Content Thieves

Four Ways to Fight Content Thieves | The Eternal Social Season | Scoop.it
It doesn't matter if your content is widely read or it's a niche publication, the content thieves will get you. Gini Dietrich shares four ways to prepare.
Anneliz Hannan's insight:

How to put a plug in the scrapers who behave like scrappers of your content.

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Use Media Relations to Get on the First Page of Google

Use Media Relations to Get on the First Page of Google | The Eternal Social Season | Scoop.it
Sometimes just creating content isn't enough to gain expertise in the eyes of Google. You need to use good, ol' media relations to extend your reach.
Anneliz Hannan's insight:

Great 'how to' post on ranking high on Google search.

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Facebook Marketing Tips: The Best Advice, Tried-and-Tested

Facebook Marketing Tips: The Best Advice, Tried-and-Tested | The Eternal Social Season | Scoop.it
See our results from testing seven of the best Facebook marketing tips to get more clicks and views on your Facebook posts.
Anneliz Hannan's insight:

Fantastic analysis of what type of post gets the most clicks on Facebook. I need to become a night owl!

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The State Of Drug Use In America, In 9 Maps

The State Of Drug Use In America, In 9 Maps | The Eternal Social Season | Scoop.it
America just doesn't do drugs like it used to. From opiates to alcohol, American substance use has shifted drastically in recent decades.

1. Cigarette smoking has plummeted.


2. Alcohol consumption has, too.
Note: The National Institute on ...
Anneliz Hannan's insight:

Fascinating to look at high problem geographical areas and the changes in use of heroin and alcohol

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The Staggering Cost of Content Marketing (Infographic)

The Staggering Cost of Content Marketing (Infographic) | The Eternal Social Season | Scoop.it
How much money do you have to put into a serious content marketing campaign on Facebook? Here's one estimation.
Anneliz Hannan's insight:

Wow, Nestle spends $127, 500 per day on content marketing posts just for Facebook. No wonder they have a Nestle Crunch!

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Facebook Ads Quiz – 30 Questions

Facebook Ads Quiz – 30 Questions | The Eternal Social Season | Scoop.it
Take this 30-second Facebook ads quiz and quickly find out how much you actually know about advertising on Facebook!
Anneliz Hannan's insight:
How little I know!
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A Facebook Test: The Wheel and Spoke Model Still Works Best

A Facebook Test: The Wheel and Spoke Model Still Works Best | The Eternal Social Season | Scoop.it
The recommendation is always a wheel and spoke model from your site to the social networks, but Spin Sucks tested Facebook publishing. Here are the results.
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Website Footer Design Best Practices: 27 Things to Put at the Bottom

Website Footer Design Best Practices: 27 Things to Put at the Bottom | The Eternal Social Season | Scoop.it
Do visitors hit the bottom hard? Or is it a soft landing? These website footer design best practices include 27 footer examples, from copyright to content.
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New Research: The Best Time to Tweet for Clicks, Retweets, and Replies

New Research: The Best Time to Tweet for Clicks, Retweets, and Replies | The Eternal Social Season | Scoop.it
We looked at 4.8 million tweets sent through Buffer to determine the most popular times to tweet and the best times for clicks, retweets, and more.
Anneliz Hannan's insight:

Who knew we could be so engaging in our deep sleep!

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The 33 Directories Every Start-Up Should Be Registered On

The 33 Directories Every Start-Up Should Be Registered On | The Eternal Social Season | Scoop.it
If you're a start-up are you listed on these 33 different directories? No, well you might want to get cracking, says David Arnoux
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How to Create a Social Media Report and Explain It to a Client

How to Create a Social Media Report and Explain It to a Client | The Eternal Social Season | Scoop.it
Buffer Social Open Overflow Happiness

social
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16 Ways to Use Social Media to Promote Your Event |

16 Ways to Use Social Media to Promote Your Event | | The Eternal Social Season | Scoop.it
Does your business conduct events? This article shares 16 creative ways to use social media to increase awareness, engagement and sales for your event.
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The Ultimate Website Launch Checklist: 55 Things To Do Before (and after) You Launch

The Ultimate Website Launch Checklist: 55 Things To Do Before (and after) You Launch | The Eternal Social Season | Scoop.it
Here is Orbit's website launch checklist. Actually, this is a combination of several checklists related to launching websites
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The Essential Cheat Sheet for Social Media Image Sizes

The Essential Cheat Sheet for Social Media Image Sizes | The Eternal Social Season | Scoop.it
Want to make the most of your online presence? Here's the ultimate social media image sizes guide for the top eight social networks.
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How to use Feedly

How to use Feedly | The Eternal Social Season | Scoop.it
Feedly is an excellent application for reading blogs / news sites you subscribe to. Check out how to use Feedly and all its cool features.
Anneliz Hannan's insight:

Some great tips on making the Feedly experience most useful

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The 5 Basic Landing Pages Every Content Marketer Should Consider Having

The 5 Basic Landing Pages Every Content Marketer Should Consider Having | The Eternal Social Season | Scoop.it
Landing Pages for Content Marketing

Via Guillaume Decugis
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Benjamin Labarthe-Piol's curator insight, November 3, 2014 12:41 PM

Critical topic

Terence's curator insight, January 9, 2015 7:45 AM

Landing pages, done WELL and for the right traffic, can BE your website.

Rescooped by Anneliz Hannan from Google Plus and Social SEO
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The Optimal Length for Every Social Media Update [Infographic]

The Optimal Length for Every Social Media Update [Infographic] | The Eternal Social Season | Scoop.it
The optimal length for social media posts and all other forms of online content. Get best practices for tweets, posts, blogs, and more.

Via Neil Ferree
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Neil Ferree's curator insight, October 21, 2014 6:29 PM

Do you consider the optimal number of words in your blog titles and email subject lines?


How about the amount of time it takes to read a SlideShare Deck or listen to a Podcast and these other social updates.