Infoproduct creators have already realized that marketing automation is a powerful way to engage potential customers. After all, automated emails have 86% higher open rates.
In addition, they produce a 196% increase in click-through rates. On top of it, they still generate 320% more revenue than standard emails.
When marketing automation is used effectively, it facilitates the promotion of relevant content. As a result, there is a better customer experience. This can help develop deeper relationships and increase sales.
While digital product creators understand the benefits of automation, many are still not using this digital marketing strategy. This is because they believe that automation systems are complex. But in fact, everything is very simple, just follow the correct instructions.
We are experiencing a major shift as marketing automation has become easier to implement and run. Read on to learn how to harness the power of automation to sell your online course.
What is Marketing Automation?
Marketing automation happens when the software automatically sends campaigns to your customers and prospects based on the triggers you set.
You may have also heard the term multi- or omnichannel marketing automation. They refer to automation that spreads across multiple channels such as mobile apps, social media, SMS, email, and more.
Unlike newsletters and one-time campaigns that you create and send to an entire list of people at once, customer journeys are set up, then sent when a subscriber meets your predefined trigger.
Creating and emailing each new subscriber to your list as they sign up would take a lot of time. But with marketing automation, you can create the email once and send it automatically.
The message can be sent to anyone who adds an email address to their subscriber list.
This represents a great time saver. Also, these types of automated emails give you more results.
3 key components to an automation marketing strategy:
Data: Data to inform what triggers the journey
Rules: The rules that define the journey
Content: Content you submit along the journey
What is a Marketing Automation Software?
In short, marketing automation software is cloud technology. It also allows you to define the 3 mentioned automation components (data, rules, and content), all on autopilot.
Automation tools allow you to gather data and define rules to take your prospect on a personalized journey.
You can choose to use just one marketing automation tool. But it can also integrate various tools to create a more effective marketing system.
The basic principle of automation software is that it should help you to engage with your user base. In fact, interacting with all your leads is a lot of work to do manually.
But the “personal” touch of automation gives you an edge over other infoproduct creators.
Main software for automatic marketing campaign
Marketing automation software is a very broad term. It is used to describe various tools used to optimize different marketing efforts.
Automation tools help you build and maintain relationships with your potential customers. Their main use includes, but is not limited to:
- Leads generation
- Leads nutrition
- Leads score
- Costumers loyalty
- Data analysis
Some options for paid marketing automation platforms are as follows:
Leadlovers: this platform is very complete, providing in one place useful tools to automate marketing campaigns.
Metlycs: With great resources to manage, monitor and optimize your online business, Metlycs is a Brazilian digital marketing platform that offers features for you to organize all your customer data.
RD Station: this is a very efficient platform to automate digital marketing actions. That’s because it brings together the main features to attract people to your website. So you can sell more and still track the results.
HubSpot: this inbound marketing software is yet another effective automation tool to convert your website traffic into leads.
SendPulse: to automate your online course promotion campaigns this tool is ideal. SendPulse is a great ally because it attracts, converts and accelerates your sales with different automation features.
Free marketing automation platforms
Mautic: As an open-source tool, Mautic allows anyone to make use of digital marketing automation resources for free.
MailChimp: this is one of the best-known email marketing platforms that evolves into a basic but very efficient marketing automation system.
When should you automate?
When your online course is ready to launch, that’s the best time to start automating your marketing campaigns. As for the budget, you can easily use free automation tools.
So, as your online course sales increase, you can opt for a paid plan. Working this way, in stages, will give you more momentum to scale your marketing strategy. And so, keep increasing your revenue.
Marketing automation has been around for a while. But until recently, the field was dominated by large providers that charged a lot.
This makes them out of reach for many digital product creators. But now the market has changed, and platforms are less complex and more accessible.
Email automation specifically refers to email messages that are automatically triggered by certain behaviours.
An automated email campaign only requires one setup. It is then sent to a particular prospect based on a series of triggers and rules that you define.
For example, imagine that you would like to send a welcome email to a person who has left an email address on your landing page to receive information about your infoproducts.
You can create an automated email that welcomes this new subscriber. And maybe provide a discount or links to some useful resources.
Undoubtedly, it would be time-consuming to manually create and send an email campaign to each person. So instead, you set up a welcome email that gets sent when a new person joins your list.
So, you set up the email once and it will be sent without any additional effort on your part. It “automates” your email marketing, making it much more efficient. Certainly, email is the most important piece of the marketing automation puzzle.
There are several types of email automation that you can use. The most common include:
Drip campaigns consist of sending a series of emails. This is done according to a predefined time interval.
For example, when creating a launch campaign for your online course, you can send emails for two weeks to warm up your leads and make them eager to buy.
In this type of campaign, you need to send a series of emails according to the way the subscriber interacts with your emails or website.
You can use the two types of marketing automation we’ve mentioned to increase the impact of your campaign. Undoubtedly, by using all the resources you have available, you will have a better chance of success.
Benefits of marketing automation
- Reduces repetitive tasks.
- Allows better segmentation of customers and potential customers.
- Improves the overall customer experience.
- Reduces human error in marketing campaigns.
- Ensure the right content at the right time for the right people.
- Saves time.
How to put marketing automation to work for you
To get started, create a customer journey map. It’s simply a visualization of the steps your prospect will take as they move through your sales funnel.
The purpose of this map is to ensure that the customer transitions through each stage of the journey effortlessly. With this mapping, you can better identify areas of friction. Therefore, you can remove or change them to provide the customer with a seamless experience.
Why is the customer journey important?
A well-designed journey makes it easy for the customer to transition from one stage of the funnel to the next. Another reason why customer journeys are important is that they increase engagement. As a result, they increase your online course revenue.
The customer journey allows you to earn your prospect’s trust. That’s because you’ll be giving him opportunities to interact with you.
Once you convert a customer, it’s easy to retain them. Journeys help save precious time. In addition, they eliminate human error and increase efficiency.
Now that you know what marketing and customer journey automation are, let’s explore how you can set it up.
Step 1: Set your goal
Before you start designing emails, it’s important to define what your goal is. Is the idea to convert new subscribers from your landing page into customers? Is it to remind people that your online course is for sale?
The key to setting the right goals for your automated emails is aligning them with your marketing goals.
Step 2: Make sure you have the correct data
You can send a basic introduction email for your online course with just one email address. But, most automated emails require you to have more detailed data about your subscribers.
So, once you’ve set the purpose of your email series, the next step is to make sure you have the right data to activate it. A good tip is to ask for more information on your application forms.
Instead of simply asking for a potential customer’s email address, consider adding fields for other information. For example their mobile number. Then you can create a WhatsApp group to increase their engagement with your online course.
Step 3: Define the triggers
With a clear purpose for your automated emails and the right data to feed them, the next step is to define your triggers and rules. This refers to the criteria that start the automated journey.
The rules define what happens during the journey (ie send an email, wait 3 days, send another email). The rules may differ depending on the purpose of your emails.
For example, if your goal is to convert new subscribers into customers, then your trigger might be: “When someone joins a list”. Your rules would be to send them an email as soon as they get on the list.
Step 4: Select the content
Keeping in mind the goal you set in Step 1, it’s time to think about the content you want to send in your automated emails. How about trying to convert new subscribers into customers via a welcome email?
In this case, it’s a good idea to include a thank you content for the subscription and offer a discount on the first purchase. Welcome emails have high open and click-through rates.
Remember, don’t limit yourself to just a single welcome email when a new subscriber joins your list. Once you’ve engaged your audience with the initial email, keep them with a series of useful content that adds value.
Finally, now that you have some ideas on how marketing automation can help market and sell your online course, choose the best distance learning platform to make your content available.
The tip is to use the Genius2Be platform, one of the most reliable and efficient on the market. It is a distance learning system that facilitates the insertion of all the material of your course (video lessons, text files, audios, graphics, etc). In addition, it limits access to paying students only.
Genius offers different payment methods (Interact, credit card, Stripes, etc). The system is simple and intuitive and does not require any technical skills.
With a few clicks and in a few minutes your online course will be available for sale. Genius2Be issues a certificate that offers online chat and even allows Live streamings.