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Choose the Right Marketing Stack to Grow Your Financial Advisory Firm

April 2, 2020 CRM News and Info

Despite the fact that 65% of all investor interactions occur online, only 44% of investors say that their financial advisors do a good job of sharing best practices related to their investment goals. This gap in providing expert messaging and content to an eager audience is just one example of why financial advisors need to improve their marketing, deliver better customer experiences, and focus on delivering relevant educational messaging and content to prospective and existing investors.

The good news is that roughly 80% of firms are expected to increase their online marketing budgets moving forward, so clearly most financial advisories recognize the need to step up their game. Now, the challenge for many of these wealth managers becomes determining how and where to spend those marketing dollars to expand their assets under management and grow their respective firms.

MarTech Hero Choose the Right Marketing Stack to Grow Your Financial Advisory Firm

The reality is that it’s nearly impossible to plan, develop, distribute, track, and optimize a holistic series of marketing campaigns across all pertinent channels manually. Even those financial marketers who are able to miraculously launch their campaigns without a coordinated technological approach are almost certainly delivering mismatched and uninspired programs — and also failing to collect accurate and actionable data to understand their audience and deliver what they truly need to advance along their investment journey.

Simply put, disjointed tactics executed manually are guaranteed to deliver customer experiences that are confusing at best — which means less clients, less assets under management, and less revenue for your firm.

So if you’re part of the 80% mentioned above, you should be thinking about how you can build a marketing technology (MarTech) stack that empowers your financial advisory firm to scale your marketing efforts and capitalize on the most lucrative areas for growth.

What Is a Marketing Technology Stack?

A marketing technology stack is the collection of all the different marketing-related software that an organization uses to plan, develop, execute, track, and optimize their marketing efforts. Due to the wide array of marketing technology solutions available, MarTech stacks vary significantly among different industries and even from company to company within those industries.

In fact, the playing field is so diverse that Scott Brinker of Chief Martec has been creating a digital representation of all of the MarTech vendors every year since 2011 to try to make sense of it all.

Here’s what the “Marketing Technology Landscape Supergraphic” looked like in 2011…

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3 Tips to Improve Collaboration Across Distributed Marketing Teams

March 31, 2020 CRM News and Info

While many 1-to-2-person marketing teams dream of having a few extra people on board to help them execute their marketing efforts, having more people in the mix often leads to many challenges. Unless they have a very clear structure and protocols in place, companies with larger teams often find it difficult to determine which efforts to prioritize and encounter major roadblocks throughout the project management process.

shutterstock 566877226 3 Tips to Improve Collaboration Across Distributed Marketing Teams

These challenges become even more difficult when you’re dealing with distributed marketing teams that are spread across multiple offices, marketing to different regions, and often doing so in different languages. Because of these added factors, distributed marketing teams can also find it more difficult to collaborate, ensure brand consistency, and report on their collective success.

Unfortunately, when companies fail to address and resolve these challenges, the consequences can be devastating. For example, you might find that some marketing units have no trouble achieving their goals while others are struggling to implement a multi-channel marketing strategy that works. Lack of control over these efforts can also result in campaigns and efforts that are all over the place and not on brand, which can severely damage your brand reputation.

Effective and efficient organizations have systems in place to help their teams work together regardless of where they are in the world. Successful organizations have found a way to centralize their efforts, improve visibility and communication, and equip their teams with the tools they need to launch effective marketing efforts.

Today, we’re going to walk you through a few tips and tools to help you implement a system that will empower your distributed marketing team to collaborate and improve results across the board.

Improve Visibility and Collaboration by Adopting a Solution With Parent/Child Account Capabilities

You need to have a good foundation in place before you can improve efficiency and collaboration across your distributed marketing team. That means you need the right processes and tools to help facilitate communication, consolidate data and insights, and empower your team with the tools they need to execute your campaigns to the fullest.

While many companies let each marketing unit choose their marketing automation platform , this offers subteams little-to-no visibility of what their peers are doing. It also opens the door for them to surpass any type of approval process before launching their marketing efforts, leading to disjointed and off-brand marketing efforts. (Our friends at Sharp Europe actually came to us in an effort to solve this problem, which you can learn more about here.)

Adopting a marketing automation platform that supports a marketing network (also known as parent/child account capabilities) allows you to get your entire team on the same page. Marketing networks allow you to assign a “parent” or central account to manage the “child” accounts across your organization. The parent account is responsible for specifying which users have access to certain accounts, campaigns, and templates — as well as managing the approval process.

This model allows you to centralize your efforts, providing key stakeholders with improved visibility into your marketing initiatives and results across the organization. Using one platform also enables team members to collaborate on projects even if they’re working miles away from each other and paves the way for your team to share best practices and improve processes across the board.

Leverage Templates to Streamline Marketing Processes and Ensure Brand Consistency

One of the biggest challenges for large and distributed marketing teams is maintaining brand consistency. When your different marketing units are working on distinct projects with different priorities and deadlines, it can be easy to bypass an established approval process in an effort to get things out the door as soon as possible.

The problem with this approach is that it often results in messaging and design that don’t accurately represent your brand and do very little to build your trust and credibility. As a result, many of your leads will lose interest early on, even if your product or services are superior to those of your competitors.

Creating pre-approved templates for emails, forms, and landing pages to share across your distributed marketing team helps you eliminate this challenge and streamline processes — especially since it saves so much extra work for your team while also eliminating the potential for human error.

The right marketing automation platform should equip you with the tools you need to easily build, store, and share these templates with your team. Act-On has easy-to-use drag-and-drop tools that enable you to build professional and eye-catching templates that your distributed marketing team can leverage without having to know HTML.

Consolidate Your Data to Enhance Your Strategy Across the Board

Consolidating your data and then analyzing it into actionable insights is a challenge for many companies, especially those using multiple platforms and dealing with disconnected systems. But to improve collaboration and work with your entire distributed marketing team to enhance your marketing strategy, you need to gain visibility into your collective results.

Knowing which of your efforts are working and which need improvement enables you to come together to share best practices and identify what you can do to strengthen your marketing strategy. Tracking and consolidating your results in real-time also allows you to take immediate action to remediate any efforts that aren’t generating results. All of this allows your team to spend their time and effort on tasks that will yield the best results for your organization.

The right marketing automation platform should equip you with the tools you need to measure your marketing ROI and analyze performance. Act-On’s Data Studio, for example, allows you to consolidate your data from across your organization in one place and provides you with tools to easily dissect your results.

Our platform also integrates with leading CRMs and BI tools to make it easy for you to share data with other distributed marketing teams across your organization.

Choose a Tool That Enables Your Distributed Marketing Team to Implement an Effective Multi-Channel Strategy

In addition to searching for a solution with parent/child capabilities, you should look for a tool that allows you to streamline processes and enhance your marketing.

Act-On is designed to empower teams of all sizes with the resources they need understand their customers’ pain points, anticipate their needs, deliver targeted and effective multi-channel campaigns, and measure their marketing progress for consistent improvement and great ROI.

If you’d like to see our platform in action and learn how it can help your distributed marketing team achieve their goals, please schedule a demo with one of our marketing automation experts.

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Digital Marketing Best Practices for Insurance Companies

March 27, 2020 CRM News and Info

Disruption within the once-staid insurance industry is creating a major buzz. The activity has been labeled, among other things, as a digital transformation and the Fourth Industrial Revolution.

Regardless of what you call it, disruption is occurring because consumers gravitate toward customer experiences that are on par with Amazon, Uber, and Netflix.

After all, our population is skewing toward digital natives. Roughly 71 million millennials are in the market for automotive, homeowners, and renters insurance — among other types of coverage.

Gen-Z, the generation right behind millennials, represents 61 million people who mostly started using digital while they were still infants. No doubt the eldest among this group, in their early 20s, are shopping for insurance right now.

shutterstock 1606098901 Digital Marketing Best Practices for Insurance Companies

Entrepreneurs, including quite a few millennials, are responding to opportunities created by legacy insurance providers without solid digital marketing strategies. This has led to a rise in insurtech start-ups that garnered about $ 2.2 billion from investors in the first half of 2019 alone — easily outpacting the total $ 2.6 billion invested in all of 2018.

What’s more, only 35 percent of insurance customers say they’re satisfied with current providers, which translates to a book of business of about $ 1.5 trillion up for grabs globally.

Word of mouth and a landline (sales and marketing approaches based on closing a single sale that worked for insurers decades ago) aren’t how current generations purchase insurance coverage.

Legacy agencies must craft a carefully considered holistic digital marketing plan that’s radically different from what would pass just a few short years ago. They need coordinated and orchestrated campaigns across digital channels that provide a comprehensive view of the customer journey.

Marketing automation platforms hit all of these points by consolidating and automating marketing activities — such as email campaigns with conditional logic, web-based content creation and management, and digital advertising. These platforms enable lifecycle marketing that gives a transparent view into the entire journey of each individual prospect and policyholder.

Because marketing automation brings so many functions under one umbrella, it’s a powerful engine for capturing and presenting data about audiences and specific customers. In fact, it’s the ultimate catalyst for growth marketing (sometimes referred to as “growth hacking”).

Growth hacking is enabling companies to achieve impressive revenue in relatively short timeframes based on identifying the most lucrative and efficient areas for growth. Ultimately, it employs marketing tactics that enable companies to garner more leads, convert at higher rates, and nurture customer connections for the long term.

Marketing automation platforms typically offer functions known to be universal tactics for hacking growth and fueling revenue.

We’ve captured the highlights on some of the top tactics for insurance marketers who want to dive right in with growth marketing (and how marketing automation platforms like Act-On can help them execute these strategies).

Top Digital Marketing Tactics for Insurance Companies

Current buyer personas. Your marketing strategy should start with at least an outline of several types of buyers for your insurance offerings. With the aging out of baby boomers and the influx of digital natives, it’s more important than ever to make sure your marketing resonates with your ideal customers.

If you don’t already have up-to-date personas defining your audiences, this post will guide you in creating buyer personas, mapping the journey for each, and identifying relevant content. This is a great place to start because it provides the basis for executing the most important digital marketing tactics.

A top-notch website. Your site must be attuned to the customer journey, meaning it must provide a user experience that accounts for your audience’s understanding of your insurance products. The user experience should start at beginner-level prospective policyholders who have little-to-no understanding of what their end goal should be as far as your products and services.

Information that’s most prominent should be highly accessible for the beginner, navigation should be intuitive, and finding information that enables your visitor to advance along the purchasing path should be easy.

Connecting with an actual person who can offer high-touch customer service also should be easy — whether via email, telephone, or on-site chatting. It goes without saying that audiences expect pages to load at lightning-fast speeds and sites that are optimized for mobile.

Offer high-quality content. Modern audiences are researching heavily before they buy, as well as seeking recommendations and comparisons. In fact, 78% of consumers say that relevant content increases their purchase intent for a brand’s products and services.

Tracking analytics to determine which content gets the highest traffic is the key to consistently producing high-quality content. We break it down here with seven questions you should answer as you develop your own quality content.

As always, it comes down to putting your customers’ needs first. Ask yourself which content is going to be most useful for your customers and how can you deliver it in ways that make the most sense for them?

Create irresistible offers for gated content. Creating great content that your audience needs is a key step in attracting prospective policyholders and generating digital leads. Everything from whitepapers and eBooks to webinars and online learning courses provide the opportunity to capture data from your audience by motivating visitors to input their personal information via a conversion form.

By collecting this data, you capture information about high-intent insurance purchasers. From there, you can add these people to your marketing lists to nurture them through the buyer journey. This post about content distribution provides greater detail about gating content.

Execute a thoughtful email campaign. Using a surgical approach with your email campaigns increases the chance that your audience is going to engage. Your personas will help guide you in your email messaging, as will data collected via gated content.

In the course of building your email distribution lists and reviewing the data, you’ll learn so much more about your audience and their behaviors. This opens avenues for highly targeted and personalized email campaigns.

Once you start building intelligence on your audience, the possibilities are endless. Learn how by reading this post and going deeper with strategies for B2C campaigns here.

Invest in learning and implementing SEO basics. The value of time spent on SEO cannot be understated.

71 percent of consumers surveyed said they did digital research before buying insurance.

Search engines are the most common starting point. Twenty-six percent of U.S. car insurance buyers and 35% of U.S. life insurance buyers use search results to inform their purchases. So optimizing your site to attract more prospective policyholders is well worth the time and effort.

While some insurance brokerages choose to employ search engine optimization (SEO) experts full-time, simply sticking to SEO basics can have a big impact on your bottom line.

Most insurance providers are likely performing many of these tactics. However, very few have a marketing plan marrying this work with a powerful marketing automation platform.

Marketing automation software simplifies and streamlines these initiatives for an approach that is cohesive, unified, and backed by data to drive sales growth.

Act-On Has Everything Insurance Marketers Need to Grow Their Brokerage

These tactics are just the beginning of how insurance providers can use marketing automation to grow their digital presence, achieve significant gains, and succeed in this disruptive era. Everyday, our insurance customers find new and fruitful ways to use the Act-On platform.

Read more about marketing automation for insurance brokerages by downloading our free eBook, “5 Marketing Challenges Facing Insurance Brokerages.” It’s packed full of great information about what marketing automation is, how it helps insurers improve marketing processes and results, and why it’s the perfect fit for your insurance agency.

Lastly, if you’re ready to learn more about Act-On’s marketing automation solution, our team of experts would love to speak with you about your current situation and how our software can help you take your brokerage to the next level. Simply click here to request a demo with a marketing automation specialist.

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How to Use Marketing Automation to Create a B2C Rewards Program

March 23, 2020 CRM News and Info

Many B2C companies know that their growth is dependent upon current customers making repeat purchases. And the key to doing that is keeping customers engaged, making them feel good about their purchase, and planting the seed to inspire them to buy more in the future.

But how can companies possibly do all that?

B2C Hero How to Use Marketing Automation to Create a B2C Rewards Program

Sending promo codes and email campaigns announcing new product releases is one way to entice people to visit your website or brick and mortar. But many individuals need more incentive to take that extra step in the customer journey, which is where customer loyalty programs can save the day.

Chances are you’re part of a few customer loyalty programs. If so, accruing points probably makes you feel better after your purchase. You probably buy more knowing that you’ll eventually get a reward to use toward a future purchase or free offer. Now, imagine the benefits your organization could experience if you motivate your customer base to adopt that same mindset.

Before we go any further, let’s discuss what a customer loyalty program is, how they can benefit your bottom line, and how you can leverage marketing automation to implement your own loyalty campaigns at your B2C company.

What Is a Customer Loyalty Program?

A customer loyalty program is a marketing tactic designed to reward current customers for their ongoing business in an effort to drive engagement and encourage future purchases. Customer loyalty program members are granted special perks (such as points, promotional offers, gifts, and more) for being long-term and loyal customers.

An effective customer loyalty program enables companies to engage customers, demonstrate their value, and motivate their audience to make more frequent purchases.

Now that we’ve established what a customer loyalty program is, let’s chat about a few ways you can leverage marketing automation to implement one at your organization.

Create a Scoring Program to Determine How to Reward Customers (and Motivate Them to Engage)

Most of us probably associate lead scoring as a practice reserved for B2B companies that are trying to gauge where customers are in the sales funnel. But most B2C rewards programs use the same concept. The only difference is that, because these points systems are public, companies don’t subtract points for certain actions (at least as far as customers can see).

These are a few critical customer actions that you can assign positive scores to:

Making a purchase: Most rewards programs assign customers certain points for every dollar they spend. Customers usually have to achieve a certain threshold before they are able to redeem those points for discounts on future purchases. How many points you assign to each dollar and the threshold customers usually need to reach before using those points depends on factors such as the average customer purchase and purchasing frequency.

Browsing and saving items: You don’t have to wait until customers make a purchase to reward them for their loyalty. After all, window shopping or browsing through your website is one of the first steps in the customer journey, so giving customers an incentive to complete their purchase might help them reach the end of the sales funnel sooner rather than later.

Urban Outfitters, for example, rewards customers with points as they save items to their wish list on their app. Customers can search and save items right on the app, but they can also scan the barcode of an item while in-store. In addition to encouraging engagement, this practice allows Urban Outfitters to track user preferences and even encourage customers to act fast by notifying them when an item is almost out of stock.

Purchase history: Many of your customers are probably creatures of habit, and you can use that to your advantage by assigning additional points when customers make repeat purchases or, if applicable, buy in bulk. You can also track these repeat purchases to gain a sense of which offers to send to your customers in the future.

If a customer is not accruing points over time, this is your cue to enter them into an automated email nurture campaign. You can focus these campaigns around your customer’s specific product interests and remind them to use their points before they expire at the end of the year.

Implement Event-Triggered Emails to Celebrate Special Events

A good loyalty program doesn’t just reward customers for making a purchase; it keeps them engaged by making them feel special and valued by your company. That’s why, in addition to offering a points system, you should provide your customers with gifts and promos to help them celebrate special days such as birthdays, the anniversary of them signing up for your program, and even holidays.

You might think that keeping track of all these dates can be a handful, but managing this part of your program is simple and intuitive with event-triggered emails. You can use marketing automation to easily create eye-catching emails with enticing offers, and then identify criteria that signal to your platform to automatically send them out when a special day or event comes around.

A/B Test Offers and Measure Engagement to Optimize Your Program

In addition to helping you build customer loyalty, an effective customer reward program should empower you to learn more about how to create an enjoyable customer experience. You should set up your program to track your customers’ purchase patterns and identify which promotional tactics are motivating them to make more and bigger purchases.

A/B testing is the best way to understand what is resonating with your audience. So, if a customer doesn’t engage with your initial email, you can send it to them again with a different subject line to see if that piques their interest.

Once you have a good formula for subject lines, you can test your email designs, copy, and CTAs to learn which marketing efforts and offers are working best with your customers.

If your outreach efforts are completely falling flat, you’ll need to make significant changes and improvements. If, for example, you notice a low click-through rate on your CTAs, you should restructure your loyalty program to feature more appealing offers that match the product or service interests of your consumers.

Act-On Can Help You Deliver an Enjoyable Customer Journey Every Step of the Way

A good customer loyalty program can do wonders when it comes to improving repeat purchases and brand reputation. And marketing automation makes it easy to implement and manage one for your organization.

Not only that, but marketing automation can help you do a lot more to build a robust customer marketing program. Act-On, for example, equips B2C marketers with a variety of tools that enable you to promote loyalty, match customers with awesome products and services, and help your organization grow.

If you’d like to learn a few more ways you can leverage marketing automation to improve retention and encourage customer loyalty, go ahead and download our eBook, Optimize the Customer Journey.

If you’re interested in seeing our platform in action and learning more about what makes it unique to other marketing automation options, please schedule a demo with one of our marketing automation experts.

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Marketing Automation Tips That Empower Small Teams to Drive Major Results

March 22, 2020 CRM News and Info

You might be considering one of several approaches — building SEO skills within your existing team, hiring a consultant, or bringing onboard an SEO specialist.

Regardless of the route you take, your marketing strategy must be backed by a data-driven tool for analyzing SEO. For example, Act-On’s SEO Audit Tool gives you the insights you need to refine content about your products and services in ways that attract more visitors. This feature empowers you to evaluate the SEO of any webpage, including your competitors’.

It also helps you optimize landing pages and forms so they are more likely to achieve good positioning on search engine results pages (SERPs). You can add and fine-tune metadata, such as the page title and description, and even receive useful guidelines for SEO best practices.

Upwards of 40,000 Google searches happen every second. When you have the right tools, refining and aligning your content to rank higher becomes much easier. And driving more traffic means spreading more awareness, providing more education, and generating more conversions — all of which translate to more leads and better customers.

Social Media for Small Marketing Teams

Roughly 45 percent of the world’s population regularly use social media. And in America, the average citizen spends three hours each day browsing social networking sites.

Further, more than half of all U.S. consumers turn to their social networks for purchasing advice.

And since so many people are on social media, it makes sense that your brand should be present on these sites as well. So, too, does staying abreast of what matters most in 2020 in social media marketing, which is where marketing automation can make a major impact.

Act-On’s Advanced Social Media Module has all the features you need to take your social media marketing strategy to the next level.

For instance, our built-in content curation engine uses your content analytics to identify new content opportunities and topics that are likely to increase engagement. The more engagement (clicks, comments, likes, and conversions) a post generates, the more you’ll receive recommendations for similar content.

Another way to take advantage of the power of social media is with a response dashboard. More people are turning to social media for questions and support, making it critical to respond rapidly and with the most appropriate information.

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Marketing Automation Fundamentals for Agencies

March 15, 2020 CRM News and Info

Typically, the wider the client base, the more difficult it is to hone in on targeted and relevant messaging. But by scoring and segmenting your leads into manageable marketing lists, you can deliver the right message to your ideal audience at the perfect time. And once each lead reaches your predetermined scoring threshold, you can either pass them to your sales team for a more account-based approach or send them additional product information that helps nurture a lead into a customer.

Accurately scoring and segmenting leads is basically impossible when done manually. Not only do even the best marketers inevitably make potentially damaging mistakes, but they put a ton of time and effort into these misguided efforts.

With marketing automation, however, marketers of all skill sets can easily score their leads based on demographics, firmographics, behavior, and engagement (or lack thereof). And for your clients with an especially wide range of consumers, you can use Act-On to develop multiple score sheets that correspond to specific personas.

You can then use all of this great data you’ve collected to group your clients’ prospects and customers into distinct segments and market to them accordingly through remarketing, social media targeting, and automated nurture campaigns.

Speaking of which…

Automated Nurture Campaigns

Once you’ve automated the lead generation process using dedicated landing pages with adaptive forms and then properly scored and segmented those leads, you can use marketing automation to create automated nurture campaigns to guide your clients’ potential buyers along a compelling customer journey.

The goal of a good nurture campaign is to inform and educate prospects about your clients’ products and services to elicit excitement about their offerings — eventually leading to a direct sale or sales opportunity. You want to position their wares as the absolute best choice and distance their brand and business from other competitors.

By creating email campaigns using conditional logic and dynamic content, you can guide your clients’ customers along a seamless buyer journey that is tailored specifically for them. And depending on the various actions they take (or don’t take), you can serve up engaging content and tailored messaging that addresses their pain points and meets their needs at regular intervals of your choosing.

Again, you can (and should) segment based on all sorts of different engagement types.

If a known visitor is browsing a specific product page on your website or “Likes” a certain Instagram post, segment them accordingly and enroll them in an automated program with top-, mid-, and bottom-of-funnel content and messaging.

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Using Video Marketing to Improve Engagement

February 18, 2020 CRM News and Info

by Helen Veyna

Last updated February 12, 2020

It’s getting harder and harder for marketers to capture the attention of their audience, especially in an environment where individuals are constantly being flooded with ads and promotional messaging. Marketers trying to improve marketing engagement have to do more than deliver the right message at the right time; they also need to provide their audience with content that is fun, eye-catching, and easy to consume.

Vlogging Using Video Marketing to Improve Engagement

That’s why video marketing is the perfect tool for marketers who want to stand out from the crowd and promote engagement. In a world where character limits and stock images reign supreme, video provides marketers with an opportunity to show their brand in a new light. This medium is extremely effective because it provides marketers a chance to deliver more creative and immersive storytelling and interact with their audience in a more personal way.

The best part is that any marketing team can take advantage of video marketing, regardless of their budget. Marketers now have access to cameras on their phone and free editing software (such as iMovie for iPhone), meaning that they don’t need an in-house videographer or expensive agency to harness this powerful marketing tactic.

So, if we’ve managed to convince you that you should at least learn more about how video might fit into your marketing strategy, you’re in luck! Today, we’re sharing a few easy ways you can leverage video marketing to improve engagement rates across all your marketing channels.

1. Use Video to Share Customer Reviews

Whether you’re business is B2B or B2C, one thing remains true — having a few good customer reviews under your belt can give you significant leverage over the competition. While written success stories or customer reviews are great to feature on product pages, video is a more eye-catching way to feature customer feedback on more prominent pages of your website and on social media.

Video Marketing Inline CTA Using Video Marketing to Improve Engagement

If you have the budget, a professional video (such as our PGA and Bisco Industries customer success videos) is a great way to put together content pieces that you can use in everything from email campaigns to social media to your website. But don’t despair if you don’t have the big bucks to produce a high-quality video. Your camera on your phone or laptop can be just as effective when it comes to capturing and creating great content.

For example, over the summer we reached out to some of our most active customer advocates asking them to tell us what they love about Act-On via a recorded conference call. The clips we collected helped us diversify our social media marketing efforts to garner some extra attention from our audience. In addition to being engaging, these videos were easy and affordable to produce, so we didn’t have to go out of our way to capture content or deplete our budget to get innovative with our marketing strategy.

2. Use Video as an Opportunity to Interact With Your Audience

Good marketing is always about delivering the right message at the right time. Segmentation and automated nurture campaigns are a great way to ensure that you are reaching your audience with personalized messaging and information that addresses their pain points and interests.

If you want to take your efforts one step further, however, you can create opportunities to have conversations with your audience. Live streaming, webinars, and social media are all great ways to have that “face-to-face” interaction with your audience without having to leave the comfort of your office.

These mediums aren’t created equal and how you use them depends on the type of content you want to create, who your target audience is, and what goals you have in mind. These are my suggestions:

Live Streaming: Going live on social media platforms such as Facebook or Instagram is an effective way of reaching your audience by giving a behind-the-scenes look at your organization or hosting a Q&A. This helps them get to know your brand and helps you establish credibility.

Copy of Hows it going Email banner 5 Using Video Marketing to Improve Engagement

Facebook and Instagram Stories: Instagram and Facebook allow you to give your audience a behind the scenes look and tell a story without the pressure of going Live. Stories are a great way to create hype around product releases, address frequently asked questions, and show your audience what your brand is all about.

A great way to get the most out of stories is to be consistent with your efforts to give your audience an idea of what they can expect to see if they keep engaging with your efforts. For example, clothing company, Everlane, hosts its Transparency Tuesday series as a way to answer any questions regarding their company and get people excited about future product launches. By making this an ongoing series, they are able to get their audience to tune in and engage with their efforts.

Webinars: If your goal is generating leads and growing your email lists, then webinars are the way to go. Webinars are effective because they allow you to provide your audience with unique and valuable content, giving them an incentive to hand over their contact information.

In addition to fueling your demand generation engine, webinars also allow you to have live interactions with your audience and address any questions or concerns that they may have. If you’ve been keeping up with our Automation Essentials series, you’ve probably noticed that our hosts don’t only take the time to address questions after their webinar, they also tailor their future content based on the feedback they’ve received from previous sessions.

3. Create a Content or Newsletter Recap

If you’re having trouble getting eyes on your content, there are a variety of things you can do. To start, take a good look at your distribution strategy to see if there are any good opportunities for improvement or channels that you can add to reach your audience. You should also perform an SEO audit to make sure that you’re using keywords that resonate with your audience and will help you rank high in search engine results.

BPwVauwiYH7h8vB5AfgubS Using Video Marketing to Improve Engagement

But sometimes, all your audience needs to take a look at your content is an extra push in the right direction. If you’re trying to get better engagement on your email newsletter or simply trying to build your email list, a video recap is a great way to give your target consumers a preview of what’s in store and entice them to learn more. You can link to this video at the top of your email or even promote it on social media as a way to motivate your audience to take a look at your blog, download an eBook, or visit a specific product page.

Act-On Can Help You Implement and Launch Your Video Marketing Efforts and So Much More

Your job as a marketer doesn’t stop at creating an engaging video. If you want your video marketing efforts to make a good impression, you have to deliver them to the right audience at the right time through the right channels.

Act-On makes it easy for you to launch multi-channel campaigns that attract and engage your audience. We give you all the tools you need to launch effective drip campaigns, host webinars, manage your social, create engaging landing pages, and more.

If you’d like to see what our platform can do for you, please go ahead and schedule a demo with one of our marketing automation experts. They’ll be more than happy to show you how Act-On makes it easy to innovate your marketing strategy.

Lead Nurturing Guide CTA Using Video Marketing to Improve Engagement

Best Practices for Digital Marketing Compliance

February 4, 2020 CRM News and Info

by Helen Veyna

Last updated February 3, 2020

In the last few years, new legislation such as GDPR and CCPA has come into effect. Unfortunately, many companies have had to rush to shift their marketing strategy and implement new practices to comply. Companies failing to adhere to these new rules are experiencing significant consequences (such as fines and unhappy customers). All this has put the topic of marketing compliance at the forefront and made marketers think about how they can stay ahead of the game to avoid any future fiascos.

shutterstock 1017098419 Best Practices for Digital Marketing Compliance

While GDPR and CCPA affect a select group of marketers and organizations, that doesn’t mean you’re in the clear if you don’t do business in the UK or California. These new laws signify the beginning of a change in the way companies are expected to collect and use customer information and, as a result, how they market to their audience.

These regulations have also shown us that many companies could have saved themselves a lot of trouble if they had simply implemented a few best practices. That’s why, today, we’re sharing a few tips that will help you prepare for any upcoming compliance requirements and improve your marketing results and engagement across the board.

So, let’s get started!

Let Your Contacts Choose How They Want You to Use Their Information

Compliance regulations are designed to protect the privacy rights of individuals and require companies to change how they collect, store, and use information. Companies that don’t have a system in place to address requests or manage user preferences often struggle to adapt to these requirements once they are in place.

Instead of waiting until the last minute to collect contact preferences and update your database, be proactive and use forms to ask your audience what their preferences are ahead of time. For example, if your contact downloads a gated asset from your website, they should have the option to opt-in to receive messages from you in the future. Or, if they are signing up for an email newsletter or other email communication, you can follow up with an email that asks them to double opt-in to confirm that they want to receive your emails.

Collecting this information right off the bat will help you in many ways. To start, it establishes a good system so you’re ready when the time comes to deal with any compliance requirements. Knowing the preferences of your contacts will also empower you to deliver more targeted communication, resulting in improved engagement and results down the road.

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Use Quality Data and Maintain Good Email Hygiene

Purchasing lists is a common practice that is, unfortunately, still used by many companies. The thing is that buying your contacts instead of building your lists organically is not only expensive, but it can prevent you from achieving your marketing goals and remaining compliant.

If the emails you are sending to are not valid or the recipients have never indicated that they want to hear from you in the first place, you run the risk of driving up your bounce and SPAM rates. In contrast, if your contacts have willingly given you their information and indicated that they do want to hear from you, you’ll likely see an increase in engagement and conversions that will lead to tremendous growth for your organization.

To continue improving your email engagement rates, you should routinely clean your lists and ensure all contacts have submitted their consent to receive communication from you before clicking SEND. If you’ve purchased lists in the past, there’s still hope, but you will have to take a few measures to ensure that the lists you are using are in good shape.

To start, send an email to your lists to give your contacts the chance to opt-in to continue receiving emails and other marketing communications.. Any contacts who opt-out or do not respond to your request should be eliminated from your database. If you want to take even more precaution, there are third-party vendors that can ensure that all the email addresses you are sending to are valid. Act-On, for example, integrates with NeverBounce, which allows users to easily review their lists, helping them reduce the number of hard bouncebacks.

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Make Sure You Have an Integrated MarTech Stack

Disconnected technology solutions not only create inefficiencies, but also open the door for compliance issues down the road. Tedious tasks such as having to download and upload lists from one system to another and manually updating user preferences leave a lot of room for error when it comes to executing your marketing efforts and being compliant.

When you add the possibility of being fined thousands of dollars, the last thing that you want is to accidentally email a contact or misuse their information when they’ve requested otherwise. Thankfully, these instances can be avoided if all your systems are talking to each other and automatically updating any requests and information.

A marketing automation solution that has an open ecosystem (as Act-On does) will ensure all your technology tools are connected and give you the flexibility to pick the best solutions for your team and organization. Taking the steps to invest in systems that are integrated will also improve efficiencies, results, and your team’s readiness for future changes and regulations.

Best Practices for Digital Marketing Compliance

Deliver Targeted Messaging

A huge consequence of new privacy regulations is that organizations can expect the size of their contact lists to decrease. These regulations remind customers that they have the right to choose who they want to hear from, when, and how. Any businesses inundating their inboxes with unwanted messages will likely catch their attention and motivate them to unsubscribe.

Businesses can avoid falling victim to this trap by ditching their one-size-fits all email strategy for more targeted marketing and messaging that speaks to their consumers’ interests and pain points. The time and work required to transition from a batch-and-blast email marketing approach to one that is more strategic might seem like more trouble than it’s worth, but it can be a quick and extremely effective process if your organization has the proper tools.

A marketing automation platform that allows you to perform lead scoring and automatic list segmentation can significantly streamline the process of delivering personalized marketing and communications. You can use lead scoring to evaluate where your leads are in the sales funnel and determine the type of content you need to send their way to keep them moving along. As you uncover new information about your contacts, you can automatically segment them into lists and enter them into email nurture campaigns that pertain to their interests and stage in the sales funnel.

That’s not saying you won’t have to put some work into creating personalized email campaigns and content. But once everything is up and running, you can focus your time and resources on A/B testing and optimizing your efforts to improve results.

Invest in a Solution That Can Help You Do It All

You’ve probably noticed an underlying theme in this blog — the right solution can make it easy for your organization to implement and maintain best practices for digital marketing compliance. Act-On empowers marketers of all experience levels and skill sets to execute successful digital marketing strategies, connect their MarTech stack to save time and money, and access the data they need to improve the customer journey.

If you’d like to see our platform in action and learn more about how it can help you comply with both industry and marketing requirements, please go ahead and schedule a demo with one of our marketing automation experts. They’d be more than happy to walk you through how Act-On can help you streamline processes, launch compliant marketing efforts, and innovate your marketing.

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How Insurance Marketers Can Use Marketing Automation for Content Distribution

January 30, 2020 CRM News and Info

Insurance marketers face numerous challenges when it comes to attracting and converting new customers. To start, they are tasked with trying to match prospective customers with a wide array of products — making it very difficult to deliver the right message to the right person at the right time. There’s also a general lack of awareness about the value of insurance products, so insurance marketers devote much of their time and effort toward educating potential and customer policyholders.

To overcome these challenges, insurance marketers must adopt a robust multi-channel digital marketing strategy. A solid content marketing strategy can drastically help you stand out from the competition. The right content can generate interest in your insurance offerings, fill your sales funnel, and nurture these individuals into loyal policyholders.

Content marketing is effective because it provides the opportunity to talk in-depth about a topic or pain point that is relevant to your target audience. And having the right mix of content allows you to thoroughly educate your contacts about the importance, details, and value of your offerings over time to help them make smart decisions.

The main obstacle for insurance marketers, however, is in getting the right content in front of the right audience. It’s difficult, but not impossible. Today, we’re going to walk you through how to leverage marketing automation to launch a content distribution strategy that gets results.
Content Distribution Strategies for Insurance Companies How Insurance Marketers Can Use Marketing Automation for Content Distribution

Develop Targeted Email Nurture Campaigns to Expand Awareness Over Time

Email continues to be an extremely effective marketing tactic, especially for organizations that know how to do it right. Batch-and-blast email marketing might help you capture a lead or two, but it will also ruin your email reputation and send your SPAM complaints shooting through the roof. The best strategy for email marketing is to keep your efforts as targeted as possible to help you secure inbox placement, motivate your contacts to open and read your messages, and drive conversions.

Instead of adopting a one-size-fits-all strategy, try segmenting your audience based on their insurance needs, stage in the sales funnel, and primary pain points. Then enter them into relevant automated email nurture campaigns that address all of these characteristics. As opposed to generic campaigns, email nurture campaigns help you spread out and build out your messaging over time. Following these best practices will not only improve your email reputation and deliverability, but also help you in your efforts to get the right content in front of the right audience.

To get the biggest bang for your buck from your email and content marketing efforts, you should focus on the customer journey and spread out your messaging to build awareness over time. Your first email should serve as an introduction explaining why you’re emailing your contact and what they can expect to see from you in upcoming emails. You should also link to a content piece that will pique their interest, describe what you have to offer, and provide them with a foundation to build on as you continue to send timely emails with great content.

Your next 2-3 emails should serve up additional content that helps you establish trust with your potential policyholders and educates them about the best options for their unique needs Your last email should sum up what your contacts have learned, include links to previously read content, and offer them an opportunity to talk to one of your insurance brokers directly to keep them moving through the sales funnel.

Email nurture campaigns help you nurture, educate, and stay top-of-mind with customers throughout the entire customer journey. The right marketing automation tool can allow you to A/B test subject lines, preview text, copy, design, and more so you can continue to improve these efforts for maximum results.

Use Landing Pages and Forms to Gather Important Policyholder Information

Email nurture campaigns are a great way to educate your contacts over time, but what can you do when you don’t have the right information to help you deliver relevant content? Simple! Gate your content behind landing pages and forms that you can share via social, through paid digital advertising, and your website.

Create a landing page that provides your contacts with a brief summary of the content they’ll receive. This usually includes a brief intro paragraph outlining the challenge your content helps solved, followed by 3-5 bullet points summarizing what the prospective policyholder will learn by downloading the asset. You should aim to keep your form to only 2-3 fields to make it as easy as possible for your visitors to access the content they need. Lastly, include a strong and prominent CTA above your form and a briefer version as a button below the form.

A marketing automation platform that includes adaptive forms can help you gradually collect the crucial contact information you need as your prospects move through the customer journey without having to ask for the same information twice. So, for example, if you already know your contacts name and email, you can collect information related to their industry and title next time they fill out a form — and so on.

Landing pages and forms help you curate information based on your target audience’s insurance needs and funnel stage, among other attributes. They also allow you collect critical information that can inform your marketing strategy as you continue to guide these contacts through a compelling customer journey.

Take Advantage of Event-Triggered Emails

Striking while the iron is hot is critical to capturing your target audience’s attention, staying top-of-mind, and effectively guiding leads through the sales funnel. With event-triggered emails, you don’t have to wait to launch a campaign or gather critical information to start sending your contacts relevant information.

Set up emails that automatically launch whenever a contact completes a critical action — such as visiting a web page, signing up for an event or webinar, or requesting more information. You can even implement event-triggered emails for special events like birthdays, renewals, and holidays.

Event-triggered emails do more than allow you to quickly engage with your contacts. They also serve as a great tactic to help you distribute targeted content. By sending your customers and leads educational materials that correspond with their actions, you can continue to cultivate their interests and effectively guide them to the next step in the buyer journey.

Promote Your Content on Your Social Channels

Most of your current and prospective policyholders probably spend at least an hour of their day online browsing through their social feeds. So if you’re not consistently promoting your content on social, you’re missing out on a huge opportunity to attract your target audience. Marketing automation makes it extremely easy to streamline your social media efforts and activate your social media advocates to help you get your content in front of as many insurance consumers as possible.

Act-On’s Advanced Social Media Module allows you to curate and schedule posts ahead of time, repurpose previously shared social content, and even create content boards so that your team can easily share your posts and content with their networks. You also gain access to valuable engagement insights that allow you to optimize your efforts to continuously improve results. And because all these tasks are automated, you don’t have to live your life on your phone or in front of a computer screen to ensure that you have a constant and effective social media presence.

Act-On Makes Insurance Marketing Easy and Effective

Marketing automation makes it easy to launch marketing campaigns that help you stand out in a saturated market while saving time and resources. The right platform can help you streamline resources, deliver more targeted communications, and improve results.

If you’d like to learn how marketing automation can help your insurance company overcome some of the most common industry challenges, download our eBook, 5 Marketing Challenges Facing Insurance Brokerages.

But if you want to cut to the chase and see our platform in action, please go ahead and schedule a demo with one of our marketing automation experts. They’ll be more than happy to show you how to implement all the strategies we’ve outlined above and more.

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Automate Your Wealth Management Marketing Processes

January 24, 2020 CRM News and Info

In recent years, “Trust the process” has become a siren song for athletes, heads of state, and corporate behemoths. While the phrase can mean many different things to many different people, I have a particular distaste for it. More often than not, trusting a process is mostly akin to hoping a problem magically resolves itself, but that hasn’t stopped it from plaguing small teams, large departments, massive corporations, and even entire industries.

So, for me, it’s simple. If a string of procedures is preventing you from reaching your goals, then what good are those protocols in the first place? We should look for areas where we can improve efficiencies and minimize the busy work and red tape that so often occupy our precious time. We shouldn’t “trust the process.” We should simplify and streamline the process. Don’t trust it, but don’t throw it out either. Make it better, easier, and more effective.

shutterstock 668526514 Automate Your Wealth Management Marketing Processes

Marketing is one profession that is notorious for an overwhelming amount of processes and procedures, especially in the wealth management space — where compliance plays such a vital role. And while I do firmly believe that process has its place in marketing, I’m also leery of its more paralytic properties. Luckily, I work for a marketing automation company, and we use our own software every single day — which means I’m one of those lucky marketers who has found a way to help improve our processes and make them work for me and our entire team.

Okay, enough stalling… let’s learn how marketing automation helps wealth managers and financial advisors streamline and simplify their processes while also minimizing busy work and cutting out red tape.

Track Behavior to Gain Investor Insights

Dated Process: Sticking to your gut and occasionally making decisions based on Google Analytics data

Modern Process: Tracking individual behavior online to deliver personalized and automated customer experiences

You probably have a pretty good idea of your target audiences’ interests and challenges, but this knowledge likely comes from previous experiences and gut instincts. With marketing automation, however, you can validate or disprove your suspicions by tracking user behavior on your website, landing pages, and emails. Once you understand how people interact with your digital content, you’ll be able to pinpoint where they’re at in the sales funnel and craft more personalized customer journeys. Not only that, but you’ll be able to turn anonymous website visitors into known leads.

The best part is that it’s actually fairly easy to do once you’ve implemented your marketing automation solution. Simply create and paste a small piece of HTML or JavaScript code on every page you want to track. If you’re using a CMS like WordPress or Drupal, you can paste the tracking code in one location, and the system will automatically add it to every page on the site. Once that’s done, install Google Tag Manager and add it to your web browser toolbar to ensure that all of your tags are working properly at all times.

You’re probably asking yourself how this is any different from your Google Analytics account. Well, GA is similar to digital behavior tracking in the same way that a back-up point guard on the JV squad is similar to Kobe Bryant. Whereas Google Analytics does allow users to measure the behavior of anonymous users, marketing automation tracking allows you to understand exactly who is doing what on your digital properties at all times and in real-time so you can respond to these actions with personalized messaging and offers. So if Jo Jo Siwa is browsing your site for a pair of rainbow-print shoelaces, you’ll receive a notification alerting you of that fact. You can then follow-up via email or retargeting on social media and Google with additional product recommendations.

Marketing automation can also help you track how your potential investors are interacting with your social media content, email messaging, and digital advertising. Suddenly, you have complete and transparent insight into actual key performance indicators that are unique to the individual user. And you can take things a step further by implementing lead scoring based on these behaviors, which will help you better understand how to treat and communicate with the lead as they progress (or regress) through the sales funnel.

Retain Clients and Grow Your Assets Under Management

Dated Process: Giving your clients the hard-sell over the phone and sending cold emails to uninterested prospects

Modern Process: Segmenting all of your audiences to deliver personalized marketing campaigns that drive asset management growth

This one got your attention, didn’t it?

Any financial advisor worth their salt knows that retaining, cross-selling, and upselling is the secret sauce to serious revenue, so you want to focus on your existing clients just as much (if not more) than your prospective investors. With marketing automation, you can properly scale your client roster and assets under management with more efficiency. And the best way to do this is through personalizing your content and messaging via segmentation and automated email drip campaigns.

You don’t have the time to send hundreds of individual emails to each and every prospect and client every single day. Even if you did, there’s no way you’d be able to keep it all straight and never send to the wrong address or attach the wrong link or attachment. With marketing automation, you can group all of your contacts into specific segments based on their demographics, behaviors, financial goals, and interests. Once everyone is placed in their proper faction, you can then deliver more targeted messaging that is uniquely suited to their personal characteristics and attributes. This way, you can get super specific about different investment opportunities depending on who you’re speaking to.

This is a serious game-changer for wealth managers and financial advisors, as a recent Salesforce study revealed that nearly 50% of investors would welcome personalized emails, texts, and other messaging related to their financial goals. And since one of the most common reasons that investors take their money elsewhere is because of their geographical distance from their wealth management firm, sending regular and relevant messaging and content is a good way to keep those relationships close — regardless of your proximity to the client.

Reach the Next Generation of Investors

Dated Process: Speaking with your client about creating a financial bridge between them and their next of kin

Modern Process: Attracting and nurturing younger generations directly in order to improve financial literacy and build trust

According to Forbes, roughly $ 30 trillion in assets are about to be passed from the Baby Boomers to younger generations. (Just writing that sentence gave me severe anxiety.) That is a lot of money to move from an educated, successful, and experienced group of investors to an unproven and inexperienced group of upstart beneficiaries.

The good news, however, is that what Millennials and Gen ‘X’ers lack in financial literacy, they more than make up for with their digital savviness. According to the Global Financial Literacy Excellence Center (GFLEC), “Approximately 80 percent of Millennials use their smartphone for transactional purposes like paying bills and depositing checks, and 90 percent use their phones for informational activities like tracking their spending. However, the GFLEC report goes on to say that smartphone usage for financial services management doesn’t correlate with individuals improving their financial practices. Therefore, it’s up to wealth management firms and financial advisors to deliver the right content to the right medium to help these younger generations of potential investors better understand their responsibilities and opportunities.

Of course, the best way to establish and foster trust is through education. Long before these green investors inherit their parents’ and grandparents’ wealth, you and your colleagues should be grooming them for financial maturity through long-term lead nurturing. And since these youngsters are so familiar with the digital landscape, you can create exciting customer journeys that grab their attention, foster their interest, and improve their knowledge and understanding.

Here’s an example of what one of those journeys might look like.

A young professional receives a promotion at work and begins exploring more advanced financial investment options
After searching “financial literacy for Millennials,” she clicks on your website
She does some light research but doesn’t request any further information or content
Over the next 30 days, she receives retargeting advertisements as she browses online
She clicks on an ad and is redirected to a landing page with a gated asset titled, “Improve Your Financial Literacy in 5 Easy Steps.”
She reads the content and begins to sharpen her financial knowledge and skills
Meanwhile, now that you have her contact information, you can place her in a custom segment and begin sending automated email campaigns
Tracking her behaviors and interactions, you’re alerted when she hits a certain lead score
At this point, you begin more direct and personal sales outreach with the hopes of securing her as a client early in her career
Once your new client has begun her investment journey, you continue to provide relevant and regular content and messaging for potential cross-sell and upsell opportunities

Once you turn on all of the switches, you simply wait for the data to roll in and A/B test and optimize as necessary. Everything is simple, streamlined, and efficient. And instead of trusting the process, you’re proactively attacking the process with less effort and better results!

Explore How Marketing Automation Helps Wealth Managers Cut to the Chase!

By streamlining your processes using marketing automation, you and your team will have the time and resources you need to develop and distribute more personalized content, refine your brand messaging and external communications, and provide the tailored support your prospective customers and current investors so desperately want and need. And since most of your competitors are still fumbling around trying to get their ducks in a row, the sooner you start combining great strategies with great technologies, the sooner you’ll be able to distance yourself from rival firms and appeal to your target audience.

If you’re ready to learn more about Act-On’s marketing automation solution, please contact us today to schedule a free demo with one of our marketing automation experts.

If you’re not quite there yet, we think you should download our eBook, “The 4 Main Challenges Facing Wealth Managers.” It’s full of great marketing automation stats, key terms, and information about how to overcome major obstacles facing the wealth management industry with this dynamic software.

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Tag Archives: Marketing

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Let Your Contacts Choose How They Want You to Use Their Information

Use Quality Data and Maintain Good Email Hygiene

Make Sure You Have an Integrated MarTech Stack

Deliver Targeted Messaging

Invest in a Solution That Can Help You Do It All

Related Blog Posts

Develop Targeted Email Nurture Campaigns to Expand Awareness Over Time

Use Landing Pages and Forms to Gather Important Policyholder Information

Take Advantage of Event-Triggered Emails

Promote Your Content on Your Social Channels

Act-On Makes Insurance Marketing Easy and Effective

Track Behavior to Gain Investor Insights

Retain Clients and Grow Your Assets Under Management

Reach the Next Generation of Investors

Explore How Marketing Automation Helps Wealth Managers Cut to the Chase!

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