Marketing automation uses software to carry out monotonous and routine tasks. Marketing departments may automate time-consuming processes like email marketing, social media posting, and even ad campaigns – not simply for the sake of efficiency, but also to give their clients a more personalized experience.
If you’re thinking about why we are talking about marketing automation in an article that’s titled triggered marketing, don’t worry, this is not clickbait.
In fact, trigger marketing uses marketing automation as its primary component. Trigger marketing uses marketing automation to respond to actions made by your prospective customer. Through marketing automation, you can perform a task in response to your customer’s action. Trigger marketing is also commonly known as offset marketing.
Let’s dive into the 5 steps for marketers to ace trigger marketing that could be used in any campaign:
Understanding Your Target Audience
Simply put, your target audience is the particular demographic of customers most likely to be interested in your product or service and, as a result, the group that should see your marketing efforts. The target audience may be determined by a variety of characteristics, including age, gender, income, location, and hobbies.
Therefore, you need to understand your target audience by knowing their pain points, motivations, their interests and hobbies. Once you have this information, you can easily meet your target audience where they are most likely to respond to you. If you don’t have this information and are finding it challenging to figure out your target audience, a digital marketing agency can help you with it.
Follow The “If X then Y” Principle – its the traditional Cause and Effect Formula
If X then Y is a format you can follow to create a trigger marketing campaign. Your marketing automation will depend on the set of orders that you feed into it. Here are some examples of If X Then Y:
- If a customer fills out forms, then send an email.
- If a customer clicks an ad, then suggest another ad.
- If customer leaves products in the cart, then send a reminder through SMS
If you still haven’t understood, remember – IF is the action and THEN is your response to the action. You can also take the help of a to help you with this.
Identify The ‘IF’ Part of The Equation
To guide your automation software to pick up on the actions of your prospective customers, you need to feed it with information. By feeding it with “if” scenarios, it will use it as a green light and execute campaigns further.
The marketing automation software will limit its understanding of the triggers based on the information you feed it. Some common triggers initiated by prospective customers include:
- Actions are taken on the website
- Opening an email.
- Clicking on an advertisement
- Searching for the product/service on Google
- Filling a form.
Finding the IF criteria will depend on your objectives and the likelihood of your target audience performing an event. Once that’s done, figure out the response to these actions made.
Identify The ‘Then’ Part of The Equation – the reaction to the IF action
After identifying the ‘If’ part of the equation i.e, the trigger, you will need to prepare a response to the trigger. You can include any response to the trigger depending on what you want your prospective customers to do.
The response to a trigger can, therefore, could be a trigger in itself. Here are a few examples of this:
- If a customer reaches the landing page, prompt them to fill out a form.
- If a form is filled out on a website, then send an email.
- If an email is opened, then send a personalised gift card.
- If a gift card is used, then send a thank you email.
In other cases, the trigger responses simply help you understand your customers better. For example, a bunch of customers filling out a form will allow you to categorise based on common factors such as age and location.
Eliminating Repetitive Marketing Tasks
If you are unable to start by using trigger marketing to run campaigns, you can start by making a list of the most repetitive tasks in your marketing campaign.
For instance, employing marketing automation can take over the routine task of sending an email to a list of prospects on a daily, weekly basis. Deploying marketing automation can therefore help you focus on more high-impact tasks in your marketing campaign.