Hands up if you have enough hours in the day to deliver all the online marketing campaigns you want when you want?
For most there is a conflict, with too much required to be done with too little resource. Which leaves the challenging task of deciding which tasks will produce the greatest return when none have been deployed yet.
But what if there was a way to deploy a selection of campaigns without any manual intervention? You know – marketing campaigns running on autopilot, each focused on achieving its own little “win” for your business with little, if any, time “loss”?
Welcome to the land of online marketing orchestration. Think of this as a “techo buzz phrase” for configuring your online and offline marketing tools to achieve business benefits without the need of any human interaction.
Sound too good to be true? Over the years we have helped set up and configure a range of orchestrations for clients wanting to achieve just this. Here are three examples:
Orchestration #1: Welcoming the new email list subscriber.
I’ll start with the most basic of options which avoids the “black hole” experienced by so many website visitors completing subscription forms – receiving a “Thank You” web page and then … nothing. They then have no idea if their address made it through to the right place and if they are actually on the list.
The simple orchestration automatically sends the subscriber just what they were expecting – a “Welcome” email letting them know all went well. Because of their inherent level of expectation, you should expect an open rate that’s well above your standard baseline. What happens after that first message then depends on the frequency of your messaging and the complexity of your content.
For instance, for a large New Zealand FMCG company we configured orchestration to deliver five messages over two weeks. This dovetailed nicely with their newsletter delivery schedule and allowed them to point new subscribers to specific areas of their vast content library that the subscribers could find interesting.
Orchestration #2: Welcoming the new customer
Now let’s ramp up the complexity a bit. Let’s assume that sales and marketing have done their job and a freshly minted new customer has joined. The task now is to use a selection of online marketing tools to properly “Welcome” them into the fold. There are lots of ways to go about it – I’ll highlight a couple of projects we have worked on.
The first was for a medium-sized service business which chose email and phone as their primary channels of communication. To begin, a series of emails explained the ins and outs of how the company would manage their new piece of work.
The emails were orchestrated to drip feed out over the first few weeks. They were supplemented with a sequence of phone calls from the account management staff. The type and timing of the call was driven by how the clients had engaged with the emails. For instance, someone who wasn’t opening or interacting with anything was called earlier and by a more senior person than those who were.
My second example relates to a card-based loyalty scheme. Here, how the card was used determined the sequence and content of messaging for new customers. This requires a close technical link between the messaging technology and the client’s transactional system. Once the link was formed, the possibilities opened up and orchestration could be designed to respond to card holders’ behaviour.
Orchestration #3: Using email to complete stalled web behaviours
Wouldn’t it be great if everyone who put something in your shopping cart actually purchased it? Or how about those who came to your service-based website, browsed your pages multiple times across many days, BUT STILL failed to pick up the phone or complete your online quote request?
Unfortunately, neither scenario can be completely solved by deploying orchestrations – but they can be improved upon. For instance, an abandoned shopping cart could prompt a follow up email or a tailored piece of creative in your remarketing advertising.
If the person has previously subscribed to your email newsletter (and is now a prospect), and they then return to your website many times over the next few days – all without converting – then it may be an idea to automatically schedule a phone call from your account management team to check in on their requirements.
There are many more possible orchestrations. All require effort to set up and configure; however, the effort invested has the potential to keep on giving, as orchestrations run on autopilot 24 hours a day, 7 days a week.
Sound interesting? Contact us today for a discussion on how orchestrations could help your business.