Don't you just love the smell of coffee first thing in the morning?
At the last Marketing for Business Owners Meetup I enjoyed coffee with Greg Tomkins from Top Left Design and many other local marketers as we talked about website conversion rates using Adobe Business Catalyst software.
Greg shared a different way to do website conversion and he even gave me a few new insights. It was interesting to see how Adobe Business Catalyst works for business owners to improve website conversion rates. Business Catalyst is a marketing automation platform, that helps you increase your marketing productivity. While it is similar to HubSpot, the marketing platform we use and sell here at Crocodile Marketing, they are different in a few ways. For example, Business Catalyst has an ecommerce solution while HubSpot does not.
So how do you know which is right for you?
As a passionate user of HubSpot, I could spend the next two days telling you why HubSpot is so cool. But the right marketing automation platform for you depends on your marketing strategy and the buyer personas (customers) that you're attempting to attract.
As a business, your job is to attract more customers. In the competitive world of marketing your customers are wanting to communicate via Facebook, LinkedIn, Twitter, Periscope, Snapchat, Instagram etc. This increases the need for companies to communicate and interact with their customers via additional channels that adds extra costs, time and effort. That's where marketing automation platforms can help, by reducing labour costs and giving you a competitive edge.
A common mistake many companies make is they buy a marketing automation platform first and then try to build the marketing process around it.
You must have a marketing process first that attracts, engages and converts your ideal customer, before running off to buy a marketing platform. At the very least you need to consider:
- What are your marketing goals?
- Who you are trying to attract?
- Do you have a clear understanding of their problems and desires?
Pro Tip: Your customer is using search engines like Google and Bing to find a solution for their problem. So the content on your website and social media must use language your customer can relate to. This will allow you to attract and engage better with them.
Once you understand what your marketing process looks like at the top level, the next step is to look at the functionality, by asking questions like:
- Do you need a blogging process?
- Do you need to communicate with customers by email?
- What social media channels are your customers using?
- Are you going to be using paid advertising such as Google AdWords?
- Do you need an online shopping system?
- How are you going to measure your success?
Questions like this will very quickly determine what functionality you're going to need in your marketing automation platform. I highly recommend you have a look at TrustRadius.com for information and 3rd party reviews. You can also find information about Adobe Business Catalyst and HubSpot here.
So is your marketing process easy and effective?
If there’s even a small niggling doubt in the back of your mind then the answer has to be NO! So it’s time for you to start looking at the software tools you’re using today and spend a bit of time to see if there’s a better way to improve your website conversion rate using a marketing automation platform.