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Marketing Automation Posts

Is Your Organization Risking Members' Privacy by Connecting on Facebook?

Written by Sara Maloney on April 12, 2018 at 8:30 AM | 3 minute read

HL Blog-public-social-media-can-pose-privacy-risks

They say to "never build on rented land," but is that always true? And, if this is the case, why do we continue to put our personal and business' intellectual property on public platforms owned by third parties?

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Topics: Social Media, Member Communities, Online Community Software, Collaboration Tools, Marketing Automation, Online Community

Customers Buy Experiences, Not Products

Written by Julie Dietz on April 10, 2018 at 8:30 AM | 4 minute read

Traditional business models focus on products and services. Companies build up their products, advertise them, then make sales.

That strategy no longer works.

Sales are becoming less and less dependent on products and services. Instead, consumers are turning their attention to the buying experience and how they feel about your company after they become customers.

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Topics: Customer Experience, Marketing Automation, Online Community

Marketing Matching Gifts: 4 Strategies to Boost Your Nonprofit’s Fundraising

Written by Adam Weinger on April 3, 2018 at 8:30 AM | 7 minute read

Matching gift programs are an incredible opportunity for nonprofits of all sizes, but unfortunately, many organizations fail to take advantage of that opportunity.

Companies with a matching gift program will match part or all their employees’ charitable contributions. And they’re more common than you think. Chances are your organization has already missed out on some of these extra funds!

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Topics: Nonprofits and Charities, Marketing Automation, Online Community

3 Copywriting Best Practices for Your Email Campaigns

Written by Caitlin Struhs | on March 29, 2018 at 12:15 PM | 3 minute read

 

When you send a marketing email with a weak subject line or awkward copy, the interaction with the recipient ends right there – with your message in the digital trash. Even if you convince someone to open your email, how compelling is your content and the offer? It’s easier said than done in an era where we obsess over “Inbox Zero” and contend with complicated spam filters.

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Topics: Communications, Marketing, Email Marketing, Marketing Automation

The Power of Audience Segmentation [Infographic]

Written by Caitlin Struhs | on March 8, 2018 at 12:00 PM | 2 minute read

 

Good marketing delivers relevant content. Great marketing delivers personalized, timely content to the right people. So how can we get more personal with our audience and send them what they need? Audience segmentation is the key.

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Topics: Communications, Marketing, Member Engagement, Email Marketing, Marketing Automation

How Automation Will Save Marketing

Written by Shayna McGroggan | on March 1, 2018 at 8:30 AM | 3 minute read

I may be biased, but I don’t consider most marketers to be inherently “shady.” There’s a difference between educating someone on your products and services and bombarding them with thoughtless advertising. The downfall of advertising might be part of marketing evolution, but let’s not make it the underlying narrative. Let’s refocus on marketing for people, not at them. Why haven’t we embraced marketing automation as a true opportunity to market with a conscience?

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Topics: Marketing, Customer Experience, Customer Success, Email Deliverability, Marketing Automation

Web Tracking Is Your Marketing Automation Advantage

Written by Shayna McGroggan | on February 22, 2018 at 8:30 AM | 3 minute read

 

Web tracking may not be the first thing that leaps to mind when you think about marketing automation, but it should be. Like perfecting a golf swing, marketing automation is all about the follow-through, and combining web tracking with automated campaigns is exactly the prep you need before stepping out on the green.

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Topics: Communications, Marketing, Marketing Automation

Q&A: How to Prepare for the Global Data Protection Regulation (GDPR)

Written by Caitlin Struhs | on February 19, 2018 at 8:30 AM | 7 minute read

Is your organization prepared for the Global Data Protection Regulation (GDPR)? This new E.U. legislation goes into effect on May 25, 2018. We recently hosted a webinar to detail what you need to know and how you can prepare*. Check out the most commonly asked questions below for a primer on how you and your organization can learn and prepare for the changes.

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Topics: Marketing, Online Community Software, Email Deliverability, Marketing Automation, Online Community

The Marketer's Toolbox: Indispensable Marketing Techniques and Technologies [Infographic]

Written by Caitlin Struhs | on February 15, 2018 at 8:30 AM | 2 minute read

 

Modern marketing is complicated. But when you break down the components of a strong marketing program, it suddenly feels familiar and approachable. The best tools out there are easy to set up, easy to use, and get results.

Still, there is an overwhelming amount of technology and techniques marketing teams need to sift through. What do you really need and which tools are key for getting results?

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Topics: Engagement, Social Media, Customer Experience, Email Marketing, Marketing Automation

Building Personas: Defining Your Audience

Written by Shayna McGroggan | on February 8, 2018 at 2:30 PM | 4 minute read

Creating personas is a valuable practice for many departments across organizations. From marketing and sales to product and client success, personas help teams to focus on understanding the needs and pain points of their prospects or customers. This helps organizations deliver more personalized experiences, content, and solutions that are tailored to meet the needs of specific segments of your audience. 

To serve your audience well, you have to know them. Before you can start drafting and developing your unique personas, you have to get a data-driven understanding of your environment. This means getting a firm grasp of the makeup of your customer base, your website traffic, and your competition. 

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Topics: Communications, Marketing, Customer Engagement, Marketing Automation

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