Especially when you first get into online marketing, it’s easy to geek out on Facebook Ads for their ultra-granular audience targeting options.
But as powerful as it feels to pinpoint an ad audience using dozens of demographic and behavioral factors, you don’t want to get in too deep before you try one other tactic …
Ad company Criteo has reported that they’ve seen a tenfold increase in display ads’ effectiveness with retargeting ads, compared to standard ads.
And that’s with display ads, where engagement metrics tend to be tiny compared to in-feed social media ads. You can capture even more customers with a good Facebook retargeting strategy.
Continue reading “Next-Gen Facebook Retargeting: 7 Clever Customer Segments to Add to Your Remarketing Campaigns”
When was the last time you left Target carrying nothing other than the laundry detergent you went there to buy?
Was it the same day you stopped at Starbucks for a small black coffee and nothing else?
If you’re drawing a blank, it’s okay. These companies have mastered the art of maximizing revenue per customer.
Continue reading “Same Customers, More Revenue: 7 Ways to Automate Upsells Online”
When I started talking to the first handful of successful Center users, I noticed an interesting trend.
The marketers and company founders who were getting the most out of this new automation tool were saying things like …
“I used Center to identify the people who were most engaged with my training videos and automatically reach out to gauge interest in a new program I was creating. Of the most interested people, 73% signed up for my $300 presell offer—6 months before its release.” (from Sam Oh, founder of Money Journal)
“I was able to identify all prospects who watched 100% of a 3-video series in Wistia, then send those super-qualified leads to a MailChimp list to follow up with them. Center saved us hours of time sorting through people who weren’t interested in our content, freeing up our inbound sales team to build relationships with the right people.” (from Basim Mirza, author of Your Naked Brand and president of Mirza International)
Continue reading “3 Easy Automation Rules to Help Your Sales Team Close More Leads”
Marketing doesn’t end after the conversion.
In fact, that’s when things should start getting serious. Now, instead of spending all of your time and resources courting new clients, you need to prioritize keeping your existing customers happy.
This isn’t just so you can meet some fluffy metric like “customer happiness” or even something a little more tangible like your Net Promoter Score.
It’s so you can hit and surpass ambitious revenue goals as a company.
Improving your customer retention rate by just 5% can increases your profits up to 95%, the Harvard Business Review Report reports. (As the author also notes, when you get into the big leagues, investors analyze a company’s churn rate to help determine the value and viability of the business.)
Continue reading “12 Retention Strategies to Keep Your Most Important Customers from Churning”
Facebook’s ad targeting options are truly astonishing these days.
You can reach people based on their location, age, gender, birthdays, and interests ranging from French food to furniture.
You can reach people based on their behaviors and target people whom Facebook has observed watching historical dramas, using a travel app, or donating to an environmental charities.
I recently noticed you can even target people by the kind of network connection they’re using on their mobile device when they see your ad. (2G? No ad linking to a data-guzzling splash page for you—or maybe, conversely, you get an ad suggesting you switch to a better phone provider.)
Continue reading “5 Kinds of Facebook Lookalike Audiences to Expand Your Reach (and the Best New Way to Create Them)”
Center is exciting. Like, probably the most exciting thing ever if you’re a marketing-tech head like me. And one of the most exciting things about it is the ability to trigger actions based on what your contacts are doing across all your marketing and communication channels.
Of course, that kind of power starts with insight into what those leads and customers are doing. A crucial piece of that insight comes from the Center tracking code. In a nutshell, this technology is what tracks your website visitors’ behavior and makes it available to any Center rules that depend on website activity. (Check out our How It Works page for lots of examples of these rules.)
The Center tracking code is so robust that it deserves an entire blog post to unpack it, and, as the Director of Customer Acquisition for Leadpages and Center, there’s nothing I’d rather write about. Here are the eight most important Center tracking code features you need to know about—and how to use them to get better insights and more revenue from your marketing and retention campaigns.
1. Center Tracking Code Works Like Google Analytics
Continue reading “9 Things You Need to Know About the Center Tracking Code”
Click Here to Get Started with Center + Facebook Ads
Everyone knows Facebook these days, and most marketers have caught on to the incredible power of Facebook Ads.
They’re versatile. They can get hyper-targeted. And they’re affordable, getting more results with less ad spend than most other social advertising platforms.
While Facebook Ads can be an excellent way to expand your audience, there’s another, equally worthwhile way to use them: to reinforce the messaging you’re sending to your existing audience.
As effective as email marketing is, people are bombarded with email messages day in and day out. It’s all too easy for your email about your giant promotion to get buried in an inbox. Facebook ads create another channel for reaching your list and book more time in front of your audience.
That’s why one of the best ways to get more out of the Facebook Ads platform is to create custom audiences.
Continue reading “[Huge Center Product Update] Facebook Custom Audience Integration: Stream Contacts into Custom Audiences in Real Time”
This might be the most important thing you read about Center.
This post is our thesis on the future of marketing technology and a statement about our forthcoming direction. We’re being pretty open here about our strategy.
If you want to know what core beliefs, theories, and assumptions are driving our product creation, then keep on reading.
So, without further ado …
Here’s Where We See Marketing Technology Going in the Next 5–10 Years
Right now, the marketing software industry is being disrupted (slowly and almost imperceptibly).
In a lot of ways, traditional all-in-one marketing software is on a collision course (albeit a long one) with irrelevance.
Continue reading “The Center Thesis: Exactly What We Believe and Why We’re Betting Our Future on Center”
Note: Many thanks to Will Hoekenga for compiling this massive list of Center use cases into one epic blog post.
Back in December, we opened the doors of the Early Adopter Program for our new marketing automation platform, Center.
Center is the marketing command center that sits on top of your entire marketing stack and automates tasks among all of your tools.
Hundreds of people signed up, received early access to the beta version of Center, and began using it to automate tasks between services like MailChimp, Infusionsoft, GoToWebinar, Stripe, PayPal, Wistia, Zendesk, and more.
Over the past few months, those Early Adopters have given us invaluable feedback that has helped shape Center as it stands today (and continues to evolve). The version of Center that’s now available allows you to do more than ever before. For instance …
- We’ve added over a dozen new integrations (with more on the way).
- We’ve added tons of new actions for existing integrations.
- You can now use the Center tracking code to automate tasks based on a contact’s behavior on any web page (as well as factors like location, browser type, and UTM variables).
And that’s just the tip of the iceberg.
There’s so much you can do with Center that we wanted to provide you with the ultimate list of use cases so you can see the potential impact Center could have on your business.
Continue reading “The Ultimate List of Center Use Cases: 95 Ready-Made Rules to Run Your Marketing Better”