If you’re always digging for in-depth game reviews, you probably know aboutGame Rant. With a high authority site and a massive social following, Game Rant is a game lover’s go-to resource for reviews of the top video games.
Read on to find out how GameRant.com used Digioh to boost its email signups and jumped from just 30 signups per day to a whopping 120 signups every day.
Despite being a popular and a high traffic site, Game Rant wasn’t maximizing its list building potential. Game Rant was convinced that given the heavy traffic that their site generated, they could collect more emails.
More emails meant a more engaged and a consistently returning audience. Game Rant also observed that email subscribers visited more pages during each visit as compared to the traffic from other sources.
Game Rant chief, Vic, said that the biggest challenge they faced while building their list was making targeted offers. As Vic said: “ A generic sitewide pop up did not work very well.“
To explore the potential solutions, Vic had a quick discussion with the Digioh team.
Vic says: “[We] spoke with Digioh about how to entice people to sign up. They suggested a downloadable product of interest to a specific audience would work very well. It was up and running within about a week.”
Based on the Digioh team’s suggestion, Game Rant chose 2 topics on the site and developed downloadable freebies to offer on pages related to them.
For their hugely popular content on the Fallout 4 series, Game Rant created a downloadable freebie called “Fallout 4 Survival Guide.” This freebie was then offered to visitors who landed on any content about Fallout 4 and stayed at least 30 seconds.
You should know that Digioh offers FREE conversion optimization consultation to all its customers. To further help their clients succeed, all the Digioh customers have access to the team’s designers.
In the case of Game Rant, once it was decided to show targeted email offers with the downloadable freebies, Digioh’s in-house designers designed custom lightboxes for Game Rant (different versions for the desktop and mobile).
Game Rant then used Digioh’s advanced targeting features to display the lightbox on specific pages on the site.
Setting up targeting in Digioh –
As you can see in the following screenshot, Game Rant set up URL-based targeting.
Using 5 simple rules, Game Rant was able to display the lightbox on specific pages for a predetermined period –
1. Current Page URL:
This field determined the pages/posts on which the lightbox would show up. Game Rant set the lightbox to show up when a visitor landed on a URL that contained the term “fallout.”
2. Total Seconds On Page:
The total seconds field gauged the engagement level of the visitor. Setting this field to 30 seconds meant that the visitor was fairly interested. It also eliminated the fear of irritating the visitor by showing the opt-in offer too soon.
3. Display Until:
Game Rant set up the lightbox to stop appearing in either of the following two cases:
1. The visitor closed the lightbox
2. The visitor subscribed
This nifty feature saved Game Rant from annoying the reader if the reader had either already subscribed or wasn’t interested.
4. Device Type:
Since Digioh allows device-level targeting, Game Rant was able to show this popup only to the visitors who visited using their desktops or laptops.
(A mobile-friendly design was shown on mobile devices.)
5. Max Displays Per Session:
By using the maximum displays per session rule, Game Rant restricted the displaying of the lightbox to just once per user session.
Before Game Rant optimized its list building efforts, it only displayed a generic sitewide popup.
“Prior to this we were getting about 30 sign-ups per day. Using this targeted method (which loaded on far fewer pages) increased our sign-ups by 3-4X.”
What’s next for Game Rant
While Game Rant is using Digioh’s targeting rules to build lists, it’s yet to use the data that Digioh collects for more advanced optimization tactics like list segmentation and personalizing.
For each subscriber, Digioh collects a lot of information like the subscriber’s source, landing page, demographics, and more. This information can be sent to a number of CRM and email marketing software.
Integrating this information with an email marketing software allows you to segment your list and create targeted autoresponder sequences that further push your subscribers down your conversion funnel.
Game Rant’s power tip for people struggling with conversion rates
Having experienced the goodness of advanced level targeting, Vic shares this great insight with people struggling to get higher conversion rates: “Make sure you target the audience. Keep in mind the interests of the visitors either to the overall topic of your site or the particular article they land on.”
At Digioh, we’re always stressing the importance of targeting. Even if your website doesn’t cover such diverse niches as Game Rant, you can still benefit from targeting.
And we absolutely love what Game Rant had to say about us:
Do you know that Buffer has stopped building their email list?
Well, because they didn’t get what to do with the humongous blog subscriber list they were building.
Instead of building that list, Buffer has started concentrating their efforts on getting people to sign up for their free plan.
Do you find this strange — the stopping of the list-building exercise?
I certainly did.
But then I read on to know why and realized that they’re interested in leads and not just emails.
Perhaps you too are building your email list.
But the problem with most “list building” solutions in the market is that they just help you collect emails (even if they do it well). That’s all they do.
And that’s the best you can expect from them.
But when you’re into serious business, you need to do better than that. You want to do more than just collect emails.
First, you need to start thinking in terms of a lead-base and not a subscriber-base.
And that’s why you need a solution that doesn’t just give you an email but also gives you insights into how you got that email and how you can handhold that lead into becoming a lifelong customer.
Step in: Digioh
Digioh is a disruptive lead generation solution for businesses of all sizes.
The differentiator between Digioh and all the other lead-generating solutions is that Digioh is almost psychic!
Really — it has some super powers when it comes to generating (and handling) leads.
Basically, it won’t just ADD another email to your list.
Tell you the subscriber’s story.
Digioh will tell you a data-backed story of how someone got added to your list. A story that gives you, the marketer, as many insights about the subscriber as you need to make laser-targeted offers.
You’ll know if the subscriber was referred by a search engine or came from some of your campaigns.
Help you leverage the data using powerful rules and handhold your leads further down your sales funnel.
Digioh comes packed with a number of rules (with practically unlimited possible combinations) that you can use to pull your leads further into your sales funnel.
For example, you can set a rule to show a particular popup only when a user is referred by a search engine and lands on a particular URL on your site.
Any maybe you could choose to show another popup when the lead is referred by a particular domain.
Consider this scenario:
Suppose you have an online store and some third party site reviewed an item from your store. So people who click through the review and land on that item on your store are obviously interested in that item.
With Digioh, you can show such a visitor a very customized offer.
Even better, you can offer a discount coupon to these quality leads right when they get on your site!
Now picture this scene WITHOUT Digioh:
The visitor would have been offered a generic popup (something that he or she may simply have ignored)
The (really interested) visitor may have opened another tab and looked up for your store’s discount coupons (C’mmon — we all do this. Don’t judge!)
The visitor may or may not have found a discount coupon.
… and then you know how distracting the internet is.
In most cases, you would have lost the lead by the third step.
But as you saw above, Digioh cuts short the lead generation process by 3 steps by enabling you to make a super-targeted offer the moment the visitor lands on your site.
Digioh is indeed the best lead generation software because it’s almost like your site’s salesperson, always on its toes — engaging leads as they drop on your site.
Analyze and improve
Digioh lets you run different versions of lightboxes and other optin forms so you can see which one works best for you.
You might be surprised to find that by just changing the color of your CTA buttons, your conversions could go up!
See the bigger picture
Digioh shows you what’s working for you.
Once you start interpreting the data that Digioh collects, you’ll start seeing patterns, and you’ll know what messages and channels appeal to the different segments of your audience.
And then you know the drill, you keep repeating (and tweaking) all that is known to work.
With the right insights and extreme control, Digioh lets you stay on top of the lead generation game.
Now that you know what Digioh is all about, let’s take a closer look at its features and how you can benefit from them.
A ton of stunning themes across different categories
It’s true: it all starts with your site visitor’s email and that’s all you want initially.
But would you approach a blog’s reader the same way as you’d approach an online store’s potential buyer?
I don’t think so.
You need different approaches, different offers, and therefore, different TEMPLATES.
For example, if you run an online store, you might opt for a template like the following:
Alternatively, to promote your white paper, you might use a template like the one below:
Digioh comes packed with 50+ templates suitable for making different kinds of offers.
You can choose one that suits your offer the best.
What’s noticeable about the template designs is that they’re designed to boost conversions.
A special shout for the following two templates:
The yes/no template: The yes/no template works because it forces a reader to decide. With the yes/no template, turning down your offer to subscribe isn’t the mindless hitting of the cross button on your popup.
Instead, the visitor has to decide about the option to choose.
Chat template: With the chat template, you can give your users an impression of live chat and get them to submit their queries.
You’ll be surprised by how effective this template is.
(It has got some excellent results for a lot of our clients. Try it for yourself!)
You also get the full-screen subscription form — the one that covers the entire fold area.
Fully editable templates with live preview
While all the templates are ready for deploying with minimal editing, if you’d like, you can choose to customize each element of a template.
As you can see in the following screenshot, the live preview option lets you see all your changes as you make them.
An array of conversion-friendly placement options
Digioh doesn’t restrict you to just lightboxes or popups.
You can create conversion-friendly subscriptions bars that remain sticky as a user scrolls through your site.
Using sticky bars like the above, you can direct your traffic to a specific page of your choice.
You can either show them on your site’s top (as Amazon does) or show it near the bottom of the fold area.
Because of the high visibility that sticky subscription bars/boxes get, they’re absolute hotspots for collecting leads.
Powerful trigger rules
I’m sure the best that you’ve seen with targeting is choosing to show specific popups on specific pages.
Most lead generation tools allow that.
But Digioh takes it to a whole new level.
Digioh lets you target your visitors based on their source, geographic location, engagement level, referral, device, and so on.
Multi-step optin forms
You can use Digioh to create a sequence of popups with each popup linking to the next popup in the sequence.
Such sequences get great conversion rates because they engage the prospect early in the process.
You can use this feature in a number of creative ways.
For example, you could use it to create a quiz where popups show the different questions. And then maybe you could ask for your users’ emails to send them their scores.
In the following video, Rishi shows how you can use Digioh to create conversion-friendly popup sequences and leverage the foot in the door marketing method.
Accurate channel-wise marketing ROI calculation
If you use UTM parameters like most people, then probably the most that you get from them is some data about your campaign performance.
But if you look at how people are now starting to use UTM parameters, you’ll be baffled. Lots of companies now transfer the UTM data from the site cookies directly to their CRM software or their email marketing software.
Not all lead generation tools allow you to capture such data. But Digioh has you covered.
For all the people who join your list, you get emails with a lot of details about them.
As Digioh integrates with most of the popular CRM software and email marketing services, you can use the above data to segment your lists and make highly relevant offers to the different segments.
In the greater sense, you can use this data to calculate the ROI of your different marketing channels and campaigns.
You know how some sites keep on showing their email subscription forms to you even when you’re a subscriber.
But with Digioh’s global settings, you can make sure that your site doesn’t annoy its visitors, especially the subscribers.
Digioh’s global settings are rules that apply across all your lead generation forms.
4 easy steps to turbocharge your lead generation process with Digioh
Step #1: Design
Choose a ready-to-use template from Digioh’s template library.
Customize the message and brand it by adding your logo.
(You can even request Digioh’s in-house design team to customize a template to suit your business. They’ll help you for FREE)
Step #2: Set the trigger rules
After designing your lightbox, your next step is to decide when Digioh should show your lead generation form.
For example, at this step, you could decide if your lead generation form should only be shown to people from a particular geographic location, or if it should only be shown when a person lands on your blog for the first time and scrolls down your content.
You can also choose the number of times that your lead generation form is shown to each visitor.
It’s possible to combine different rules.
Step #3: Convert
Once your popups or lead generation forms are live, start integrating the data of each lead with your CRM software.
By sending this data to your CRM or email marketing software, you can segment your lists and make laser-targeted offers.
Gleanster states: 87% of top-performing marketers say targeting campaigns to audience segments and individual consumers is the largest value driver, with 78% listing segmentation as the #1 marketing-automation capability they can’t live without.
Step #4: Optimize
With Digioh, you can test different versions of your optin forms/bars/boxes against each other and choose the best one based on their performance.
You could run a test for a fixed number of impressions for fixed lengths of time.
Just the way a great story has a beginning, a middle, and an end, a customer journey too has a flow. One that begins with discovering your business, getting on your list, and converting.
A lead generation tool like Digioh gets into action the minute a lead discovers you and lands on your site. And then Digioh helps you engage the lead and convince him or her to get on your list. Finally, Digioh lets you make ultra-targeted offers that seem so relevant that your leads just can’t ignore.
Digioh powers the lead generation for more than 2000 brands. See what Digioh can do for your business, book your free demo now.
P.S As a Digioh customer, you can speed dial the Digioh team, and they’ll work with you so you can excel at generating leads.
Do you know why marketers draw sales tricks from psychology?
Well, they do so because PSYCHOLOGICALLY DRIVEN MARKETING METHODS WORK.
They work because:
They understand what gets the audience ticking…
They identify the cues that get the audience to comply…
And they know how to get the audience to say, “YES”.
The foot in the door marketing technique is one such effective, psychologically backed marketing technique.
The Foot in the Door Technique of Persuasion
In the foot in the door marketing technique, a prospect is first asked to do a small action. After the prospect completes this small action, he or she is asked to do a big action.
For example, if you try using the foot in the door marketing technique to collect emails, you won’t make an upfront request of asking for the email. Instead, you will ask for a risk-free mini-commitment like asking the user to answer a poll question or take up a small survey. Once the user complies with your first request, only then you will ask for the email.
The foot in the door marketing technique is a classic example of our tendency to stay consistent with ourselves once we have made a commitment.
To understand its underlying psychology, let’s first look at its two main aspects:
When you ask a prospect to do a small action, you’re getting the prospect to commit to you.
After complying with your small request, the prospect feels committed to his or her choice of complying with your request. The prospect’s commitment then triggers the second part of the principle — consistency.
As human beings, we like to stick to our choices. We also like to stay and look consistent with them.
So if a prospect has listened to you once, he or she is very likely to listen to you for the second time as well.
After making a commitment to you by complying with your small request, the chances are high that this prospect will comply with you when you make another (and an even bigger) request.
The thing is this:
We’re always looking for shortcuts to make decisions. And commitment is one of these shortcuts. Every time we have to make a decision to do something, we have to think. Thinking requires effort. But for repeat (or for similar or consistent) actions, there’s very little thinking involved. We know we have done something earlier, and so we can do it for the second time as well.
An interesting research:
A pair of Canadian psychologists conducted a study involving bettors on a Vancouver racecourse. They found that the bettors estimated higher chances of their horses winning after they had placed their bets.
Now this should sound strange.
Because nothing changes in reality. The horses are the same. The racetrack too is the same.
So what really changes?
Well, the act of placing a bet on a horse [COMMITMENT] makes the bettor more confident in his or her choice [CONSISTENCY].
The act of committing (of making a decision and taking a stand) triggers a sense of consistency.
After placing the bets, bettors feel bound to stay (and feel) consistent with their choice of placing the bets on theirhorses. And the best way to do so is to feel more confident about the winning chances of their horses.
Compliance Without Pressure: the Foot in the Door Technique
In the conducted experiment, the researchers asked the experiment subjects to stick a small “Be a safe driver,” sign on their cars. The sign was a small 3 inches square.
Two weeks later, they approached all the subjects again and asked them if they would be willing to put up a large sign about safe driving in their front yard. While pitching the idea, the researchers also showed the subjects a picture with a very large sign with the message “Drive Carefully” placed in front of an attractive house.
The picture was shot such that it was very uninspiring. It was rather unattractive.
Yet, a whopping 76% of the subjects complied with the second request!
Now contrast this compliance rate with the less than 20% compliance rate of the experiment subjects who were directly asked to put up the not-so-great-looking board in their front yard, i.e., without being reached out before for the smaller request.
The experimenters ran different versions of the experiment. In one of its versions, the researchers asked for quite dissimilar requests. For the first small request, they asked the subjects if they’d sign a petition to keep California clean. And for the second and bigger request, they asked them if they’d put up the drive safely board in their front yard.
Surprisingly, this time too, they recorded a compliance rate of 46%.
The bottom line:
If people give in once to a small request, they are likely to give in to the second, bigger request as well (even if it’s of a dissimilar nature).
The foot in the door marketing style is effective in both online and offline scenarios. Here’s an example that shows it in action.
Example: How Obama Used the Foot in the Door Technique to Get a 5% Higher Donation Conversion Rate
Optimizely, the company that managed Obama’s digital marketing campaign, tested the campaign’s donation form. In that test, Optimizely replaced a long donation form with a multi-step form.
In the multistep variant, users were first made to choose the amount of donation. All the other form fields were only shown at the second step.
When users entered an amount to donate, they made a mini-commitment.
This commitment triggered a sense of consistency. These donors now got more likely to finish what they started. They felt obliged to stick to their choice of committing once.
(The fact that a long form got broken down into multiple steps also contributed to the higher conversion rate.)
The foot in the door technique is all about getting a small commitment upfront. In the above example, the mini-commitment was getting the potential donor to enter the amount to donate. In your case, this commitment could be to get a prospect to attend your webinar, request a demo, or signup for a free trial.
Now that you know what the foot in the door marketing technique is and why it works, let’s see a few ways you can use it to generate more leads.
How to Use the Foot in the Door Marketing Technique to Get More Leads
The foot in the door marketing technique can be used to improve the conversion rate of almost all types of lead generation activities.
For example, you could apply it to:
Email subscriptions forms
Lead capturing forms
Further, if you can find a way to tie this technique with content marketing (especially with interactive content types like polls, quizzes, surveys, etc.), you should see even better conversion rates.
At the end of each survey, BuzzFeed asks users to share the survey results with their friends. For BuzzFeed, it’s all about virality and collecting user data.
But if you’re a B2B organization, you can end your survey by asking for information. Just like Ipsos does. Ipsos uses a quiz to generate leads.
When you visit their site, you’re presented with an interesting personality quiz.
Nobody asks you for your email or other details. Just a fun quiz.
The following screenshot shows the first question in their quiz. (See how easy it looks.)
The complete quiz has eight questions, and as you complete it, you’re asked for your details.
Notice how getting users to participate in fun quizzes can make way for you to ask for the real actions.
Polls are simple one-question surveys. Because of the little effort it takes to participate in them, people happily take part.
Poll participation can serve as an excellent mini-commitment.
Calculators are getting increasingly popular with content marketers. Calculators serve as a great engagement tool and often act as the perfect mini-commitment agent.
Tools too are somewhat similar to calculators, where the initial ask is only to try to get a prospect to use the tool to get something done. And then the second step involves asking for the big action.
Once a prospect complies with your request to try your calculator or tool, he or she gets a lot more likely to comply with your bigger requests that could be to fill up a long lead-gen form or to give contact details.
Marketers have forever used contests and giveaways to generate new leads.
If you’ve noticed how travel agencies market, you’ll see that they use a lot of contests and lucky draws. They often ask you to attend an informal chat and stand a chance to win an exotic tour package or some luxury gift.
Online or offline, contests work.
Essentially, they appeal to people’s greed, and greed is a powerful motivational factor.
Asking people to participate in your contest could also trigger a sense of compliance.
Interactive White papers
Love them or hate them, whitepapers work.
I’m sure you have come across agencies that make you fill 15-field forms to download their exclusive whitepaper.
Now I’m not suggesting that all these fields are unnecessary, they might be required. But throwing such a big form in the face of potential customers can overwhelm them.
Instead of making it look like such a lot of work, make it fun, just like Pardot has.
Pardot gives its conventional white paper a pleasant twist by adding a little interaction.
Its small ask is only to get prospects enticed into knowing about the content type that’s right for them.
Once prospects commit to it and answer the following questions, only then they’re asked for their other details.
You’re only trying to achieve a sense of compliance in your prospects.
If that comes by getting your prospects to participate in a poll or by getting them to use your web tool, so be it.
How to Use Digioh to Leverage the Foot in the Door Technique
If you look at all the above content types that get prospects to make mini-commitments, you’ll notice that it’s expensive to create some of them. For example, creating interactive videos and custom calculators could cost you a lot of money.
Quizzes, surveys, polls, and quiz-style contests, on the other hand, can all be implemented as simple multi-step forms. So if you don’t have the bandwidth, you don’t have to worry about the higher end options.
Digioh has recently introduced a multi-step form feature that allows you to use the foot in the door marketing technique to collect leads.
You can use Digioh’s multi-step form feature to create quizzes, surveys, and polls using slick-looking lightbox popups. Each lightbox popup links to the next popup in the sequence leading up to the final one where you can ask for the prospect’s email and other details.
It’s also possible to create a multi-step form and use the Yes / No lightbox theme. (Two-choice or Yes / No opt-in forms perform better than one-choice or just Yes opt-in forms as with two-choice opt-in forms, people have to make a decision and choose between two options rather than mechanically saying no to the single option.)
Three quick steps to get you started:
Step #1: Choose the type of content to create the multi-step form sequence.
To do so, see if your audience will respond well to a quiz, a survey, a poll, or maybe just a simple two-choice opt-in form.
Don’t ask for too much. Ask for the least that your prospects will happily say YES to.
For example, ask them to attend a free webinar and not to buy (or try) your latest add-on.
Keep the small action aligned with your BIG action.
For example, pitch a free webinar [small action] to promote and upsell your new add-on[big action].
Step #2: Create the questionnaire and design the sequence using Digioh’s multi-step form feature and drag & drop form builder.
When you’re choosing questions, select easy and interesting ones. Questions that target a prospect’s pain points tend to do well.
Assessment-style engagement does well too. For example, if you’ve an online hat store, you could create an assessment-style quiz to help your prospective buyers choose the right hat according to their personality.
Whatever questions you choose, make them relevant and engaging.
Step #3: Go live with your shiny new multi-step lead generating form.
Rishi has done a complete walkthrough of how you can use Digioh’s multi-step form feature.
Three Power Moves to Make the Most of the Foot in the Door Technique
Cialdini recommends the below tips to get the best results from the foot in the door marketing style.
#1. Choose the mini-commitment carefully
The whole idea of this technique is to get a commitment upfront. So your job as a marketer is to get a user to commit super-fast. And you can get it quickly if you only ask for the right thing.
Ideally, the first small action in your whole setup should seem effortless to a prospect.
If the action you choose looks like it will need some effort, ditch it. Pick another one.
Analyze your target audience and come up with requests they will likely comply with.
Think: what would your target audience be willing to do?
Signup for a webinar (so you can pitch your SaaS offering later)
Download a free ebook (so you can ask for their email afterward)
Claim a demo (so you can get them to buy)
Take this step seriously. The more people that you get to say yes to the first action, the more people you will get to say yes to your BIG ask.
#2. Leverage public commitments
This one’s not possible always, but whenever you can, create a perception that a prospect’s commitment is public. You can almost always guarantee better results through public commitments. Because people don’t just want to look consistent to themselves but also to the people around them.
For example, once prospects follow your small action of signing up for a free trial, invite them to like your Facebook page — this can invoke a sense of a social commitment.
#3. Reward your prospect
Try to make the situation a win-win by rewarding prospects for doing the small action.
Your choice of a reward will depend on your business.
For example, if you’re a consultant, you can offer your prospect a few minutes of free consulting. You can also offer different kinds downloadable material like editable templates or free ebooks.
It’s a fact that we like people who help us meet our goals. If you offer content that will help people get closer to their goals, they will like you. And they’ll be even more likely to say yes to your second and bigger request.
The foot in the door marketing technique is simple: Ask for a small action that a prospect will do willingly. And then ask for a big action.
The idea is to get an upfront commitment by getting the prospect to do a small action. This small action will prompt the prospect to repeat the act of compliance when asked to do the big action.
The foot in the door marketing technique is a powerful compliance tactic. Depending on your business, you can find creative ways to make it a part of your lead generation process.
Like I said earlier, quizzes seem to do really well, and with Digioh, you can create one within minutes.
Do you need any help with choosing the right small action for your audience? And do you’ve any other questions about this technique? Leave them in the comments below!
Bob is the newly appointed chief marketing officer at an upcoming B2B enterprise. Just promoted, Bob is all fired up to take his company to the next level.
As the first step toward his goal, Bob decides to switch his company’s current lead generation software with one that lets him collect more data and passes it along to his marketing tool suite.
To find a suitable tool, he does a Google search and looks up for the “best lead generation software”… browses through the top results … and BAM lands on our very own site.
Now you’re probably wondering about Bob’s second step … so, what does Bob DO next?
Does he signup right away?
Does he book a demo?
Ok – does he at least write us a query?
Instead, he signups up to download our free guide with lead generation tips. So, all we have from Bob is his email.
Do you think it would make sense if we just emailed Bob a Digioh pitch and asked him to sign up?
You’re right – it would feel a bit early to make the offer.
But, since we know Bob’s interested, we could invite him to signup for our webinar series on lead generation. And after Bob attends it, we would be sure that Bob is engaged and is also aware of Digioh’s capabilities. So, this would be a good time to invite Bob for a personalized demo. Following this demo could come a personalized offer. And then maybe Bob would become a customer.
As you just saw, the buying cycle got pretty lengthy. Also, quite a few interactions happened before the actual sale.
To catch up with such buying journeys that comprise multiple interactions and touchpoints, and to make sure that the right person gets the right message at the the right time, businesses use “MARKETING AUTOMATION”. Automating marketing efforts lets organizations set up rules that trigger pre-defined responses from the business that get the prospects to interact, engage, and buy.
For example, in our case, a rule like “Organic traffic + interested in lead generation content” could trigger the action of sending the invite to the lead generation webinar. Further, participation in all the webinars could lead to the demo invite.
Hopefully, the above example has given you an idea of what marketing automation is all about. Let’s now look at how marketing automation tools define this term.
A primer on marketing automation
If you look up for the definition of “marketing automation”, you’ll find that every marketing automation software has one of its own.
For example, here’s one from Pardot (from Salesforce):
Marketing automation is a software platform that helps you to automate your marketing and sales engagement to generate more leads, close more deals, and better measure marketing success.
This one comes from HubSpot:
Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.
If you can’t understand much from these definitions … watch this video by Eloqua, another marketing automation solution. It gives the simplest explanation of marketing automation and comes straight from a marketer.
(Click on the image below to watch the video.)
Marketing automation is a lot more than setting up “Autoresponders”
Some people get confused between marketing automation and sending automated email campaigns (via autoresponders). These two are very different concepts.
Let me explain:
Someone who runs a popular blog and just needs to send out monthly newsletters and welcome series to new subscribers doesn’t need an automation solution. A good email marketing tool should suffice.
But for someone who’s selling an expensive B2B product with the average buyer’s journey spanning across various channels and touchpoints, a marketing automation solution is the answer to most of the marketing challenges.
And you CAN’T, in fact, compare marketing automation software like ExactTarget with email marketing software like the following:
The most that an email marketing software can enable you to do is setup emails that go on specific times. That’s it. It’s only when they’re powered by an automation solution that they can send personalized and targeted offers. If you too have a complex product on offer, you will likely need to invest in an automation tool.
So that brings us to ExactTarget, the leading marketing automation tool.
Well, ExactTarget was an email marketing automation software that Salesforce acquired and rebranded as the Salesforce ExactTarget Marketing Cloud. Later, in 2014, Salesforce ExactTarget Marketing Cloud got rebranded as “Salesforce Marketing Cloud” (dropping the term ExactTarget from the name).
So … ExactTarget — as we know now — is Salesforce Marketing Cloud. It continues to be one of the most popular marketing automation solutions for small to large businesses.
It monitors and analyzes a prospect’s touchpoints with a business across different marketing channels. It also helps companies map their customer journeys, discover patterns, and draw insights.
If you’re considering ExactTarget for your business, you should find the following cheat sheet helpful. It gives links to detailed comparisons between ExactTarget and its popular alternatives.
Before you read the comparisons, you should know that comparing two marketing automation solutions is tricky. While all of them work as the linchpin in an organization’s marketing efforts, each one works differently.
You could prefer one over the other for several reasons like:
Integrations (for example, with your CRM software or lead generation tool)
So, your choice of your marketing automation solution will depend on the marketing challenges you’re looking to overcome. Let’s get started…
Act-on’s automation capabilities help business with brand awareness and demand generation. They also assist with client retention. They’re the “Marketing Platform for the entire Lead-to-Revenue Lifecycle.”
ClickDimensions lets you automate campaigns by defining triggers, timers, and actions. It helps organizations identify the people who’re interested in their services and helps them take informed decisions to pull these people into the sales funnel.
Choosing a marketing automation software is one of the most critical business decisions you’ll ever take. And there’s no dearth of options to consider. Your choice, however, will depend on the features/functionality that you need the most, the marketing problems you’re facing, and the kind of returns that you’re expecting out of your investment.
So, what is your biggest criteria for choosing a marketing automation solution?
P.S Oh and if you do go for ExactTarget (or even for any of its alternatives for that matter), you should check out Digioh as well. Powering your marketing automation efforts with Digioh’s super lead generation capabilities can tool you up for the ultimate marketing automation success.
Here’s how it works:
First comes Digioh that collects leads (or emails) for you.
Next, these leads get passed along to your marketing automation software. Thanks to Digioh, your marketing automation tool has all the info about the lead’s source (i.e., how it landed on your list), what content the lead finds interesting (from the segment the lead got added to), and much more. (These are the ingredients of the perfect, most converting automation workflows.)
Book a Digioh demo now and see how you can spruce up your marketing automation game with Digioh’s lead generation awesomeness.
Your leads may not be ready to make a purchase when they first visit your site. Lead nurturing focuses on educating those leads, and presenting them with content they find valuable to foster a sense of trust with them. By doing so, your visitors will look favorably on your brand, and ultimately, when they are ready to make a purchase, you’ll be at the top of their list.
Why It’s Important
In today’s marketplace, it’s common for a consumer to do some research before making a purchase. By providing valuable information about not just the product you offer, but about the type of product you offer, you can build a rapport between your company and that potential customer.
By doing so, you’ll make the customer aware of your company, sometimes months in advance of their actual purchase. If they can find the info they’re looking for on your site, they’ll come to trust your company, and consider you an expert in your field. That trust makes them far more likely to buy from you when they’re ready to make a purchase.
Newegg is easily the best lead nurturing success story around. Some years ago, they realized their users were smart. Really smart in fact. So they introduced the eggXpert section of their site in which they encouraged more tech-savvy users to help those less knowledgable. Newegg quickly made their way to the front of the electronics retailer pack, and that had a lot to do with the information their customers were able to find on their site.
Digioh Can Help
The Digioh Lightbox is a powerful tool that can help your lead nurturing efforts. It can be used to give away ebooks and other files containing useful info for your visitors. By providing them with useful files, you’re working to build that trust with them, and show them you have knowledge that can help them make a purchasing decision.
The lightbox can also be used to collect information from your visitors, and import it directly into over 30 different email service providers and marketing tools including Salesforce, Mailchimp, Constant Contact, and Nimble. If you’re using it, our lightbox can connect with it!
You have to see it to believe it – click here to reserve an appointment for a demo today!
Marketing automation refers to a set of software, and marketing tactics designed to present highly targeted info to your prospects. Think about the last time you bought something from everyone’s favorite mega retailer Amazon. When you first went to their homepage, they probably showed you some products they thought you’d like. Once you added something to your cart, they probably suggested that you also add something from your wishlist. For the most part, their suggestions are usually pretty good, making them a great example of marketing automation.
Why should you use marketing automation?
Properly-executed marketing automation helps you to send the right message to the right person. To put it another way, you’re showing each person content they’re interested in rather than expecting them to sift through everything you have to offer to find what they want.
In order for this to work, you have to be able to identify your visitors, and their needs. If you don’t do that effectively, your marketing automation efforts will backfire. Think about the credit card offers that show up in your mailbox. You probably don’t even open most of them, and that’s because you can usually say with some level of certainty that the offer in that envelope isn’t going to meet your needs.
The companies sending out those offers do so indiscriminately. They’re sending offers to every address they can get a hold of in hopes of getting a positive response. As a result, the majority of people who receive these offers don’t pay any attention to them.
Digioh can help!
Digioh is here to help you implement a successful marketing automation strategy. Our Lightbox helps you to segment your visitors before they even enter your marketing funnel. Our lightbox can identify a visitor’s IP, their geographic location, the referrer they came in from, which page they’re viewing on your site, and the device they’re viewing your site from, and it can show your visitors specific messages based on all of those factors. In other words, you can craft a highly targeted message to show to very specific groups of your visitors.
The lightbox can also be used to collect info from your visitors. That info can be sent straight to any email marketing service like Mailchimp, Salesforce Marketing Cloud (ExactTarget and Pardot), Constant Contact, or it can be imported to any CRM like Pipedrive and Salesforce CRM. There is a lot of Marketing Automation software and Digioh is integrated with over 400+ email marketing and CRM software companies, so you’ll never have to manually enter your visitors’ data into another marketing tool!
We also offer detailed analytics data so you can get a clear picture of who your best leads are, and where they’re coming from. That way you can adjust your marketing strategy to accommodate your best customers, or to bolster support for segments of your audience that need it!
All of these features make it easy to use the Digioh Lightbox as part of your marketing automation strategy.
You have to see it to believe it – click here to reserve an appointment for a demo today!
Marketing has changed. Today’s consumer take their time to get informed about a product before buying it. Thanks to Google, Yelp, Wikipedia, and a wide variety of websites, your customers can easily gather enough information to be well-informed on any topic in minutes, and that information dictates which companies they choose to work with.
People have adapted their habits when it comes to browsing the internet, but there’s a way to take advantage of those new browsing habits. Just think about the last time you made a purchase decision – did you “Google It” before making up your mind?
What is inbound marketing?
Inbound marketing is where your customers find you!… Instead of you chasing them down. Inbound marketing is a method of creating SEO friendly (i.e. people can find you on Google), customer-centric content that your audience is looking for, rather than trying to reach out to someone who may or may not be interested in what you have to offer.
Outbound marketing has been the standard way of doing things for a while now. You buy ads, set up a newsletter, send out cold emails, make cold calls, and generally shout into the darkness about your site in hopes that someone will hear you and respond. And to be completely fair about it, if you shout loud enough, you will attract some visitors to your site, but they might not be the visitors you were hoping for.
Inbound marketing works differently. Instead of doing everything in your power to reach outward in hopes of finding your audience, you create high quality content like blog posts, videos, podcasts, and interactive demos. By doing so, you’re ensuring that your audience will want to find you. Outbound marketing yields a mixture of visitors who are interested in what you have to offer and visitors who had the wrong idea about your business. Some of those leads are warm, and some aren’t; it’s a mixed bag. With inbound marketing every visitor is a warm lead. They’re coming to your site because they’re interested in what you offer, not because you were the loudest voice on the internet.
Why should you use inbound marketing?
Let’s start with the cold hard facts. According to Hubspot, inbound marketing costs 61% less to implement than outbound marketing, and it has been proven to generate 54% more leads. If your marketing budget looks a little like the piggy bank above, those two facts alone should be reason enough to give it a try, but there are plenty of benefits beyond the severely decreased cost per lead. For starters, each lead you get will be warm. With inbound marketing, your audience finds you naturally; in other words, they’re already interested in what you have to offer before they ever hear your sales pitch. Even better, if you start with great content, your visitors will come back to your site again and again, giving you even more chances to take advantage of a warm lead!
You have good content! Now how do you make that content work for you?
If you start with good content, every visitor to your site will be a warm lead. All you have to do from there is capture that lead, and that’s where Digioh comes in. Our lightbox is a robust and powerful tool that helps you put the right call to action in front of the right visitor.
Once you’ve used inbound marketing to bring warm leads to your site, the Digioh Lightbox can help you to capture your visitors’ interest by presenting a compelling offer to them. By offering a free guide, a one on one consultation, or a discount on their next purchase, you can get your visitors to subscribe to your mailing list, or provide their contact info. Once you have that contact info, you can help them understand why they should buy your product.
The Digioh Lightbox is designed to put the power in the marketer’s hands. Once it’s installed on your site, you won’t need to deal with the IT department to make changes. Just log into Digioh, and use our user friendly editor to change your call to action, or alter the appearance of the lightbox, and then just hit the publish button to push those changes to your site.
Our lightbox also offers a suite of powerful rules you can use to set who sees the it and when. You can create a lightbox that will only show to users who came to your site from a specific referrer, you can target your lightbox based on the visitor’s geographic location, and you can target it based on the page your visitors are viewing. These customization options make it easy to put the right call to action in front of the right visitor.
All of those customization options make easy to create an engaging form to present to your visitors. If you know where they came in from, and what page on your site they’re reading, it’s easy to craft a message that’s going to appeal directly to their needs. You know what they’re looking for, and now you can craft an opt in form that shows them you can give them what they need!
With all of these powerful tools at your disposal, it’s easy to turn visitors into leads, and leads into conversions! Don’t let all that time and effort you put into making great content go to waste; use the Digioh lightbox to engage your visitors, and you’ll be able to take full advantage of the audience your content has brought to your site!
You have to see it to believe it – click here to reserve an appointment for a demo today!
This is Rishi, CEO of Digioh. Over the last 3 years we have iterated on our Lightbox technology. Today, we are announcing our newest version! Here are the biggest components of it.
EASY TO USE
Lightboxes are super effective, every web marketer knows that. But, when you ask, when is the last time you updated your Lightbox, they have a blank stare. We wanted to make our lightbox as easy to use as powerpoint, where you can drag and drop new elements. No need to add any HTML, just point, click, drop… and you’re done!
NO IT REQUIRED
Usually a Lightbox is cobbled together because someone on their marketing team begged them to add it in. This creates a stale lightbox experience after about a month.
We wanted our Lightbox to be run by the marketing team, so they can publish changes on the fly without having to nag the dev team. Have a new product launch? Publish it! Want to change your headline copy? Publish it! Want to promote a new case study? Publish it! We put marketers in the drivers seat and remove all speed limits.
REAL TIME TARGETING & SEGMENTATION
Each one of your visitors is different and if you treat them as such you will increase your conversions. Our powerful lightbox has 25+ rules that allow you to target visitors based on where they are located, what pages they viewed, where they came from, and what they are doing on your website.
You will have the power of treating each visitor to a specific offer that interests them.
We don’t want to have you switch your marketing or sales software. We are fully integrated with 20+ Email Marketing (MailChimp, Marketo, Constant Contact, etc) and CRM (Salesforce, Pipedrive, Nimble, etc) companies.
NOT JUST A TRADITIONAL LIGHTBOX
When you think of a “Lightbox” you think of a little modal in the middle of your screen. We have a lightbox feature, but we also have sliders, teasers, spring bars, and more! We offer features that make the Lightbox less obtrusive to your users and can still help you be a conversion machine!
REDUCE AD COSTS
Some of the best Google AdWords coaches advise using a Lightbox to lower your bounce rate. It is an easy way to capture leads by putting an offer front and center. We wanted to make the lives of Google Advertisers easy, by tracking which keywords actually helped convert a specific lead. This will give you a better understanding of which keywords you need to “double down” on and which ones to remove. This analytics feature works right out of the box – no special setup required.
MESSAGING PLATFORM: MORE THAN JUST EMAIL CONVERSIONS
When we saw our first 100 beta customers use our new and improved lightbox we were shocked at how they were using it. They saw it as a way to communicate with the web visitors in real time, not just capture contact info. For example they were using it to announce new features, products, or events.
They were able to target their visitor audience on the fly and display a targeted message to them.
We are really proud of what we have built and love watching our customers use the product. They are more creative than us and use the product in ways we didn’t even think about! It has been really exciting to see each lightbox come alive.