Websites are great, I actually do love them and what I do, but a website can’t do it all on its own!
Without a CRM collecting leads and helping you to segment your customers and running offers for you automatically you’re always going to struggle.
With Hundreds of CRM’s on the market it’s hard to critique them all in depth but over the years I’ve used a fair few.
But there is a tool we’ve come to use that we love, it’s called ActiveCampaign and it’s super simple to use and has the right features and tools to help us to engage with new subscriber and customers as we go about our daily business.
Here are the seven reasons that we love this tool and features that you should have at your disposal inside your marketing tool of choice.
1, Be relatively simple to use.
CRM’s and marketing tools can be complicated pieces of kit, so it’s not uncommon that these tools have lots of elements to learn to unlock their powers.
When you have multiple links and areas for different sections, it can be overwhelming and confusing for users.
The ActiveCampaign dashboard is simple and clear to use, and the extra layers are only a few clicks away once you access these areas.
2. Connect to your website
A key thing you’ll want to do to is track where people are going on your site and capturing leads through your site.
You’ll want to be able to track two things on your website…
1 – where and what they subscribed to
2 – where they are visiting on your site now.
User tracking is a potent tool that can be used to help you to do some cool things. Let’s say someone hits your book a consultation page. You can automatically fire off an email if they hit that page with more information.
You’ll also be able to see where they have visited you on your site on their contact record, so you have an idea of what they are interested in.
3. Lead scoring.
I love this feature; not all leads are created equal. Some will engage with you some just wanted you free guide or course and couldn’t care less about you, they just want your freebie and will never open another email.
Lead scoring allows you to rank someone based on their activity.
So you can give points for
- Email opens
- Page visits
- Products brought
Once a user hits a certain amount of points, you can move them to sales funnels. Or if a customer brought lots of your products you could automatically move them to the VIP list
Some CRM systems will use a points system and others will use flames to indicate the engagement and lead scoring levels.
Another crucial element that will help you to put parts of your marketing on Autopilot.
Automation will save you time, money and give you peace of mind that you are following up with people and you’re keeping your house in order.
If someone signs up for a free guide or one of your free giveaways you don’t want their journey to stop there with you.
You’ll want to send a few emails – 1 to deliver the guide, another to ask what they thought of the guide and another 1 or 2 with an offer.
Automation is a super powerful feature that you’ll love once you get to grips with.
Here are a few ways you can use this in your marketing and sales
Scenario 1 – Let’s say you wanted to push people to watch a video on your site.
The first step is to send an email to tell them about this new video.
With your system, you should be able to do the following
- that the user has opened the email
- if the user clicks the link to the page to watch your video.
- if the user visits the page to watch the video – at this point, you may want to trigger a notification to your sales team to call that user to see what they thought of the video.
Scenario 2 – Abandoned cart
Someone puts something into their basket on your website or views your sales page.
As soon as they hit this point, you can apply a tag that’s waiting for them to complete their order.
You could also trigger certain actions based on a user hitting a certain level of engagement.
Segmentation gives you the ability to deliver the right message to the right person at the right time.
You don’t want to be firing the same emails to the same people every time.
Tagging gives you an extra dimension of segmentation.
Tags are applied to different actions, someone has subscribed for a guide, called in for a quote or bought from you or you want to trigger a promotion.
Let’s say you offered a free course. And when some signs up for the free course you have an offer on the following page offering the complete paid course for 50%. You’re likely that some people will take you up on this offer and most won’t. Let’s say 20% do
You’ll want to be able to identify this 20% as a buyer of the course and trigger off an automation to stop selling the upsell of the course.
Segmentation can also be done using lists, but this can lead to your contacts sitting in multiple lists which can get messy and annoying for your subscribers.
For a more detailed explination of this check out our post about modern day marketing funnels
6. Track and manage your sales inquiries
These are commonly called pipelines
The ability to see a visual representation of where new leads are in your sales pipeline
The ActiveCampaign comes with a built in deals pipe drive called Deals.
You can also trigger an automation based on where the user is in the pipeline.
Let’s say you send a prospect a quote. Once you move the prospect to the quote provided stage you can then set an email to automatically go in 3 days time to see what they thought of the quote
If you win a new client – once you move them to the Won section – an automation can be triggered that then moves that contact into your customer list and applies all the relevant tags you’d like as well as sending them a few onboarding emails.
7, integrate with other business systems
On average most companies now use four different online systems for general operations, that’s quite a lot when you think about it. We use seven different tools for the various parts of our business.
These can include
- Sales systems
- Diary bookings
- Project management tool
- Accounting software
By connecting these tools, you can bring new subscribers and customers under one roof and manage them and market to them more effectively
ActiveCampaign is a fantastic tool. Sure it’s not 100% perfect (yet to find a system that is), but it is a great entry level for people starting out and has lots of features (not all mentioned here) that an advanced user can use to master their business.
If you’re searching for a business and marketing tool to get you started, you can’t go far wrong with this system. You can get a free 14-day trial here.
Active Campaign currently offer free resources for everyone to access, from advanced automations to getting started. You access this course here