It’s a crazy time. Right now, we’re all doing our best to stay “business as usual” but I know that’s not happening here at my firm. Chances are you’re in the same boat. As we move into whatever our “new normal” may be, it makes sense to spend some time reviewing our processes and tools so we can come through this prepared to face whatever comes.
We Can Build Habits That Make Us Stronger.
The beginning of 2020 I read the book “Atomic Habits” by James Clear. It’s been a great support to me during this time. One of the habits I built for myself personally was working out every day. Clear uses the concept of compounded interest to explain how to start and maintain a habit, and I have to say that’s been helping me stay “sane” and mostly focused (Hey I’m human after all).
How Does This Apply to your Business? Understanding Triggers
Many companies have invested in marketing automation tools. Marketing automation tools are often built into your ecommerce systems to do something like send customers an email reminder when they leave items in their shopping carts. These type of customer behaviors are called Triggers, because they prompt the system to send a specific massage.
A very common trigger? “We haven’t seen you in a while”. Obviously, I haven’t been to my yoga studio in a while. Guess what happened? When I saw the email, I understood in a second what had happened, from a marketing automation perspective, but from another perspective – that human-being-in-a-tough-time perspective, it wasn’t a great emotional moment. I’d love to be able to go to the yoga studio right now. I think we all would.
How to Avoid the Accidental Oops
Marketing automation tools are great, and you should be using them. They have a vital role to play in helping you stay connected to your customers. However, most business – set them up and forget about them. They don’t review them often enough and they rarely work on optimizing them.
Which brings us back to creating new habits that help us do business better. You want to make sure you’re not sending tone-deaf messages to your customers at this sensitive time. It’s also the ideal opportunity to start building a new habit that ensures your automation tools are doing exactly what you want them to be doing.
Your Goal this Week – Review Your Marketing Automation
- Check your triggers and make sure they align with the current climate of your business
- Review your messaging and adjust for the current communication
- Refine and launch new messages
- Set reminders to review and change them as the need arises
- Use this time to re-evaluate and think about new messaging when the world changes
(I’d say when things go back to normal, but I don’t think that’s a reality.)
Plan Your Marketing Automation
If you haven’t set up or need to improve your marketing automation, now is an ideal time. Getting your systems set up how you want them will help making moving forward that much easier once we’re all taken off pause.
If you need help, TTG is here for you. This is the perfect opportunity to use our marketing mentor program and pay for only the time you need. Our commitment is to help you keep your business as strong as possible through this situation and beyond. We can help you review your existing automation or help you set-up the automation you need for the current climate.