Salesforce for Marketing: How to Use Marketing Cloud to Drive Customer Engagement
Every single day the world is turning digital and thus businesses require developing unique and more interesting events and experiences. Among these tools, perhaps the most valuable is the Salesforce Marketing Cloud – a set of solutions aimed at empowering industries to interact with clients in real time across various lines of communication. Salesforce Marketing Cloud contains numerous tools that will help you to grow customer interactions, gain brand awareness, and increase sales.
Although the amount of pressure that customers place upon companies is at its highest record yet the common practices of marketing are still not enough. Modern customers expect companies to deliver targeted communications that are relevant at the level of individual customer and their activities, or at least communication channel. This is where Salesforce Marketing Cloud comes in.
Salesforce Marketing Cloud is a marketing application that means it’s a tool that gives power to marketers to target customers and approach them with more personal campaigns in real-time multi channel such as email, mobile applications, social, etc. Regardless of target marketing type: lead generation, conversion, or customer retention, the Marketing Cloud portal provides a set of features to address all stages of customers’ lifetime.
They range from the ability to send fully automated mass/individual messages to making best use of data in arriving at informed decisions; We will also discover how this platform can significantly improve your marketing mix and enhance your customer’s loyalty.
In this blog post, I will explain how exactly Salesforce Marketing Cloud functions, review its primary capabilities, and share how you can get the most of it in order to build great customer relationships.
What is Salesforce Marketing Cloud?
Salesforce Marketing Cloud is multifaceted solution suite for customer journey mapping, marketing asset monetization and marketing analytics. It complements other Salesforce products, Sales Cloud, Service Cloud, enabling enterprises to cover marketing, sales and services in one environment.
It integrates multiple touch points information from e-mail messages, social media, mobiles, and website and employs analytics and artificial intelligence to give personalization to buyer. It goes beyond sending out the ‘message loud’ to many people and without much care; it’s about getting personal and reaching out to your customers.
Key Features of Salesforce Marketing Cloud
1. Journey Builder
Let’s start with the most important tool in the entire Salesforce Marketing Cloud, called Journey Builder. It enables the marketers to design complex, self-sustaining buying journeys of the customers, carrying across relevant experiences across different stages. Marketing has a visual drag-and-drop functionality to create complex multiple-step journeys, where marketers may consider customers’ behavior and interactions with your company.
Key benefit: Implement self-service on-barding where customers are guided through the right solution for their unique needs through real-time data to boost the possibility of a conversion and use the solution without abandoning it.
2. Email Studio
Direct mail remains arguably one of the most effective means of marketing to customers. Email Studio helps you build and deliver ROI-driven email marketing initiatives and measure the response of your customers. From basic e-mail updating to a promotion or even a follow-up e-mail to a product sold to a customer, Email Studio enables the editing of content for each intended recipient, depending on the latter’s behavior online.
Key benefit: Has to create more meaningful and adaptive e-mail templates that will cultivate interest and subsequently lead to more sales.
3. Social Studio
The use of social networks is one of the most important elements for effective marketing. Social Studio can help organizations track, control and understand their social media profile, customer sentiment, and reach out to customers with real-time opportunities. Because Social Studio can set a schedule for posts, track brand mentions and determine sentiment, any business can confidently be connected to their customers irrespective of their location.
Key benefit: Solicit, track and manage all the interactions that people have had on the social media platforms, in efforts to maintain a uniform brand image across the relevant channels.
4. Mobile Studio
As mobile device has become the preferred tool to access the internet, business must be able to reach out to the customer’s pocket via their mobile phones. Mobile Studio enables marketers to design campaigns that are optimized for mobile-web, such as text messages, push notifications, and in-app messaging.
Key benefit: Targeted mobile communications that are time sensitive, contain relevant information and call for action.
5. Advertising Studio
Advertising Studio allows organisations to handle their paid advertisement account with Google, Facebook and LinkedIn. Integration with your customer data on Salesforce will help you to be more selective and personal, showing advertisements to the appropriate customers at the right time.
Key benefit: Place ads that will provide the highest possible ROA by utilizing consumers’ information for the targeted marketing.
6. Marketing Analytics: Datorama
Datorama is one of the best analytics platform that offer marketer an opportunity to integrate and analyze their marketing data in one platform. Worldwide, marketers have gained increased capabilities from Datorama to understand their campaigns’ performance, customers’ behaviors and the success of their marketing investments.
Key benefit: Get timely results so you can assess your marketing performance thus identifying strengths and weaknesses in your marketing campaigns.
7. Personalization Builder
As a combination of AI and machine learning approach, Personalization Builder enables you to develop personalized content that shifts with the majority of the customers. Using real-time data helps to provide far more relevant experiences and boost customer engagement and conversion.
Key benefit: Offer highly-targeted messages that will be appreciated by your audience, escalating the rate of customers’ satisfaction.
How to Use Salesforce Marketing Cloud to Drive Customer Engagement?
As we have discussed a few of the capabilities of Salesforce Marketing Cloud, let us now discuss how you can leverage these tools to generate engagement with customers.
1. Create Reaching, Strategic By-Channel Campaigns
Today’s consumers interact with companies through e-mail, social media, mobile devices, and company Web sites. With Journey Builder, it becomes easy to combine simple processes to flow customers through the many stages of the funnel. With the help of big data it is possible to adapt the messages to the client and the context of customer interactions with the brand, which can lead to higher attention to the material and higher chances of making a purchase.
Example: The same customer, who deleted the items in the shopping cart of your web site, can receive the e-mail with the mention to come back, then see on the social protected network the ad with the discount, then get on his/her phone the push notification with a special offer based on the behavior of the customer.
2. Leverage Customer Data for Personalization
Salesforce Marketing Cloud enables you to use all the collected data from within the Salesforce sphere to create a detailed customer profile. Through linking the information from Sales Cloud covering sales communication and Service Cloud covering customer communication, you have a confirmation of your messages as appropriate for each and every customer.
Example: An individual who often buys running shoes will be notified when new triggers related to running equipment are available or if there is a current sale on sports wear.
3. Automate Re-engagement Campaigns
Any given customer cannot necessarily react positively to the first approach, and some may go inactive after sometime. In this program, there is a feature in Automation Studio in Salesforce Marketing Cloud that can be used to create intelligent campaigns to nurture customers who have not engaged with the brand for some time now. As is the case with a re-engagement email, an SMS, or even a re-targeted ad, a re-engagement message makes sure your brand remains relevant.
Example: The same customer, who has not read an email in over 30 days might get a one-time-offer or a gentle reminder of why his/ her company needs your product or service.
4. Valuation and Adjustment of Campaigns
Marketing without measurement is like sailing on the sea without a map. The Datorama and the Analytics Builder enable you to assess the results of the campaigns in all the utilized media types. Apply these findings to make it smarter, experiment with new approaches, and improve your approach for effectiveness.
Example: Knowing which email subject lines have the highest open rate will allow you to modify the content to increase the interaction in the next email marketing messages.
5. Create Real-Time Engagement Through AI
One strategic innovation supported and enforced in Marketing Cloud is Sales force’s Einstein AI. This approach ensures that consumers interact with your content in a very natural manner due to the capability of AI in predicting consumer patterns, consumer categorization, and instant content customization. This breeze gains you more trust and reliance hence cordial relations with your customers hence yielding more value from them.
Example: Einstein can determine when to send an email or push notification to a customer so as to gain the most engagement.
Key Benefits of Salesforce
Salesforce is quite popular CRM solutions used by organizations all over the world, which offers a number of tools to enhance their efficiency and collaborate with clients. Whether you are a start-up or an established business, Salesforce offers an all-encompassing array of tools that convey ROI for your sales, marketing, customer service, and many other aspects of your business.
Here are some of the key benefits of using Salesforce:
1. 360-Degree View of Customers
Salesforce help businesses to store and manage all the details concerning their customers in a central location. This approach enables the cross-functional teams to capture all the 360-degree aspects of each customer, plus sales, marketing and support touch points and history. Having all this information in one place helps the businesses to create better and targeted experiences that enhance the satisfaction of the customer as well as improving on customer loyalty.
Benefit: Even if customer segments are defined in terms of demographic characteristics, improved customer insights bring benefits in decision-making, increasing personalization and strengthening customer bonds.
2. Automation of Repetitive Tasks
Salesforce has a broad range of applications to automate the different processes within a business starting with lead generation and auto follow up emails, tasks and reporting among other. Tools such as Sales Cloud and Marketing Cloud allow for these considerations to be automated, with notifications and reminders, as other mundane tasks are taken away to save the time of employees to do more productive work.
Benefit: Less paper work, less paperwork errors and the opportunity for the teams to become more effective at higher added value tasks.
3. Improved Collaboration Across Teams
Epicor helps organisations increase collaboration between sales, marketing, and customer support departments. It means that the customer information and project progress can be shared on the platform in real-time, meaning everyone will be up to date. Other features such as Chatter allows for internal communication to be facilitated to allow teams work as a team.
Benefit: Increased cooperation results in better customer satisfaction and quicker decision making as well as productivity improvement on the team.
4. Scalability and Flexibility
The software is highly scalable, which implies that it can be used in enterprises of any size including fledging businesses, mid-sized and big businesses. It is also adaptable to more specific needs of various industries and functions of a business organization. In this case, it is to mention that Salesforce is based on the cloud, which enables it to accommodate the growing businesses without significant changes to the functionality and scalability.
Benefit: Organizations are also able to grow Salesforce with their needs ensuring that the system continues to expand as the business expands.
5. Robust Analytics and Reporting
Reporting and Analytics features built into Salesforce help organizations manage their operational performance by monitoring and measuring Key Performance Indicators (KPI) and making management decisions based on evidence. Salesforce Reports and Dashboards, which offer comprehensive view of sales statistics, customer interactions and marketing effectiveness, help businesses understand trends, possible improvement areas and possible markets in an easier and faster way.
Benefit: Insights enable businesses to enhance tactics, streamline processes, and elevate investment returns. Salesforce is designed to fit your business model as well as incorporates easily with other tools.
Why Softronix?
Softronix provides an extensive array of services aimed at assisting the aspirants right from the development of skills to the placement of jobs. Softronix provides tailored training, guidance, and other resources to the aspirants so that they can improve their credentials and keep up with the competitive job market. Whether it is developing certain technology skills, enhancing one’s curriculam vitae, or even preparing oneself for interviews, Softronix has a practical solution for each and every career objective that what the individual desires to achieve.
Softronix also highlights on extreme personal coaching and training based on actual industries. Thus only does Softronix enable the transformation of candidates’ aspirations into professional success. The experts inform and assist the candidates on how to complete the job applications and the hiring process as well as informing them on the current job opportunities and where to find them. They moreover help them find substantial employers to work with. Through the usage of this system and SophTRonIX, the candidates will be able to face their careers squarely and get quality jobs that they highly deserve.
Conclusion: A Unified Approach to Customer Engagement
It is the ability to communicate the right message to the right person at the right time that will determine the future of marketing. That is why platforms like the Salesforce Marketing Cloud exist. For organisations that wish to step up their marketing strategies and enhance customer engagement levels, Salesforce Marketing Cloud by Softronix is one investment that will be worth it for many years to come.
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