For example, it is not legal for you to ask a person to fill out information such as Name, Email, Social Security Number, Full Address, Date of Birth, and all social media links if all you have to offer is an animated GIF of kittens!
But this would put your information if you won an all-expenses paid trip to the Maldives (and if the form is from a reputable company, of course!).
I know I gave an unusual example, but the idea
here is to lead you to a strategic reflection: a macedonia phone number list re the forms you use (or plan to use) adequate for the information you really need, your sales process and the value you will provide?
Could you capture 2 fields, nurture these contacts and take them to a re-conversion, where they would provide another 2 or 3 important pieces of data? Anyway… Think about it!
And you might be wondering, “but what is the ideal number of forms?” And once again, here we have the famous “less is more”!
The business environment changes a lot and quickly. If you create a form for every rich content your company makes, in 2 years, how many forms would you have?
And then imagine you change your
business model and need to update the fields that your forms capture. How much time would you spend updating the tool?
And how can you consolidate information from how to measure email marketing campaign metrics identical forms that only change the offer?
This was a learning experience I experienced firsthand here at Rock Content. We already had specific forms for some ebooks or webinars, then we noticed this maintenance difficulty and created 1 universal form for lead generation (per language).
Of course, there is a risk that we might have a problem with this form and drastically hurt our results, but since we use these universal forms for everything, we always keep an eye on the numbers. And in case of problems, it is very easy to investigate.
3. Name things clearly and objectively
Although Rock Content’s marketing team is still small, we have changed the roles that existed within it.
Previously, only one person was in charge of lack data Email Marketing , because we only used one language (Portuguese) and the actions were focused on a single product. Today, we have more than 6 people using this channel to capture leads or MQLs (in different languages, on different products).
Previously, one person was responsible for creating rich materials, today we have a full staff.
As the number of people involved in a process increases, it is important that everyone understands what is being done. To do this, there is nothing better than naming things clearly and objectively.
For example, imagine you’ve been promoted and need to train the person who will take over your previous role. The way you name things should make it easier for this person to learn (and your mission to teach them).
The rule I use with my team is: how can someone understand what that list, form or landing page is about at first glance ?
With this in mind, we developed some good practices for our operation, such as:
- always add a tag with the language of the content at the beginning, such as [EN], [ES] or [PT-BR];
- In forms and workflows, always indicate the life stage of the contact with the [SUBSCRIBER], [LEAD], [MQL] tag;
- Follow-up emails (those that deliver the content requested on a landing page) must contain the same ID as the landing page in question;
- If you’re going to use a dedicated thank you page, it must have the same landing page ID as above, among others.
After creating so many processes, it is normal that doubts arise every day. So…
4. Standardize and document EVERYTHING!
As much as you may be a fan of highly intuitive names and processes, some operations are just too complex or detailed for our “simple” human brain.
So, document all the processes, details, and best practices of your marketing automation plan.
Here at Rock Content, for example, we use a wiki to centralize all this information. And there I have a specific space for the team, where we explain all the processes we have already created:
- how to send an email;
- how to create an ebook;
- how to create a landing page;
- how to organize a webinar;
- which link parameters (UTM) to use in content promotion;
- How to clean a spreadsheet before importing it into Hubspot and many others.
When official documentation exists, you can (and should!) disseminate it as much as possible, so that everyone has access to this knowledge.