{"id":2885,"date":"2017-03-20T05:40:39","date_gmt":"2017-03-20T12:40:39","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=2885"},"modified":"2019-05-09T11:31:46","modified_gmt":"2019-05-09T18:31:46","slug":"can-robot-job-better","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/tools\/everwebinar\/can-robot-job-better\/","title":{"rendered":"Can a ROBOT Do Your Job Better Than You?"},"content":{"rendered":"

Lately, it feels like the media has been flooded with articles about the risks that advances in automated technology pose for the workforce.<\/span><\/p>\n

Driverless cars, for instance… sounds super exciting at first, but will almost certainly result in the drastic reduction, to total loss, of the need for human limo drivers, taxi drivers, and truck drivers (eventually, of course\u2026 many, many moons from now). <\/span><\/p>\n

What about those of us who depend on our skills as marketers and entrepreneurs to make a living? What\u2019s <\/span>our<\/span><\/i> survival rate?<\/span><\/p>\n

Do we have anything to fear from advances in technology?<\/span><\/p>\n

I\u2019m gonna go ahead and say <\/span>NO<\/b>.<\/span><\/p>\n

Instead of panicking over technological advances, hoping your job isn\u2019t next on the iRobot replacement list, the answer is to embrace it and learn new skills that will survive and thrive in a robot-powered world.<\/span><\/p>\n

Wrap your loving arms around marketing <\/span>automation<\/span><\/i> and put it to work for you.<\/span><\/p>\n

\"Don\u2019t fight the current\u2026<\/p>\n

Swim with it.<\/span><\/p>\n

 <\/p>\n

Smart Marketers Always Win<\/b><\/h3>\n

If you\u2019ve been in this game for long enough, you may remember a time when mailing lists had to be managed and administered manually through a spreadsheet.<\/span><\/p>\n

People would email you their contact details through a form, you\u2019d manually add it to a list, and when the time came to send out your bulk email, you\u2019d upload your spreadsheet to a piece of software linked to your server.<\/span><\/p>\n

Even the unsubscribe and bounce requests had to be handled individually.<\/span><\/p>\n

Software developed quickly to automate some of these actions but often they were prohibitively expensive. Or incredibly complicated. Or both.<\/span><\/p>\n

Then along came hosted mailing list solutions, such as Aweber. Subscribe requests and confirmed opt-in processes were handled automatically by the software, and even unsubscribes could be handled with a simple link at the end of each email.<\/span><\/p>\n

If you\u2019re a more recent player you probably don\u2019t realize what an incredible time-saver this new technology was.<\/span><\/p>\n

The automation of list building was a revolution for budding internet entrepreneurs.<\/span><\/p>\n

But here\u2019s the thing\u2026<\/span><\/p>\n

This technology only works if it\u2019s being used by a smart marketer.<\/span><\/p>\n

Put a fancy lead capture form on a page and send no traffic, and you\u2019ll see no results.<\/span><\/p>\n

Even if you send traffic and build a sizeable list, but then send dull, poorly written emails, all you\u2019ll get is a gradual increase in Unsubscribes and unopened emails.<\/span><\/p>\n

Hosted mailing solutions and the automation they provide are amazing. But they\u2019re ONLY as good as the marketer that uses it.<\/span><\/p>\n

Let\u2019s look at an example that uses more modern marketing automation technology.<\/span><\/p>\n

IF \u2013 THEN \u2013 DO<\/b><\/p>\n

For <\/span>EverWebinar<\/span><\/a>, <\/span>automation<\/span><\/i> is the founding principle.<\/span><\/p>\n

But how does <\/span>EverWebinar<\/span><\/a> do if the user doesn\u2019t apply basic marketing strategies?<\/span><\/p>\n

The same maxim we previously discussed still holds\u2026<\/span><\/p>\n

Marketing automation is only as good as the marketer that uses it!<\/span><\/i><\/p>\n

Automation is a tool.<\/span><\/p>\n

You need to put your skills to work to achieve the best effect.<\/span><\/p>\n

You can see this in direct action in the Notifications feature of <\/span>EverWebinar<\/span><\/a>. Like a lot of marketing automation, it\u2019s based on Boolean logic, which uses simple binary instructions to trigger automatic responses.<\/span><\/p>\n

This is more commonly known as: IF \u2013 THEN \u2013 DO<\/span><\/p>\n

For instance, when activated, one of the email instruction templates creates this automated response:<\/span><\/p>\n

IF<\/i><\/b> the Webinar Attendee leaves before 00:30:00 time stamp, <\/span><\/i>THEN<\/i><\/b> send them <\/span><\/i>THIS<\/i><\/b> Email.<\/span><\/i><\/p>\n

It\u2019s a clever feature, for sure, but what content are you going to put in the email?<\/span><\/p>\n

What do you say to someone who didn\u2019t get to the halfway point of your webinar?<\/span><\/p>\n

A marketing novice might send a \u201cBuy Now and Save\u201d email, but is that really the best approach?<\/span><\/p>\n

No. <\/span><\/p>\n

Your customer didn\u2019t see the entire webinar, they didn\u2019t get all the content and they certainly didn\u2019t get to the part where you introduced your offer.<\/span><\/p>\n

Okay, you might get SOME results simply because you\u2019ve reached out and made contact. However, is it possible to get a better response if you invite your customer to view a replay of the webinar?<\/span><\/p>\n

YES!<\/span><\/p>\n

\"AutomationNow your automated marketing is no longer just pinging out random emails like some kind of demented droid.<\/p>\n

You<\/b> are in control.<\/span><\/h4>\n

Instead of <\/span>replacing<\/span><\/i> you, marketing automation has <\/span>empowered<\/span><\/i> you and made your business stronger.<\/span><\/p>\n

And this is just one scenario. <\/span><\/p>\n

What if we were to begin stacking customizable situations? What could you write in an email that might counter the potential objections?<\/span><\/p>\n

The key is to put yourself in your customer’s shoes, exercise some imagination, and figure out what issues may be in play.<\/span><\/p>\n