The good news is that the market features dozens of marketing apps, solutions and software products. The bad news is that you’ll be responsible for the integration of those with the other tools that your business relies on.
Effective integration is heavily dependent on the tools that you’ve chosen for the purpose of automating marketing, tracking your campaigns and getting data in the end. Integration, however, is incredibly important because it encourages collaboration across the business and it makes the work of numerous departments a whole lot easier.
If you are wondering about the possibilities, the following article is the right one for you. It will give you a number of suggestions about integrating the marketing apps that your business relies on with other tools.
Content Effectiveness and Marketing Integration
How is your website performing? Is your content hitting the target when it comes to driving more people to engage with your brand? The use of content is becoming more and more important for the creation of an effective advertising plan that delivers results.
Whether you write ebooks, professional essays, website articles or whitepapers, you need to track the effectiveness of such campaigns.
One very simple and very effective tool that enables marketing and content creation integration is Google Analytics. Google Analytics gives you a rather good idea about the biggest sources of traffic and the website pages that get the most of it. If you’ve carried out a social media marketing campaign, for example, and you want to see if it is effective, you’ll need to take a look at the Analytics stats. There, you’ll figure out which marketing channels are driving the most traffic to your website and if people are committing enough time to engaging with your content.
Kissmetrics is another powerful tool you can use for the purpose of integrating marketing and content creation efforts. You will be given access to real-time data that shows you what people are doing on your website, whether the engagement is at a sufficiently high level and if your campaigns are resulting in the performance that you’d been expecting.
Marketing and Customer Service Integration
Marketing will give your business a chance to generate leads and eventually convert individuals into loyal customers. This is the main reason why the link between marketing and customer service is an important one.
Integration in these two feels is possible because of several innovative digital developments.
HubSpot integration capabilities are just one example. HubSpot can be integrated with Zendesk – one of the most powerful solution when it comes to receiving customer queries online and addressing those.
When the two solutions are integrated, you will get to see ticket data via HubSpot. The marketing platform will also enable the creation of different customer lists on the basis of the ticket types that have been processed. Having the two solutions working together will result in a much more effective marketing campaign in the future, a campaign that is based on the specific needs of clients and the manner in which these have been addressed by the customer support reps.
Integration with Sales Force Data
Marketing and sales teams can also partner up when it comes to improving overall brand performance and ultimately – maximizing revenue.
Various tools designed for use by marketing and sales teams can be integrated with each other effortlessly. Radian6 is an example of such a solution that brings together social media marketing, other advertising endeavors and the work of the sales department.
This app can be used for the purpose of maximizing engagement across the multiple social channels that a brand utilizes. In essence, this is a social media marketing kit that features just about everything that the advertising team will need for the purpose of increasing the effectiveness of campaigns.
In addition, the tool allows for integration of sales data acquired through social media with a solution like Salesforce. This solution allows for the collection of relevant customer information, business analysis, case management, lead scoring and automatic follow-ups.
Analytics-Based Email Marketing
An old-school digital marketing approach, email marketing is still alive and pretty much kicking. Many businesses still report that the effectiveness of email marketing is high. In order to get the best results, however, marketing teams will need to base their decisions on actual data about the preferences of the audience and the performance of campaigns carried in the past.
Integration between email marketing apps and analytical tools is possible. One example of such an option is the integration between MailChimp and Kissmetrics. One of the most prominent email marketing platforms allows for the collection of data via Kissmetrics. When working together, the two platforms gather data about the way in which an email campaign has been received. There will be information about views, the number of clicks and even path tracking.
Based on the data that has been collected during the previous steps of the integration, it would also be possible to make MailChip mailing lists that are based on Kissmetrics data. The People Search function of Kissmetrics provides real-time data about the behavior of actual visitors and prospects. Thus, through the collection of such data, it would be very easy to put together newsletters that target people who have added products to their shopping cart without checking out, for example.
Better Integration is the Key to Conversion
Chances are that every single department in your company relies on specific tools in order to accomplish a goal. While such tools provide essential data, the lack of integration can be a problem. Professionals will work independently of each other, instead of merging data and getting much better results.
Integration of software solutions is one of the keys to a higher level of conversions. If you take a closer look at every single app or software program that you use, you’ll find out that highly effective integration options are available. The examples mentioned above are just a few of the possibilities. Needless to say, much more specialized options could be available to address the specific needs of niche industries and companies looking for unorthodox integration possibilities.