Salesforce Marketing Cloud or also known as SFMC, has brought a change in the way organizations approach their digital marketing endeavors. The use of on-demand virtual event platforms really gives businesses more chances of achieving better return on investments especially if there are well-optimized marketing promotions present in the said platform. This blog post focuses on the main capabilities of the Salesforce Marketing Cloud, brief overview of the recommendations of the Salesforces Marketing Cloud customer journey, as well as the optimization of the marketing efforts of the different campaigns.
What is Salesforce Marketing Cloud?
- Salesforce marketing cloud is one of the most effective tools which helps in automating the complexity of personalized marketing communications at the scale.
- This encompasses managing the customer’s email marketing, social media interactions, advertisements, follow up stages all orchestrated through data analysis.
- Coupled with other Salesforce products, it means that businesses get a 360-degree view of their customer base while the latter also forms the basis for customer engagement across various touch points.
- When acquiring the Salesforce Marketing Cloud Implementation Services, from experts, firms stand to gain a lot as they get the best services for the platform, within the shortest time possible.
High ROI Marketing: Features of the Salesforce Marketing Cloud
2.1 Automated Campaigns
- Campaigns in Salesforce Marketing Cloud make marketing more effective through the automation of marketing processes, allowing the marketer to design, launch and manage the campaign without substantial assistance. With Journey Builder implemented, companies can set up customer communications that are initiated according to an action taken, such as visiting a website, making a purchase, or leaving items in an online shopping cart.
Example: A common way of automating an e-commerce undertaking is through following up a customer who left their merchandise in the cart by sending them a reminder email.
2.2 Audience Segmentation
- Audience targeting enables the marketer to categorize the customers in line with various parameters that include; demographic characteristics, buying habits, or past activities. Salesforce Marketing Cloud’s excellent segmentation tools assist in sending messages at the right place, base and with the right words to the audience, raising their chances of a response.
Example: A travel agency can develop campaigns, for example for business travelers; these offers contain only the best flight and accommodation prices which suits them best.
2.3 Campaign Performance Indicator tracking
- Salesforce Marketing Cloud solution boasts capabilities for assessing campaign analytics to gauge its success in real-time. Thus, the click through rates, open rates and conversion rates gives marketers insights on the status of the campaigns and make informed changes.
Example: Retail brand audit can determine ‘’open’’ rates on the emails and therefore determine better ‘’times’ to send the email campaigns in the subsequent occasions.
2.4 Multichannel Marketing
- Salesforce Marketing Cloud offers organizations the capability to engage customers through multichannel communication via email, SMS, and social media as well as mobile applications. It prepares a consistent message and can reach more people, which increases the possibility of higher customers’ involvement and, therefore, ROI.
Example: A restaurant chain can engage in time-sensitive promotions through the use of SMS while using E-mail to address information updates on the loyalty program.
2.5 Predictive Analytics
- Salesforce Einstein is integrated into the Salesforce Marketing Cloud to support predictive analytics that automate the forecast of customer behavior. Apart from helping marketers to understand the market and how customers are likely to behave in the future, it helps marketers to gain insight into the market on how they can adjust their campaigns to achieve better results.
Example: An insurance provider can also use predictive analytics to identify customers that are likely to renew their policies, which will help in advancing timely renewal calls.
Optimization Strategy for the Customer Journey
3.1 Personalize for Customers
- The idea of individual targeting is the key driver of any promotion campaign. Engage targets on a personal level by applying the data accumulated on the company’s customers. While using different contents enhances engagement, target and specialized content helps the cause towards loyalty.
Tip: Analyze customer’s name, experience and previous correspondence in emails to make them relevant and personalized.
3.2 Analyze Customer Data
- It is now possible to use analytics to receive a deeper understanding of the customer’s actions on the targeted platforms and audiences with the help of Salesforce Marketing Cloud. You should be able to use this data to help adjust your targeting to be more effective as well as your messages and timing for your campaigns.
Tip: Make suggestions for other related products or services or other related products, to drive the rate of upselling.
3.3 Create and maintain a single document of record
- How to connect Salesforce Marketing Cloud with your CRM to have a full picture of client information. It makes communications accurate and consistent to customers making a single source of truth within the organization.
Tip: Reduce data silos by loading data using Salesforce’s Data Management Platform.
3.4 Encourage Feedback
- Ask your audience what they prefer and what they dislike about your products. It can be also employed in surveys on polls, feedback forms, etc., which can be helpful in enhancing the usual campaigns.
Tip: Add a brief survey link in all your campaign emails to know how satisfied the customers are, and what improvements they would like to see.
5 FAQs:
1. How does Salesforce Marketing Cloud enhance ROI?
- Through effective customer segmentation through personalization of the marketing campaign as well as automation of the marketing campaign and multichannel marketing, Salesforce Marketing Cloud increases the conversion rate thus increasing ROI.
2. How does Salesforce Marketing Cloud work with other Salesforce products?
- Yes, the Salesforce Marketing Cloud is very much compatible with other products in the Salesforce family such as the Sales Cloud, Service Cloud and far more.
3. Which business sectors can benefit from the Salesforce Marketing Cloud?
- Salesforce Marketing Cloud is suitable for various business sectors including retail, health, financial and manufacturing businesses where fresh and effective marketing strategies for customers are crucial.
4. How does the use of Salesforce Marketing Cloud benefit small businesses?
- Small businesses can use the versatile tools in Salesforce Marketing Cloud to develop, deploy and track campaigns, isolate and communicate with specific markets, and monitor effectiveness within the SMEs constraints.
5. Is predictive analytics easy in Salesforce Marketing Cloud?
- Yes, with the use of Salesforce Einstein, it is easier for a marketer to get predictive analytics done in Marketing Cloud if they do not have professional technical knowledge.
Summing Up
Salesforce Marketing Cloud is an effective tool that enables organizations to achieve significantly higher Marketing Return on Investment through the engagement of personalization, automation, and added-value analytics. The features of the social networking sites should therefore be optimized and practices like customer journey optimization implemented to maximize on the effectiveness of the social networking site in achieving the aims and objectives of the business organization in reaching out to the customers in a more intimate way. Salesforce Marketing Cloud Implementation Services will enable you to get the right strategies for the effective implementation and execution of this powerful tool. Begin using these strategies now to get the best out of Salesforce Marketing Cloud for your organization.
