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72% of consumers say they will only engage with marketing messages that are tailored to their interests. This means that industry leaders are expected to invest in digital marketing platforms that allow them to optimize their marketing messages that’ll resonate with their contacts.
One of the most popular and advanced tools in the market today is Salesforce Marketing Cloud Engagement and the various studios it offers. Marketers love how you can get a unified view of your marketing campaigns while automating repetitive tasks to boost productivity.
Marketing Cloud Engagement is Salesforce’s powerful marketing tool — with more than 7,700 companies using the software to form one-to-one relationships with their contacts. It’s primarily designed to be a B2C software for companies with high volumes of customers.
Marketing Cloud Engagement boasts high customization and adaptable AI technology, which means you can use the tool to execute whatever marketing campaigns you envision. With many studios and tools in its suite, Salesforce Marketing Cloud Engagement offers users the ability to connect with contacts on a personal level.
Here’s how Marketing Cloud Engagement allows you to build personalized relationships at scale:
Marketing Cloud Engagement studios are tools you can use to connect with contacts through different marketing channels. Each studio has its own specific area of focus, so many companies choose to use multiple studios to help them market better. Depending on which plan your organization purchased, some of these studios come out-of-the-box for you.
In this post, we’ll dive into the following tools:
Journey Builder helps you design customer journeys based on touch points and specific events. It allows you to visualize how your contacts are going to experience your brand and create customized journeys based on contacts’ preferences and behaviors.
It’s important to note that Journey Builder is not a standalone product; it must be integrated with other studios in order to build fleshed-out journeys.
Within Journey Builder, you’ll find 3 main canvas components:
The benefits of investing in Journey Builder are:
Here are some best practices you can use to optimize your customer journeys:
Email Studio allows you to communicate with your prospects through email campaigns and 1-to-1 messages. When paired with Content Builder, you can design responsive email templates that drive engagement.
Some other advantages to using Email Studio are:
Here are some best practices we find boost email engagement in Email Studio:
Content Builder consolidates your content and assets all in one place — making it easier for you to replicate high-performing email campaigns in the future.
With Content Builder, you can:
Our digital marketers recommend using the following best practices:
Automation Studio focuses on automating system activities for advanced data management. This means that it can help automate repetitive tasks — freeing up your digital marketer’s time.
With Automation Studio, you can even perform advanced segmentations and create journey audiences. The purpose is to automate tasks on a regular basis to help provide more context to your journeys.
Here are some of the reasons why we love Automation Studio:
These are some best practices our certified experts follow:
There are many different ways of organizing your folders. These are the 3 most common folder structures and naming conventions we’ve seen with our clients:
Advertise directly to your contacts with Marketing Cloud Advertising. Connect your studio to the following platforms to reach your audiences anywhere:
The benefits are more than just reaching your contacts on their preferred channel. You can unify all of your paid marketing efforts without needing to exit the platform.
In fact, you can even create Facebook ad campaigns directly out of Journey Builder. This helps you align all of your email and advertising campaigns with ease.
Here’s how you can optimize your Marketing Cloud Advertising:
Connect with your on-the-go contacts through their phones. With Mobile Studio, you can now utilize push notifications, SMS, MMS, and chat apps to nudge your contacts further down the buyer’s journey.
This is all done by a variety of Mobile Studio products:
These are some of the best practices we follow to optimize Mobile Studio:
Before you can use MobileConnect, you must first obtain a mobile short code — a unique 5-6 number code provided by a mobile carrier company.
This is an involved process that can take up to 12 weeks to complete. One advantage of working with a Salesforce consulting partner like EBQ is that we’re familiar with this process and can help. Learn what makes our Marketing Cloud Engagement services different.
Marketers need to know what customers are saying about their brand — even if the customers are not directly talking to them. With Sprout Social, you can now listen in on those conversations using social listening.
Through social listening, you can manage your brand reputation easier. Because you’ll have a unified view of all your social channels, you’ll be able to address criticisms and respond to positive feedback faster.
You’ll also be able to monitor your social media campaigns all in one place.
Below are some of the best practices our own digital marketers follow:
Use Marketing Cloud Personalization to track and analyze your consumer behavior in real-time — even if they’re offline. You can combine with Journey Builder to push customers into taking the next action as well.
Our digital marketers love Marketing Cloud Personalization because it can:
Here are some best practices we follow for Marketing Cloud Personalization:
Analyze all of your marketing data in a single source of truth. With Intelligence Reports for Engagement, you can build and edit dashboards based on your needs.
Intelligence Reports for Engagement allow you to configure your dashboards based on a few different out-of-the-box dashboard categories. These can be filtered, so only the most relevant data will appear on your dashboard.
Need more customization flexibility? Intelligence Reports for Engagement Advanced allows you to design your own dashboards for an additional cost. This will allow you to draw out deeper insights with its cross-channel marketing capabilities to make data-driven decisions.
These are some of the best practices we follow for Intelligence Reports for Engagement:
Marketing Cloud Intelligence is a standalone marketing data tool. You can purchase it to gain additional insights into your marketing efforts. It also allows you to have more control over your dashboards compared to Intelligence Reports for Engagement and Intelligence Reports for Engagement Advanced.
Most digital marketers find that Intelligence Reports for Engagement will suffice. Intelligence Reports for Engagement comes out-of-the-box with most editions of Marketing Cloud Engagement, so it requires little setup. Although it’s lighter than its counterpart, the filters make it a truly customizable tool.
With Marketing Cloud Engagement and its various studios, you’re building one-to-one relationships at scale. Not only does it encourage contacts to convert, but it’ll also make it more enticing for a customer to become a loyal customer.
With Marketing Cloud Engagement, you can benefit from:
At the center of it all, you can use Journey Builder to create stronger customer journeys — thus strengthening your relationship with your customers.
Knowing how each studio and builder works is one thing, but understanding how to use all of Marketing Cloud Engagement’s features to their fullest potential is another. If you’re looking to maximize your Salesforce ROI, you can look to our certified marketing specialists.
With more than 900 projects under our belt, we know how to execute your brand’s vision using Marketing Cloud Engagement. Contact us to learn more.
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