Marketing Automation with Squarespace
Marketing automation with Squarespace is easy to do when you connect two systems together, specifically – your website and marketing automation platform. As a standalone solution, Squarespace is a fantastic, cost effective way to build and manage your businesses website. However, without connecting it to a marketing automation platform you won’t be able to take advantage of data you collect on your website and run effective marketing campaigns with that data. Two important integration points are website traffic and form collection.
Lead Liaison provides a marketing automation platform that integrates these two areas, among others, with Squarespace. Customer’s using Squarespace as their website platform can easily add a few lines of JavaScript code into the footer or header of their Squarespace website. Once done, the marketing automation platform will begin tracking visitor activity, including names of businesses and people (something Google Analytics cannot do), and build rich profiles of visitor activity. As the system monitors visitor engagement, such as pages visited, documents downloaded, videos watched, on-site search terms, button/link clicks, and much more, a robust profile is created. This information is valuable insight that sales reps can use when contacting their prospect or following up website visitors. Marketers can also use this information for analytics, to gage how effective their Squarespace website is.
Web forms are another area where marketing automation platforms like Lead Liaison and Squarespace integrate. In Lead Liaison, users can build and style smart web forms and easily embed those into their Squarespace page. The smart web forms can pre-fill data, use advanced features like progress profiling, and most importantly easily capture the lead and/or inquiry and add it to your CRM. With the marketing automation platform, businesses can easily wrap critical business processes around the form submission. For example, lead distribution, lead qualification, lead follow up, and lead nurturing are all processes that can be built and automated using the marketing automation platform.
Once the marketing automation does it’s job of turning the Squarespace website from a static platform into an inbound marketing machine, marketers can use the rich data collected to run sophisticated outbound marketing campaigns. Instead of using basic email integrations with Squarespace, such as Mailchimp, for outbound communication, marketers can now leverage the true power of a modern day outbound marketing platform to run their campaigns. Marketing automation platforms like Lead Liaison help deliver omni-channel communications. Omni-channel communication includes both offline and online marketing channels. Instead of relying only on email, marketers can easily send handwritten letters, postcards, text messages, and more as one-off campaigns to select prospects, or as part of an advanced automated campaign. Imagine hooking up marketing automation with Squarespace and being able to automate a process around a web form submission. For example, the visitor comes to your Squarespace website, submits a form, gets an immediate response, gets sent to the right sales rep at the right time, then gets nurtured on behalf of the sales rep (because they’re not quite ready to buy – a common occurrence!). All of these things are possible when you connect your Squarespace website with a marketing automation platform like Lead Liaison.
One final area of integration is with dynamic content. Lead Liaison provides a solution called SiteEngage™, which adds a level of higher engagement to your Squarespace website. With this solution, businesses can tailor embedded content (images/text) on their Squarespace site to the visitor’s interests. For example, changing a text headline stating that your company loves working with people in the visitor’s state. Since your marketing automation platform will know where the visitor is from, this information can be used to personalize the website experience. The other benefit of making your Squarespace website dynamic with SiteEngage™, is with popups. In addition to smart web forms, Lead Liaison can use pop ups to help convert more visitors to your Squarespace website. These pop ups can use information on the visitor, like the state mentioned above, to tailor the content in the pop up. Pop ups can be trigger by button clicks, page scrolls, exit intent (closing the browser or hitting the back button), and page clicks.
To learn more about how you can integrate your Squarespace website with a marketing automation platform like Lead Liaison contact us today!
