In this series of articles we are explaining what are the characteristics of Mautic, a free and free platform to automate marketing tasks with a quality similar or superior to commercial services.. At the end of the article you can find an index with each of the parts that compose it.
What is Mautic for?
Something else about landing pages
We had left the previous article explaining the advantages of landing pages, noting that the cost and time of preparation is less than that of a normal website. Using them with Mautic on our own server has an additional advantage.
Ad blockers regularly update their database. If you use a commercial landing page hosting service and the domain that uses this service was included in the database, the interested parties will not be able to access and most likely they will not bother to deactivate the block. In other words, you lost them.
With Mautic creating and hosting the landing pages on your own server, in case you detect that the blocker prevents access, you just have to register another domain and make some changes on the server.
Even if a user enters the page, it is likely that they do not want to bother filling out the form (Or that, like me, they will put a non-existent email account). Knowing how many of those who enter the page complete the form, is a way to know if the landing page works and test different modifications until achieving the highest percentage of completed forms.
Not all customers behave in the same way. Or we may want to try different strategies on different groups. Mautic allows us to automatically organize the data obtained with the forms in lists according to criteria established by us.
There are two other very interesting things that can be programmed with Mautic. The first is the automatic response to contact actions. For example, if a prospect downloaded 3 books on pasta cooking, send them a link to download a pdf with sauce recipes. And if you download it, another one is sent to you with a coupon to buy a discounted mixer.
The second thing is a scoring system. Instead of responses such as "If he does A, we answer with B" we assign clients a score for each action they take. And when a certain score is reached, the program responds with an action or alerts us. This is useful when we sell multiple products from different categories. For example, suppose we represent a car salesman and a roast chicken restaurant. The actions of each campaign will be different, but we can establish a unique criterion to consider that potential customers are ready to make the purchase. A score of 500. When you reach that point you are sent an email with a proposal.
Campaigns
Of course, forms and landing pages lose much of their effectiveness if they are not part of a campaign. A campaign is an action plan that begins with the search for potential customers and ends with the sale. Then the process starts again because, unless you sell mansions, you will want to continue taking money from clients that you cost so much to get.
Using the free and open source version of Mautic we can:
- Create the campaign and set your goal.
- Establish the desired profile of the most suitable contacts.
- Indicate the actions that will make up the campaign: Determine the quantity and content of the emails and messages to be sent. Create the forms and landing pages. Assign scores to each prospect response.
- Define the responses to the different actions of the prospects.
In the third point it says "emails and messages" because iInstalling add-ons that are linked with other services we can send text messages and by WhatsApp.
What is Mautic for? Series Index
Fourth part (in preparation)