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An Introduction To Automations

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If you’ve read any of our previous blogs, you’ll know we’re big fans of email and the wonders it works for generating leads.

We know what you’re thinking

Yes, e-mail is still relevant. And yes, you can still generate leads via e-mail. In fact, it’s entirely possible you may see more results through email than you would on social media.

Why?

Well, depending on where your customers are, it’s entirely possible your audience isn’t active on social media. Yet, most people that surf the web have an e-mail address. So, what are the benefits of e-mail ?

There’s quite a few, and it all starts by first understanding a specific term we like to throw around in marketing. Automations.

An automation is a process – a process performed by software that manages e-mail delivery to your audience and/or potential leads. Automations are more than just a way to send email, they allow you to grow leads and maintain an active subscriber base.

When it comes to e-mail marketing you need clear, consistent messaging. It’s also important to be as personal as possible. However, it would be nearly impossible to communicate individually with every person. This is where automations come in. Automations allow you to communicate with a mass audience any time a potential lead engages with your brand.

If you’ve been in small business a while chances are you have a target audience and information on that audience. Automations take into account audience interaction with your brand and activate based on that interaction. Let’s break it down.

Automations are set up using trigger e-mails – and they’re exactly what they sound like. Anytime subscriber activity meets the criteria of pre-set conditions, a trigger e-mail is sent to that subscriber.

So how can it practically help my business?

Did someone sign up to receive more information about your brand? A trigger e-mail is sent with additional information. Did someone abandon a full shopping cart? Another trigger email is sent with a friendly reminder to complete their purchase or a discount to help persuade them.

Automations can also be used for things like confirmations, company updates and customer targeting.

Using automations in these situations allows e-mail to become your 24/7 sales person.

It also allows for lead nurturing, all without the need of your attention. Here’s why this is important.

According to a report by Forrester, effective lead nurturing can generate 50% more sales compared to leads that are not nurtured.  A nurtured lead is essentially a lead that is walked through the sales process. For a more in depth look at this process be sure to check out our blog, “Why Inbound Marketing Works”.

We’ve talked at length in the past about the importance of leads as it pertains to sales, so it’s a given how important automations can play in the lead generation role. For any small business, investing time in this process can pay huge dividends.

The best thing about automations is that not only do they provide an amazing way to nurture leads, but they are incredibly simple to use. We suggest a site like MailChimp which is both in-depth and user friendly. There are others too. Sites like Constant Contact and Active Campaign also offer e-mail marketing and automation services for businesses. With a little time and planning, we believe automations can work for any small business.

And, once you get automations down, check our our post about how Facebook and e-mail can work together here.

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OUR WORK

HoliMont Ski Club

Taking America's largest private ski club from the blue square to double black.

For almost 60 years HoliMont has been committed to creating an environment for generations of families and friends to adventure and build memories together. As America’s largest Private Ski Club, and WNY’s Premier Ski Destination, it was time for a change to reposition the club for the new season they were stepping into.

In partnership with their incredibly committed and passionate team, we’ve rolled up our sleeves to not only reintroduce HoliMont as an All-Season Club but to engage new members and remind existing members of how wonderful a place HoliMont is for family, friendship, and fun. 

Industry

Private Club Sports

Location

Ellicottville, NY

Services

Branding
Web Design & Development
Photo/Videography
Digital Marketing

Brand Identity

Refreshing their identity without reinventing it. 

HoliMont has a very recognizable mark with decades of history behind it – so our approach was focused on breathing new life into a timeless logo.

OLD LOGO

Logo Redesign

Simple & Structured.

Removing the dated styling (shadows, outlines) as well as the caps-case on the word mark helped to reveal a more timeless and versatile logo.

Color Studies & Typography

A high-end, rustic, and elegant take on WNY ski culture

Combining rich greens, rose gold, and a quality typographic system gives HoliMont the recognizable look it deserved.

Brand Texture

Topographic mapping of the 'Mont made for the perfect texture.

We converted a topographic map of Holimont in order to create a series of brand textures to add some intrigue and beauty to the visual identity.

Brand Texture

Topographic mapping of the 'Mont made for the perfect texture.

We converted a topographic map of HoliMont in order to create a series of brand textures to add some intrigue and beauty to the visual identity.

Brand Identity

Custom badges for all of the 'Mont's programs. 

We created unique symbols with illustrations to represent each program within HoliMont. You can see these around the ‘Mont any time you visit!

WM-PROJ-HMONT-PROGRAM-LOGOS-MOBILE

WEBSITE

A premier destination: online and off.

We took the original site and did a complete overhaul, giving HoliMont the impact it deserves for current and prospective members.

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Mobile

A simple yet beautiful experience, even if you're browsing from the chairlift.

A partner dedicated to the outdoors needs a platform that’s easily accessible on the go. We created a seamless, simple design that makes getting the information you need a walk in the park.

Creative Assets

A simple yet beautiful experience, even if you're browsing from the chairlift. ​

A partner dedicated to the outdoors needs a platform that’s easily accessible on the go. We created a seamless, simple design that makes getting the information you need a walk in the park.

WM-PROJ-HMONT-MOBILE

Print Materials

A suite of promotional materials for the old souls who prefer something to hold on to. 

From brochures to flyers, signs to branded merch – we’ve done it all to roll out the newly refreshed HoliMont brand.

Photography & Video

Capturing the HoliMont experience.

Our photo and video shoots with the HoliMont staff and members are arguably the most fun any creative team can have while working. 

Photography & Video

Capturing the HoliMont experience.

Our photo and video shoot with the HoliMont staff and members are arguably the most fun any creative team can have while working.

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Play Video
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Iconography

Custom icons add an extra splash of fun and also function.

we created custom-branded iconography used throughout both web & print materials to illustrate features and activities offered by HoliMont.

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Social Media

All-season content for our favorite all-season club.

Keeping in touch with all of HoliMont’s members has never been so easy, or fun!

Social Media

All-season content for our favorite all-season club.

Keeping in touch with all of HoliMont’s members has never been so easy, or fun!

Digital Advertising

Driving awareness, engagement, and hundreds of new members with a multi-channel digital strategy.

Reintroducing HoliMont as an All-Season Club requires the right attention, at the right time. With a multi-channel digital strategy, we are able to present HoliMont as the perfect destination for family, friendship, and fun.

Digital Advertising

Driving awareness, engagement, and hundreds of new members with a multi-channel digital strategy.

Reintroducing HoliMont as an All-Season Club requires the right attention, at the right time. With a multi-channel digital strategy, we are able to present HoliMont as the perfect destination for family, friendship, and fun.

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12 Month KPI Snapshot

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LEADS GENERATED
0
New Trial Members
0
New Members
$ 0 .1M+
in Lifetime Value
0 .4x
New Trial Members
0 .4x
New Members

12 Month KPI Snapshot

0
LEADS GENERATED
0
New Trial Members
0
New Members
$ 0 .1M+
in Lifetime Value
0 .4x
ROAS
0 .4x
ROI
wm-ed youmans

"I would not feel anywhere near as comfortable with the future of HoliMont as I do if not for Williams Media."

Ed Youmans

General Manager

HoliMont

LET’S WORK TOGETHER

Ready to take your company to the next level?

Get in touch to book a quick discovery session, where we’ll chat about your goals and see if we’re a good fit to help you get there.

OUR WORK

SingleSource Accounting

SingleSource Logo Main

Your one-stop shop for outsourced accounting services.

We partnered with SingleSource to create a forward-thinking, playful and engaging website to uniquely position the startup within the saturated landscape of financial services. SingleSource takes pride in making state-of-the-art accounting solutions accessible to businesses of all sizes using their unique people + technology approach. With powerfully simple visuals and effective user flow, this conversion-optimized site was built to foster their growth.

Industry

Accounting

Location

Buffalo, NY

Services

Web Design & Development

Digital Marketing

Custom Illustration 

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Illustrations

Visualizing the brand.

It was important for us to convey the brand in the most accurate way, so our team also crafted a suite of 24 custom illustrations to demonstrate every aspect of the SingleSource experience.

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The Team

Custom headshot illustrations.

Business headshots are boring. We thought we would spice things up by hand-drawing everyone on the accounting team to create an inviting presence while maintaining brand consistency.