Marketing automation is the process of streamlining and automating marketing tasks. To increase operational efficiency and quicken the nurturing of leads to sales-readiness. In short, it makes your organization more efficient, productive, and profitable.
Without any further ado, let’s delve deeper into the concept of marketing automation and its strategies.
Table of contents
- Marketing Automation: Essential or Not?
- Marketing Automation Strategies to Help Your Business Grow
Marketing Automation: Essential or Not?
All organizations desire to earn higher revenue and grow rapidly while reducing costs. However, most companies fail to align their workforce, technology, and processes to achieve these goals. Automation helps in solving this problem. It enables companies to efficiently market their products and services on multiple platforms by automating repetitive tasks. This process will automate all the actions that guide a prospect toward the point where the sales team can directly approach them. Thus, helping the company to close a sale and start a relationship with the customer. Meanwhile, the information collected by the customer service representative will guide the organization to enhance its marketing tactics.
Moving on. If you are looking to implement a marketing automation strategy for your campaigns, you must first understand the steps you need to take to build one.
Key Steps for Building Marketing Automation Strategies
You can always build your marketing automation strategy by looking at good examples, but the best way is to follow a few key steps.
Set Your Goals
It is essential to establish goals that are attainable before beginning your marketing automation strategy. Specific, measurable, and pertinent goals must be established. The primary objective of marketing automation is to provide personalized content to potential customers, convert them into quality leads, and turn leads into devoted customers.
Look into the kinds of leads that a customer values, like those from the “Thank You” page; This is an excellent starting point. Examine the development of your prospects: are they multiplying or decreasing? Take your time when coming up with new strategies to boost conversions.
The next task is to identify the necessary tools.
There are thousands of marketing automation software choices, making it difficult to select the best one for your business. Some platforms might not have the tools and features you need because different brands have different customer journeys.
Studying marketing automation tools with a specific solution is the best place to start.
Define Your Ideal Customer
Every company strives to provide its customers with a product that either alleviates their problems or makes them happy. It’s simple to attract, keep, and keep a perfect customer.
When it comes to identifying an ideal customer, the following traits are essential:
- Demographic factors – age, location, gender, and level of education.
- Social features – interests, income, and family situations.
- Communication channels – social networks, telephone, and email.
Based on the current state of the business, the ideal customer is also the one you want to reach the most with your promotions.
It will be helpful to have a thorough understanding of your business and product from the customer’s perspective.
Previous interactions with customers will help you gauge the good and bad things. Combine solutions for major mistakes to narrow the focus and keep track of successes.
Map Out Customer Journey
A customer journey is made up of all the personalized experiences a customer has had or will have with your brand. Every interaction can be tailored with marketing automation based on data.
Simply put, you can send messages and content to each customer through a variety of channels with marketing automation. Here are your options:
- Use more than the customer’s first name in the email body when sending emails with dynamic content. Create communications based on their interests and previous purchases and incorporate this information into targeted outreach across the social media platforms they frequently utilize.
- Utilize SMS or MMS, send push notifications, and integrate mobile messages with email and social media campaigns. Keep those communications extremely individual. You will be rewarded with a very high open rate if you do this.
- Ads should be made and shown to the right people at the right time.
Choose the Best Marketing Automation Solution
You can decide which marketing automation software solution to implement by defining your company’s requirements and budget. How can you plan marketing automation and figure out if the software meets your goals for marketing automation? Here are some factors to think about:
- Features: Avoid paying for features you don’t use by writing down what you need.
- Efficacy of Use: Look for an interface that is easy to use and intuitive, requiring little instruction.
- Integrations: Check to see if the marketing automation platform you’ve chosen can connect to Salesforce, Mailchimp, and other third-party systems you need.
- Support: Select a platform with excellent support ratings.
- Pricing: Marketing automation software should be priced, in a way that fits your company’s budget. In addition to the upfront costs, look for any hidden fees, such as costs for training and implementation, as well as features called “add-ons.”
An essential component of an online marketing strategy is performance tracking. By providing insights into the outcomes of ongoing campaigns, it aids businesses. You can also apply what you’ve learned to the new campaign by automating marketing strategy and monitoring metrics.
This way, you can create campaigns that are better optimized and have a higher conversion rate. As a result, leading to higher profits.
Provide an Omnichannel Experience
In contrast to one-dimensional communication on a single channel, the omnichannel experience accentuates the user experience. Furthermore, it also emphasizes the overall quality of the interaction between a business and a customer.
The data gathered by marketing automation is used to customize customer experiences. Pre-filled forms, targeted SMS messages, and post-purchase services are examples of omnichannel marketing. In a nutshell, automation enables customers to receive consistent experiences regardless of the communication channel.
Which Marketing Automation Tools to Use?
There are several tools available to perform marketing automation. I will let you know about the best ones that can make your marketing processes seamless.
Hubspot – Marketing Hub
Hubspot’s Marketing Hub is an exceptional software that will provide you with all your marketing data and tools on one easy-to-use platform.
It’ll help save you valuable time as well as provide you with all the context you need for providing a personalized experience to your customers. It is the most used software for marketing automation.
SendinBlue is a well-liked automation tool suited for both advanced marketers, as well as, beginners.
You can create mobile-friendly email campaigns using SendinBlue’s customizable templates or start from scratch. SendInBlue also lets you run SMS campaigns. Reporting and lead scoring are two of the more advanced functions.
With good reason, Marketo is probably the most well-known marketing automation tool. It is one of the most advanced tools, offering excellent sales team tools as well as a comprehensive set of features to assist marketers in managing email campaigns. LaunchPoint, Marketo’s marketplace, also offers a plethora of integrations.
Marketing Automation Strategies to Help Your Business Grow
Excitement is always attached when you subscribe to a marketing automation tool. Unfortunately, it will not last for long unless you have a strategy in place. Following are some best-kept strategies to increase your conversion rate:
All your website visitors may not be ready to purchase your products. The majority of them are prospective customers who require additional time and information to convert.
A nurturing campaign that automatically brings your leads to maturity -from awareness to consideration to conversion – is what you need.
You can send your dynamic content to your leads using this Marketing Automation strategy, catering to each lead’s specific requirements. When you automate this task, you can send your contacts more useful content and make it easier to move on to the next stage of the funnel.
Set Up a Drip Campaign
You can create an automatic flow of emails based on user behavior using the Drip campaign, an automatism.
For instance, your system will send a welcome message to any lead who joins your mailing list. When potential customers visit a product page on your website, they are sent content and an offer or discount related to that product. As a result, the Drip campaign lets you tailor your content to each lead based on their actions.
When compared to a message that is broadcast simultaneously to everyone, messages sent through drip campaigns have approximately 80% higher open rates and 3X higher click-through rates. Due to a lack of drip nurturing, 79% of marketing-qualified leads fail to convert. Additionally, businesses that excel at drip campaigns see an increase in sales of 80% at a cost that is 33% lower.
Customer List Segmentation
Your clients won’t all be interested in the same thing. In addition, flooding their inbox with irrelevant and unwanted emails is one of the quickest ways to lose one. For instance, you might not want to invite a subscriber who lives six states away to an event. Therefore, we segment to avoid those circumstances.
Segmenting means separating your clientele into strategic groups. It makes it easier to learn more about your customers and keeps them by meeting their specific needs. Customers are commonly segmented by:
- Geographical information
- Demographic information
- Engagement level
- Past buying behavior
Email Marketing Campaign
We all know that acquiring new customers is more expensive, right? Good. Precisely because replacing it will set you back between 5 and 25 percent more. Automation can help with the planning of a post-purchase strategy, which is why it’s just as important. First, send an email to ensure that your client is pleased with their purchase. Then, send them emails about new products or services based on their previous purchases regularly. Focus on those clients with a high commitment rate; These could be fans of your brand. Urge them to allude you to companions by including reference rewards, unique offers, and coupons.
Email Automation allows you to take advantage of all the information you have about your database contacts (demographic, geographic, and behavioral). To improve the customer experience and reach each user with a personalized and relevant message because it is based on user interests and actions.
Improve Team Collaboration
A lack of communication is one of the biggest issues that can arise in the workplace. Many departments struggle to efficiently transfer information to other departments even before they gain customers. This issue might be more articulated when you have clients.
A Salesforce survey of over 1400 corporate executives, employees, and educators found that 86% of respondents believed that workplace failures were caused by a lack of collaboration.
Information about a specific customer varies between departments. The marketing department may benefit from the accounting department’s access to data. The quality of each department’s communication with customers or leads is diminished, as a result of this communication gap.
Nowadays, with the utilization of automated marketing software, you can make all the data about a client accessible to each division. Every department and team has a simpler time interacting with customers due to this.
As a result, all departments can access information about each lead’s progress. Because the marketing automation software makes any new information about a lead accessible to all of the company’s departments.
Marketing Automation Strategies: A Need?
There are countless applications for marketing automation. In reality, some businesses will benefit more from it than others.
The strength of your marketing automation strategies will determine the number of potential advantages you can derive from them.
You will be able to increase your conversion rate with marketing automation by embracing and putting into practice the above-mentioned strategies.
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