Welcome back to Improovy’s blog! This week we decided to talk about Marketing Automation. Are you looking for an effective strategy to help you increase your business profits? Then relax and take some time because in this article we’ll tackle in detail what is marketing automation and how different marketing automation strategies can help you reach a wider audience!
Let’s get started.
Table of Contents
What Is Marketing Automation?
Marketing automation concerns using an integrated software platform enabling the creation, automation, and consolidation of numerous connected marketing activities. By automating tedious tasks, these strategies assist marketers in delivering greater customization, improving productivity, raising key performance indicators, and generating more leads.
In fact, the ability to move beyond copy-and-paste marketing and provide your consumers with more sophisticated messaging and recommendations over a range of channels is a massive advantage that helps you to allocate efficiently your time and resources. Paid digital advertising, social media, SEO audits, and email marketing are just a few examples of the many digital marketing initiatives that can be in some manner automated.
Marketers can impressively boost the amount of personalization in these campaigns and free up more time to build innovative marketing strategies because they can to develop unique automation marketing campaigns for each of their target groups. As a result of this, your audience will feel more engaged and inspired to continue progressing through the buyer experience.
In a nutshell, everybody benefits from this. Businesses generate more engagement, which means more leads and more profit, while providing consumers with excellent customer experiences.
Now that you have a clear understanding of what marketing automation is, we are ready to analyze how this effective tool can drastically improve your business performance.
What Can It Do For Your Business?
Digital marketing automation is an impressive process that can help you simplify and accelerate some of the tedious and repetitive tasks of marketing. Additionally, it can provide information to help marketers gain a deeper understanding of their target audience and develop more precise, measurable campaigns. Let’s see in detail the benefits that this process can bring to you and your company:
1. Save up time and improve the efficiency of marketing campaigns
Marketers are constantly under pressure to develop concepts and strategies that will stand out in the increasingly competitive race for consumers’ attention. Luckily, investing in marketing automation makes it possible for them to spend more time developing original thoughts and strategic concepts, and less time on routine tasks. When lead prioritization is automated, for instance, sales teams have more time and resources to invest in nurturing prospects with genuine potential.
Additionally, companies can easily identify their website visitors by automating their marketing campaigns, enabling them to convert unknown prospects into known leads. Once companies are aware of their target market, they may segment these leads based on their behaviors, demographics, and other traits to develop tailored automated lead-nurturing programs.
Finally, as your potential customers engage with your business online, you can keep track of every interaction and forward that data to your sales staff by integrating a CRM system. As a result, there is improved alignment and coordination between sales and marketing, more efficient lead scoring and handoffs, and excellent insight into the entire customer lifecycle.
2. Implement customers’ experience
Nowadays, consumers expect highly individualized experiences that make them feel in control. That’s why subtly persuasive marketing that aims to educate rather than force is becoming increasingly popular. After all, you want your customers to feel confident about their decision-making process.
We know that making a sale is the ultimate goal, but many goals must first be accomplished. Most of these concern improving the customer experience through the use of content and resources that are both informative and highly tailored. In fact, according to a recent study, more than 70% of marketers stated that targeted personalization greatly increases customer engagement.
That’s because marketing automation helps your customers by presenting them with more relevant content. You have just a few seconds to capture your customers’ attention and marketing automation enables you to use your buyer personas and behavioral targeting to send appropriate material at the appropriate time that each prospect or client needs in your advertising or email marketing campaigns.
Finally, it can provide multichannel and seamless interactions. We know that everyone, especially consumers, dislikes repetition. Marketing automation guarantees a consistent and always unique experience by collecting and saving data to provide your consumers with a tailored experience, such as pre-filled forms and customer support that seems as familiar as their favorite store down the street.
3. Drastically improve your ROI
Marketing automation can and will enhance your revenue when done correctly. Numerous B2B marketers who had an abundant lead-nurturing program reported an increase in sales opportunities. This means that delivering high-quality, pertinent content to your prospects will increase the likelihood that they will go all the way through their purchasing journey.
Marketing automation has a fantastic ROI in addition to helping you save time, engage with visitors, and maximize your leads.
On average, businesses that invest in marketing automation experience greater outcomes from their campaigns and perform better. In particular, businesses that choose to automate some of their marketing tactics experience 53% higher conversation rates than those that do not. Increased conversion rates result in more consumers engaging with your company and an increase in overall revenue of 34% for most businesses.
In conclusion, automated digital marketing is a no-brainer for any business. Using this technology has the potential to benefit you for years to come, and don’t forget that you always have the choice to go back and change your strategy as you gain deeper knowledge from the data.
These are the main (but certainly not the only) benefits that investing in marketing automation could bring to you, your business, and your customers.
4 Powerful Strategies for Marketing Automation
In the previous paragraphs, we talked about what marketing automation is and how this digital process can elevate your business. Now that you have an in-depth understanding of the topic, you are ready to take the next step and discover 4 simple yet effective marketing automation strategies that you can put into practice!
1. Lead Tracking
Marketing departments can track which initiatives are causing the most qualified leads using effective lead tracking. Usually, leads generate from
- Lead magnets on landing pages
- Ads on social media
- Emails
To give you an example leads from referrals are prospects who are exposed to your business through a link from another website, this type of lead responds best to advertisements that support brand awareness. On the contrary, leads from direct traffic show that buyers were familiar enough with your company to go directly to your website, making them more receptive to material mentioning particular goods or services.
Consequently, automated technology uses these data and helps you provide advertisements and information based on the origin of your leads. Similar to personalization, this assists you in providing the most relevant information to various audience segments.
2. Implementing an automated chat on your platform
The likelihood of moving potential consumers through the buyer’s journey increases when you respond quickly to their inquiries and their doubts. That’s why providing continuous customer service is essential. Unfortunately, doing it manually means investing a considerable amount of time and money.
However, you could avoid this scenario by implementing a chatbot on your website that promptly and automatically replies to customer inquiries. In addition, you’ll acquire valuable feedback from discussions with website users that will help you create fresh content, improve your services and boost your opportunities of obtaining new qualified leads.
3. Introducing automatic lead nurturing
Not all website visitors are prepared to purchase what you have to offer. Most of them are prospective customers who need more time and details before making a purchase.
In this case, what you need is a nurturing campaign that automatically moves your leads from the awareness phase to the contemplation phase and ultimately to conversion.
Thanks to a marketing automation plan, you can deliver tailored content based on the leads’ individual needs and requirements. By automating this process, you can greatly improve the effectiveness of the information you send to your contacts and simplify their progression through the funnel.
4. Set up an Email Marketing automation strategy
Finally, marketing automation can be applied to email marketing to handle the distribution of personalized email messages.
Because it is based on user interests and activities, email automation enables you to take advantage of all the data you have about your contacts (demographic, geographic, and behavioral) to enhance the customer experience and reach each user with a personalized and relevant message.
Conclusion
If you read all the way here, we want to thank you for keeping up with us! We hope that this article was insightful and it gave you some new and exciting information that will help you and your business reach your maximum potential.
See you next week with another interesting topic!
