Marketing automation refers to software that automates your marketing activities for you. These activities include email marketing, social media posting, and even ad campaigns. This software is designed to assist you in prioritizing and executing your marketing tasks in a more streamlined and efficient way. It forms a part of customer relationship management or CRM.
Implementing a marketing automation system won’t make your job unnecessary. On the other hand, it will make you more effective and free up some of your time, while not compromising the authenticity of the content you’re producing. Thus, helping you reach your goals faster.
The ultimate goal of your marketing is to generate more revenue for your company. Marketing automation really helps in driving traffic to your website and in lead conversion. It also offers a personalized experience for your customers.
Marketing Automation- how can it be used?
Thousands of marketers today depend on email marketing to generate results. Business-to-business (B2B) and business-to-consumer (B2C) companies benefit from marketing automation platforms by keeping their marketing materials flow and delivering them to the prospectives. It also ensures that no over-communication is done with the customers who are less likely to act on the information.
Sending blast email after blast email to all their prospects and customers is practised most often. But it is a rare chance that prospects may resonate with these emails and end up in buying your service or product. Perhaps it works for you sometimes, but in reality, you’re wasting your valuable time and money marketing to someone who may not be interested in what you’re sharing you could be burning your list.
Here comes the role of a marketing automation system. Marketing automation allows you to nurture your leads throughout the entire purchasing process, delivering highly-targeted, personalized messages that address their specific problems in purchasing.
Send email messages with dynamic content that personalizes far beyond attaching a customer’s first name in the subject line. A basic automated email workflow includes sending an emailing your latest ebook to the list of intended customers.
For all those people who downloaded it, you send them a “Thank you” note. Sending them follow-ups of related topics like case studies, will help you in filtering your leads. Those who download it again will have an obvious interest in your ‘knowing you’. This interest factor is what that qualifies them into being your target clients who have the potential to turn into customers.
The recipients feel like these emails are tailored to them. It makes them much more likely to trust that company. And ultimately, more likely to buy.
This is the basis of the marketing automation system. It renders you the ability to target your contacts and send them personalized content that is based on their behaviour.
Integrating mobile messaging with your email and social campaigns through SMS/MMS, push notifications, and group messaging will also be very effective.
What does it mean for the customer journey?
With marketing automation, you can design every interaction based on customer data and facilitates an ongoing, seamless journey through each touchpoint of your business.
You’re giving them the information they need whenever they want it and easing their buying decision. Marketing automation creates relevant content and messaging ranging across many channels. This will ultimately lead to an increase in your conversion rate as well as revenue.
Generate digital ads that appear for the right person at the right time. Also, recommending the right products on your website for each individual user automatically and delivering timely, relevant content that reaches customers when, where, and how they prefer, helps in converting prospects into lifelong brand advocates.
In a nutshell
Now that we’ve got the basics nailed down, let’s bring it all back together. Marketing automation is all about nurturing not hard selling. By implementing marketing automation software, we are able to quickly map the entire process back to our marketing goals.
Marketing automation helps inbound marketers streamline their business process and gives them greater visibility into what their prospects are actually doing such as what content they’re downloading, how they are responding to emails, and how they are moving through the sales funnel and the like. MAP helps you to map, measure, monitor and even maintain your buyer’s journey.
So, why wait? Hurry up!!
Leverage your marketing automation platforms and see for yourself the incredible results.