Marketing Automation was created to help companies prioritize and execute their marketing actions efficiently and agilely.
In this way, they would comply with the proposed objectives in a shorter period of time.
In addition, with the emergence of personalization of actions in the world of marketing, it will be of great help to be able to impact on a large number of users without forgetting to show a close relationship with each of them.
Marketing automation benefits
Table of contents
- What is Marketing Automation
- Benefits will you have when implementing Marketing Automation?
- Segment your target customer and personalize the communication.
- Manage time effectively
- Update database
- Evaluate the impact on your audience
- Optimization of resources and monitoring all actions
- Get conversion in real time
- Create the brand image in multiple channels
What is Marketing Automation
Marketing Automation is a methodology that is based on the use of software to carry out the automation of all the processes of a Digital Marketing strategy.
As, for example, segmentation, lead nurturing, campaign management … all this, aimed at your potential customers are evolving in your sales funnel, end up becoming and also end up being true ambassadors of your brand.
Through the monitoring of users, you will be able to impact them in an organized and non-intrusive way, saving costs and multiplying efficiency.
Anyway, we must not forget that Marketing Automation is not just software. If you are not organized and you have no strategy, it will not help.
The existence of the software will make it possible to implement Marketing Automation, but it will not guarantee good results. Unless pay attention to the approach of a good action plan that will help you define and schedule the actions that best fit your company.
Another important thing that you must keep in mind for Marketing Automation to be effective is to identify the profile of your buyer person, at what stage is the sales funnel and based on this, generate valuable content that meets your needs and makes convert and comes back to visit you.
Benefits will you have when implementing Marketing Automation.
If you use it correctly you will discover that Marketing Automation is a powerful tool with which you will achieve good results.
You will be able to execute a large number of actions that if you perform them manually it would be difficult to carry them out correctly.
We are going to see some of the actions that you could carry out through Marketing Automation.
Segment your target customer and personalize the communication.
You can perform the segmentation of your database automatically, much more quickly and effectively than if you had to do it manually.
It would be a very slow and expensive process, study one by one your clients and classify them by their preferences or their needs.
You can create, through this automation, the different segments in relation to the stage of the sales cycle in which each client is located.
In this way, you can accompany them throughout the process and effectively cover their needs, such as sending the content of different value depending on their needs and profile.
As we have said before, personalization is very important when it comes to addressing your users. Through marketing automation, you can get it comfortably and accurately.
By means of software like Getresponse, Infushionsoft, Clickfunnel, you will be able to send emails automatically to all our users or groups of users.
You will be able to classify your database by means of categories according to their characteristics and in this way, you will be able to personalize the mails depending on who they are directed to.
It also offers you the possibility of carrying out a remarketing campaign to reactivate a specific group of users that you have not known about for a long time.
In this way, you can re-impact them by sending them an email or carrying out another type of action to reactivate their motivation and progress.
Manage time effectively
Through marketing automation, you will be able to create different campaigns and schedule several emails for a specific date and time. This will help you when organizing work.
It will also give you the option to program the posts of the different social networks that you have in your company at once, being able to occupy your time in other tasks.
As we said before, the marketing automation software will give you the opportunity to segment your users, but also some platforms will provide you with the possibility that as your users fill out the forms you can build different profiles of the leads that go entering.
This will help you improve the conversion rate and provide you with more in-depth knowledge of your contacts. In this way, you can better access them through more effective actions.
This will also favor the “cultivation of leads”, being able to contact manually with each client would take a long time. Through marketing automation, you can be in touch with them from the beginning.
For example, if one of your users subscribes to the newsletter or an e-book you can contact him through a personalized message confirming his subscription and welcoming him automatically.
This way you will get to experience a closer and personalized treatment, feeling like one of your community and therefore trust in you and return to your site frequently.
Evaluate the impact on your audience
Through marketing automation, you can also carry out lead nurturing and lead scoring actions.
Lead nurturing is an Inbound Marketing technique based on the creation of relationships
value with your users, with the fundamental objective of accompanying them throughout the purchase process.
One of the ways to achieve this is to offer valuable content, but you can not forget that the ideal is that this content is appropriate depending on the stage of the sales process in which that user is. This is vital to improve the loyalty with your users and therefore your experience on your website.
Another action that is also important and that, therefore, must be taking into account, is the so-called lead scoring.
You can also work it through Marketing Automation in a comfortable and simple way. It consists in measuring the temperature of the different leads that arrive at your company, detecting the degree of interest of each user.
In short, it is the evaluation and classification of the different leads that you are collecting, this will help you to know if it is cold or hot depending on your degree of interest and the phase in which you are.
Being able to obtain this information is vital since you should not work like a cold lead that has not shown much interest and is in the first phase of the funnel that a hot lead that shows interest in what you do and that is in an advanced stage of the sale process.
Optimization of resources and monitoring actions
Another advantage that we will find when implementing Marketing Automation in your company will be the reduction of time and money throughout the process. For example, having the option to automate your periodicals will considerably reduce the time invested, and of course, this translates into economic investment.
This will allow you to make the most of your resources, investing in other areas of the company that need it or simply saving you a merely unnecessary investment.
The monitoring of all the actions you carry out is also a key point in your strategy. Marketing Automation also skillfully covers it.
You can track and monitor each action for each lead, organized by segment within your database. This, in turn, will allow you to carry out detailed graphs, statistics … giving you the option to analyze them and optimize your future company with the help of all the data collected.
Get your conversion in real time
If you use Marketing Automation software you will know more about your customers. In this way, you will be able to use the same language and communication will be much more effective.
All this, you can achieve by studying the habits of your users. As, for example, the percentage of clicks, percentage of bounce, duration of the visit, which are the most read post …
This will make your job much easier when designing our website (call to action buttons, forms, information architecture, usability …), where to focus on the topic of the posts in each channel …
It is very important to know your users, to empathize with them, in short, to treat them how you would like them to treat you.
Create the brand image in multiple channels
Through all the channels that we have today, you can create different campaigns (Facebook, Linkedin, Twitter, email marketing …) with the aim of helping to prospect since customers will increasingly be identified with your brand and it will be much easier to reach them.
In this way, you will achieve that converting a simple user into a client is a less expensive process.
By enhancing your brand, you will be getting more visibility of it, so you will attract a greater number of customers. Some of the marketing automation software offers you a unique solution to cover all campaigns and control them in a simple and organized way.
Marketing Automation must not be applied individually. It is very important to integrate it within your strategic plan. As, for example, next to a Marketing Intelligence plan.
For everything to go perfectly we recommend that you apply tracking codes, check the lists of your customers and subscribers, be up-to-date on the keywords and check them on a regular basis.
It is obvious that Marketing Automation is very useful and that it will facilitate the way to organize and carry out your strategic marketing plan in a more satisfactory way.
Nowadays, time is money, that’s why the optimization offered by this marketing automation software is important. Besides saving time, you will also optimize your resources, in this way, you will get better results.
What are you waiting to implement it? Convert!