Good marketing is an important part of any successful business strategy. Quality marketing is effective, but it costs time, work, and money. It’s a worthwhile investment that is critical to the future success of your business.
Part of that strategy is using the right tools and practices to make a real difference in your bottom line. One essential component to consider: Marketing Automation. The right marketing automation tool increases the efficiency of your entire company while giving you and your team the much-needed time to focus on what keeps your company successful: your customers.
Automated marketing is used in many parts of a successful marketing strategy, but there are five specific fundamentals that will really pay off.
1. Focus on dynamic content
Whether you’re emailing, creating an ad, or creating a new section on a website, dynamic content changes based on your customer’s behavior or interests. A common use of dynamic content is an email that inserts the customer’s name into the body of the text.
An impressive example of the success of dynamic automation comes from Capterra, an enterprise software company. After investing in automated marketing technology, the company was able to increase its sales by 400%.
2. Make collaboration automatic
The work environment with different departments is an ideal place for people with different skills to shine. Unfortunately, communication and collaboration between departments can often be difficult and inefficient, especially when it comes to customer data. By automating the collaboration, all information is brought together seamlessly, for example the accounting and marketing departments can exchange insights.
3. Decipher your analyzes
Your marketing analytics provide invaluable information about your customers and your business pipeline. For example, you can look at your analytics to see how long it takes for a potential customer to buy your product.
A marketing automation strategy can identify where buyers are getting stuck in the process and help you reduce conversion time.
4. Use a drip campaign
A drip campaign is one of the best ways to implement automated marketing. Instead of sending the same message to each of your subscribers, a drip campaign sends messages that match a specific customer’s behavior.
For example, when a lead signs up for email for the first time, the drip campaign sends a welcome message. When they visit a certain page on your website, this can trigger another email with certain advertising messages.
Drip campaigns can quickly increase your sales. The best drip campaigns generate 80% more sales and save a third of the usual costs.
5. Let automation do your list segmentation
You have a lot of information about your leads. However, these potential customers do not have the same needs or want the same products. The best way to organize them is by list segmentation. This can be done manually, but it takes a long time and is prone to errors.
Marketing automation software can do this work and group your leads according to the settings you choose. You can sort them by engagement, demographics, buying behavior, or geographic location.
With this segmented information, you can create custom content for each group. Paperstyle.com improved its email open rate by 244% with an email campaign that focused on customers planning a wedding. The company also increased its sales per mailing by 330%.
When to use automation in marketing strategies
While the thought of not having to worry about your marketing may seem tempting, your business still needs a human touch to fully serve your customers.
Reserve automation for these key areas for the best results:
- Sending messages during the purchase process;
- Sort data; and
- Editing repeatable tasks, such as B. Reminders of upcoming webinars.
However, areas that still require human attention include:
- Handling of customer complaints;
- Social media monitoring; and
- Tinker content.
With the ideal combination of automated and human-controlled marketing, you should see your business growth accelerate.
Marketing strategies are constantly evolving, and they should be. When you put the work into it, you will discover a perfect mix of automated processes to optimize your business and get real results. There is a right and a wrong way to use automation in your marketing; Be sure to focus on the principles that will get your message across to customers in a way that feels natural and individual.
Danna Tongate is a Marketing Specialist at Televerde, a global revenue generation partner supporting marketing, sales and customer success for B2B companies around the world. Tongate is incarcerated in the Arizona Department of Corrections Perryville in Goodyear, Arizona.