Okay, we’re gonna come out and say it – Marketing Automation is a game-changer for your business… 

But what is it? And what makes it so essential?

In a nutshell, Marketing Automation is the process of using technology and software to automate marketing activities across your digital channels. From email marketing to social media posting, or ad campaigns – automation helps marketers target their potential customers through many channels… And essentially in a personalized way to amplify specific results, such as Conversion Rate, Click Through Rate, Purchase Frequency, or Average Order Value. But, the truth is – this isn’t just about efficiency. Today’s Marketing Automation goes one step further and streamlines: 

  • Big data 
  • Seamless communication (meaning it’s all set up in one place for a continuous experience)
  • Omnichannel communication (across email, mobile push, web push, SMS, ads, dynamic content, etc)

Crucially, it provides a more personalized experience for your customers.

Because, when thoughtfully integrated and deployed across the lifecycle, automation reacts to your customer’s needs and helps you to build trust.

Which, in today’s digital age of relationship marketing, is not just essential – but could make or break your business…

How Does Marketing Automation Affect Your Clients and Customers?

It’s likely your customers are overwhelmed with information. And let’s be honest, when they do get through to your company, how soon do they find the answers they need? Marketing automation gathers data and streamlines those behind-the-scenes tasks, giving your customers 3 key advantages:

Specificity

With Marketing Automation you can finally get super specific about what each customer interacts with. Plus, with carefully designed buyer personas you’re able to segment your users and talk to specific groups about their needs and desires. This will allow you to take them on a specified and personalized journey from the first touchpoint, through conversion to retention.

Better Answers. Fast. 

Okay, we’ve established that automation means your business can better prioritize tasks and manage leads, but what does this mean for your clients?

In a nutshell, your clients’ questions are answered faster – and with the right behavioral data, front-line employees are empowered with complete confidence and new levels of knowledge, so they’ll always receive a first-class tailored quick response.

Personalization.  

FACT: It’s impossible to manually track your prospect’s actions as they move through your marketing strategy.

However, the right workflows will drive the right prospects to the right content. Plus, personalized workflows can take these warmed-up, nurtured leads—and transform them into loyal, repeat customers who know, love, and trust your business.

 

How Does Marketing Automation Enhance Your Workflow?

You’ll find 5 irresistible benefits to you, the marketer when you make the leap to automation:

Analytics 

Automation gives you a clear way to test, measure, and optimize your conversion rates on each communication channel which helps optimize your marketing ROI and impact on revenue. Essential to the bigger picture, analytics can tell you what worked, what didn’t, and where you can improve. Two of the most popular analytical tests are:

  • A/B Testing. A simple, randomized test where two versions of a page or e-mail are sent—and analyzed to see which performs (or converts) better. 
  • Control Groups. In other words, sending a workflow to a percentage of users and testing the impact against those not included.

Seamless Omnichannel Communication 

Automation doesn’t just begin with email marketing and end with social media. It’s now possible to analyze the website visits your prospect makes, their downloads, or the impact your direct response marketing is having. 

The truth is, automation allows marketers to simultaneously talk to users through various channels (email and push notifications) while enabling the scoring, qualifying, and prioritizing of leads... 

This, in turn, can drive a wider marketing campaign across a myriad of touchpoints, including:

  • Chatbots
  • Dynamic content on mobile and website
  • Mobile and web push notifications
  • Infrequent ‘drip-feed’ emails to maintain interest, or personalized emails
  • Facebook and LinkedIn DMs 

The truth is, because data is collected, stored and used in marketing software, you can offer your customers a personalized experience. And a service that feels as familiar as walking into a store on the street…

Customize Your Follow-Up

For any keen salesperson, analyzing the behavior of a warm lead is where the relationship is born. For example, if a prospect is seen flicking through a broad category of products, it might indicate they’re at the beginning of their purchasing process… BUT if they later download information on a specific product – now you have something concrete to nurture, customize and build a relationship on. 

Establish Campaign Effectiveness 

Determining a prospect’s readiness to buy might once have been left to an individual marketer’s intuition. But marketing automation now allows businesses to base decisions on pre-defined outcomes – and establish clear, objective measures of progress throughout the campaign. 

Transform Your Problems Into Benefits… 

We believe that Marketing Automation is nothing short of magic in the background! Once you’ve set up the software, with triggers, and data tracked in real time—you’ll design specific communication for each touchpoint of the user.  And none of this knowledge would be possible without big data. Marketing automation can only deliver real business value if it is based on accurate data on customer behavior and preferences.

 

One Final Word…

The first mindset shift is to focus on your customer journey, not on the needs of your business. Identify potential touchpoints that could benefit from marketing automation and build processes to ease the customer through the journey. 

Here’s how to get started:

  • Remember, a marketing funnel should take your customer on a journey… through Facebook ads, landing pages, and sales pages to the product, for example.  >>It’s imperative to view these as a holistic whole, NOT as separate entities in themselves<<
  • Use a CRM that integrates with your marketing automation software, and track every action your customer makes on their journey. 
  • Use data points to connect customers to the next step of their journey. Whether that’s educational content—or human connection! Your information will tell you the method to suit that customer. 
  • And remember! If users get lost on their journey or forget about you, marketing automation is there to remind them—and guide them through their next step on the journey. 

Remember...

If Marketing Automation is done well, you can truly relish the freedom it gives you and your marketing or business team. The incredible insights you gain for your customers. The relationships you can forge with your clients. And use it to build a genuine, holistic, human-centric brand – that your customers rave, refer and return to, again and again.

 

P.S.

Curious how it works throughout the whole customer journey? Stay tuned for more info about implementing Marketing Automation solutions for TOFU, MOFU, and BOFU!