Good marketing is an essential part of any successful business strategy. While quality marketing is effective, it takes time, work, and money. It is a worthwhile investment that contributes to the future success of your business.
Part of this strategy is putting in place the right tools and practices to make a noticeable difference in your bottom line. An essential element to take into account: marketing automation. The right marketing automation tool will increase the efficiency of your business while giving you and your team the time you need so much to focus on what makes your business thrive – your customers.
Automated marketing is used in many parts of a successful marketing strategy, but there are five specific fundamentals it will really make marketing automation pay off.
1. Focus on dynamic content
Whether you’re sending emails, writing an ad, or creating a new section on a website, dynamic content is designed to change based on your customer’s behavior or interests. A common use of dynamic content is an email that inserts the customer’s name in the body of the text.
A striking example of the success of dynamic automation is that of Capterra, an enterprise software publisher. After investing in automated marketing technology, the company was able to increase sales by 400%.
2. Make collaboration automatic
The working environment with different departments is a great place for people with diverse skills to shine. Unfortunately, communication and collaboration between departments can often be difficult and inefficient, especially when it comes to customer data. Collaboration automation brings all information together seamlessly, for example by allowing accounting and marketing departments to share information.
3. Decode your analyzes
Your marketing analysis deliver valuable information about your customers and your business pipeline. For example, you can look at your analytics to see how long it takes a potential customer to buy your product.
A marketing automation strategy can identify where buyers can get 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 the behavior of a particular customer.
For example, when a prospect first signs up for email messages, the drip campaign will send a welcome message. If they visit a specific page on your website, it could trigger another email with specific promotional messages.
Drip campaigns can quickly increase your sales. The best drip campaigns are delivered 80% more sales while saving you a third of the usual costs.
5. Let automation do the segmentation of your list
You have a lot of information about your prospects. However, these potential customers do not have the same needs or want the same products. The best way to organize them is list segmentation. This can be done manually, but it is time consuming and prone to errors.
Marketing automation software can take care of this work and group your leads according to the settings you choose. You can sort them by engagement level, demographics, buying behavior, or geographic location.
With this segmented information, you can create personalized content for each group. Paperstyle.com was able to improve his 244% email open rate with an email campaign focused on clients planning a wedding. The company also saw its turnover per shipment increase by 330%.
When to apply automation in marketing strategies
While the idea of not having to worry about your marketing might sound appealing, your business still needs a human touch to fully serve your customers.
Reserve automation in these key areas for the best results:
- Send messages during the purchase process;
- Data sorting; and
- Manage repeatable tasks, such as reminders on upcoming webinars.
However, areas that still require human attention include:
- Processing of customer complaints;
- Social media monitoring; and
- Design content.
With the ideal combination of automated and human-controlled marketing, you should see your business growth start to pick up.
Marketing strategies are constantly evolving, and they should be. When you get down to business, you’ll discover the perfect blend 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; make sure you focus on the principles that get your message across to customers in a natural and personalized way.
Danna Tongate is a Marketing Specialist for Téleverde, a global revenue creation partner supporting marketing, sales and customer success for B2B businesses around the world. Tongate is incarcerated in the Arizona Department of Corrections at Perryville in Goodyear, Arizona.