Like most people working in digital marketing business, you probably spend a lot of time doing the same tasks constantly. It is time to use software that automates your work in marketing, so you can run more efficiently.
Marketing automation will help you focus on your clients – purchase a new one and build stronger relation with existing. In addition, you will understand which of the implemented campaigns are working and which are not and you will be able to increase the number of buyers through the sales funnel. You will be able to make better decisions for your business – you will do it all cheaper with less effort.
Know the specific arguments
- In 80% of companies that use marketing automation the number of leads has increased, also conversion increased in 77% (according to the report “Marketing Automation, how to make the right buying decision” 2015 ) .
- Among the clients, companies that excel in the number of so-called lead nurturing – hot leads (i.e., clients opting to purchase in a short period of time) is higher by 50% than in the case of companies not using marketing automation. At the same time the expense per client is 33% smaller (according to the report by Forrester Research 2014).
- 67% users of marketing automation technology found the following to be very effective (according to the report “State of Marketing” 2015).
This is just a small part of a very encouraging statistics. If you want to join to the fast growing group of companies that benefit from marketing automation, here are some tips on how to get started.
1. Define your business goals
Marketing automation is a much deeper process than sending an email. At the beginning you have to look at your business, define what your business strategy is – clearly state objectives that will give it shape. Do you want to have more clients? Or you want speed up and optimize the sales process? Defined objectives will help to prepare the indicators which might be useful to measure the effectiveness of the strategy.
2. Create an action plan
To implement the strategy you need to create a clear plan, which is a kind of a map that guides you to set goals. In the marketing automation prediction is a very important aspect. Think how the contact with the brand of your customers will look like, what kind of questions they will ask, what problems they may encounter. Thanks to that you will be able to define triggers (pulses designed to cause action) and specify actions that have come after them. Example of such a trigger can be visiting the e-store website of the specific product or action – sending an email with a discount on this product.
3. Define performance indicators
How will you measure your success? Here may be helpful such indicators like conversion, customer value, CPL – lead cost, ROI, ROMI. You need to determine which criteria are really important to you and what changes you expect after the implementation of marketing automation. As a result, after getting the report of business strategy, containing various statistics you will quickly know which elements work well and which need more work.
4. Analyze the data
By creating a database of your clients you accumulating vast amounts of information: you know what they are interested in, how they behave, what are their demographics, etc. Analysis of this material is an essential element to conduct effective marketing automation. It will allow you to create client segments and each of them define a different message. There is nothing worse than sending the same messages to consumers with different needs.
5. Integrate marketing automation with the content marketing strategy – “If content is the king, context is a God!”
We live in a time flooded with information. More and more demanding client wants to receive content that is actually interesting for him, and an advertising message included in it cannot be intrusive. Therefore, you must find a way to communicate with him to attract his attention through the creation of valuable content – that is to act according to the idea of content marketing. Show him how he can save his time and money, present interesting statistics, use charts, etc. If you combine this with marketing automation you will effectively strengthen communication. Because thanks to a proper content you will provide your clients with such content that they expect, and with marketing automation you will do it exactly when they need them.
The key to success
These tips will help you to implement marketing automation in your business, but the key here is to choose the right platform for DMP (Data Management Platform) in order to collect data from different sources, process them, calculate by the use of appropriate indicators and support for automated marketing campaigns. Such a platform is for example Synerise.