In the digital era, automating your business is a viable option if you want to attain sales and marketing success. Automation is the exact opposite of manual work. It promotes a convenient, fast, and more targeted means to promote products and services.
Any competitive business should embrace automation to perform repetitive tasks with accuracy, implement campaigns seamlessly, and close more deals. So, how do you achieve these goals?
Below are three ways to leverage automation and how it can help you achieve marketing success:
1. Combine Customer Relationship Management (CRM) And Automation
Marketing automation is a lead generation and nurturing tool since it generates leads and helps create personalized communications by collecting relevant data. On the other hand, the best CRM for small business, or any CRM software for that matter, collects customer data and help manage sales opportunities, so it’s basically a sales tool.
How well do you coordinate CRM and marketing automation in your business? It’s an essential question to ask when looking to leverage automation for marketing success.
CRM and marketing automation might be two different things. However, bringing them together allows each of them to reach their full potential. Coordinating CRM and marketing automation brings the following benefits:
- Improved Marketing Campaigns: Closed-loop reporting allows both marketing and sales teams to find out what revenue actually goes with which campaigns. That way, both departments will know what’s really working and what isn’t.
What happens if you run CRM and marketing automation independently? If that's the case, then seeing the whole picture would be close to impossible. As a result, tightening up your marketing campaigns can be very challenging.
- Better Communication Between The Marketing And Sales Teams: Most marketing automation platforms allow users to assign lead scores based on the data at hand. As you probably already know, dealing with all kinds of data that CRM collects for each lead can be overwhelming, but lead scoring can help! When you assign scores, your system can rank your leads. It will then send that important data out to both your marketing and salespeople.
With everyone in your marketing and sales teams having access to lead ranking data, they can have improved communication and understanding between them. Ultimately, your marketing and sales departments will be working hand in hand to build the needed foundation for earning a customer’s trust.
2. Personalize Content By Combining It With Analytics
Most marketers agree that content personalization is vital for marketing success. In fact, consumers have come to expect improved targeting of messages from brands, and it’s every business’s job to deliver. The good news is that personalization and targeting are two of the many things that tools for marketing automation can help with.
Marketing automation systems can allow marketers to measure different content and resources’ effectiveness against diverse audience segments. Don’t have an idea how to leverage marketing automation platforms for content personalization? Here are the steps to take:
- Start with defining your ideal customers’ persona or profile.
- Then, let your marketing automation tool collect and analyze consumer information, such as website activity and social media behavior. Based on the data collected, perform customer segmentation.
- When it’s time to measure specific content’s effectiveness against diverse audience segments, you can either create new content or reuse existing content from your blog, social media, and other channels.
- Analyze and optimize content for future campaigns based on results.
Combining content with analytics using marketing automation will allow marketers to transform their existing content digitally into a customer-centric resource. When you’re able to nurture prospects with the right information and resources, qualifying them for sales follow-up would be so much easier.
Businesses should implement content personalization and deliver personalized messages as frequently as possible to generate more leads, increase engagement, and close more sales. Marketing automation can help get those things done quickly and effectively when utilized the right way.
3. Ensure Proper Integration Through Omnichannel Marketing
Marketers can make the most out of personalized content when incorporated in an omnichannel marketing strategy. Omnichannel marketing pertains to the cooperation and integration of different channels that a business uses to interact with consumers. The main goal of omnichannel marketing is to create a consistent brand and a better customer experience.
For example, an omnichannel strategy gives your consumers the opportunity to find and purchase your products online, in a physical store, or a combination like a 'purchase online and pick up in-store' scheme.
Managing omnichannel marketing strategies effectively enables customers to engage with brands that lead to a better customer experience. Omnichannel marketing integrates branding, communication, and various offline and online touchpoints as your customers go through the sales funnel.
Targeting becomes more effective when leveraging marketing automation. What many people don’t realize is that marketing automation tools can also help brands remarket. Remarketing means reminding customers about a product or service after visiting a webpage without buying.
Lead generation is quite an extensive process. That’s why you wouldn’t want to let users who have landed at your business website and engaged in some way slip through your fingers. After all, they’re qualified leads already. It’s no surprise that most brands and marketing agencies actually allocate a significant portion of their marketing budget for retargeting campaigns.
So, how do you make the best out of your marketing automation system when utilizing it to retarget leads? There are many ways to automate retargeting. Some of the commonly used methods are as follows:
- Following Up Each User Who Abandons Their Cart: Retarget them based on added items or other actions taken. Note that this retargeting automation strategy works best for eCommerce brands.
- Use Push Web Notifications: It’s handy when a user doesn’t provide their email address despite spending a significant amount of time at your website. As long as the user has subscribed to your push notifications, you can immediately retarget them.
The good news is that most website notifications have straightforward opt-in procedures. It means that a visitor only needs to click a single button in the window that pops up automatically to subscribe.
Without proper planning, marketers who adopt marketing automation can face challenges and mistakes. The problem is that even the smallest blunders can turn marketing automation into a costly process that brings more damage than benefits. Thus, companies need to carefully and thoroughly plan how they’ll make the most out of their automation system.
Besides the above mentioned ways, brands should continue to improve their automated marketing campaigns by continuously discovering new strategies and doing optimization experiments.