Nobody today is unaware of the importance of marketing for business. Every company invests time, efforts, and money to reach more people and turn them into customers. But, the marketing scene becomes a little unpredictable when the number of customers increases.
And that consumes a lot of time doing manual and repetitive work. Whether that work is related to emails, social media, or other website tasks, it can waste time and make things difficult. That’s where the need for marketing automation tools arises.
What is marketing automation?
It is the process of automating repetitive and mundane marketing tasks, using software or tool. This can help companies to generate more leads, personalize marketing emails and newsletters, and save precious time and efforts.
As per research by Emailmonday, over half of the enterprises globally are already using marketing automation. Further, 58% of B2B enterprises are planning to use it in the near future.
Best practices for successful marketing automation
We have curated the 5 best practices that can help businesses drive growth.
1. Define your goals
The first thing to do while starting marketing automation is to define short-term and long-term goals of the organization. Have a meeting with your team and understand the role of marketing automation and how it is going to benefit the company to achieve its goals. Be clear about your expectations and plan the marketing automation implementation accordingly.
2. Develop buyer personas
One of the main fundamental steps of marketing is to understand the buyers as a human. However, many organizations neglect this and go ahead for customer acquisition.
Before reaching people, it is important to develop buyer personas by doing proper research. The organization must learn about buyer behavior, what is the buyer seeking to accomplish, what drives their behavior, and what impacts their buying decisions.
3. Send a welcome email to subscribers
Sending a welcome email is a great way to connect with new subscribers. This is a big opportunity to turn the leads into customers. With automation, send such emails within a day and include a number of important elements in the email.
The email should connect with them on a personal level so that they don’t feel like spammed with bulk emails that you send out to everyone. While drafting the email, do a little research about them to know about their industry and their struggles. To help them, you can include a couple of links to relevant articles or a helpful video.
Thank them with a promotional code or freebie so that they feel encouraged to make a purchase on your site.
4. Create targeted content
Not all customers are the same. Their industries and level of work might be different from each other. Some might be IT executives, some software developers, and others might be CXOs. Sending out the same content to everyone wouldn’t help.
Discover the requirements and problems of customers. The role of marketing automation is not only to drive sales. It should also be used to provide value to customers along with the services or products. For example, you can create articles or eBooks related to business leadership or marketing automation trends, which will be targeted for CXOs and digital marketers.
5. Preview marketing automation
To know how every element of marketing automation will look like, preview everything. Check the responsiveness of campaigns on desktops, tablets, and smartphones. Test the emails by sending them internally. Additionally, preview the content on all the main browsers and check posts for 404 errors.
Benefits of marketing automation
1. Improved customer experience
It significantly improves CX by sending personalized content and emails to customers and tailored campaigns. As per a report by Econsultancy, 93% of companies believe that personalization can improve the experience and boost conversion rates.
2. Increase ROI
By automating repetitive tasks, marketing automation can reduce the requirement of staff which will cut costs.
3. Boost revenue
Marketing automation can provide personalized product recommendation to visitors. This can drive conversions and increase the average value per order.
4. Reduce cart abandonment
Automated cart abandonment campaigns using automation tools can encourage people to place the order for products which have been added to cart.
5. Customer retention
Marketing automation can request reviews and feedback from existing customers and let them know about exclusive promotions and coupons. These techniques can increase customer lifetime value.
Apart from these benefits, automation can save a significant amount of time, reduce human errors, optimize costs and resource utilization, and enable monitor and track of every element of marketing.
In the era of digital transformation, companies see marketing automation as a revenue-boosting key, which also offers numerous benefits. By following the right practices, every organization can gain benefit from automation and make the most out of their business.
Virendra is a passionate reader and writer. He is currently working for two leading IT media portals. This blog is where he shares everything, whether it is a book review, technical article, author interviews, things he has learnt (and still learning). He also writes about his take on this world through unique, helpful and odd stories.