You’re trying to be active on social media by updating your post every day on several different channels, stay top-of-mind with your current customer base with newsletters and special offers, send prospecting emails to new potential customers, running ads on LinkedIn, Facebook, print publications and placing banner ads on select websites… hold it! You’re a small marketing team with just so many hours in a day. There must be a way to automate some of this right? Marketing Automation to the rescue.
For those who might not be aware of the term, marketing automation refers to tools and technologies that allow marketers to setup and “blast” their messages and content to various channels (emails, social media, etc.) on an automated schedule. Short story…. marketing can be optimized and made more manageable through automation.
Marketing automation tools help a business keep its marketing strategy on “autopilot” in a sense. While marketing automation does not mean guaranteed success, it is easy to see how many marketing strategies might be strengthened or optimized through marketing automation. There are various a business can benefit from automation. We’ll explore a few of them.
One of the most obvious benefits of marketing automation is how much it can help in respect to scaling business. In fact, one study suggested that 63% of companies were using marketing automation to out scale the competition, and that trend is only strengthening. We all know that to some extent, marketing is a numbers game, and the fact that marketing automation can help you scale your e-mail campaigns (for example) might mean a substantial increase in revenue for your company. It is clear to see that the future involves marketing automation rather than manually sending e-mails to your demographic. The ability to specifically target segments, automate an email-send calendar, and coordinate all your various email campaigns with one tool is a big plus and might be the most important.
We know that there are many different social networks and platforms that users might use in their day-to-day life. There are individuals all around the world that might check up on their friends on Facebook, watch a video on Youtube, and then check their Twitter feed all within the span of a couple of minutes. Using the right marketing automation tool you can post to all of these various social media channels simultaneously easing your workload and making your message more cohesive across channels.
Recovering (potentially) Lost Revenue
The web is a very distracting environment (understatement of the day!). How many times did a customer come to your site, fill their cart, or start to fill out a request form and then get distracted and not finish the transaction? Maybe you don’t even know the answer to that question. There are tools that can help you track that activity, get notified when a customer “abandons their cart” and automatically send an email to that customer encouraging them to come back and complete their purchase. This will boost the percentage of sales that your company might not otherwise obtain.
The more you know about a customer the better you are able to craft a message that will get their attention. For instance, if you could tell a customer spent more time on your web site reading the product pages and less or no time looking at your services page you would definitely crate a message to that customer promoting your products more than your services. You can find tools out there that can track a customer’s journey through your web pages, show what pages were visited, and how much time was spent on each page. This can enable you to build a customer profile and adjust your messaging to fit that profile. This information can also point out what pages are working, and which are not as effective. A better understanding of your customer resulting in messaging that is related to the customer profile can lead to increased consumer retention, which is considered by many to be one of the most critical business metrics in the world.
Time is the one thing that you can’t get back. You can always improve your health or financial situation, but no one can turn back the hands of time (at least not yet). Automating your content delivery, whether it’s email, or social media posts, frees up time to focus on other aspects of your business. Time saved is another way your business can benefit from marketing automation.
We know that testing strategies are an essential part of business. Businesses are continually tweaking their messaging to find out what works. It’s not a one-ad-fits-all world. You must constantly A/B test your ads to see which produces the most conversions; entices customers to call your number or fill out your form. Automation makes testing more efficient and more effective than it otherwise might be. You can radically adapt and “test” your way to success in regard to your marketing campaigns, and really hone in on what works and what doesn’t.
Strengthen Customer Relationships
In a world where companies are focused on expansion and growth, many businesses are intent on finding a new customer for the lowest amount of money. However, the truth is that increasing customer lifetime value is often much more critical and in many cases much less expensive than acquiring new customers. Marketing automation can aid businesses in developing and deploying loyalty programs and exclusive offers. While this might not be the most popular metric – it indeed is a metric that can lead to profitability.
It’s probably clear by now that using marketing automation tools boost the efficiency of the marketing team enabling them to spend less time on content delivery details and more time on content development, customer research, and A/B testing. All these tasks have a direct impact on the bottom line.
Marketing automation does not guarantee success but over time it has proven to be an essential tool for marketing teams across all industries. So, open your favorite search engine and type Marketing Automation into the search field. There are a variety of solutions to choose from and one will no doubt be a great fit for your marketing efforts.
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