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7 Ways to Leverage Marketing Automation Solutions for Business
Marketing automation has made it possible for businesses to automate many repetitive and menial tasks that would otherwise waste your team’s time and energy.
There are many tools that can help you achieve this automation with ease. They’ve rapidly been adopted by numerous businesses as well.
In fact, a study by Social Media Today found that nearly 75% of all companies already use a marketing automation tool of some kind.
Image via Social Media Today
But how can these automation solutions help your business grow?
Let’s take a look at a few ways in which you can use them to grow your business.
Ways to Use Marketing Automation Tools for Your Business
Here are the ways through which you can leverage marketing automation solutions to grow your business.
1. CRM Automation
Customer relationship management is an important task and must be done well to ensure that you can generate more sales and retain customers too.
Numerous CRM solutions are available in the market but by using marketing automation with them, you can drastically improve your efficiency.
When you integrate marketing automation with CRMs, you’ll be able to analyze, edit, and organize your customer data with ease.
Automation can help you automate your workflows. And you can seamlessly create great campaigns that can produce leads and then transfer those leads to your sales team to convert them.
2. Consistent Engagement
It can be challenging to keep your audience engaged throughout the buyer journey. After all, if you don’t manage to maintain a powerful presence, they may forget your brand and drop out of your sales funnel.
How does marketing automation help here?
Email marketing solutions play a major role in engaging your audience and maintaining a solid brand presence in front of them.
You can automate emails using these tools and set up drip email campaigns that can help you send emails at regular intervals to keep your audience engaged and lead them further down the funnel. The email tracking tools can help you understand how well your audience has interacted with your emails too.
You can also set up various triggers based on which the tools will send out specific emails to your audience.
All you have to do is set up templates for your emails and ensure that the copy is stellar to create maximum impact. If your content is engaging, the receivers will be more likely to read it and click on the calls-to-action (CTAs) too.
Similarly, you should also interact with your audience on social media and engage with them regularly. This serves as a great way for them to get in touch with your brand directly. Additionally, by sharing great content with them on social media, you’ll be able to improve your brand trust too.
3. Lead Management
Generating leads is one side of the coin. However, managing them is a completely different ball game altogether.
While it can be easy to manage a few leads, if you generate numerous leads consistently, it’s critical that you manage them well to improve the chances of conversion.
However, this can be challenging given the number of leads. This is where marketing automation can come into play and improve lead management.
Lead scoring is a great way to manage leads. It assigns scores to the leads based on their activities.
The scoring is in the form of numerical values that are assigned for each action such as landing page form submission, email click-through, email opening, visiting pricing page, etc.
Leads who have a greater lead score are the warm leads whom you can approach for conversion.
Retargeting plays an important role in marketing and generating leads. It’s a great way through which you can get back the diverted traffic from your website.
You can segment your website visitors and then retarget them to get them back on your website.
This is yet another place where marketing automation can help. You can seamlessly segregate the website visitors based on various parameters and then retarget them.
It also helps to retarget them at different time intervals as some products might require you to retarget immediately, while others can wait for slightly longer.
5. Predictive Analytics
You can further realize the potential of marketing automation by leveraging it with predictive analytics.
Through predictive analytics, you can figure out when an event might take place. Based on this analytics, you can use automation to further improve your business.
Sephora, for example, uses predictive analytics to figure out when their customers might run out of their stock of products.
Before that day arrives, Sephora sends out an automated email to them to remind them to restock their product.
The email also includes a call-to-action (CTA) to buy the product and a discount to incentivize them to make the purchase.
This can help them retain their customers as the email is delivered at the right moment to the right person.
Image via Sailthru
6. Content Personalization
Content personalization is yet another aspect that marketing automation can help you with it.
Personalized content can be of great benefit to you as people will be more likely to relate to it as it’ll be relevant to them.
And what does this mean?
When they relate well to content, they’ll be more likely to take the action that you want them to.
Based on how people engage with your content and their interests, marketing automation solutions can target the right set of people and send your message across to them.
Customization may mean that you’d have to create a lot more content. This can often lead to a loss of quality. However, you must ensure that the content quality remains top notch. That’s why it’s essential to use tools like Grammarly to assess and improve your content.
Apart from these messages, you can also send customized product suggestions to your customers.
This could be through emails and even on your website.
Such a thing would be especially helpful if you want to build an online store and then market your products to generate sales.
Amazon, for example, sends personalized product suggestions in their emails. Even the products that appear on their website are personalized based on your preferences.
Image via Gmail
7. Social Media Automation
Over 3.9 billion people use social media. To reach out to this massive audience, you need to post content regularly.
However, this can be challenging as you need to pick the right times to post your content.
This is where marketing automation solutions can help you.
You can use social media tools to schedule your posts and then the tools will post them automatically.
As a result, you’ll be able to save time and also get your content out there consistently.
Marketing automation solutions play a crucial role in helping your business grow. They can help you throughout the buyer journey right from automating your CRM to sending out drip emails regularly.
You can also use predictive analytics and automation to send out emails to get your customers to purchase from you again.
And that’s not all.
You can also personalize your content using these solutions and deliver exactly what your audience likes. Additionally, marketing automation can also help you manage leads better and makes retargeting better too.
Shane Barker is a digital marketing consultant for 15 years with an emphasis on Influencer Marketing in the last 5 years. He is specialized in sales funnels, targeted traffic and website conversions. He has consulted with Fortune 500 companies, Influencers with digital products, and a number of A-List celebrities.
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