You have already heard of the marketing automation but you don’t know how to implement it in your marketing strategy.
I know marketing automation, I want to read the 6 tips to boost my conversion rate.
What is Marketing Automation ?
Marketing automation is a process designed to automate certain tasks marketing. It categorizes and scores the quality of interactions with your customers across multiple channels. In other words, marketing automation makes marketing campaigns more efficient.
In short, marketing automation allows optimization And the personalization of your campaigns according to the needs of your users. It increases your operational efficiency and increases your income more quickly.
This marketing solution uses software and tools to automate and optimize marketing processes. A marketing automation tool delivers the right message to the right audience at the right time, based on the actions and behaviors of prospects and customers.
Marketing automation includes, but is not limited to: sending automated emails, lead nurturing, lead scoring, personalizing communications, and analyzing data to improve the effectiveness of marketing campaigns and revenue generation.
Why should you use marketing automation ?
Marketing automation has several significant advantages. Indeed, the marketing automation software market has been constantly evolving since the early 2020s. By creating, automating and evaluating campaigns on different channels you can:
- Increase the quality and lead generation
- Increase your conversion rate by more than 50%according to eMarketer.
- Increase your business productivity by 30%according to 95% of companies that use marketing automation.
Now that you understand the importance of marketing automation, here are 6 marketing automation tips to generate more revenue for your business.
- Create forms and use lead scoring
- Automate the sales journey and measure the level of engagement of your visitors
- Maintain customer relationships with email automation
- Implement a segmented lead nurturing strategy
- Track your leads on every channel
- Track your results and return on investment
1. Create forms and use lead scoring
To create personalized content, you must collect detailed information on your visitors and get their agreement to send targeted information. In May 2018, don’t forget to be GDPR compliant.
Creating forms is a great way to collect visitor data. The data will help to learn more about your visitors and how to later convert them into paying users.
Then, implement a lead scoring strategy. Lead scoring involves assigning a score to your prospects. It’s a marketing automation strategy that gives or takes away points from each lead based on their actions and interactions with your product.
When a lead reaches a number of points that you define, it is considered “ready for sale” and is passed on to the sales team. Here is an example of lead scoring.
Source: Marketo
This marketing automation technique helps identify your potential paying customers. By grading your leads, you can focus on leads that have a higher chance of turning into paying customers.
2. Automate the sales journey and measure the level of engagement of your visitors
Want to stay relevant to your users? Tailor your content to each user’s activity and automate the process.
Feed automation is an effective way to nudge potential paying customers to take the next step in their sales journey. If a lead downloads a white paper, the action should be followed by lead nurturing for example.
You can measure the level of engagement of your leads using these automated flows. Activity indicators can be clicks, visits to your website or content downloaded. Activity level should be a variable in your lead scoring.
Source: Ipses
3. Maintain customer relationships with email automation
When a lead takes an action on your site or product, like signing up for your webinar, it’s important to build and maintain customer relationships you have with him. You can adopt an email onboarding strategy, for example.
Automate the process well, triggered emails should be sent automatically based on a lead’s actions. They help turn more leads into paying customers without wasting your sales team’s time.
For example, if potential customers are viewing a pricing page, an email designed for those customers interested in pricing should be sent.
Types of email campaigns to automate
Here are some email ideas you can automate.
- The welcome email: The welcome email will help you give a good impression of your business.
- Follow-up email: Automated follow-ups help bring leads back to your website, this follow-up helps maintain the relationship with your users and can increase your conversion rate.
- “Abandoned cart” email: On average 69.23% of online shopping carts are abandoned, according to the Baymard Institute.
Automation will help you send a targeted email to these potential buyers and ask them to complete their order. - The Birthday Email: When you wish someone “Happy Birthday” they feel special. That’s why birthday emails have a 481% higher open rate than promotional emails.
- The “product suggestion” email: Induce a sense of urgency in your emails and use the marketing automation solution to suggest products to your users, based on their actions.
4. Implement a segmented lead nurturing strategy
The sales journey should be viewed as circular and non-linear. This means that you should also focus on the relationship of existing customers. With personalized content, you increase your chances of redemption and reduce the risk of churn.
By implementing the lead nurturing segmented, you can provide specific content to each lead to encourage them to buy.
By maintaining the relationship with the customers you have already transformed, you can retain them. There segmentation leads can be by industry, role or company size.
5. Track your leads on every channel
Your prospects are on all digital channels, on social networks, on your site, etc. It’s important to track every interaction you have with your prospects regardless of the channel used.
This will help you tailor your message based on the type of content your prospect is interacting with. This will increase sales, because relevant content for a prospect is the best way to retain them. To do this, an inbound marketing strategy is relevant.
Use marketing automation tools like web personalization, online ads, and triggered emails to help you engage your prospects with a personalized message.
6. Track your results and ROI
Tracking the results of your campaigns is an important step in successfully automating your campaigns.
With help a report that provides an overview of all activities such as the amount of traffic generatedthe number of clicks and conversions, you can analyze and adapt your content for each segment.
The ideal return on investment is equal to 5 times the price you invested to perform these automation processes.
Define your goals
Start by clarifying its marketing and business objectives. What do you want to achieve with marketing automation? Increase the number of leads? Improve the conversion of prospects into customers? Increase customer loyalty? It is essential to define specific and measurable objectives in order to guide you more easily.
Assessment of your needs
Identify the marketing automation features you need to achieve your goals.
This can include email automation, lead nurturing, lead scoring, contact segmentation, CRM integration, analytics, and more. Make a list of your priority needs to guide your search.
Conduct market research to find the right marketing automation platform
Research the different marketing automation platforms available on the market. Dwell on user reviews, comparisons, features offered, pricing, and integrations with other tools you already use.
Assess the usability of the platform
The ease of use of the platform is essential, especially if you do not have a dedicated technical team.
Test the user interfaces of the different tools to see if they are intuitive and easy to learn.
Check compatibility with your existing infrastructure
Make sure the marketing automation platform integrates easily with your other tools and systems, such as your CRM, CMS, or analytics tools.
Also choose a marketing automation tool that adapts to the size of your structure. Some tools are better suited to small businesses, while others are more suited to larger businesses with more complex needs.
Try demos or trial versions
Most marketing automation platforms offer free trial versions or even demos. Take the opportunity to test the different features and assess whether the software meets your needs.
Consider customer support and security and compliance aspects
Customer support is essential when using a new platform. Make sure the vendor offers good support, help resources, and training to help you get the most out of the tool.
If you work with sensitive or personal data, make sure your marketing automation tool is GDPR compliant
Conclusion on marketing automation
Marketing automation is a powerful technique that automatically distributes the right content, to the right prospect, at the right time.
In addition, this technique allows the collection of data that can be analyzed, in order to obtain impactful information on the customer to better transform him.
In order to set it up, consider solutions like Mailjet, Sendinblue or Mailchimp to develop your campaigns.