The Marketing Automation strategies they will increasingly be the Holy Grail of marketing. Some companies that have grown in a short time by implementing Growth Hacking strategies are Dropbox, Airbnb, Instagram, Zynga, Eventbrite and many others. They are so famous and well-known that we shouldn’t be surprised if the terms “marketing automation” and “Growth Hacker” are now commonplace. For those who don’t know these terms well enough, the marketing automation refers to those software that aim to automate marketing actions. This way, repetitive marketing tasks such as emails, social media and other web actions are automated so they can be performed more easily. When used to its fullest, marketing automation is a tactic that allows companies to buy and sell products with highly personalized content that helps convert users into customers. Using marketing automation provides businesses with significant revenue and excellent return on investment.
Automation or death
This statement might sound a little strong but it is part of the digital reality we find ourselves in. Everything changes so quickly that to be able to make a mark as a blogger, entrepreneur, digital marketer, you need to be able to automate a large part of your marketing activities. Otherwise you will fall behind and seriously risk becoming insignificant within your market. Whether it’s the simple scheduling of a few social media messages or posts or the more complicated scheduling of sales funnel paths, automation has arrived and is growing.
The positive note is that you still have time to get on the crest of the wave. Despite the increasing trend and importance of strategies of marketing automation62% of companies are not yet using advanced automation capabilities. Many companies prefer to limit themselves to the automation of email sending and customer management. Marketing automation is an opportunity to be exploited to be highly competitive in your sector and to be successful compared to those companies that remained at a standstill.
So, if you really want to be a leader in your market, read the following ten rules about marketing automation strategies to implement your business.
Monitor the behavior of your users
It’s not always easy to figure out how to use new leads correctly. For this reason one of the best marketing automation strategies they are the “Notices”. By taking advantage of this function you will be able to receive important updates through an email alert, for example:
- When a new lead arrives
- When the user starts browsing your site
- If the lead requests a consultation or a trial
- If the lead participates in webinars or virtual events
Being aware of these things can definitely give you an advantage and impact the subsequent sales process.
Build the profile of your users
The traditional idea behind web analytics is based on the number of clicks a user makes on your site. This method, however, is now outdated as customers can now check the details of your product or service directly from the product page where they are listed. So, if your site was built in a traditional way, and is therefore based on the number of clicks, it cannot tell you much about the user’s preferences.
The advanced monitoring options they can tell you which products a customer has viewed and for how long. You can, therefore, use this information to create a profile of your customer and to understand which products are most interesting to him. Additionally, you will be able to see how far a person has scrolled down the page and how long they stayed there. This type of analysis helps you get an idea of what kind of person your customer is.
Send emails with personalized offers
Who hasn’t had a strong urge to purchase and go to see and review a product but felt held back by the price? With marketing automation strategies You will not only be able to know which product they have viewed but not purchased several times, but you will also be able to send them a personalized email with an ad hoc discount on the product they are interested in. In this way you will break down the barrier to purchase and carry out a marketing activity without fail. These automated emails but even personalized ones have a conversion and success rate of 400%.
Segment the categories
Many marketers prefer to use the segmentation technique to add tags to specific contacts who show they are interested in a certain product category. The problem arises when users are interested in multiple categories on your website. This type of flat segmentation cannot guarantee your success. Instead, you could delve deeper into the customer segmentation and assign a score based on how often a user browses a certain product category. This way you will avoid adding meaningless tags because if you assign too many tags to a user you no longer know which ones are the most relevant.
Focus on hyper-targeted content
Imagine speaking to a customer in person and offering them your product or service. After some exchanges of ideas, things go well and the customer is interested, but at a certain point he backs out because he isn’t sure he can afford the expense. At that point you could offer him a payment method that is convenient for him or even a reasonable discount. This ability to shape what we say or our offer is one of the main advantages of in-person meetings. On the contrary, it is one of the disadvantages of traditional online marketing. The marketing automation strategies they allow you to learn more about your customers so you can convey messages to them in the most targeted way possible. This process is very similar to the way we start a conversation when we find ourselves face to face with a person.
Set up real-time notifications
The real-time notifications they are beneficial for both users and sellers. For example, think about if a new lead lands on your site and is interested because they’re looking for more information. If one of your sellers receives a notification at that moment, they can contact the user directly, clarify their doubts or provide assistance. The seller would thus come into contact with the user at the right time and the customer would immediately receive support that could encourage him to purchase.
Maintain contact with the customer even after the purchase
The business objective is certainly to sell but not to abandon your customer after their purchase. What needs to be done is maintain contact with the customer in order to keep him aware of new offers so as not to lose him but to encourage him to buy again. For example, you can set up emails or messages to reach your customer from time to time so that they don’t forget about you and what you sell. Don’t just offer him promotions or new possible purchases but also keep him informed about developments in your sector or some news that might interest him.
Nurture inactive leads
Lack of engagement often leads to inactivity on the part of a lead and therefore not purchasing. Think about strategies that can rekindle the interest of a user who is already your customer before diving straight into acquiring new leads. In short, always try to widen your pelvis but be careful not to lose too many along the way because otherwise you will lose part of your work.
Take advantage of Snippets
The Snippets they are reusable sections of code that can be used in any editable section of a landing page or in an email. So they are ideal to be exploited on different assets, instead of creating new codes for each one. In short, they are used within the marketing automation strategies to save time by automating coding across multiple domains. With the help of Snippets you can create emails and landing pages faster. As a result, this will allow you to spend more time creating personalized experiences and ad hoc messages for your customers.
Upsell and cross-sell
Exploit automated marketing strategiesn, analyzing CRM and ERP data to understand when your customers are ready to move to an Upsell, i.e. they are willing to buy more. Monitor which pages they browse, what they download, and what purchases they have made previously. Analyze the data collected to understand what your customers want or need. If you can understand their behavior you will be able to realize the most favorable moment to propose to them Upselling or a Cross-selling. The term Cross-sell refers to the sale of products or services in addition to the main one. Marketing automation helps you, for example, set up notifications that alert you when a user is looking for other products after having already completed a purchase. In that case he will be more willing to face further expenses especially if you know how to provide him with the right assistance.