Understanding Marketing Automation
What is and how can you use marketing automation?
If you want to grow your business and be very efficient with your sales, then you need to consider automating your marketing. Not only will it skyrocket your sales, but it will free up your time for you to complete other tasks within your business.
But what is marketing automation and how can it help your business? Here’s a quick guide for you.
What Is Marketing Automation?
Marketing automation is any activity used to promote a brand that is not manually undertaken. This can include numerous activities such as social media, email marketing or SMS. Not all of these activities have to be included in a campaign and most often email marketing is the prime marketing automation outlet.
Marketing automation is initiated based on a number of behaviours. For instance, an email sequence is instigated when a user subscribes to a mailing list, or content is published on social media when someone shares another piece of content.
How Can Marketing Automation Be Used?
Generally, the main purpose of marketing automation is to convert the prospects into customers. However, marketing automation can be deployed in numerous ways. For instance, one of the main applications is to have a cart abandonment campaign where a user who has abandoned their purchase is emailed to encourage them to complete. This can be done over two or three emails over numerous days.
Another common tactic is to create an email sequence that follows a download or subscription to an email marketing list. This can be really great, as it builds trust with an audience and demonstrates your knowledge and experience within a niche. You can also monitor your results to see who is really interested in your content.
Finally, marketing automation can be used to collect feedback after a conversion or to create repeat custom. This deployment is really useful as it lowers the customer acquisition cost and improves revenue. Those customers who have already purchased are also more likely to spend more if they were satisfied with their original purchase.
Enticing reviews can also be beneficial as peer reviews are trustworthy according to customers and the more reviews you can generate, the more conversions you will have.
What Are The Advantages Of Marketing Automation?
There are numerous advantages of marketing automation and very few drawbacks that mean automation should be part of your marketing strategy. Some of the key benefits include:
Reduce Time Spent On Marketing: While marketing generates sales and leads, the more time you spend on it the higher your acquisition costs. With marketing automation, you can create your campaign and then set it to go, leaving your software to do the hard work. Therefore, less time is spent on repetitive marketing, reducing costs.
Be More Responsive: Customers want answers and information immediately. This can be very hard to achieve when you are a small organisation and you wear many hats in your business. But marketing automation can often provide information quickly helping customers make informed purchasing decisions.
Be More Relevant: Content can be created for campaigns that are specific to services, products or information the prospect wants. For instance, if they are interested in boy’s shoes, campaigns can be sent just displaying a selection of boy’s shoes and related items. Therefore, content is more relevant to the consumer and has a higher chance of converting them.
Can See Sales Funnel Work: Another benefit of automation is that it can help you directly see when prospects might need to be given an extra push to convert with a phone call. This can be very useful when you are selling services.
Conclusion
Marketing automation is a significant advantage for businesses using it. It can help reduce marketing costs and improve conversions working tirelessly while you do other tasks for your business. There are numerous ways you can employ marketing automation in your business. How you use it for your brand is up to you.
Do you use marketing automation in your business?
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