October 9, 2019
Why would you want to manually manage marketing campaigns that are driving your business when you choose the most efficient and beneficial path elsewhere in your life? Maybe you have a limited budget and you execute tactics when you have funds available. Or you don’t have a dedicated marketing team to help steer you in the right direction. We say it all the time: ‘Marketing shouldn’t cost you money; it should make you money.’ You can accomplish this with limited time and resources with MARKETING AUTOMATION.
Marketing automation is designed to help you effectively manage your digital channels (i.e., website, social media, blog, email). These systems help you generate and nurture leads into customers, and they are backed up by analytics to show what is effective in driving your business. Campaigns are created to develop an integrated strategy to boost engagement of leads and increase revenue for your business (ding ding ding ding!).
Unify Your Strategy
Marketing automation brings your main digital tactics into one place to manage the messages going out to your targets. It’s your command central. An excellent marketing automation system ties to your website, landing pages, email communication, social media, and blog and will help you nurture leads to become customers. You should have an integrated strategy across these channels to give customers a complete view of you as a company and how you can help them solve their problem or need.
There are two major benefits to this:
1) Capture information on your leads
Know where your leads are going on your website, what posts they view, and what information they are consuming. This data tells you what is working and what you should tweak to garner better results.
2) Automatically trigger messages based on their actions
Repetitive tasks can be automatically handled, such as sending follow-up emails to prospects that request additional information. Reduce manual management time and have consistent messaging for leads.
When your automated system is set up, campaigns are created to help drive sales based on your lead personas. When you are speaking directly to someone, they are more likely to connect with your message and engage further in your sales process. Your potential customers have a problem or need, and you can address it. Engaging with your prospects will lead to increased revenue through education, trust, and accessibility.
Marketing automation systems can increase your revenue by 34% on average. As you communicate with leads throughout their buying lifecycle, they learn to trust your business, and it helps them with their purchasing decision. Relevant continued messaging that nurtures targets can lead to this significant revenue impact, according to 53% of marketers.
With an onboarding process that includes defining personas, messaging and your digital strategy, your company can implement a marketing automation system to make your life easier, boost engagement, and increase sales. The question should now be ‘how do I get started?’.
Up next: How to get started with automation is part 2 of our marketing automation series.