Creating a successful marketing automation strategy is essential for any business looking to stay ahead of the competition. To get started, you need to define your objectives and ideal customer, create your customer journey, analyze the data correctly, and provide a multi-channel experience. After all, 95% of B2B buyers conduct more than half of their research online before contacting a company. Therefore, it's essential to match the content with their interests and behavior.
For example, one customer may respond to your email marketing efforts while another may respond to social media. Aligning content and messages with the buyer's journey is key to the success of your marketing automation program. Once you've done all you can to inform visitors about your company, automation can play a critical role in convincing them to convert. A good marketing automation strategy increases the efficiency of your sales funnel by making it easier to exchange information and, in turn, providing exceptional customer service.
If you're new to automation, it's best to develop a strategy that starts small and fills an immediate need, such as cart abandonment or post-purchase emails. If they give you a high score (an 8 or more), you can automate another email asking for feedback, as they're likely to provide positive social proof. If you already have automation in place, take a look at what you're sending and how it's performing. One of the most challenging aspects of marketing is keeping up with new trends, even if you don't understand how they benefit your company or its customers.
A Brand Growth Experts customer who implemented emails with abandoned carts found this to be a very cost-effective form of automation. Social media automation can also be useful: some tools can help you identify groups of people who talk about a specific topic related to your company, such as a highly requested product or service that people don't even know exists. While marketing automation can certainly generate positive results, it's not meant to replace traditional marketing tools or campaigns. The truth is that automation technology has made it easier for marketers to work, but it should be a combination of software and strategy at its core.
It allows you to implement digital marketing strategies without manually pressing the “Send” button for every email, message, campaign or publication.