Marketing automation can be the answer to all your marketing problems but first how is it going to help your business and more importantly what is it?
If your business has customers of any kind, or is trying to gain customers and increase revenue, then chances are you need a marketing automation tool of some kind. So, what is marketing automation, and why do you need it? What’s the big deal? Everyone who has customers, has this? Why do you need it?
We’ll answer those questions in this article, but first – let’s start with the simplest answer that you need to understand before we get into the details. What is marketing automation?
Marketing automation refers to the software, tools and resources that are designed to help businesses manage marketing campaigns and processes. Through this technology, businesses can manage their campaigns, messaging through social media, web, or email, and workflows are designed through templates or custom to your business.
In a nutshell, marketing automation streamlines the work and processes that you have an entire team of people spending hours on each week, and turns it into something that you can just press a button and do. Instead of combing through your customer data to find outliers, the system can do that for you, based on algorithms that you tell it. If you don’t have marketing automation software for your business, this is something that can quite literally change the way you work on a daily basis. It’s a game changer that doesn’t shrink down or lessen the work that your teams are doing, but acts as a benefit.
Take a look at our instalment on blockchain and automation ‘How will blockchain impact marketing automation’
Sounds good, right? But, how will this help your business increase revenue?
The software is designed to make your work easier as you plan campaigns and hope to increase customer awareness and loyalty to your brand. You can easily generate content across different platforms and media types that’s relevant and fresh, deliver it to your customer base throughout different points in their journey with your business, and make sure that they receive the content during important decision making times.
So, you can deliver personalised, relevant campaigns to your customers from the moment they discover your business to the moment when they put something in their cart, visit your website, call your business’s phone number, share a post about your business with a friend, view a product online, or make a purchase. All of these campaigns can be set up, designed, and delivered through a marketing automation tool that takes care of the customer experience for you. No matter what point the customer is in their experience with your business, you can reach them with relevant content that speaks to where they are in their journey, making it so that they receive a personalised experience that feels unique to them.
Track your success
If you don’t have marketing automation software already for your business, you may just be designing and delivering campaigns without knowing what’s working and what’s not. You might see some results, negative or positive, and receive new customers from an unexpected area that you weren’t targeting, and have no idea how you got to that point. With marketing automation software, you can use analytics to track what’s working and what’s not, and make sure that you’re targeting the right areas of the customer journey and making sure that your outreach is actually gaining you some success.
Personalisation is always important to marketing automation. Have a look at our instalment on why personalisation matters. ‘Hello, %%FirstName%% why, personalisation matters’