While your customers are likely looking for similar things, they’re all vastly different people, with various desires, needs and motivations. But when you send out impersonal communications, such as monthly newsletters, you’re treating them like they’re all the same.
And although there are myriad benefits provided by marketing automation systems, they all relate back to the core idea of being able to customize your communications to fit your audience.
Here are just some of the advantages of marketing automation:
Marketing automation systems allow you to send the right messages to the right people at the right time. This allows you to personalize your communications and craft messages that are relevant to them.
Sending bulk emails to your entire contact list has the potential to annoy people and can come across as less sincere. By creating and sending targeted communications to your audience based on their behaviour, you can help align your offers with people’s interests.
For instance, if you send out a newsletter that contains a video, links to your blog articles, and links to an offer for discounted services, follow-up emails can be customized for those who clicked on the offer, the blogs, the video, all three, and even for those who didn’t bother to open the email.
Automating some of the repetitive tasks associated with email marketing can help to boost the morale of employees bogged down with administrative work, and free up more time for things like strategizing, creating content and crafting campaigns. It can also increase efficiency by reducing the number of staff who would be required to perform these repetitive tasks.
In addition to this, marketing automation software makes use of a CRM (customer relationship management) system, which provides a wealth of data by building profiles on all your contacts. This translates to a more productive sales force by providing them with better qualified leads, and insight into which customers or prospects should be prioritized.
According to a report from Act-On Software, 58 per cent of marketers strongly agree that marketing teams are made more efficient by using marketing automation software, and in a survey from Adestra and Ascend2, 43 per cent of respondents said that the most vital objective of any marketing automation strategy is optimizing productivity.
The data provided by automation software lets you track and monitor many different aspects of your leads’ and customers’ behaviour. This lets you know how they’re interacting with you online, including things like which pages they’re viewing the most, how long they’re spending on each page, which call-to-actions they’re clicking the most, and where they’re coming from.
Tracking these interactions can help you build better landing pages, improve email campaigns, craft more effective call-to-actions, and identify which marketing channels are generating the most traffic. You can even trigger actions when users are viewing a specific page, allowing you to reach out to them when they’re in the middle of browsing your website.
This kind of software is quickly going from being a luxury to a necessity, and at this point, it’s safe to say that the majority of marketers are using some kind of automation. A study from The Direct Marketing Association found that 64 per cent of marketers use CRM systems for their email marketing campaigns.
These kinds of software give you unparalleled insight into customers’ intent, allowing you to predict their needs and desires. Understanding what makes them tick gives you the chance to send more relevant information to your existing customers, which improves your credibility and brand trust, increasing the likelihood that you’ll retain those customers.
There are so many ways that this kind of data can help companies add value to the services they’re already providing. For instance, an insurance company can send reminder emails to customers who need to renew their insurance. And as cheesy as it might sound, this can make people feel like that company cares about them, like they’re less of a number and more of a valued customer.
Another way to make customers feel like they’re getting more bang for their buck is to let them know what they can do with products they already have. For example, a software company can send instructional videos to customers based on the products they already own. Again, this can enhance people’s trust in your brand, because you’re not even trying to sell them something, you’re just making sure they’re getting the most out of the product(s) they’ve already purchased.
Most companies have a range of products that complement each other. By identifying these products you can target customers based on their previous purchases, automatically sending them offers for additional products or services that complement what they already bought.
Let’s say you have an e-commerce business that sells shoes. When someone buys a pair of leather boots from you, you could create an automated process which automatically sends this person a special offer on leather conditioner, or any other complementary product or service. This is a pretty basic example, but there are infinite ways that companies are using automation to identify opportunities to up-sell.
Still asking yourself, ‘what is marketing automation?’ Contact The Best Media for a free demo and we can help you make sense of it all.