It is important for entrepreneurs to think and act fast since the world of business moves quickly. But managing everything simultaneously can be a tough task. You need to ensure that your marketing strategies hit the targeted audiences with an appropriate message. Moreover, you are expected to generate new business leads, close them, manage existing accounts and customer data. Such activities are mostly the responsibility of your Sales & Marketing teams. However, you are likely to encounter bottlenecks, thus affecting your company’s productivity and profitability. Hence, switching to marketing automation is perhaps the smartest solution to be availed.
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Why adopt Marketing Automation for your business?
Automation, according to 78% of marketers can help increase revenue. Moreover, 75% brands using automation witness enhanced ROU in the very first year of adoption. In short, this strategy when used in marketing does help transform everything. It helps you to interact with your prospects, visitors, customers and leads. You can now carry out several complex marketing activities like message automation, audience segmentation, measuring activities, executing strategies, etc. No manual, time-consuming effort will be essential.
However, merely installing such automation platform in your business is not likely to offer the desired results. Rather, you also need to develop a process and organize your team to support automation and benefit from it.
Three-step approach to derive successful solution
- Customer data management: It is a crucial process as your business will be in a better position to deliver relevant and consistent service to customers. With every interaction made, it also adds immense value. Service or product quality user experience is related closely to data context and quality. It is here customer data management is essential. Its objective is to derive valuable customer feedback by evaluating intelligently your database. Moreover, the marketing automation process requires greater validity, accuracy and completeness of customer data based on which technology will function. Data inaccuracy will only be waste of money and time. Accurate data can help nurture leads as well as develop much stronger customer relationships. It is noticed that bad data management leads to an annual loss of 550 hours. Poor data integration also causes the software’s core objectives to be compromised.
- Audience segmentation: Completion of integration does not mean end of data management process. Rather, it is ongoing, meaning data standards entering the automation system is to be maintained continuously with control processes in proper place. Once customers offer data points, you can start organizing data, delivering relevant and actionable messaging. It helps strengthen brand loyalty and customer engagement. Audience segmentation helps avoid spamming. It categorizes users into groups based on several filters. It may involve some identifiable characteristics like past campaign interactions, customer attributes, user actions/activities, etc. The created segments are used for infinite occasions or campaigns as deemed fit. You may also use them to retarget or target audiences outside the software or export them. For this, you can use different channels like direct mail, telephone, SMS, social media, etc.
- Cross-Channel Engagement: The selected marketing automation software can offer you a powerful solution. It allows you to visualize how customers’ journeys are shaped up with your campaigns. It also transforms onboarding, conversion and retention campaigns. It can help create unified interface, thereby establishing multiple messaging paths, optimize and compare user experience using comprehensive analytics. The software also allows you to understand better your customers’ journey towards conversions. Such campaigns are effective enough to test copies, right time to send, identify effective channels to send, frequency, in which order, etc. Basically, it allows multi-tasking.
It is important for everyone to save precious money, time and provide value at the same time. To enable quicker operations, it will be wise to invest in marketing automation software without any delay.