As its name suggests, Marketing Automation refers to all the techniques put in place to automate and orchestrate the stages of your various marketing strategies. If Marketing Automation is being used more and more, it is because it delivers good results. After figuring out how to create a website, and putting effort into building it, all that remains is to generate traffic and conversions!
Marketing Automation saves time, boosts traffic, builds loyalty among current customers, and significantly improves relationships with visitors.
How? Read on and you’ll find out!
Integrating Marketing Automation into your email strategy
A successful email campaign often delivers excellent results. By automating your entire email strategy, you personalize your relationship with your visitors by interacting at every stage.
For example, your visitor lands on your page and signs up for your newsletter: You send a welcome email automatically!
Is it their birthday? Wish them an excellent day in a birthday email! And why not a little gift; a free white paper?
Have they just downloaded an item or taken action on your site? A confirmation email to leave a record! This lets them know that you have indeed taken note of their action.
Let’s imagine that you own an online store and that their action was a purchase. A few days later, send a follow-up email! Are they satisfied with their purchase? Any areas for improvement?
This is not only valid for e-commerce sites! You can also do it after downloading an item on your site. Your visitor downloaded a white paper? Exclusive content? The follow-up email can ask what they thought of it and encourage them to give you feedback. Was the content useful to them ?
In a few figures, email automation makes it possible to achieve:
- 41% average open rate
- 6% average conversion rate
- 19% of prospects and/or customers on average return to the site after a birthday email is sent
Of course, all these actions are only possible from the moment you have the visitor’s email address. It is therefore essential that they subscribe to the newsletter, fill out a survey or something else that allows you to obtain their email address.
You should also know that there are tips for finding a person’s email address through social media.
Integrating Marketing Automation into your social strategy
You can also reach visitors who have not – yet – provided you with an email address. How? With social networks! This is why it can be useful to integrate marketing automation into your social media strategy.
First, you can integrate share buttons into your campaigns and web content so you can rely on your audience to broaden their reach. Each share on social networks will reach different network circles. By automating your social media strategy, you can automatically publish content at specific and targeted times of day automatically.
To target these times, use marketing automation again. Track engagement to tell you about posting times and the posts that generate the most engagement. Thanks to Marketing Automation platforms, you can indeed track engagement and, even better: collect data on these internet users who engage.
Collecting data on these internet users allows you to obtain demographic and behavioral information. This will help you redefine your strategies and improve your campaigns. You know who the internet users interested in your business are. The more information you have about them, the easier it will be to convert them.
Integrating Marketing Automation into your mobile strategy
Nowadays, mobility is an important criterion to take into account in any strategy. That is precisely why Google launched the concept of Mobile First.
It is because it is important to take into account the rise in mobile search that you had to design a site with a responsive design (if you’re not sure, check for free!). This increase in mobile usage requires you to give an important place to your mobile strategy. Especially if you are an e-commerce merchant. It can therefore be very interesting for you to integrate marketing automation into your strategy.
Do you have an app linked to your online store? Set up push notifications at certain times of the day or year in order to always interact and keep in touch with your prospects and customers. Better still, if you have a physical store, use geolocation and send an attractive SMS when the visitor passes by your store.
Another option, with or without an app; send SMS messages to visitors to your site.
How?
They entered a number when signing up for the newsletter or when downloading this or that content, remember?
You can therefore send them a birthday SMS, or if you have a physical store in the visitor’s city, keep them informed about events that might interest them.
Always personalize your contact efforts
Be careful to always personalize your approaches. That is in fact the whole purpose of marketing automation: automating your strategies without industrializing them. It is important that the contact you maintain with your visitors appears as human as possible.
Indeed, non-personalized approaches, whether on social networks or by email, give recipients an impression of repetition and constant spam. An impression that will influence the image they have of you: an image that is not very relevant, consequently.
In conclusion …
To double your traffic with marketing automation:
- Automate your email strategy
- Create email scenarios to personalize each interaction
- Automate your social media strategy in order to publish consistently and at the right time
- Analyze your internet users’ engagement on social networks thanks to marketing automation
- Use marketing automation on mobile channels
- Remember to always personalize each of your contact efforts as much as possible.
Now that you know that, in addition to saving you time, marketing automation can help you improve your numbers, quickly find out about the features of Marketing automation!
