More and more people are talking about Marketing Automation today. But do you really know what lies behind this term? Do you know how and why to use it? Do you know whether it can adapt to your industry? Through this article, discover the secrets of Marketing Automation and the major business opportunities it represents.
1. Save time
Do you send reminder emails manually to your customers and prospects? Do you do it regularly? Do you feel like you are wasting time? If your answer to these questions is yes, then this article will interest you and help you. Marketing Automation, as its name suggests, will help you automate your daily tasks. This will allow you to save time in the progress of your projects and therefore focus more on the needs of your leads, prospects, and customers.
Thanks to Marketing Automation, you therefore have the opportunity to create your own scenarios, adapted to your strategy, your objectives, and your targets. Consequently, the more scenarios you create, the more time you will save.
The other strength of Marketing Automation is the simplicity and quality of monitoring. Too often, as part of a digital marketing strategy, it is necessary to dive into numerous indicators (analytics, search console, database, etc.). These elements are scattered across many tools. In short, it is time-consuming and impractical for a team in charge of many projects.
A marketing automation tool helps avoid this by bringing together, within the same platform, the key tracking indicators needed to achieve the set objectives. This once again saves time. In conclusion, by using a single platform to manage all your marketing actions and automate the most repetitive tasks, you will inevitably save valuable time that you can devote to higher value-added tasks.
2. Earn money
You have understood it: the key to Marketing Automation is automating part of your Marketing strategy. Building automated scenarios will allow you to interact more easily and more effectively with your prospects. In addition, you will find it much easier to carry out an effective nurturing strategy, which consists of establishing a personalized relationship with your prospects until they are ready to become customers. In this way, you optimize your conversion funnel and improve your prospects’ conversion rate.
Thanks to Marketing Automation, you can indeed follow up with your most qualified prospects so that they make a purchase, encourage your new prospects to discover your offers, or even increase the average basket of your loyal customers.
In conclusion, Marketing Automation will help you gain prospects and customers, but it will also give you all the information you need about a contact’s qualification stage and tell you what stage of the buying cycle they are in.
3. Increase efficiency
Marketing Automation can also increase the responsiveness of your contact list. Indeed, by creating personalized customer journeys, your communication will be more relevant and your contacts will be more likely to open and click on your emails. For example, if one of your prospects visits page A of your websites and receives offers or advice related to that same page a few days later, the open rate will be much higher than for a general email including all your offers/services.
This is also proven, since on average, we observe an open rate of +71% and a responsiveness rate (number of people who click on a link in your email after opening it) of +152% thanks to the automation of personalized emails compared with sending traditional emails.
4. Learn to better understand your audience
Marketing Automation gives you a great deal of information about your audience, allowing you to better understand your contacts’ tastes, preferences, and needs. Any information related to your contacts should be taken into account because this information will enable you to adapt your communication strategy.
Thanks to marketing automation, you can collect behavioral data that will allow you to define the offers/services your contacts appreciate as well as their level of interest in your site or your solution. You can determine who the most qualified prospects are by assigning them a dynamic score (lead scoring) according to their actions. For example, if a contact subscribes to your newsletter, you can increase their score by +1. If they click on a link in your email, you increase their score by +5, and if they make a purchase, then their score will be increased by +10.
As a result, you will identify your most qualified prospects and customers. Thanks to “lead scoring,” you can implement much more targeted marketing strategies: for example, you can follow up with contacts who are becoming less and less active or reward your best customers so that they become ambassadors for your brand.
5. Interact with your audience
Marketing Automation allows you to contact your prospects at the right time in their customer journey. For example, contact your new prospects by email, then qualify them in order to interact with them when they are the most “hot.” By definition, a “hot” prospect is a prospect who is ready to achieve your goal (such as purchasing a product on an e-commerce site or subscribing to a service).
When you know that your prospect has shown interest in your offers/services, interact with them to help them make the final decision: the purchase. You can also personalize your emails to send the right content to the right person. For example, send your users the products they prefer or complementary products when they are the most “hot.”
6. Improve the customer experience
Marketing automation is a good way to build loyalty among your contacts. Quite simply, you can create personalized scenarios to help your new prospects with their first steps. By helping your customers, you improve your customer experience and increase the number of satisfied users who can become ambassadors for your website.
Marketing Automation allows you to take your marketing and customer relationship further. When every point of ROI counts, it becomes essential to automate your actions and optimize them.
