Marketing Automation is a buzzword nowadays that seems to be applied to everything. If a software platform can run a message for a recipient through its API, it is promoted as a marketing automation. Although it may be an automated activity that matches their marketing strategy, it is hardly a marketing automation solution.
In this article we will talk about the automation in your marketing and why you should consider automation tools for your campaigns.
What is marketing automation?
Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to trade more effectively on multiple online channels (such as e-mail, social media, websites, etc.) and automate repetitive tasks.
This means, there are several tools that can save your money and time. The usage of one of these tools can be really a game changer for your business.
What are the benefits of automation?
- 63% of companies that outperform their competitors use marketing automation.
- Businesses that use marketing automation to support leads see a 451% increase in qualified leads.
- 75% of companies using marketing automation see a return on investment within one year.
What can you achieve with automation?
There are several features that a marketing automation platform should have so that it can be fully utilized and scalable as you become more sophisticated and demand rises. Let’s discuss them here:
Data Import – The ability to automatically extract data from billing, support, and other customer-related systems is a must. It must also be able to expand, segment and filter your marketing automation campaigns. Working all day to extract, massage and import data is not so automating.
Data export – You have other systems, such as CRM, helpdesk, billing department, etc., that need to know when a customer event occurs in your marketing automation campaign. Examples may include setting up a follow-up reminder in Salesforce or submitting a request on demand.
API – Along with the ability to send and receive data, an API is a must for externally triggering events and updating information in your marketing automation campaigns.
Campaigns Running – The ability to initiate a campaign based on your own action is essential. For example, someone downloads a document – you must be able to run a campaign that will end the action.
Drip campaigns – Aligning a series of communications with your customer across media can keep them engaged and educate them to convert.
Lead Scoring – If you can customize your scoring schemes based on user activity, you can effectively communicate with these people and understand where they are in the purchase, renewal, or upgrade cycle.
Segmentation and Filtering – The ability to push subscribers into and out of campaigns, filter recipients, and segment bids and opportunities provides a high level of customization that increases clicks and conversions.
Social media integration – Listening and communicating with the target audience on your company’s social networks is essential. Behavior on social networks can speed up cycles because it helps you connect faster and make deals sooner.
Visitor Tracking – Identify unique visitors using IP address, customer data, form activity, sign-in, email clicks, etc. It can help your company properly score, segment, filter, and execute relevant campaigns.
Forms and Landing Pages – Gathering data and creating detailed profiles using metadata can give you all the information you need to create a customized campaign that sends the right message at the right time.
Email Marketing – Because it’s the foundation of any marketing automation system, it’s essential … but it’s important that you are able to design and implement campaigns that respond to mobile readers. The inclusion of text messages and phone calls is definitely a plus!
Remarketing, retargeting, abandonment – Cross-channel activity with your tags allows you to send customized messages based on user intent.
Content Management – The ability to add scripts, forms and even integrate dynamic content is an excellent feature of your content management system. Why promote a new offer when a customer visits your site … give them a personalized message instead!
Unlimited cross-channel campaigns – One way is simply not enough. Virtually every company requires at least three basic interactions to gain leads, renew its customers, and sell current customers.
Automated creation of your ads – One of the best ways on how to save your time is to create more ads at once. This can be achieved thanks to Google Ads automation tool BlueWinston, where you can create the most popular ads within a few minutes.
As you can see, almost everything can be automated. There is no need to be afraid of this and it is necessary to try and search. If you find the right way to automate, your life will change beyond recognition.
We keep our fingers crossed for you!