The Importance of Marketing Automation

We all feel burdened by the load of work we have to do each day to stay productive. It’s not easy and it’s overwhelming most of the times. That’s why people invented ways to get the more done with the same amount of effort.

In the marketing domain, for example, thousands of businesses would have to employ the personnel to write posts on their social media pages or simply write emails to all of their customers at once.

However, keeping up with all of the profiles demands huge amounts of man-hours and an equal amount of invested money. So, the solution is to automate the repetitive tasks to make them faster, cost-efficient and simple, all the while staying focused on more important tasks in your digital marketing strategy.

It’s called marketing automation and your business needs it.

What Is Marketing Automation?

Marketing automation is a process that uses software to personalise, deliver, and/or measure everyday marketing content across multiple channels to save time and to reach customers.

Without it, marketers would have to create numerous newsletters, posts, and notifications individually.

Where Can I Use Marketing Automation?

The communication between the brand and the customer is the key ingredient to a successful business. If the communication looks like 20 emails with an identical message sent to the leads, it won’t help you grow your fan base.

On the other hand, if you strategically plan the marketing automation process, you can implement it to the 3 main areas and get staggering results.

  1. Email

Email is the fastest medium to convert visitors and leads into customers. Spammy emails won’t do the trick, but personalised emails will boost click-through rates and conversions.

Especially if you run a small business where each new customer can make or break the deal. For instance, a visitor clicks on your CTA (call-to-action) to download an ebook from your page.

A direct call to action at a critical point in your content will allow you to engage in more detail with your prospect and turn them into a true sales lead ready for conversion into a paying customer.

After the download, your marketing automation software sends a “thank you” note to everyone who downloaded the book, asking them if they want to know more about the topic and offering another type of content.

It’s not your average newsletter, is it?

It takes personalization to a whole new level and gives the visitors a reason to visit your site once again, rather than being a nuisance in their inbox.

  1. Social Media

Social media is great for generating relevant traffic to your website, most notably in B2B companies.

Imagine you run a huge business and have to maintain 9 Facebook pages, 5 Instagram profiles and 2 Twitter accounts. Who would you hire to run those accounts successfully without the help of a software?

Probably nobody. Why?

As mentioned, highly-targeted and personalized content is at its peak, but there’s no single person who can create and post it for years on end.

The answer would be to hire multiple social media experts to do the work. Sadly, that’s inefficient in the long run.

Marketing automation tools will schedule your posts and publish them at the exact time on each social media account for you.

  1. Landing Pages

A big part of your customer experience is automated, so why not implementing more technology to reach the customers?

Once you store the information about the leads to your database, it’s time to guide them down the marketing funnel to a sale.

Landing page software will be your best friend. Just remember to test the waters before diving in.

Why Should I Use Marketing Automation

Most marketers think that marketing automation is reserved only for email. Luckily, you can incorporate it across many channels and tailor the content to your visitors or your leads’ desires.

Not only will the marketing team benefit from it, but it will smooth out the transition from leads to customers, thus simplifying the sales team’s work. The advantages are endless – you only have to discover them along the way.

Conclusion

Marketing automation plays a massive role in every well-delivered marketing strategy. The most important areas you can cover are email, social media and landing pages. However, focus on the ones you consider crucial for your potential customers.

Although it looks fairly simple, creating personalized content demands more patience with each step.

Fortunately, once you get the hang of it, your business will thrive from automated tasks. Just remember to leave the spammy practices at home.

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