No company can survive without a good marketing strategy. But to keep on top of things at all times can take its toll. Luckily in the online business world there are tools that can support your strategy and lighten the work load for you a bit.
Before we look at how you can automate a few marketing tasks in your company, let’s take a look at a crucial marketing concept that you have to master.
What Is A Marketing Funnel?
There’s a series of steps to convert a potential customer to a loyal customer. It starts with brand awareness, next engagement with your brand and finally after-sales positive reactions to your brand. The aim is to convert a website visitor into a customer buying your product or service.
In the online world, a marketing funnel can be created by tools such as free courses, webinars, 7-day challenges and more. The trick is to create a marketing funnel that draws potential customers in, without them realizing that they are falling for your marketing tactics. By changing your mindset about a marketing funnel into simply a conversation with your potential customers, you will be able to tweak it more to suite your unique brand.
How Do You Automate Marketing?
Marketing automation takes care of humdrum repetitive tasks such as social media posts and emails. Instead of doing the same thing over and over again, you set aside time to strategize and automate the tasks that remain consistent in your marketing strategy. For instance, you don’t have to reply individually to every new newsletter subscriber, there’s software that can manage this for you.
To incorporate the concept of a marketing funnel, the following example:
You create a new e-book to introduce people to your company. From your existing email list, you target a specific group of people. Next, you send a thank you email to those who downloaded it. A few days after initial contact with them, you send another email with some more relevant content that they can download from your website. By the time someone downloads a second document, the person is flagged as a potential lead for your sales agent to directly contact them.
The best way to set up a successful marketing automation system, is to collect data from a variety of channels including Google Analytics, social media interaction and email subscriptions. This way you can send out an effective marketing message on the right channels.
Why Do Companies Choose Marketing Automation
Successful marketing automation can help companies in the following areas:
- personalized communication
- client engagement and branding
- target audience refining
- lead generation
There’s nothing that says you care, like a personal touch. This can be achieved effortlessly through marketing automation, with something as simple as a personalized welcoming email when someone signs up to your newsletter or buys a virtual service from you, like Netflix.
By gathering useful information about your customers, you can then start sending out customized emails to inform them of specific aspects of your company. To continue with the Netflix example, they regularly send out emails with recommended shows or movies, based on user preferences.
This handy function of marketing automation gives you the power to reach out to your clients with a personalized email, without wasting time to formulate individual emails.
Use your customer’s name as a greeting. This is a very easy piece of information to gather from a contact form. It is the best way to add a personal touch to an email. If someone offers you their email, they trust you to not spam them. So make sure you customize your mailing lists to target specific customers with relevant information.
Related: how to define your target audience
In the end you want to create a sense of connection between your company and your customers. The power of personalized messages is that you can engage with a specific customer in a relevant context. Spend time refining your target audience and all its subcategories.
Using sophisticated marketing automation software, you can trigger a specific message based on various actions taken by your customers. This way you reach out to your customers in a way that they can relate to, addressing specific needs. It’s much better than a generic message send out to everyone at the same time.
The big challenge with building a relationship with your customers, is that it’s not something that happens overnight. And the bigger your customer base grows, the harder it is to maintain one-on-one relationships. Plus, it takes a lot of time and effort that could be spend on something else.
A concept called email drip campaigns can help with this challenge. You can create a series of scheduled emails to contact a new subscriber. Again, keep the spam factor in mind here, only send relevant resources or giveaways. Also, keep the amount of emails to a minimum. By spreading the emails out over a few weeks, you build relationship and keep your company fresh in the mind of the potential customer.
What do you do when you meet someone new? You introduce yourself. You are building a relationship with your customers. Don’t bombard them with specials and price lists from the get-go. First tell them a bit more about yourself and your company. Stay clear from formal language. You need to strike the balance between being professional and friendly. A great way to engage with your customers, is by posing questions to them. This way you gather useful information and you create more interaction.
Segmentation of Potential Customers
Oftentimes an email subscriber is not yet a loyal, paying customer. Before you can start your marketing automation, you need to understand your target audience. Automated emails is a handy tool, but it’s useless if you are simply spamming your potential customers with emails not relevant to them.
Create a strategy for your email campaigns. Step one is to define the tone and topics of your emails. Next you need to classify your customers into specific subgroups and create specific content for each unique group. Another place you can customize your messages, is on your website landing pages.
When you create your marketing funnels, start simple. Rather have less stages to the call to action than confusing people with too much information. Once you’ve refined your target audience groups more clearly, you can play around more with different email marketing campaigns. Your main aim always needs to be to build a relationship.
This element is especially important for social media campaigns. The platforms are noisy places and to make yourself heard, you need to constantly “talk” to your customers. This can become a very time consuming task and that’s why marketing automation is such a handy tool. Plus, by planning your broadcasting on the various platforms, you can create a well-planned strategy.
Social media is a virtual community, which feels very real. People like companies that they can relate to on a personal basis. You need to strike the balance between enough posts to grab people’s attention and not too much to annoy them. Also, do some research on when is the best time to post on social media.
The Most Handy Marketing Automation Tools
The two main business tasks that can be automated, are emails and social media. Luckily there are brilliant minds out there that have created amazing software to help you harness the wonder of marketing automation.
This is one of the most popular systems for email automation. The software can assist you with email creation as well. Some of the feature include:
- Welcoming email to subscribers
- Retarget visitors to your website
- Recover carts that have been abandoned
- Target a new audience with ads
- Thank you emails to new customers
- Order notifications
- Purchase follow-ups
- Reward loyal customers
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This system is a bit more robust, focusing on a wider range of marketing automation functions. You can automate various marketing funnels, from emails to SMS interaction and visitor triggers. Another handy feature, is a link between website updates and your social media accounts. You can also view analysis reports to assess how potential customers are reacting to your content.
Infusion Soft Enterprise
Another great tool for a holistic approach to marketing automation, a great way to produce content that will grab your potential customer’s attention. Plus you can keep track of the emails or social media campaigns that are working and tweak those that are not doing so well. Features include:
- Campaign Builder
- CRM integration
- Customized Landing Pages
- Website tracking
- Statistics and reports
We Manage Your Website Is Like Having Your Own Marketing Automation Assistant
If the idea of creating your own marketing automation systems still seem daunting to you, not to fear. Our professional WordPress developers will assess your company needs and help you to create effective marketing campaigns to reach your target audience.
Schedule a 30-minute call with one of our representatives