What is Marketing Automation?

What is Marketing Automation?

Learn how to streamline your marketing tasks in 2020.

The true value of a business lies in its capacity to provide solutions for its customers. Successful business owners do this by leveraging automated systems and platforms that uncover, analyze and meet the needs of their customers. This is essentially what marketing automation platforms do. 

Marketing automation refers to platforms that support business owners and marketers by prioritizing and performing marketing tasks in an effective, simplified and streamlined manner. These platforms are designed to aid the implementation of your marketing strategy and, as a result, increase your business’ revenue. They convert your website traffic to leads, qualify those leads, segment them and, finally, close them. 

In other words, the primary goal of the marketing automation process is to nurture your leads. It is important to have a system in place for collecting information – specifically emails – of contacts/prospects who visit your business’ website. You can do this by having newsletter subscriptions or mailing list sign-up prompts on your website. As you create content, based on your inbound marketing strategy, you should consider creating regular emails that can be sent to these contacts. This is where marketing automation comes into play. 

Your marketing automation platform will segment the emails you have collected in such a way that the content you send to each contact will be personalized and based on their individual interests. People are more likely to open and click links in personalized and relevant emails. The higher your open rates and click-through rates, the greater your chances of converting more contacts into leads. 

As your contacts take action on your emails, your marketing automation platforms segment them based on preset triggers. For example, if a contact opens your email and click the link that prompt that to ‘Learn more tips about social media management’, that contact could be filed into the ‘social media management’ segment of your mailing list. This means that, in the future, if you have content about that topic or ongoing sales for that service, you can send that content or sales update to leads in that specific segment. 

Note that when contact takes action on your content that triggers further actions, they become a lead. Over time, as leads take more actions, they are qualified such that the content they receive is even more personalized and relevant to them. The more you send such content to the appropriate leads the better your chances of converting those leads into customers. 

The process of converting contacts to customers is a relationship-building process. It requires you to be more mindful of your customers’ needs, more aware of their stage in the buyer’s journey and more intentional about the kind of content you create. Marketing automation helps to simplify this conversion or relationship-building process. It automates the process by implementing a system that helps you study your contacts, leads and customers based on the actions they take on your content. 

There are several marketing automation platforms in the market today. Many of them offer intelligent features that are essential for nurturing your leads. When choosing one, it is important to consider the platform with features that most closely supports your business’ marketing goals. Some platforms to consider are Hubspot, Pardot, Marketo, Outreach, Autopilot and ActiveCampaign

The marketing automation platform you choose should support your inbound marketing strategy. Contact us today to support the development or optimization of your inbound marketing strategy.

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