Before we can look at why your business needs marketing automation let’s first recap what it actually is.
Marketing automation is using intelligent software to ensure you are pushing out content at the perfect time to coincide with the behaviours of your target audience.
You can employ a team of staff to sit and manually load content into all the social network channels, or you can save yourself time, effort and money by utilising marketing automation. More importantly this is also a two way traffic exchange, because using such software also offers a greater insight into your audience, giving you valuable information for creating a specific targeting plan without even lifting a finger.
Let’s look a bit deeper.
By using marketing automation, information is gathered that lets you see who is responding and interacting with your content. This gives you a better understanding of who your potential customers are, and means you can target better to generate conversion to sales. You might decide to create mailing lists or change and streamline your content, removing what doesn’t work and adding more of the type of post that gets the most interaction.
It prevents poor targeting which in turn saves money on blanket marketing with no customer profiles in mind.
Customer insights are generated from the increased level of monitoring available.
If you are relying on staff to post to each platform, you are also relying on staff to collate all the statistics from said platforms. Some social media channels offer good insights and monitoring, whilst some are quite poor. This is more time wasted and money spent when marketing automation can do all of this for you, with consistently high quality data.
The software will be able to identify which campaigns are creating the all important call to action and which are falling on barren ground and being largely ignored. It is also a more accurate way to track expenditure and generate ROI figures. This can be done in minutes as opposed to hours of staff time researching all these figures by hand.
3. Lead Nurturing
A vital part of all marketing is ensuring we gather leads into the marketing funnel but do not have them dropping out before they reach the action point and make that all important purchase.
We know that most leads want more than one contact from a company before they decide to interact.
Leads that are correctly nurtured have been shown to produce an average of 20% more sales opportunities when compared to those left free falling.
Marketing automation makes it easy for us to create the attention and follow it with more relevant content that generates the interest. The system is set up to ensure that each click or sign up triggers another contact that fuels the desire of the customer and leads them down to the all important action of actually making a purchase – job done!
Whatever size of business, marketing automation is a tool worth considering.
It saves you time, freeing you up to further build the business and it enables you to more accurately target your prospects.
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