Marketing automation is a powerful tool that can transform the way you engage with your customers at every step along the path from lead to loyalty. By automating key processes and leveraging the wealth of customer data you have available, you can hone your marketing strategies to maximize resources and connect with your target audience in a more meaningful way.
This doesn’t just save time for your sales and marketing teams — it also helps them work together to bring on more customers, increasing the ROI on your marketing automation technology.
If you’re only sending the occasional email newsletter to your subscribers, you’re not getting the most out of your platform. Here are three ways you can use marketing automation to consistently drive more revenue for your business.
1. Nurture Your Leads
One area where marketing automation truly shines is in the creation and execution of lead nurture campaigns. Lead nurturing keeps your business top of mind with potential consumers who aren’t quite ready to convert. When you nurture these leads by delivering the right messaging and content at the right times, you can effectively push them down the sales funnel towards conversion. In fact, research shows that nurtured leads make 47% larger purchases than non-nurtured leads.
It’s not enough to simply fire off a generic message each month. The key to effective lead nurturing with marketing automation is to use personalization, segmentation, and lead scoring.
Research shows that personalized emails garner 6x higher transaction rates; audiences like when brand messages relate to their individual interests and preferences. Showing that you understand and sympathize with your audience’s needs — and that you offer solutions to address those needs — can give them a positive impression of your brand and inspire loyalty.
Personalizing your marketing messages also allows you to provide recommendations and offers that are most relevant to the people you’re speaking to, instead of broadcasting general offers that will be hit or miss with each individual audience member. To be successful with personalization, of course, you must understand more about your target market’s wants and needs. This requires segmentation.
Unless your target market is extremely narrow, your audience is likely made up of people with varying demographics, interests, pain points, and industries. Understandably, these consumers will respond to different types of messaging from your brand. Marketing automation allows you to segment your audience based on factors such as industry or demographic data, so you can target messages that will resonate best with those consumers.
Segmentation ensures your consumers get more personalized content that relates to their needs, interests, or behaviors. A 2017 report from MailChimp showed that segmented campaigns received 14% higher open rates and 100% higher click rates than non-segmented campaigns.
Leads also require different kinds of marketing messages depending on where they are in the sales funnel. A lead in the awareness stage may respond best to an eye-catching infographic or a short blog post addressing a pain point of theirs. A lead in the research stage may respond much better to a report with statistics or a testimonial from one of your customer successes. Your marketing automation platform gathers valuable data on where your leads are in the funnel, so you can send the right kinds of content to the right people. As a lead moves down the funnel, the technology can adjust their lead score and the resulting content they receive from you.
Once a lead has obtained a lead score that shows they’re close to converting (this score should be agreed upon by your marketing and sales teams), marketing automation technology can pass that Marketing Qualified Lead (MQL) to your sales team. Sales can then use the data gathered from your marketing automation platform to get the information they need to seal the deal with that lead.
2. Provide Customer Onboarding
When a customer does purchase one of your products or services, the worst thing you can do is to leave them high and dry. This is your chance to make a strong first impression and hopefully earn their repeat business. Marketing automation helps you build on a new relationship through customer onboarding campaigns. Similar to setting up lead nurturing, you can craft a welcome campaign that is automatically sent to new customers to educate them about their new purchase, answer frequently asked questions, or alert them to other related offerings from your company.
A welcome campaign does more than just educate — it lets customers know that you care about them and appreciate their business. It gives your customers the opportunity to ask questions or gain access to training and support materials. An onboarding process is one way to provide an even better customer experience, increasing your chance of repeat business.
3. Reward Your Customers
Another common use for marketing automation is to send out coupons, but that’s just the tip of the iceberg when it comes to customer rewards.
If you’re doing your segmentation and lead scoring right, you should be able to identify your most loyal customers. These aren’t just the people you want to keep around — they’re also the customers who are most likely to become your brand evangelists. Why not reward them for their loyalty and give them another reason to do business with you?
A sincere thank-you email for the support they’ve given your company can be quite powerful. After all, everyone likes to feel appreciated. You can also send out special deals, access to exclusive content or a sneak peek into future developments of your products and services. This will keep your loyal customers engaged with your brand and may even encourage them to refer you to other potential customers.
Make the Most of Your Marketing Automation
Implementing a marketing automation platform is a large investment, and we’re here to make sure that investment doesn’t go to waste. Marketing automation offers a wealth of tools, features, and analytics that can elevate your marketing to the next level and help you engage with all of your contacts — from leads and new customers to long-term brand loyalists. When used to its fullest, marketing automation helps your marketing and sales teams save time, streamline lead handoffs, and work together towards the shared goal of converting more customers.
At RelationEdge, our technical experts will partner with you to implement and customize your marketing automation solution; while our digital agency team offers ongoing marketing services to help you craft email campaigns with high-quality content that drives results with your audience. Whether you’re looking for support in implementing the technology, crafting your marketing strategy, or both, we’re your full-service partner.
Contact us today to find out how we can implement a marketing automation strategy that helps you meet the unique needs and goals of your brand.