Marketing is something that every business must do consistently. It’s an integral part of the business world and has been so for centuries. But the marketing landscape today is quite different than those of the past. With digitization growing exponentially over the last few decades, we are seeing a new forms of marketing outcompete their traditional forms. What are we talking about here — Digital marketing! The businesses investing in digital marketing have benefited tremendously and are continuing to reap the benefits everyday.
There’s a very attractive aspect of digital marketing activities that is catapulting it to the de-facto choice for modern businesses — Marketing Automation. So, what is marketing automation? The process of automating repetitive marketing activities. With marketing automation software / platforms, one can automate a variety of marketing tasks, including email marketing, social media management, and even advertising management.
Now, are you wondering if automation will reduce the effectiveness of your marketing campaign? On the contrary, it will benefit and set your campaigns up for success. Results speak for themselves, and many businesses have seen that marketing automation enables them to deliver a more personal experience to their customer. With marketing automation, you’ll find it easier to run a variety of digital marketing campaigns.
Many people believe that the success of market automation is a result of marketing automation software. That’s far from reality. The truth is marketing automation software cannot make your campaign successful if there’s no marketing strategy involved. With a killer combination of marketing automation software and a personalized marketing strategy, you can nurture your prospects with useful and highly personalized content. It will also help you convert your prospects into paying customers.
Marketing automation is not limited to converting your prospects into paying customers. That’s not the end game! Gaining customers should never be the final output of marketing automation. In fact, customers should be the central focus of any business. Marketing automation will play a very important role in retaining your customer and help you deliver a fulfilling brand experience to them.
Expertly crafted marketing automation strategies never consider customers as the output of a successful marketing campaign. Instead, it puts the customers at the center and with each step, reduces customer friction at each point. If you value the relationship that your business has built with your customers, then marketing automation is something that you shouldn’t neglect. With marketing automation, you can continue to build customer relationships and increase trust even after a customer has made a purchase from you.
There’s no doubt that every business is different in terms of their objectives and desired results. Regardless, the following benefits have been common across a wide variety of businesses using marketing automation:
Marketing automation frees up your sales and marketing teams from routine tasks. They can then focus more on the tasks that are more important for your company. As marketing automation takes care of routine tasks, your sales and marketing teams can work on sharpening the marketing strategies and strategic planning. It’ll help your business achieve goals and objectives within a stipulated time.
Once you have a marketing automation system in place, you will find that it enables your marketing team to gain better control over the marketing campaigns. They will be able to see how various marketing channels are working. Plus it will help make your marketing team feel better, as they are in control of how the process will be carried out, and won’t feel like a mindless robot acting on predetermined commands.
In today’s age, personalization is something that has become a necessity for a successful digital marketing campaign. With marketing automation, you will find that you can deliver personalization at scale. This is one of the key benefits that come with a marketing automation plan. It enables you to deliver personalized content to all your website visitors, the messages that matches their interests. Marketing automation empowers a business to present their website visitors with a tailored call to action and product offers that suit the customer needs.
What’s the benefit for your business here? For starters, the chances of converting your prospects into paying customers increases considerably after implementing marketing automation. With the help of marketing automation, you can direct your prospects to personalized web pages. These web pages encourage them to purchase your products or services. The website visitors are also able to find what they need quickly and that too, with ease. Hence, they will have a positive experience with your company from the first interaction.
An Aberdeen Group study found that if a business has insights on what their target audience wants, and they create a sales funnel based on it, the conversion rates are far higher if they leverage marketing automation. Marketing automation ups the conversation rate by 53%. It also leads to an increase in growth rate, as it rises by 3.1% when compared to a campaigns run without marketing automation.
When it comes to ROI, marketing automation has received thumbs up from 76% of companies that implemented it. As per a Marketo report, 76% of respondent companies said they saw a positive ROI from marketing automation within a year. 44% of respondent companies said that they saw a positive return within six months of implementing marketing automation in the same survey. That’s commendable, and it proves that marketing automation adds value and delivers far more than what it costs.
Without a doubt, automation holds a critical position in the modern marketing world. When it comes to lead generation and nurturing, no businesses can do without marketing automation.
Many businesses are still not leveraging marketing automation today even after knowing the tremendous value that it delivers. Why? They believe that marketing automation is difficult to implement. In reality, the variety of new tools and technologies have made it easier for businesses to implement it. With further development in marketing automation tools & technologies, it will become even easier in the future.
With more and more brands adopting marketing automation, the competition will intensify. A business using marketing automation, along with a well thought out marketing strategy, will be better positioned to come out a winner.
Experts like Lifecycle Marketing can create a well thought out marketing strategy that is highly personalized to your business goals and objectives. You don’t have to worry about executing and implementing marketing automation for your business yourself. Contact the experts today for a personal consultation!