If implemented correctly, marketing automation provides the framework of sending customers and prospects messages that resonate with their specific needs and wants. Ultimately, marketing automation is the tool you will use to drive customers to your website and products. It will keep your customers happy, informed, and connected – and provide you with real-time analytics that are invaluable to a marketer. When done right, you’ll create content that your customers will fall in love with.
Humans make decisions based on emotions – how something makes them feel, what it reminds them of, and what kind of experiences they’ve had in the past with similar products or businesses are all influencers on how your prospects will react to a product. This means that your marketing needs to leverage this to your benefit. When a customer loves your marketing they’re more likely to try and love your products.
How Does Marketing Automation Do It?
Marketing automation makes it easy for you to be aware of where your prospects are in the buying pipeline. This, in turn, allows you to interact with your prospect in a way that’s appropriate for whatever stage they’re at – cultivating relationships with prospects who aren’t ready to buy, networking with those who are in contact with sales, and developing relationships with customers who’ve already purchased.
How Does It Work?
Marketing automation can also give you great details on what your prospects are reading, how they engage, and what they’re doing socially. Using this information, you can see what they like and send them more of it – all because marketing information provides you with segmented information.
Additionally, you’re able to send messages at the right time and on a schedule that works for the customers instead of your marketing team.
Before marketing automation, messages were generally sent during normal business hours or by snail mail. This means that your customers sometimes received communications when they weren’t able to reply. Messages were forgotten or pushed aside. Even worse? Prospects received marketing in their mailbox days after they’d already purchased. Marketing automation creates better timeliness, which increases the appeal of your marketing.
Customizing each interaction, whether it’s through e-mail or your landing pages renders every bit of content is customizable for each prospect. Relevant content automatically makes it more enjoyable and the bonus is that you can also make sure prospects are receiving consistent communications. Prospects and customers don’t want to receive disorganized messages but it’s easy to make this mistake, especially if the customer is interacting with different departments at the same time. Marketing automation ensures that communications and every interaction are smooth and easy.
For marketing automation to work correctly and for your customers to love it, you’ll need to use it intelligently. Following the tried and true tips of successful automation will be key to making your messages and content relevant and personalized. Make sure you’re using your automation software to make the best marketing possible. The Lead Liaison staff is happy to help you make this happen!