The Benefits of Marketing Automation
Internet marketing provides numerous benefits to businesses, but it also creates an entirely new set of responsibilities for owners and marketing professionals. Managing your online presence takes serious commitment, and in some cases it can be a full-time job.
That’s where marketing automation becomes useful. By using software and tools that can help with certain parts of the marketing process, you can decrease the time you spend on it and—if done well—improve your overall ROI.
If you’re wondering what exactly marketing automation is, and whether it’s worth the investment, you’ve come to the right place. On this page, you’ll find the information you need to make an informed decision about automating key aspects of your marketing strategy.
Call 888-601-5359 to speak with a strategist about marketing automation services from WebFX, or keep reading to learn more about the benefits of incorporating it into your strategy.
What is marketing automation?
In the most basic sense, marketing automation means using tools and software to provide potential customers with content that will help them convert. It helps marketers better understand and nurture their leads, which benefits both businesses and consumers.
There are many different ways to automate your marketing strategy, including:
Drip email campaigns
One of the best ways to nurture your leads is through drip email campaigns. These automated emails contact potential customers on a regular basis without someone manually writing and sending messages each time.
Unlike regular email newsletters, which typically send the same content to all subscribers at the same time, drip campaigns allow you to send emails that are tailored to where a potential customer is in the sales funnel. The send dates for the individual emails are staggered from the date customers sign up, meaning that you can help them get more familiar with your company over time.
For example, let’s say you run a B2B business and someone with an ecommerce store fills out a contact form on your site. You can create a drip campaign that starts with an introductory or thank-you email within minutes of signup, and follow up a few days later with links to content on your site that is relevant to customers in the ecommerce industry.
As time goes on, you can continue to send helpful content. We recommend sending no more than three or four of these informative emails before finishing your campaign with a final thank-you email and your contact information.
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Another way to automate your marketing is with personalized site content. By showing site visitors different content based on their demographic and firmographic data (like their company’s industry, size, revenue, and location), you can increase the chances that they’ll find the information they need to convert.
There are a few different ways to go about personalizing the content on your site, but at WebFX, we use data from our MarketingCloudFX tools to help our clients segment their audiences and deliver content accordingly. This content can include relevant article pages, specific suggested products, and special deals and offers.
No matter what elements on your site you choose to personalize, you can be sure that as long as they are relevant to the different segments of your target audience, they’ll help potential customers and boost your overall conversion rate.
With lead attribution, you can deliver ads and content based on where your leads are coming from. Much like personalization, this helps you target different segments of your audience with the information that is most useful to them.
For example, leads coming from referral might respond best to ads that promote brand awareness, since a link from another site might be their first introduction to your company. Leads from direct traffic, on the other hand, indicate that customers already knew enough about your business to come straight to your site, so they’re more likely to respond to content referencing specific products or services.
The benefits of marketing automation
Now that we’ve established what marketing automation is, we’ll take a look at how it can help you reach your business’ goals.
It saves you time
With tools like drip email marketing, you can plan out your strategy, create a campaign, and let it run its course. Whenever site visitors opt into the campaign by entering their email address on a certain part of your site, they’ll automatically be added to your list and receive your pre-determined emails.
For the duration of each campaign, these visitors will receive emails that are timed at to be highly relevant to where they are in the sales funnel. That means you’ll be contacting them with useful emails on a regular basis without even having to click the “send” button.
It connects you with your site visitors
Personalization can help you connect with your site visitors by providing content that is tailored to their interests. Instead of arriving at a one-size-fits-all homepage, they’ll be presented with product offers and calls to action that match their needs.
This will not only benefit your business by directing potential customers to pages that will encourage them to convert, but also help your visitors. Presenting useful content up front makes it much easier for them find what they need, which can create a positive experience with your brand right from the start.
It makes the most of your leads
By providing each of your leads with relevant content both on your site and in their inbox, you can increase the chances that they’ll convert. Considering that each conversion moves your leads closer to becoming customers, this alone makes marketing automation worth the effort.
It has a great ROI
In addition to helping you save time, connect with visitors, and make the most of your leads, marketing automation also has a great ROI.
Considering automated marketing means you only create campaigns or personalized content once, and let the software do the rest of the work for you, it’s a no-brainer for any online business. Of course, you always have the option to go back and revise your strategies as you learn from the data (or update your offerings), but the initial effort you make has the potential to benefit you for years to come.
Ready to automate your marketing strategy?
If you’re interested in marketing automation, WebFX can help. Our dedicated team is more than happy to help you develop custom campaigns and content that will encourage your site visitors to convert. Contact us today for more information about marketing automation and any other Internet marketing services you may be interested in.
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