Automation is a huge topic amongst marketers, business owners, and sales people alike because it helps streamline your lead generation efforts with almost no effort at all.
That’s why we released our Automation series detailing everything automation.
Missed our blogs?
Here’s a wrap up of our series in one easy-to-read post.
What is marketing automation?
Marketing automation means using software to deliver personalised messages to potential and existing customers. It lets you send out messages at certain times, to certain people, and with different pre-defined messages with just a little bit of set-up time.
From social media posts to email campaigns, you can use automation across a whole host of different channels, letting you tailor for your personal business goals.
For example, you can segment your email lists based on customer spending habits, buying process, past interactions with your site, and previous purchases of your products or services. You can then send tailored and personalised email messages to each segment using marketing automation.
This can help you deliver tailored and personalised content that directly addresses a person’s needs and interests, building stronger relationships and improving the customer experience. This can help boost conversions and revenue whilst saving you time doing it.
Should you use a marketing automation tool?
No business is the same and not every tool is the perfect fit for all businesses. Having said this, there’s a few questions that you can ask yourself to help decide whether marketing automation is right for you:
- Does creating and sending emails, social media posts, or adverts take up all your time?
- Is your content marketing reaching your target audience?
- Can you identify, track, and engage individual buyers online?
- Can you look at a list of customers and prioritize them based on likelihood to buy?
- Can you measure the ROI of your marketing campaigns?
Marketing automation can save you the time, stress, and hassle of day-to-day marketing.
For example, Bigwave’s e-marketing software (eCampaigns) has been designed to help brands consistently create the right email, at the right time, for the right audience. This marketing automation tool helps you create and schedule emails that engage and convert your leads. You can even see real-time reports as soon as a campaign is launched, including how many people opened and read it, clicked through to your website, sent it on to a friend, and purchased after the email.
How to use automation to grow your pool of potential customers
Acquiring new customers is unfortunately getting harder, more time-consuming, and more expensive. Did you know that the cost of acquiring new customers has increased by over 50% in the last five years alone? Add this to the fact that many markets are becoming more competitive and expensive and it looks a little gloomy.
However, instead of being intimidated by the new challenges, it’s important to view these as an opportunity to work smarter – not harder.
Marketing automation can help you grow you pool of potential customer with very little effort – all it takes is to understand how to use it across each channel.
From content and email to social media and search, we break down how to use automation on each channel to your advantage.
Using automation to boost your customer retention
Marketing automation software has the power to grow your business easily, because it helps you deliver the right message to the right people through the right channels at the right time - something that would be almost impossible to do with the average marketing department’s resources.
Customer journeys take into account your customer’s experience from when they first become aware of your brand through to the point that they purchase your product or services.
It’s vital to keep in touch with the customer from start to end of their journey to make sure that they feel valued. Automation can help you do this, usually through email marketing.
This can lead to increased customer satisfaction and improved sales. The great thing about automated customer journeys is that they can keep your customers engaged without you having to plough all your time into it —helping you easily retain existing customers for longer.
The longer you can retain a customer, the higher their lifetime value will be.
How to leverage email automation to your advantage
The problem with prospecting is that you often need to make several good attempts to convert each prospect before they buy. You can’t spam either.
One of the great things about automation is that you can pre-programme and schedule a series of personalised emails at pre-defined intervals for each prospect. This includes specifically tailored content at each stage of contact, engaging and personalised subject lines, and the ability to make multiple and varied attempts.
This might include:
- An initial email reaching out to a prospect, often after they have given you their details such as their email address and phone number
- A follow up email a week later that explains what potential pain points your product/service can solve
- More information about the company or a case study/example a week later
5 easy marketing automation hacks that will make your life easier
Now you know the basics of content marketing, how do you use these tools to get the most out of your investment?
One easy way to do this is to use automation hacks. They’re not guarantees of instant success, but they are easy things that any company can implement to help boost their growth.
Here are a few top hacks that we think can easily help you grow your digital marketing efforts.
- Create super targeted content
- Take advantage of email alerts
- Use drip campaigns to retain customers
- Nurture old leads into new prospects
- Use what you know about your customers
Read more: 5 easy marketing automation hacks
Want to know more about marketing automation and how it can help grow your business? Speak to one of our marketing experts today.
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