05 Jan 6 Ways to Use Automation for Better Marketing Efforts
When you use marketing automation the right way, your team is more efficient and you see the quantifiable results of your efforts.
In this article, we outline 6 uses for marketing automation and explain how this technology can help you convert prospects into customers in different ways. If you can ensure you have a solid foundation with these marketing automation practices, you’ll be able to keep up with (and surpass) your competitors.
However, keep in mind that this is just a short list, and that there are new and creative uses of marketing automation coming out every day.
1) Automate email campaigns.
The key to converting prospects into customers is proving that you understand their specialized needs. One great way to do this at scale is via automated email marketing. Email automation is typically one of the most familiar, easy-to-understand types of automation for marketers.
Let’s break down 3 examples of using email automation tools: strategic segmentation, A/B testing, and drip campaigns:
- Strategic segmentation is a critical part of making your email marketing automation efforts as effective as possible. Since your email subscribers expect personalization, they want to receive relevant content.
- A/B Testing is extremely important. According to the Harvard Business Review, the simplest definition of A/B testing is a way to compare two versions of something to figure out which performs better. A/B testing is used by digital marketers to evaluate everything from website design to landing pages and product descriptions. You can create the most effective campaign by listening to A/B testing results. Chainlink Marketing Platform’s automation tools enable you to increase conversions by figuring out how to drive the highest customer engagement via A/B testing.
- Drip campaigns revolve around targeted messages being sent out to contacts at regular intervals to warm up new leads, entice new customers, and educate current customers. Drip email campaigns are about feeding prospects valuable, engaging content little by little overtime to nurture them on their path to purchase. Basically, the messages they receive are triggered by ongoing interactions with a company/brand and the data collected from those interactions.
2) Automate workflows to streamline customers’ journeys.
From managing your day-to-day content to creating landing pages for your website, marketing automation platforms are a one-stop-shop. If you want to drive traffic to your website, set up marketing campaigns, or inbound marketing strategies, you’ll need to start using a platform with a robust data warehouse and reporting capabilities.
For example, with the Chainlink Marketing Platform, you can create personalized landing pages and dynamic web pages that update based on your marketing efforts and your targets’ interactions. Using the Chainlink Marketing Platform proprietary form generator & landing page generator to customize your web content, and drive higher conversions.
Some marketing automation software helps you set up workflows for you to map out the customer journey. Other kinds of software specialize in predicting ROI and achieving it.
3) Automate social media sharing.
Social media activity might not affect search engine rankings directly. However, social media definitely influences SEO metrics because of the traffic that your posts can drive to your site. Social media can open doors of opportunity to SEO benefits.
For example, when many people share your content it exposes you to bloggers, gurus, and other influencers. The more content that your company circulates around, the more likely your chances of acquiring reputable backlinks.
4) Automate processes to add value to your customer experience.
The data you collect from your marketing automation initiatives can be used to add value to the customer journey. Now that customers are more aware of the digital footprint they’re creating with each of their online activities, the the more they expect data-backed, personalized communications throughout their customer experience.
At this point, consumers generally understand that marketers have access to their personal purchasing data, so in return they demand seamless, intelligent, and relevant experience across every channel and interaction.
Customers judge their experiences with every company/brand at every touchpoint and determine if your organization is providing them the value they are searching for.
Pay attention to your marketing automation data because it tells you what kinds of things your leads are interested in clicking on, and it shows you what kinds of personalized messages reach them most effectively.
5) Automate to ease lead generation efforts.
Comprehensive data (and the analysis and management of the data) is the fuel that feeds the majority of successful lead generation efforts today. You no longer have to worry about sounding robotic with automation considering the access available today to accurate customer data.
Your marketing automation data tells you what kinds of things your leads are interested in clicking on. It helps provide them with the types of materials they genuinely want to see. It shows you what kinds of personalized messages resonate with them the most.
Even more importantly, it denotes their exact position in the sales funnel at a point in time. You’ll greatly improve your chances of marketing automation success if you create a good data management foundation.
6) Automate lead nurturing and onboarding.
Nurturing your leads manually is not time efficient at all, and then there’s also the problem of human error. Responses that aren’t deployed at the right time can create confusion, too. If a customer relationship is just starting, chances are he or she would get easily annoyed if you continue to bombard him or her with sales materials about something they just bought.
For example, if I just joined and new gym club, paid for the membership, and I’m going through the onboarding process, I don’t want to receive offers about joining anymore.
It seems like common sense, but companies repeatedly overlook this detail and continued to send new customers irrelevant of because they don’t have up-to-date data. It doesn’t instill faith in your customers or clients if your company can’t even tell that they are already using your products or services.
To sum it up…
As a marketer in this day and age, you need to figure out how to leverage your resources to properly use a marketing automation platform in the process of tracking and reporting. When it’s done right, marketing automation turns strangers into prospects, and prospects into clients.
At Chainlink, we don’t want you to pay for tools you don’t want, or don’t want to commit to for a long period of time. The Chainlink Marketing Platform was built with our customers in mind, so you can select from our platform features based on what you’re looking to accomplish.
Are you ready to unlock more information about your leads and customers than you ever thought imaginable? Drop us a line and we’ll be in touch with you soon.