Ways To Use Marketing Automation To Increase Sales
Marketing Automation forms a part of activities engaged in by small, medium and large scale businesses to automate processes like customer segmentation and differentiation, customer engagement, advertising campaigns as well as market penetration.
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Marketing automation is also basically pursued by departments and teams that are saddled with handling daily, repetitive tasks such as email solicitation and marketing, social media engagement and marketing as well as other online and offline business activities.
In its purest form Marketing Automation is intended to help businesses nurture prospects with the potential to become repeat customers, through the instrumentality of relevant content and advertising.
The end objective of marketing automation in this regard is to help the business venture to not only retain the best customers, but also to increase revenue earnings and market penetration.
However, in reality, market automation differs in nature from the pure meaning of its name. The business venture can not necessarily go to sleep and expect that the deployment of sophisticated marketing tools will bring in valuable leads and increase revenue earnings.
These automated digital tools will only be effective when human intellect and intuition is deployed in a supervisory capacity. Good marketing automation is a fusion between what is ideal and what the reality presents.
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In other words, effective marketing automation considers the dynamic nature of whatever leads that are generated, their characteristic behavior across multiple channels of engagement as well as the indices of contribution each lead makes to the attainment of revenue and other goals.
Successful marketing automation is an admixture of many complementary parts. Specifically marketing automation is dependent on two key parameters:
- The business must appreciate the fact that marketing automation cannot replace the efforts the small business must put into leads generation and core marketing. What market automation does is to provide something close to a lever that can accentuate the efforts of the business venture in that regard.
Marketing automation is dependent on the generation of relevant content, that will attract the right set of clients, from which customer behavioral patterns can be studied and utilized.
- The business should note that marketing automation should be predicated on the real person who will patronize the business’s goods or services. In other words, all strategies deployed via email marketing, social media engagement and interaction as well as other business analytical tools should be tailored to suit the needs and demands of the customer.
In order for marketing automation to assist the business shore up its revenue base as well as earn increased market share, the following tips can be implemented:
- Possessing the Requisite Tools
Before any business concern can embark on an effective marketing automation campaign, there are certain requirements that must be in place. These resources include but are not limited to the following:
A list of leads that is qualitative and quantitative.
- An engaging and informative website/web pages.
- A thorough and engaging content creation process.
- A Customer Retention Management portal that can integrate with the new software
- Efficient and effective processes for the transitioning of leads from potential to actual purchase or buy.
- Have a Plan of Execution in Place
Marketing automation involves the deployment of new software to aid the generation of valuable leads and shoring up the revenue base of the business. Strategies have to be thought through and implemented as regards staff training and seamless integration of the software with the operations of the business. It is also important that the software providers can offer extensive after sales support, in order for the automated marketing process to take off without hitches.
- Market to Nurture Relationships
Marketing automation should not just be about sending out tens of thousands of emails in a marketing campaign. Rather, the business concern should focus on the big picture by initiating and maintaining a valuable relationship with a target market/audience.
In this regard, human intelligence and intuition should supervise the deployment of any automated marketing solution; especially when the objective is to increase the quality and quantity of leads generated, partner with the sales team to properly segregate leads generated and to interface marketing and automation processes for an effective system.
- Synergize with the Sales Team
Marketing automation involves the generation of leads, with further work going into lead differentiation and segmentation. This process brings to the fore, potentially viable customers for the present and/or the future.
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However, it is important that the sales team is able to get a hold of this information and turn such leads into actual sales or transactions. It should also be noted that proper information must be communicated between the marketing and sales teams, so that the customer is not overwhelmed with nurturing and calls from both parties, which could defeat the overall purpose of customer retention.
Therefore, an effective template of engagement should be drawn up, in order to properly assign roles to all parties involved.