We provide a very comprehensive marketing automation service for businesses in the North Wales area
Wouldn't it be great if machines can take care of some of your marketing work for you? What if you could take advantage of the speed and precision of a computer to analyse real-time statistics and use these to improve the effectiveness of your marketing campaign? This may sound like pie-in-the-sky but it's actually quite simple and cost effective for all businesses to employ. So what exactly is marketing automation and how can you take advantage of marketing automation for your industry?
Marketing automation is the tactic of employing software and web-based platforms to streamline your sales and marketing campaigns and processes across multiple channels. Probably one of the simplest and most well-established examples of this is email marketing. Rather than manually writing each email to each prospect, you can use a platform to send personalised content to a vast number of people in only a few minutes! Notice how doing this then yields up new opportunities to collect more detailed information: by monitoring how many people opened your newsletter, who followed links and which links they followed, you suddenly build quite a detailed picture about your reader’s behaviour and an insight into what motivates them. All of which will help you ensure a better response (and ROI) from your company's newsletter activities next time.
Building Stronger Customer Relationships
The objective with all marketing automation is about building stronger relationship with your audience and this is achieved by making every reader, every lead and customer feel understood. A study by Key Difference Media found that 78% of customers believe that organisations providing custom content are interested in building good relationships. By carefully employing automation for specific processes in your marketing cycle, you can write more effective personalised content that helps convert prospects into leads and leads into customers.
So how does this work?
Lead Scoring and Triggers
Lead scoring is heavily tied into marketing automation as a way of objectively measuring and qualifying leads automatically. Defining triggers as part of a workflow allows your automation to take over when something significant happens which may suggest a new marketing opportunity. According to a report by The Annuitas Group, businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads.
Topic Workflows and Lead Nurturing - one example
Imagine you run a website offering holiday tours to various regions across the world: Your website might include a downloadable section where visitors can register to access pamphlets that offer a lot more detailed information about any particular destination. Suppose one particular visitor downloads a guide: “Things to see and do in Japan”.
This could trigger an automated process that sends out (a day later) links to further, pre-prepared resources by this topic, such as the: “Best places to stay in Japan” podcast and “10 things you should know before visiting Japan” video. A visitor who opens and follows links from both emails could then trigger the sending of a special offer for holidays in Japan.
By examining your sales funnel and reviewing flows, you can build new triggers to help work out what activity most closely precedes a sale of a particular kind. This, in turn, allows you to focus your efforts on delivering content that will most likely result in a sale.
According to a report from Forrester, B2B marketers who implement marketing automation increase their sales pipeline contribution by an average of 10%. A similar study by DemandGen suggest nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.
It’s important to bear in mind these triggers can be anything you feel gives a definite indication about the intent of a particular visitor; it could be subscription to a blog, a customer contact form enquiry.
Here at simplepage.com, we offer a complete range of marketing automation tools and services. Are you interested in knowing how these technologies can revolutionise your online lead generation and conversions call us on 0161 300 8150 or register here
We work with all types of clients, digital agencies and pr agencies alike. They all trust us to provide high quality on-tap support for their websites, see how we can help you.