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Marketing Automation
What is Marketing Automation?
Marketing automation is a software that automates your marketing actions. There are so many marketing tasks that are repetitive, like emails, social media, and various website actions. A marketing automation tool serves to make these actions easier.There are too many marketers who believe (and rather strongly) that using a marketing automation tool will give them a steady inflow of leads instantly. Although marketing automation tools promise lead generation, but that can happen only when you have enough fertile grounds for your leads to blossom.
Marketing automation tool needs implementation, deployment, and strategies to function
Many believe marketing automation is a tool that will help them bring leads. Yes and no. Marketing automation tool can help you bring a lead but not unless you create a proper strategy to make that happen. Most marketers think that buying an automation tool will instantly change the face of their business with not much effort from their end. Sorry, but that’s not how it works. Marketing automation involves a series of functions, planning, and strategizing. It requires deployment, implementation, and proper strategies. For a marketing automation strategy to succeed, you need various marketing features integrated within one system, like lead scoring, lead management, ad orchestration, email campaigns, mobile marketing, social media marketing, et al.
Email Marketing Automation
Emails offers a one-to-one relationship building for brands. Creating personalised and relevant email marketing automation campaigns help businesses bridge the gap with their target consumers.
Lead scoring
Lead scoring refers to assigning specific activity scores to your leads. Based on how they engage, your marketing automation tool will keep a tab on the cumulative score within a specified time span.
Lead Management
Lead management is not just about nurturing of leads, it is also about managing the entire process – handling leads within the CRM, creating automation campaigns, monitoring and tracking leads, and analyzing lead behavior through reports.
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Integrations
Marketing automation tools offer integrations with various websites and mobile apps, CRMs, content management systems, social media platforms, third-party apps, and various other plugins.
Multi-channel marketing
Nurture your leads across multiple marketing channels simultaneously, like emails, landing pages, SMS, push notifications, social media, mobile and website.
Mobile Marketing
With mobile marketing you can design personalized marketing campaigns based on your customer’s interests. It can either be in the form of SMS text messaging, MMS multimedia messaging, through push notifications, and through mobile web sites.
Components of Marketing Automation
Build a well-designed marketing automation program for yielding benefits and improve sales funnel management.
Alignment of Sales and Marketing members
Sales and Marketing teams rely on one another for driving sales revenue. Coordinate with each other for generating new leads and convert qualified leads into loyal customers. Merge teams for successfully executing marketing campaigns on multiple channels. Identify the qualified leads to optimise the marketing processes and build campaigns to capture best-suited leads. Set a target to gather sales-qualified leads and transform them into customers.
Content Strategy
Prepare a piece of marketing strategy to leverage marketing efforts. Kick-start creating relevant content for the growth of the businesses. Understand the target audiences and plan out the content strategy to cater to large audiences. Craft a variety of content to propagate on online channels. Deliver relevant content to exhibit your brands unique from other competitors. Keep existing and new content into the buyer’s journey to segregate it into four phases including awareness, consideration, decision, and delight.
Data Management
Collect and secure data efficiently and cost-effectively for maintaining reliability and timeliness of the validated information. Easy Access of the data across multiple clouds to optimise the collected information within the defined guidelines. Manage data for maximising the benefit of the organisation and rely on intangible assets for creating value. Ensure the protection and privacy of the data and use it to grow in a variety of analytics, apps, and algorithms. Obtain data to gather customer retention and compliance requirements.
Website Enablement
Visitor wouldn’t want to fill up long forms on their first interaction with your brand. Implement progressive profiling to collect visitor information and convert them into leads naturally gradually.
Campaign Amplification
Create a seamless transition from your ad copy to the design you deliver in exchange for their information. Your message must be consistent and should align with your business values and image.
External Campaign
Your CTA must redirect your visitors to a landing page that enhances the message they saw on the ad. CTAs are supposed to send your visitors to exactly where they will get the offer or asset you promised them in the ad.
Buyers’ Persona
Create content to target ideal customers and engage the website visitors with compelling messages. Conduct research on customers’ behavioural pattern, demographics, requirements. Marketers need to do market research for influencing the customer journey. Ensure to prepare relevant marketing processes to streamline the campaigns and reach out to the large audiences.
Form Workflow based on the customer’s journey
Interact with qualified leads to understand their needs and interests. Recognise their problems to offer them relevant solutions. Identify the challenges of leads and gather information about the opportunity they are looking for from a brand. Deliver customer-centric messages to address their challenges through different digital marketing channels. Highlight the advantages and provide special offers to carry out with the right choice of brand.
Gather right lead
Craft measurable campaigns to collect qualified leads for your products or services. Create a webpage specifically designed to generate leads and the return on investment. Build a clean and legitimate email list with the help of marketing automation tools.
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