Advantages of marketing automation
Posted: Sat Dec 07, 2024 9:59 am
Social networks . Planning and publishing content on social networks (in no case, attention and response to users) through an automation tool is a good way to have a clear picture of our overall strategy and to save time. As a small nuance, there are certain actions that should always be avoided on social networks, such as automated welcome messages for new followers or word-for-word responses to different users. Automation should provide personalization, not robotization of messages.
Email marketing . But didn't we say it was like wrapping fish in newspaper? Okay, maybe that was a bit of an exaggeration... We're not talking about using email as a spam tool here. Unfortunately, it's a more common technique than it should be, but in inbound marketing we're talking about the opposite. Appropriate segmentation provides context to the content so that sending an email is not indiscriminate, but a personal, precise and programmed response to the user's behavior and (voluntary) interactions with the brand.
Lead generation . A key step in inbound marketing is converting website visitors into leads, so that they voluntarily leave their contact information in exchange for something. To obtain this information, there is the so-called conversion process, which marketing automation helps to work in a coordinated way with software in which offers that provide added value, calls to action (CTA or call-to-action ), landing pages , thank you pages and follow-up emails can be integrated in one place.
Lead nurturing . Once a lead has been obtained, the next step is taken. Behind this anglicism lies the process by which relevant information is provided tailored to the interests of that contact so that they advance in their purchasing process, with two possible objectives. The first would be to eventually become a new customer (the magic formula that all brands seek) and the second has more to do with the retention of current customers, so that there is a repeat purchase and they can become a brand advocate. For this lead nurturing strategy , which is very common in marketing automation, to be czechia email list effective, you must always keep in mind who the contact is (the famous buyer persona of inbound marketing) and at what point in the purchasing process they are (the so-called buyer's journey ).
Metrics and analysis of results . Automation allows for accurate measurement of the results of marketing strategies, so that results can be periodically evaluated and new adjustments assessed, with the help of tools such as A/B testing .
Internal management . Coordination between marketing and sales teams is essential for any brand, and the right software can help these two teams work together rather than in parallel. Accurate knowledge of the timeline of contact in relation to the brand or the transition of a potential customer to sales when they are ready to buy are some of the classic inbound marketing actions in this regard.
When it comes down to it, it is not a tool that will allow us to sit in the office with our legs crossed on the desk and play Candy Crush. This is not the Congress of Deputies… What it will allow is for professionals and companies to make better use of their time, to unload the most routine tasks and to focus their attention on more important aspects of a marketing strategy.
There are many studies that illustrate the specific advantages of this type of software, which have already been mentioned in this article. In our case, we are going to focus on the survey carried out by Adestra in its report ' 2017: State of Marketing Automation ', which includes the 7 main objectives of an automation strategy, according to the criteria of marketing professionals accustomed to using this tool in their daily work.
Email marketing . But didn't we say it was like wrapping fish in newspaper? Okay, maybe that was a bit of an exaggeration... We're not talking about using email as a spam tool here. Unfortunately, it's a more common technique than it should be, but in inbound marketing we're talking about the opposite. Appropriate segmentation provides context to the content so that sending an email is not indiscriminate, but a personal, precise and programmed response to the user's behavior and (voluntary) interactions with the brand.
Lead generation . A key step in inbound marketing is converting website visitors into leads, so that they voluntarily leave their contact information in exchange for something. To obtain this information, there is the so-called conversion process, which marketing automation helps to work in a coordinated way with software in which offers that provide added value, calls to action (CTA or call-to-action ), landing pages , thank you pages and follow-up emails can be integrated in one place.
Lead nurturing . Once a lead has been obtained, the next step is taken. Behind this anglicism lies the process by which relevant information is provided tailored to the interests of that contact so that they advance in their purchasing process, with two possible objectives. The first would be to eventually become a new customer (the magic formula that all brands seek) and the second has more to do with the retention of current customers, so that there is a repeat purchase and they can become a brand advocate. For this lead nurturing strategy , which is very common in marketing automation, to be czechia email list effective, you must always keep in mind who the contact is (the famous buyer persona of inbound marketing) and at what point in the purchasing process they are (the so-called buyer's journey ).
Metrics and analysis of results . Automation allows for accurate measurement of the results of marketing strategies, so that results can be periodically evaluated and new adjustments assessed, with the help of tools such as A/B testing .
Internal management . Coordination between marketing and sales teams is essential for any brand, and the right software can help these two teams work together rather than in parallel. Accurate knowledge of the timeline of contact in relation to the brand or the transition of a potential customer to sales when they are ready to buy are some of the classic inbound marketing actions in this regard.
When it comes down to it, it is not a tool that will allow us to sit in the office with our legs crossed on the desk and play Candy Crush. This is not the Congress of Deputies… What it will allow is for professionals and companies to make better use of their time, to unload the most routine tasks and to focus their attention on more important aspects of a marketing strategy.
There are many studies that illustrate the specific advantages of this type of software, which have already been mentioned in this article. In our case, we are going to focus on the survey carried out by Adestra in its report ' 2017: State of Marketing Automation ', which includes the 7 main objectives of an automation strategy, according to the criteria of marketing professionals accustomed to using this tool in their daily work.