Marketing automation refers to the optimization of daily activities whereby marketers simplify the brand promotion process and make it more efficient.
In this article, we’ll take a look at how to increase sales through marketing automation, so that you’re aware of possible prospects.
Methods to Improve Marketing Automation
1. Potential Customer Scoring
Some marketing automation platforms can perform the hard work of the sales department — determining a lead’s readiness to sell using a counting strategy. A lead scoring strategy gives points to each lead based on certain criteria.
Using this type of scoring system can be a great tip for selling car insurance and other relevant products.
The system evaluates leads by the specific steps they have taken on the site, for example, and gives them points that show how ready they are to make a deal.
2. Personalized Website
Your site creates an image of your brand. Additionally, choosing a good business name helps the customers to recognize your brand easily. So use a tool like a name generator engine to get a professional business name.
Your site should be highly customized to improve conversion rates and customer involvement. You can use website personalization tools for this purpose.
To create such a website, experts use data about potential clients (where they come from, where they work, and so on). Based on this information, specialists design landing pages, and other content.
Currently, there are a lot of eCommerce platforms that support building UX/UI on both mobile and PC. Prominent among them are Wix and Shopify. You can learn detailed Wix vs Shopify comparisons to understand more and be able to choose the best platform for your website.
You can make your site more personalized by using the best theme that allows you to customize and edit it to fit your requirements.
3. Trigger Emails
You need trigger emails to keep potential customers informed. This is especially useful for those who have performed a certain action (e.g. clicked on a link in an email sent). And if that happens, automatic (trigger) emails will be immediately sent. This automation strategy converts potential customers into actual ones.
4. Multichannel Tracking
Your customers can be everywhere: social media, online search engines, etc. Businesses need to follow potential clients interacting with the brand through all channels. What’s the point of this? The ability to make personalized offers and provide relevant content.
In the meantime, make sure to conduct competitor analysis as well to understand what other companies are doing in your industry. This will also give you some insights into your next steps.
5. Customer Profile-Based Targeting
Targeting helps you focus on a specific group of people (target audience or TA). Many marketing automation tools simplify this process by collecting customer data from your websites and emails.
For example, you can get data on what products or services TA is browsing and sending to their shopping carts, as well as who reads your emails and what links they click on.
Thanks to this information, businesses can optimize their marketing budget and send special offers on products/services to those people who are interested in them.
6. Email Marketing
To increase conversions, experts recommend using email marketing. For a marketing strategy to be effective, it should be optimized.
Automation plays a crucial role in this case as it helps create personalized emails that potential customers are more likely to read or take other targeted steps. Pearl Lemon Leads uses tools like Mailchimp to automate the email marketing process and it has helped them scale their efforts significantly.
Once the email copy is written, you can automate everything else and manage replies using one platform. There are a plethora of other email automation tools you can use, so don’t be afraid to try out new ones!
7. Testing
You can either create one type of email and get good results, or you might design several and get more. So, how do determine which option will be more effective? A/B testing compares the effectiveness of the two types of marketing campaigns.
That way, businesses can see and review which one fits them better. Testing is useful for looking for optimal strategies according to processes.
7 Tools for Marketing Automation
io:
The service is used to send and create automated emails, notifications, and SMS. Customer.io collects data on users who have done actions with products. Thus, companies can write and send personalized messages that will be relevant to potential customers.
There is also a feature to provide comprehensive reports, testing, and more.
Advantages: built-in email editor, analytics and statistics on sent emails, data export to CSV, A/B testing, etc.;
Hootsuite:
This is a powerful social media marketing management system. Through this service, marketers organize collaborative work, campaign, and monitor the results. Using the platform, you can respond to comments and posts on Instagram, Facebook, Twitter, and Pinterest. There’s also a 30-day free trial.
Pros: managing multiple social media accounts, analytics, automatic scheduling, social sweepstakes, RSS integration, analytics setup, team tasks, custom URL, certification, export data, and more;
Zapier:
This is the platform for creating business logic for applications, which helps organizations automate many processes. The user is not required to have programming knowledge to write code, and it is easy to integrate here.
You can work with the service for free, but then you will be limited in the options.
Benefits: syncing between more than 4,000 applications, day-to-day tasks automation, setting up triggers and actions, high level of data security, personalization of integrations, account management, integration exchange, and more;
Hubspot:
This program is designed to attract new leads and then convert them into customers. It is suitable for enterprises of all sizes but is especially effective for startups since Hubspot is free.
Moreover, the tool combines ease of use and comfortable features and can grow with the business.
Pluses: integration with CRM system and other services, email automation, form builder, detailed reporting, lead tracking, social media management, collaboration;
Aritic PinPoint:
This Platform is a full-stack marketing automation software platform for marketing operations teams. It has landing page builder, lead scoring, lead tracking, lead nurturing, email campaign, email campaign automation, a/b testing features with the mobile-optimized interface.
Salesforce, SugarCRM, Zoho CRM, and Social integrations like Facebook, Twitter, LinkedIn are also included.
Marketo:
The service can automate almost any marketing need. For example, with Marketo, brands tailor their campaigns so that they meet the TA needs, create campaigns on social media and mobile apps or via email, attract leads, and build AI-powered content.
Furthermore, the tool can scan sites and identify products, which will be relevant to customers.
Pros: mobile and consumer marketing, customer base marketing, lead management, AI marketing, analytics, and reporting;
Clearscope:
If a company wants to be on the top of search engines, then you should consider a tool like Clearscope. Thanks to the built-in editor, which is powered by AI, the service performs an in-depth analysis of the text to generate results on the number of keywords and their frequency.
In addition, Clearscope itself selects and ranks the keys.
Advantages: it saves time searching for keywords, helps with the content, the process of writing SEO text becomes easier, easy to use, integration, topic and keyword research;
Story Chief:
Through this software on laptop or computer, the users can automate the content generation and management. With this tool, businesses can publish content to multiple channels at once. It is also convenient because of its collaborative function.
The solution is more suitable for medium and large firms. There’s also a built-in SEO feature that helps optimize and improve content.
Pluses: multi-channel, analytics, SEO, integration.
Conclusion
Choosing marketing automation tools can be a daunting task, but it’s definitely one worth considering. Additionally, while implementing the methods above, you should notice the checkout flow of your store and improve the shopping experience by customizing the thank you page. They will help you earn more sales. We hope that we have answered your questions and narrowed down your search.
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