When you think of “Marketing automation, “It will immediately put you in doomsday mode, where the robot completely takes over all the work normally done by humans, or are you normal?
What it really means is that you don’t have to perform mediocre operational tasks such as scheduling and posting posts and emails. Autobots can do this, and your team is free to do what you actually hire them.
Let’s talk more about the ways you can take advantage of marketing automation Improve team productivity, Increase sales Efficiency and achieve goals faster.
8 ways marketing automation will increase your productivity
1. Create a fully automatic welcome program
A tried and tested method to improve your execution efficiency Email marketing strategy Is fully established Automated workflow.
Are you planning to start a loyalty-based reward program?Set up automatic replies Welcome mail Triggered immediately after the customer registers as a member.
Welcome auto-reply emails can be used as a tool for new customers to understand your brand. You can introduce them to the value of your brand and the team behind it, and offer discounts on their next purchase to encourage them to choose your brand again.
Automated email flow also allows you to track Customer journey Different product categories across e-commerce stores. On-site actions such as browsing products listed in emails and clicking on offers trigger data collection, which further triggers customized web content and product recommendations—helping to drive full-scale purchases.
Take the welcome email sent by Eddie Bauer to new members of his loyalty program as an example:
2. Increase your customer retention rate
Have you ever encountered an Instagram store advertisement showing that you have been looking for a product for a long time, but it is also 2:00 in the morning, and you are not in the mood to get up to get a credit card?
As an e-commerce company, how do you let such customers enter the decision-making stage? Abandoned shopping carts and winning emails are effective strategies to bring such customers back to the buying journey.
When brands have a seamless feedback loop in their online customer flow (meaning they are removing as many barriers to purchase as possible), it helps to better retain customers in the long run.Increasing customer retention by 5% may result in Return on investment increased by 25-96%, Which directly affects your bottom line.
It doesn’t have to be email. The ad delivery platform has found ads for people who “forgot” certain content on your website on social media platforms, reminding them to continue where they left off. Once customers leave your website, they are not completely lost. Retargeting ads Help re-engage visitors who have visited your site before, hoping to convert them.
Retargeting and remarketing work together to create a feedback loop that brings visitors back to your website, making your job as a marketer easier, while Provide a personalized user experience.
3. Automated omni-channel marketing activities
Modern digital marketing In the past ten years, it has astoundedly broken the old-school marketing principles. Remember the “7 rules”? Potential customers need to check your message at least seven times before converting.
Today, you need to flood people seven times a day so that your brand can stand out from the chaotic flow of social media information. Even in social media feeds, potential customers are divided into stories, scrolls, IGTV, posts, etc., and marketers must find a time-saving way to reach them in all formats.
automation Omni-channel or multi-channel activities It can help you speed up sales conversion channels while requiring less supervision than traditional marketing methods. You can interact with your e-commerce website via email, location-based push notifications, redirect ads, and native content within minutes to provide customers with target customers who are hyper-personalized product recommendations.
Amazon fine-tuned its algorithm to reach people all over the world. If you search for dog beds on Google, you’d better believe that it will recommend you a list of the best-selling products in its app-Facebook, Instagram, Twitter, news sites, and even in its own app. You can try and test immediately. Your Amazon app homepage is highly personalized for your search and shopping history in and out of the app.
Amazon also fine-tunes it based on seasonality. Are you buying room decorations at this time of year? Maybe you like to refresh it every holiday. Amazon will show you a fresh selection of the products you bought in the same period last year.
4. Improve your customer personalization
Customers now have very unique and specific needs, so it is difficult to segment them into traditional target markets. Marketing automation tools You can get tags such as the frequency and seasonality of on-site interactions, product portfolios viewed, and add to shopping carts, and provide personalized messages accordingly.
For example, Shutterfly showcased products personalized with photos selected from your personal album to drive purchases in that category. If you download the app and grant it permission to access (allow) your phone photo album, it will select photos with faces and show you products with these photos, such as mugs and cushions.This is an impressive alloy Content marketing And customer experience principles.
If you can already see its appearance, then you are more likely to buy such a product. It also removes obstacles such as clicking on products, uploading photos, and then viewing the appearance of customized cups.
Spotify’s Discover Weekly playlist is another good case study on how to combine user needs with automation.
Before you take this approach, please ensure that you follow local data privacy guidelines when extracting personal data for marketing purposes. Doing so without proper permission can put your brand’s reputation in trouble.
5. Ability to continuously improve
One of the great advantages of marketing automation tools is that it provides unlimited opportunities to test and learn as quickly and accurately as possible. Want to test a new series of fall back to school clothing for academic but fashion-conscious college students?
With marketing automation, you can target Paid advertising Target audiences with these niche tags so that you can quickly understand whether your message resonates with that group. It can save your time and energy, while providing scalability for your marketing activities.
You can continuous Run A/B testing activities Optimize emails, subject lines, creative elements, calls to action, copywriting, and audience segmentation.
Does your team have six different ideas for the next holiday event? With automated tools, you can test and learn ideas at scale.
Run a multivariate display campaign in the test market to understand which information most resonates and converts customers. Is the conversion rate low but the shopping cart value high? Which idea drives this? It is easier to answer these questions when you are not worried about the operational elements of the test strategy.
6. Reduce costs in the long run
When you can automatically perform daily tasks such as adjusting bids, loading ideas, and switching positioning, you can save costs in the long run. You no longer need to hire a full-time event coordinator to manage these tasks. Instead, you can focus team resources on developing strategies and creating ideas.
This also means that you do not need to subscribe to five different platforms, but you can meet the needs of dynamic creative creation, audience testing and budget optimization in one stop.
Some platforms in the market have Built-in data management and CRM pipeline Designed to encourage integration and Agile project management Across vertical industries, such as sales, customer support, and marketing.
7. Strengthen your potential customer training
Do you know what can save time?Without you Sales prospecting The team personally contacts potential customers to make them eligible. You can automate the tagging of potential customers based on the time between interactions, subscription options checked out, or pages viewed.
Quick response can produce a higher conversion rate of sales potential customers, because you do not allow other competitors to enter the consideration of potential customers. Many times the needs of customers are so urgent, and response time is the only differentiating factor. Support automation It is the method for those who wish to shorten response time.
8. Make your team more efficient
When your team is not bound by monotonous tasks, they can use their time wisely to focus on long-term strategic planning that serves your annual goals.
Performing numbing tasks day after day can induce and accelerate Team burnout. In the economy of UberEats and Postmates, Become a odd job Compared with the monotonous nine-to-five work, this seems to be a better choice. Unless you provide them with better creative channels and space to expand their skills, they will start looking outward for career opportunities.
Teams need to creatively accept challenges so that they can grow and achieve new milestones-whether professionally or personally. Marketing automation tools are complex enough to take over many tactical tasks and operational elements of the team, such as lead assignment and follow-up.
In addition, in most organizations, marketing and sales teams use different tools when working towards their respective goals, which exacerbates tensions. Two teams are ready An automated tool can promote greater collaboration and bridge the communication gap. If the sales and marketing departments each use different tools, they will view and analyze the huge results of the same business building strategy.
Utilizing marketing automation tools allows your team to focus on your advanced elements marketing strategy, Improve overall team productivity, sales volume and business revenue.
Social media management It is one of the most demanding fields of digital marketing. Automated publishing and scheduling By switching these tasks to social media management tools such as CoSchedule or ContentCal, you can free up more time for your social media team.In this way, they can allocate more time to Create content And understand what resonates most with your brand community.
Use automation to provide a powerful force for your marketing team
Doomsdayists predict that most jobs will be taken over by robots, so automation makes humans redundant.
But you know what? Automation is great.
In the long run, strategic use of marketing automation tools can help improve team productivity. By freeing team time from operations and mundane tasks, they can handle the key growth-oriented elements of their roles. You can access a variety of behavioral positioning, such as adding to the shopping cart, customer-interested content, favorite content, and other site interactions, allowing you to gain insight into how customers interact with your brand.
About the Author
Mark Quadros is a SaaS content marketers Help brand creation and distribution radian content.Similarly, Mark loves content and contributes to multiple authoritative blogs, such as HubSpot, Coroutine, FounderWait to contact him by LinkedIn or Twitter.
