The advancement of technology has made it possible to reduce the bureaucracy of countless activities, through automation of work. With that, production flows became optimized, allowing companies to increase their performance.
This is the case, for example, with automation in digital marketing. Through it, it is possible to guide several tasks that were previously done manually, making campaigns more efficient and assertive.
When it comes to marketing automation, we are referring to the use of technology in dissemination and communication work.
However, we cannot adopt the wrong conceptions, as it is not limited to the self-configuration of an e-mail or scheduling of posts on social networks. These are just a few simple initiatives.
In other words, marketing automation must be understood in a broader sense, considering the personalized and scalable way of acting, in which people interact with online channels and consume digital information.
It is with this thought that strategies can be better oriented, converting leads (potential customers) and making them walk in the sales funnel, until the moment of purchase, in an automated and efficient way.
In today's article, learn about 3 digital marketing automation strategies for your business, which will help you achieve success in the market. Follow the reading!
1 - Automation of email marketing
Automation of e-mail marketing it is one of the best known strategies. Currently, there are many stages in which a message can be automated, so we have separated some of them in which it is possible to invest.
We emphasize that email marketing automation is applicable to businesses in all branches, from a cleaning outsourcing company SP, even for self-employed professionals who want to work with the dissemination of messages.
Below, check out the automation possibilities:
This is the simplest and most basic initiative of email marketing automation. With it, it is possible to send a series of pre-programmed messages to users, without the need to write them manually to each of the contacts.
Therefore, when someone signs up for a form to receive an e-book on financial solutions for companies, the tool triggers an automatic flow of messages to the user and, with that, the contact also starts to receive other content with a time interval.
It is necessary to adopt some precautions with this strategy, because despite the automation of the workflow, it can cause an unpleasant situation with the leads, even more if the messages are sent continuously.
This can be seen with a kind of spam, which damages your business reputation. In addition, the tool may end up sending sales emails to someone who has already purchased the product.
For this reason, it is interesting to combine the work automation flow with the automation intelligence, so that your emails are not sent incorrectly.
The dynamic list is a way of working with automation intelligence with the autoresponders of your email. Through them, it is possible to more effectively analyze the profile of each of the contacts and, thus, send personalized messages.
In that sense, if a customer has already purchased a professional pants with your company, for example, you will not receive an email with the offer of that same product, but targeted content.
One of the most advanced stages of marketing automation is the workflow. In addition to creating dynamic lists and auto-responding to emails, this technology allows the development of several campaigns, such as:
- Automatic change in nutrition flows;
- Interaction with users beyond email;
- Lead redirection to a human attendant;
- Relationship with the user after sales.
With this kind of automation, marketing and sales teams don't have to wait for the lead to be proactive and ask for the product. Thus, when seeing any reaction from the user, the software itself already initiates an interaction, so that it advances in the sales funnel of course.
Thus, in accounting firms in SP, for example, the technology already identifies when the customer needs a human attendant, directing him to a specialized professional and, at the same time, including the user in another dynamic list.
2 - Aftermarket marketing automation
Another marketing automation strategy is the tool for post-sale. This makes your company's relationship with customers lasting, stimulating the repurchase of products or services, in addition to creating promoters of your brand.
After all, if we have a good experience with accounting services, for example, we will end up recommending the company to acquaintances.
Next, check out the automation flows applied in the after-sales strategy.
The more complex your product is, the greater the need to show the customer its value, so that he is not disappointed and, with that, interrupts the business, without even knowing the potential of your solution.
Therefore, the main objective of the activation flow is to send content focused on tutorials or explanations on the use of your product / service.
For example, when purchasing a building system highly technological, the customer may have no idea of the potential of the software. Therefore, sending messages after purchase is essential so that the consumer can enjoy all the benefits of the product.
This makes the customer have a better perception not only about the item purchased, but also by the company itself, since he feels valued for receiving tips on how to use the resource.
The retention flow, as its name suggests, serves to retain customers. Here, the intention is to create mechanisms to collect comments and opinions from consumers, something that can be done with NPS technology (Net Promoter Score).
In this sense, the company can ask the customer his opinion about the acoustic panels recently acquired and, therefore, have valuable data regarding the perception of products in the market.
The cross-selling flow is a great way to expand your business and, at the same time, reduce CAC (Cost of Acquisition per Customer). After all, the consumer has already closed a deal with the company, so the intention is to offer something complementary.
For example, after closing a service accounting consultancy, your company may also offer financial organization work. They are complementary activities that may interest the client.
3 - Automation of performance reports
It is very important that the entire marketing campaign is analyzed during its application and at the end, to collect specific data regarding the performance of the initiative. Thus, you can see what needs to be improved or adapted.
Nowadays, marketing automation tools contribute to this verification process, as they offer the collection of detailed data, together with the creation of complete reports. This makes it much easier to make decisions about campaigns.
Among them, the automatic feature for A / B tests stands out. This type of analysis is done during the campaign, to assess which action stood out. For this reason, two initiatives are implemented (A and B).
In this way, it is possible to test a variable on two versions of the same material, such as an email, landing page, ad on social networks, etc., with only a portion of the audience, to then implement the model that had the best performance.
This type of marketing automation is aimed not only at the flow of operation, but also as a strategic technology. That way, in addition to making more assertive decisions, managers can collect data about audience preferences.
In other words, the automation tool serves as a great ally in the strategic planning of marketing campaigns.
It is worth mentioning that many social networks already have built-in resources for analyzing campaigns. The Facebook Ads Manager, for example, is a platform that concentrates various data regarding the performance of your disclosures on the network.
Marketing automation is increasingly on the rise today, due to extensive technological development and technical improvement of tools.
However, most people believe that automation is geared only to operational flow, disregarding other uses, such as intelligence in lead segmentation and monitoring, as well as strategic application in marketing planning.
Today's article sought to overcome this vision, bringing 3 marketing automation strategies that can be applied to your business. Thus, it is possible to choose the most suitable tool for your company and achieve prominence in the market.
This text was originally developed by the blog team Investment Guide, where you can find hundreds of informative content about various segments.