We are living in a world that is dominated by artificial intelligence, automation, and the latest advancements in technology. They are conveniently developed to streamline our user experience. But, what about your business?
Does using automated marketing benefit your business in any way, shape, or form? The short answer to that question is yes.
However, before you curate a content calendar that’s reliant on marketing automation, let us understand a few of the benefits first.
1. Smooth customer journey
As a business, your end goal is to satisfy the customer’s buying experience with you. Marketing automation enables you to guide your customer through that custom buyer’s journey.
Let’s understand this with an example. Say, your customer comes across your paid social media app. From there, they click on the ad and they are automatically added to your marketing list. Next, they will get retargeted ads, where they might end up gaining more interest to buy a product. However, they abandon the cart halfway. During that moment, marketing automation detects that behavior and forwards an email with a discount code for the purchase.
Marketing automation’s biggest benefit lies in converting your cold leads and potential customers to become either one-time or recurring customers.
2. Cross-channel marketing
In a world where there are so many different types of social media platforms, a business’s marketing efforts can’t be limited to just one platform.
Cross-channel marketing allows you to interact with customers and acquire them from multiple channels. Most of the marketing automation tools integrate with a variety of advertising campaigns like live chat, email sending, customer relationship management, etc.
Harnessing the power of omnichannel marketing with automation allows the business to identify and reach their potential customer base quicker to help them convert them into successful sales.
3. Dynamic personalization
Another reason why marketing automation is gaining traction is due to the use of dynamic personalization. For those who aren’t aware, dynamic personalization involves customizing the content the potential customers see based on their online activity.
While there is evidence that marketing content personalization drives better income and sales for a business, can you imagine doing it manually? Not only will it require a lot more time, but it will also overcomplicate a lot of things involved in the process.
This is where automated marketing tools and campaigns come into play. They are responsible for dynamically personalizing the chatbot replies, ad copies, etc. based on what will lure the customer into making a successful sale.
4. Generate high-quality leads
You’d be surprised to know that around 80% of the leading companies and businesses successfully use marketing automation to generate and drive leads to their business. The process is fairly simple – You start by creating a marketing funnel and create a sign-up form.
Once you can put this in front of your target audience, the remainder of the work is done by the marketing automation software.
Automating lead generation is a subjective process. While some businesses rely on PPC campaigns, some use referrals or lead-generation tools to streamline that process.
5. Marketing and sales alignment
Marketing and sales teams always need to be on the same page to identify what’s working and then make relevant changes.
With automation, there is no scope for miscommunication between marketing and sales. Furthermore, automation makes the whole marketing, outreach, and lead-generation process a lot more transparent.
What’s great is that marketing automation software creates a common space where the marketing and sales teams can come together, brainstorm, and ideate the next step in the process.
6. Improve customer experience
Marketing doesn’t finish once a business makes a successful sale. That’s not how things work. This is where automated marketing comes into play. It helps in nurturing your existing customers to boost their overall customer experience, make them come back and make potential purchases on your business and increase the lifetime value.
With automation, you can reach out to new and existing customers with lucrative deals and discounts and lure them in.
Furthermore, automation also uses valuable customer insights to tailor the marketing campaigns in their best interest to address the pain points of the customers.
7. Improved brand perception
Last but not least is improved brand perception among potential and existing customers. Let’s give you an example to break it down.
One of the most common marketing tricks is using newsletters or emails to reach out to the customer. Let’s say that among all the customers, a few have unsubscribed. If you were sending the emails manually, you might not have an idea of the fact that they unsubscribed and keep bombarding their email inbox – creating a bad brand persona.
With marketing automation, the tool does the work of tracking and sending emails to only the customers that are signed to the service.
Conclusion
Overall, the use of marketing automation isn’t stopping anytime soon. If you were wary about relying on marketing automation software for your business’ marketing, we hope this answers all your questions in detail and gives you enough reasons to make that switch in your business now.