Marketing Automation enables you to set up a workflow of highly personalised marketing messages designed to convert website visitors into leads and then your new leads into paying customers.
Here are 5 best practice guidelines to get marketing automation working for your business.
1. Identify your audience
Before you can start creating your emails, automatic responses, workflow messages and landing pages, you need to know your audience.
Create buyer personas to help you understand how to produce content that addresses your customers specific needs and challenges.
2. Sales and Marketing alignment
Your marketing automation campaigns should be aligned to your sales processes. Recording every point of engagement to an online CRM will provide detailed customer profiles for your sales team to successfully nurture leads through their buying cycle.
3. Create valuable, helpful content
Delivering the right message that appeals to your target audience will not only drive an engaging marketing automation process it will also qualify your leads from the start. So be creative, be informative and be focused.
4. Multi-channel lead nurturing
Effective marketing automation campaigns will feature a multi-channel approach, with touch points including dynamic website content, email, social media, re-targeting and interaction from your sales team.
5. Test, Tweak, Repeat
The beauty of Digital Marketing is that it provides a constant flow of data to assist you in optimising campaign results. A consistent programme of monitoring and improving your work flows will increase your overall competitive advantage.
In addition to increasing leads, marketing automation systems can help increase cross sales, up-sells and improve customer care processes, turning customers into active fans who will be ready to recommend you.
For more information on Marketing Automation and how WSI can help get in touch today.