Before even thinking about automating marketing, it is important to understand its usefulness in the business field; It often happens, in fact, to get in touch with companies that do not realize the need to invest time and energy in this discipline. Sometimes, we would like to have a magic wand and show them the benefits of implementing marketing strategies aimed at promoting brand image and capturing market attention – precisely because the results are rarely immediate, but still far from being that are negligible.
Marketing is a powerful engine capable of driving business growth and, if it is conceived as a system that can be automated in a specific and personalized way, it is realistic to imagine that its implementation and commissioning require less work than you think – managing however to provoke a strong positive impact on the company.
Even if it takes time to see its fruits, marketing – if well used – is a fundamental element to allow the growth of a company’s commercial activities. In automating marketing, then, efficiency and effectiveness are multiplied, and the required effort is abundantly offset by a series of undoubted advantages.
This is why we are committed to promoting marketing and its automation on these pages: in fact, software can perform many repetitive and time-consuming tasks for us, leaving us room for more important and strategic tasks. Once we have set up the system, it will work in our place and more efficiently, keeping in touch with our interlocutors and keeping their interest alive.
Here are some ways to start automating marketing activities.
1. Automate the Email
Email Marketing remains one of the most economical and profitable means of reaching the audience; in fact, studies show that for every dollar invested on this channel, the average return is equal to 38 dollars.Another good news about Email Marketing is that its features can be automated very easily.
To start with, you need to prepare something interesting to publish on the company website and make sure that visitors not only notice it, but consider it valuable enough to leave their contact details in order to receive it; in exchange for the email address, we will offer them a free evaluation, a white paper or a report to be consulted freely. Once these users (obviously with their consent to data processing and profiling) will enter our database, they will receive a series of messages on a regular basis, which will accompany them step by step throughout the entire purchase process (Buyer’s Journey), until the final conversion.
The important thing is that communication with these leads (interested contacts), reflects the status of each one during the decision making process that is taking place: if someone is in the phase in which he is acquiring awareness of a need, we will send him information about the various options available to meet this need – if we turn to those who are considering a solution, then we will offer a number of useful elements to establish that our proposal is the one that has more advantages. Of course, we will also need to provide any useful information to receive further assistance or to directly contact a sales person or a sales representative when everyone is ready to make a purchase decision.
Each series of emails must have a specific objective and, if we send, for example, a battery of 5 messages, each must contain a single call to action (Call to Action, CTA), such as: “download this special report now”. The last email will be the one that will have to push people to contact us to make a purchase; obviously it is good to give them a series of good reasons for doing so.
Automating the sending of emails can also be useful to remind customers, for example, when it is time to order any consumables, or to wish them happy birthday or to update them on the score accumulated in the context of a possible loyalty program.
2. Automate interactions on Social Media
An area of marketing that may require a considerable amount of time is related to the presence on Social Media: those who have never been involved in the interactions on Facebook or Twitter spending hours and hours – perhaps neglecting to engage in other activities, perhaps more important from a business point of view?
Automating what you share on social media allows you to stay focused on your primary tasks and eliminate the temptation to browse through a myriad of fun videos or frivolous news; on the other hand, there are many tools, such as Hootsuite or Sprout Social, which allow you to pre-program your post – Facebook, in particular, allowing you to do it directly within your company page.
When we are in the dashboard of a Social Media, do not forget to take a look at the analytical tools, since they are extremely useful to understand which posts get the most involvement in terms of clicks, shares and “like” ; the information obtained will therefore prove invaluable in planning the subsequent campaigns.
3. The advantages of Artificial Intelligence