In the past few years we are hearing a lot about Marketing Automation and its incredible advantages. Despite the great possibilities this strategy offers, many companies do not make the most of it or are not aware of them.
Marketing Automation is part of CRM strategies. This service allows you to automate your emails to your potential clients encouraging them to complete different functions (like purchasing), generating loyalty and inciting engagement.
You may be wondering how is it possible to customize these messages if they are automatic. Well, this is possible thanks to planning and segmenting. This seems like an easy and straightforward answer, but it couldn’t be further from the truth. Here is where the key to a successful Marketing Automation strategy lies. We have to define our buyer personas and create adequate workflows to know what message to send and the right moment to do so depending on the client.
Take a look at how you can create a great Marketing Automation strategy.
The first step towards Marketing Automation is to define your buyer persona; know who you are targeting, how to attract them, what could interest them and when.
Once this is clear, we have to develop workflows thinking how your client would use them. For this you need to know your sales cycle, since the moment a stranger lands on your page until they become a client. Therefore, you will know what content and messages you can offer them.
The process doesn’t finish with a purchase, but once you have gained a new customer it is important to continue delighting them to generate loyalty and keep them interested in your company or brand. To this extent, something as simple as an email saying Happy Birthday can be effective.
Another way to pick up more customers and increase sales is sending a reminder to visits that have abandoned the shopping cart. In this way, you will have an effect on someone who has been interested in your products or services and maybe push them to conclude the purchasing process.
Ultimately, automation software can help you gain so many things but, to make the most of it, you must take into account three fundamental aspects: goals, buyer personas and workflows.
These are some of the many advantages marketing automation: