THE marketing automation has been taking over the conversation circles of large and small companies, of all services. In addition to increasing the productivity of the team, freeing its professionals from performing repetitive activities, it makes their strategy more efficient, allowing them to carry out tasks and activities that would be impossible without technology (such as segmenting contacts, creating automatic flows and lead scoring). In this article, we created a complete guide to marketing automation. Check out!
What is Marketing Automation?
Let’s start from the beginning! Marketing automation is a marketing tactic that uses marketing software technology to automate communication processes between the company and its leads, contacts and customers.
Among the marketing actions that can benefit from marketing automation are:
- lead generation;
- lead management;
- sending marketing emails;
- creation of automated nutrition flows;
- contact segmentation;
- lead scoring and qualification;
- personalization of the brand’s relationship with potential customers;
- results tracking and more.
By making these processes automatic, the tool allows your team to be more concerned with planning strategies than with manual and repetitive tasks.
Furthermore, it is possible get a better assertiveness index in the execution of the relationship with the leads.
For example, by creating nurturing flows, your communication with leads is more efficient, as it is done from the response to behaviors they have within the site and in relation to the materials you share.
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Imagine doing this kind of work lead by lead. Even with a gigantic marketing team, it’s possible that the work didn’t work as efficiently.
Benefits of marketing automation
Above we mentioned some benefits that companies can experience when adopting marketing automation, but the impact goes much further, reaching considerable numbers when it comes to return on sales. In fact, 53% is the average increase in conversion rate with the adoption of marketing automation.
In addition, companies that implement marketing automation experience an increase in 451% of the volume of qualified leads.
For the creation of the Inbound Marketing strategy, automation provides a lead management aligned with all stages of the sales funnel.
In this complete guide on marketing automation, we can cite other benefits of marketing automation, among them:
- favors the alignment of the goals of the sales and marketing sector;
- automates the execution of marketing strategies such as sending e-mails and SMS;
- allows for more efficient contact segmentation;
- assists in lead generation;
- facilitates lead segmentation;
- contributes to understanding consumer behavior and more.
How to do marketing automation?
A few steps will help you put marketing automation into practice, after all, more than a tool, we are also talking about a strategy that needs to be built before being programmed into a system.
1. Define your strategy goals
First of all, you need to know where you want to go and then draw up a marketing plan.
Only with one objective will it be possible to trace the path that will lead you to it.
2. Establish which channels will be used
The marketing automation system works very well within the Inbound Marketing strategy, which, in turn, involves several communication channels, including:
- social networks;
- content marketing;
- e-mail marketing;
Efficient automation software allows the management and control of all these channels.
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Define which channels will be used for each campaign and use the automation tool to manage them.
3. Understand your sales funnel step by step
To understand the company’s sales funnel and customer journey steps will make you create more efficient campaigns with actions that help you take a user through all stages of the funnel, up to purchase.
By understanding these stages, your company can create materials that will meet the needs of personas at each stage, nurturing and qualifying contacts.
4. Create marketing automation flows
You automation flows will allow the communication to be carried out automatically following the criteria that your team established when putting together the campaign plan.
all this planning must be programmed within the system once and then it will act automatically following what was defined by the team.
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Of course, every campaign can be paused and resumed at any time, allowing for testing and modification.
5. Define qualification criteria
THE lead qualification is one of the most important features of the marketing automation system, so a complete guide to marketing automation could not rule out this possibility.
Define the criteria that make a lead qualified or not and program within the tool.
every time a lead is identified as qualified the marketing and sales team is called in and can give a differentiated treatment, seeking to convert this contact into a customer.
6. Monitor key indicators
use the tool to monitor all Digital Marketing indicators and then optimize your campaigns.
By monitoring the indicators, you can measure which channel brings better results, campaigns with low returns and more. This way you adjust your investment and generate greater management intelligence.
Marketing automation tool
It is only possible to apply what Digital Marketing automation is after adopting a marketing automation tool.
The platform will allow you to create automation flows, manage and qualify leads, identify leads ready for purchase, in addition to facilitating the execution of tasks such as sending email marketing, managing social networks, SEO analysis, creating of landing pages and more.
In addition to automate a series of repetitive activities like sending a welcome email to a lead that converted on a landing page, for example, this marketing tool also allows other actions to be taken, such as:
- creation of landing pages (no codes needed) to capture leads;
- scheduling and monitoring publication on social networks;
- email marketing tool for campaign creation and automation;
- management and segmentation of contacts registered in the tool;
- lead tracking and lead scoring to assist in the Inbound Marketing strategy;
- unified reports that help in decision making;
- and more!
Then make your choice about the automation software you want to use and put all the tips in this complete guide to marketing automation into practice.
This article was written by LAHARa Marketing Automation software that will help you apply social media actions, email marketing, SEO and much more in a simpler and more assertive way, with complete and updated reports in real time. Take your 15-day free trial and chat with one of our experts.