How can automating your marketing save you time and money?
No matter where you turn, most brands are telling you to adopt this technology or invest in that solution if you’re to stay ahead of the curve.
In many respects, they’re right. However, it all depends on the type of tool you put your trust in, and how it’ll benefit your organisation’s specific needs. Because even if you have all the innovation in the world, you still might not be getting the results you want – it’s about what’s right for you.
So, if you’re a savvy marketer and are looking to save time, be relevant, and win customers, marketing automation is likely to be the next step for you. When you plug in this type of intuitive technology, it works with you – not against you. It’s not there to steal your job or lead the charge for ‘robots taking over the world’. Far from it in fact.
What automation offers you is the chance to take back control of your time and marketing budget. It helps by managing the mundane tasks – such as updating your CRM or sending emails – so you can get back to being the creative industry professional you’ve always craved being.
However, we know it’s all well and good saying it’ll work for you, but what does that mean for you exactly? Here are a few examples to whet your appetite…
Saving you time
Not only will you be able to build high-performing campaigns and landing pages in minutes – rather than hours – your automated system can be set up so you’re automatically sending emails out with the right message, to the right person and at the right time.
That means you’ll be increasing your engagement rate because you’re purely focused on relevant content that you know converts. And when you think about the fact that it takes, on average, six touchpoints before a consumer’s engaged in what you have to say, the last thing you want to be doing is spending hours on a piece of digital comms that is completely irrelevant and fails to land at all.
With marketing automation, you’re also able to create an engaging email nurture sequence that can take a recipient all the way from your organisation’s introduction to a final conversion-rich piece of copy. From that, you can build an integrated campaign in minutes too so you’re leveraging every drop of marketing effort and maximising your brand budget in the process.
Helping you to segment your audience and hyper-personalise comms
We’ve all read the reports about how 300 billion emails are sent by brands across the globe every single day. So, how on earth do you achieve the desired cut-through you’re after?
Ensuring you’re talking to people who want to receive your message is a critical part of the overall marketing jigsaw puzzle. If you’re still sending out a bland, batch and blast emails to hundreds of recipients – and not really responding to anyone’s needs – you might need marketing automation sooner than you think.
When you plug in your savvy tool, you’ll be able to drill down into your critical data and segment each audience member into a specific group. And with that you’re better able to hyper-personalise your comms which reflect each individual’s of-the-moment interests.
Ensuring you focus on the metrics that matter
We see a lot out there about newsletters achieving above-average open and click rates and, while that’s an okay statistic to show your client, it never truly tells the full story as to exactly how engaged each recipient was with your content.
So, while we’d never tell you to ignore these figures completely, it’s important not to rely on them if you’re wanting to up your email marketing game. When you get it right, you can build unbelievable customer loyalty because they feel you’re listening to what they’re interested in, and you’re giving them the added value they crave.
A perfect metric to evaluate here, specifically via marketing automation, is lead scoring. This is where you place a metaphorical figure above each person’s head. The more interactive they are with your brand or message, the higher the number is. So, when you focus on the big numbers – i.e., those individuals who are most engaged – you’re helping your sales team to do less cold calling, you’re generating a greater conversion rate, and providing a better experience all round.
Utilising data to drive ROI
Your brand is currently sat on millions of pieces of data. The trick for you now is how you not only unlock it but interpret it so that you can maximise your marketing ROI.
Digital marketing continues to move at such a rapid pace that customers almost expect you to be present 24/7 – whether that means responding to them in real-time on social media, providing a web chat service to answer day-to-day questions, or utilising insight to your advantage so you know exactly what your audience wants to hear there and then.
Marketing automation provides you with the critical detail needed to truly get to know your customers on a deeper level. It doesn’t just stop there either, automation generates data that enables you to respond effectively, and proactively, to their wants and needs.
Plus, if you were to compile all this insight manually, it’d take you forever and it’s impossible to sustain! That’s why many marketers are turning to automation to do the ‘heavy lifting’ for them so they can extract the detail that matters and react accordingly. When they’re able to do that, their digital comms become more hyper-relevant and, as a result, drive positive ROI.
We’ve only scratched the surface here as to the many benefits of marketing automation. If you’d like to find out more, why not request a callback, and one of our experts will be happy to chat to you about how it can easily fit into your business!
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