WHAT THE TECH?
Marketing automation
It's time to nurture and grow your customers by Kevin Bossons, WT Digital Agency
Photo by Elijah Hail on Unsplash
It's hot. It's summer. It may just be a good time to get some marketing processes automated before things gear up again for fall planting. How much time do you spend reaching out to current customers or marketing to potential customers? Marketing automation refers to software that helps businesses automate their communication strategy with prospects as well as current clients. It is also an easy way to solicit feedback for testimonials.
What are the objectives?
Marketing automation allows businesses to automate repetitive tasks based on user activity; for example, sending a specific email to a user who filled out a form three months ago and is back on the site reading through your service pages. Marketing automation allows business owners to create automatic processes to handle the repetitive time-consuming tasks, so they can focus on the actual opportunities.
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What marketing automation is NOT
X Spammy email marketing. Marketing
automation is not meant to be used as a tool to spam your contacts. Not only is spamming bad marketing form, but it can also impair your general marketing efforts. Marketing automation is most rewarding when used to send customized relevant content to your contacts. All your customer communications must add value in some way.
X A tool with a singular function. Marketing
automation is not just a fancy word for email marketing. It encompasses an entire suite of tools to help companies drive more leads, convert those leads to sales, and maximize spend. This includes features like landing page builder, built-in CRM, reporting capabilities, social media management, sales pipeline forecasting, and so much more.
X A “set it and forget it” solution. Marketing
automation is an incredible tool that helps businesses achieve real results. But those results do not occur without the right processes, strategies, and efforts set in place. Marketing automation objectives are meant to enhance and support marketing and sales, NOT become a one-size-
