What the tech? Marketing automation

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.

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-

fits-all substitute. So don’t sit back and expect marketing automation to magically reach your business goals without you.

So, what does marketing automation software do?

3Generates more leads by identifying anonymous web visitors and capturing them with forms, so your sales funnel stays full. 3Increases the number of qualified leads by nurturing all leads with personalized content, based on user behavior. Think user action >marketing automation reaction. 3Drives more sales by identifying sales-ready leads and helping the sales team follow up as fast as possible with emails that can be manually deployed or phone/video chat integrations your sales team can leverage to quickly respond to sales interest. 3Improves up-selling and cross-selling by developing and retaining existing customers. 3Allows you to see comprehensive ROI for every marketing tactic by tracking the entire sales process from end-to-end. There is considerable evidence supporting the value that marketing automation can bring to B2C companies. According to a report by VB Insight, 80% of automation users saw their amount of leads increase, and 77% saw their number of conversions increase. Furthermore, companies using marketing automation see a revenue growth rate that is 3.1% higher than nonusers.

If you don’t want your marketing message to get ignored, it needs to be more targeted and personal than ever before. Nurturing leads with relevant content is changing the landscape of digital marketing.

It’s not a client database vs. marketing automation anymore... it’s an all-in-one solution from WT Digital Agency. WT Digital can help you set up and use a marketing automation solution to drive and nurture leads. Then use the built-in automated client database to manage the pipeline, log sales activity and close deals. We would welcome the opportunity to sit down with you and discuss how marketing automation software can be personalized and deployed for your specific business objectives. Visit wtmarketing.com/get-in-touch or call 404-649-0261.

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