9 Ways to Generate Quality Leads with Marketing Automation
Love it or hate it, digital transformation has already brought us to a new paradigm of marketing that requires us to integrate marketing automation tools, platforms and software to quicken the process of leads generation. Such automation also brought along cost-effective solutions that created greater exposure for businesses and brands with little excuse for human error.
What is Marketing Automation?
If you’ve heard of software companies like Pardot or Hubspot, you’ve probably been exposed to some level of marketing automation. There is nothing whimsical about marketing automation, but it is every bit necessary to generate exponential sales for any organisation.
Marketing automation is a system that enables marketers to deploy marketing strategies through multiple channels, online or offline, to manage and nurture generated leads. It streamlines sales and marketing efforts by replacing repetitive marketing processes with automated solutions.
According to research, marketing automation can effectively increase sales by 14.5 percent and reduce marketing cost by 12.2 percent. Nearly 80 percent of adopters also witness a significant increase in the number of leads generated and conversion to sales.
There is really no reason to resist the use of marketing automation if you are in a business that aspires to progress. Here are 9 ways that marketing automation can positively impact your business growth.
9 Ways for Lead Generation
- Drip Campaign
As the name suggests, such marketing campaigns use customized software that facilitates the ‘dripping’ of your marketing messages or content to target audience automatically when a pre-determined event is triggered.
Taking email marketing as an example, a Drip Campaign can be designed to send marketing information to target audience periodically to nurture the leads and eventually acquire them as customers. Such lead nurturing strategy uses email personalization to develop relationships with the leads at every stage of the sales funnel. It focuses on data collected from the prospects and turns this data into marketing messages that are timely and precise.
- Refining Existing Customer Data
Do you know that your existing customers have a 60 percent chance of repeating a purchase? If you already have a sizable clientele base, you are literally sitting on a goldmine!
A good way to get started with marketing automation is to adopt a systematic customer data collection process that can gather reliable sources of information that can be used later for developing more targeted campaigns. This data, which can be digitized, can provide useful insights into customer behaviour, preferences and buying patterns that are essential for developing intelligent customer experience.
- Automating Routine Messages
Every touch point that allows businesses to engage with customers or leads is a vital step to establishing positive customer experience. This is especially so when client acquisition is an expensive process, hence by automating the routine messages, marketers can upgrade their communication strategy to make customer engagement timelier and more relevant.
By implementing automation such as email notifications and auto replies, menu options in phone systems and schedule reminders, these tactical approaches not only build brand equity but also ensure customer satisfaction.
No marketing campaign can go successfully without a proper segmentation of consumer markets. Through the process of market segmentation, marketers can identify what their audience is interested in and how they want to be engaged before implementing any marketing strategy.
Simply put, existing customers, sale leads, and subscribers should never be engaged with one campaign, one message. Just imagine how a Black card member will feel if he or she is given average, non-concierge customer service.
When a business has a well deployed marketing automation system, the segmentation process can be done automatically without human intervention. It also ensures that the right campaign will be matched to the right target segment to produce the best result.
- Measuring Marketing Actions
Data is king. Data is such a precious commodity that The Economist has valued it over oil! As marketers are faced with more pressure to justify the return on investment (ROI) for their expenses, measuring marketing effectiveness has also become an essential step. An automated system can provide the most accurate way to determine performance.
Automated data collection, reporting and analysis through a marketing performance metrics enable marketers to track which campaign, marketing channel and segment offer the best returns. Through such a measurable outcome, strategies can be refined to achieve better results.
- Generating and Nurturing Leads
To cut to the chase, the key purpose of marketing automation can be narrowed down to lead generation, which is all about enticing the potential customers and lead nurturing, a process of leading the prospects through the buying process.
By automating the lead generation and nurturing stages through carefully designed platforms, businesses can engage with potential customers who are truly interested in their offerings via multiple channels. Data collection through subtle opt-ins such as signing up for the newsletter, following a page or subscribing on social media.
- Using Social Media
One of the most traditional ways to combine social media with marketing automation is to gather customer data through lead generation activities. Via different social media platforms such as Instagram, Facebook, and Youtube, prospects are targeted with automated marketing messages, discount codes or ads to trigger reactions and responses. The data collected will then be integrated into relevant campaigns such as an email marketing exercise to nurture the leads through a period.
With 3.5 billion users around the world, social media platforms are definitely important channels that marketers need to pay attention to. While there are countless platforms out there, marketers will be wise to note that Facebook and Youtube are two heavy-weight platforms that garner the highest number of users.
- Personalizing Websites
The use of marketing automation allows businesses to personalize their websites for creating relevant customized experiences for visitors. Instead of a static site, marketers can integrate intelligent solutions such as smart messaging and chat bods to have real-time engagement with visitors to improve the level of customer service.
Similarly, personalizing ecommerce sites also heighten customers loyalty and increase sales. According to a study by Accenture, 91 percent of consumers are more likely to buy from companies that remember them and provide relevant offers. It was also observed that 83 percent of shoppers are willing to share their data in exchange for a personalized experience.
- Multi and Omni-Channel Marketing
With the myriad of platforms, an increasing number of digital marketing strategies and the need to customize different campaigns for different segments, it is nearly impossible to keep track if businesses don’t deploy a marketing automation system.
Whether a company is using omni-channel marketing to provide seamless, integrated shopping experience that is adapted to the customer or multi-channel marketing to interact with customers with one branding message, marketing automation software can collect all marketing actions together and makes sure they are in line with the company’s strategy. Doing this manually would be an almost impossible task for most companies.