Marketing automation is a software platform that enables you to market across multiple online channels, including email, web, social and text.
That software helps ensure all touchpoints are consistent and in sync. It also makes it easy to respond to various customer behaviors, from website and email interactions to incomplete transactions and abandoned shopping carts.
Marketing automation incorporates many industry practices, such as lead generation, segmentation, lead nurturing and scoring, relationship marketing, cross-selling and up-selling, and account-based marketing.
Benefits of Marketing Automation
One of the biggest advantages of marketing automation is providing a more personalized experience for each customer.
You can do that with workflows, or processes set up in your marketing automation system that trigger specific emails or text messages based on a customer’s action.
And since marketing automation streamlines that follow-up process, you can focus on other tasks, like planning your next campaign.
You’ll also enjoy more in-depth reporting and be able to measure the ROI of each marketing campaign.
Creating More Personalized Experiences
One way to deepen customer relationships and encourage engagement with marketing campaigns is to personalize the content. Two key elements to personalization are data and timeliness.
Over time, you can collect actionable data from your marketing automation system that allows you to segment your audience and deliver marketing campaigns specific to their needs and interests. There are many ways you can gather that information, like website forms and email and social interactions.
And it’s a good idea to incorporate the time of year, current events or even weather conditions into your message when you can. When those things are top-of-mind for customers, they’re more likely to engage with your content.
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