beginner's guide to marketing automation
To say that marketing automation is a complex issue is to put it mildly. On the surface it seems simple enough, but once you dig a little deeper, it's overwhelming. Even if you work with marketing automation on a daily basis, can be difficult to describe.
When used correctly, Marketing automation can be helpful in helping sales and marketing teams do their jobs more effectively so they can achieve their goals.. But there are also many misunderstandings about what marketing automation is and what it is not.. Let's try to better understand what marketing automation is and how it can potentially help a business.
What is marketing automation?
Marketing automation is the use of software to deliver personalized messages to prospects and customers. The software allows you to create a dynamic series of messages to send to your contacts.
Offering content that meets a person's needs and interests helps build stronger relationships than, at the same time, can help increase conversions and revenue.
In the wide scope of things, Marketing automation incorporates several different aspects of marketing and business development, including email marketing, content development, conversion rate optimization and lead generation
Los beneficios de usar la automatización de marketing
La automatización de marketing no solo facilita la entrega de mensajes, sino que también facilita determinar dónde se encuentran las personas en el proceso de conversión. Los programas de automatización de marketing suelen tener una función de puntuación de clientes potenciales que ayuda a los usuarios a identificar rápidamente qué clientes potenciales están más preparados para las ventas.
Con mucho, uno de los mayores beneficios de la automatización de marketing es que ayuda a los equipos de ventas y marketing a trabajar de manera más eficiente. La gente ama el contenido personalizado; Sending personalized emails generates six times more income than sending non-personalized emails. But manually sending personalized messages to contacts just isn't practical.
What applications are there for marketing automation?
While marketing automation has several different applications, email messages and generation / Lead promotion are among the most common.
Since personalized emails generate much more revenue than non-personalized emails, marketing automation can be an effective way to nurture your leads. The 50% of leads in any system are not ready to buy and almost the 80% of all new leads will never turn into sales. With marketing automation, the goal is to give people something of value when they need it most so that they are more likely to become.
B2B vs marketing automation. B2c
Businesses of all sizes can potentially benefit from marketing automation, but if a company has a B2B or B2C model it will have an impact on the type of messages used in its campaigns. While both types of companies would have the primary goals of improving conversions and revenue, there are differences in how they will achieve that goal.
B2B sales tend to have longer conversion cycles than B2C sales and often involve products or services that require a longer-term commitment. (Of course, there are some exceptions). Because of this, B2B messaging has a greater emphasis on long-form content, like white papers, case studies and e-books.
While many different aspects of marketing and business development come together in marketing automation, the whole process is ultimately due to some basic concepts.
A conversion funnel is the process a person takes to become a customer. Now it's so easy to find product reviews and shop around, many people not only buy things from the first place they see them for sale. Marketing automation is a way to keep people engaged so they are more likely to become.
For example, suppose a company installs vinyl windows and they advertise a lot in the local media. At one point, a large percentage of the thousands of people who see your ads will take no action after seeing one because they don't need new windows or because they live in a rental property.
Feedback loops and metrics
One of the basic laws of physics is that for every action, there is an equal and opposite reaction. A very similar concept is also applied in the world of marketing automation., and it's known as a feedback loop. When you send a message to a person, the recipient will have some kind of reaction, even if that reaction is to do nothing at all.
Feedback loops and metrics are a reflection of how effective your marketing automation strategy is. If a person becomes, clicks your site, ignore the message, mark it as spam or unsubscribe from your list, that tells you something about how the recipient felt about your message.
When you look at your metrics, ideally you want to see high open rates, click rates, and maybe even some progress, since they are signs that your content is attractive, valuable and not annoying for your contacts. Some unsubscribe and abuse reports are unavoidable, especially since many people are confused about the difference between the two. But don't ignore those metrics just because they're not what you want to see.
Create and maintain a contact database
There is no easy way to avoid it: creating a high quality contact database takes time. Marketing automation should come into play once you already have a fairly large database of contacts to work with., but you will have to keep adding new names to that database on a regular basis.
One of the most effective ways to build a database of highly qualified contacts is by creating informative content.. Blog content is great for providing high level information, and helps companies build trust and establish themselves as an authority in their field. On the other hand.
For companies that offer a service, free trials are a great way to get contact information, since the people who sign up for them are obviously interested in what is on offer.