Still Not Sure About Marketing Automation?
Imagine that your competitors have been proactive with their digital marketing strategy. They have sophisticated tools which allow them to track customer behaviour and gain invaluable insights into their buying process…
…imagine that they can identify that a prospect has engaged with their company online, visited certain web pages, and downloaded a particular case study. Imagine a fully automated process then flags the prospect as a lead and passes them to a salesperson, along with an alert giving invaluable insights into their demographics and behaviours.
Now think about a rival company that doesn’t have an up-to-date date digital strategy – the sales people don’t stand a chance!
This is happening right now. Across the world there has been a massive adoption of marketing automation and any company that hasn’t is struggling to compete.
What is Marketing Automation?
It’s a behavioral tool. Just like when we observe an activity we gain a better understanding of what is going to happen next and how to act on it…..marketing automation does the same when prospecting for new customers, allowing you to:
- Focus on the most productive leads
- Communicate with them when and where they are most available
- Send them the messaging that’s most likely to hit home
But before you can get results you need to understand that marketing automation is an enabling software, your platform is only as good as the strategy behind it. It relies on the importance of three things:
1. Fantastic data
A great digital strategy relies on good clean data. This means that the prospects and customers in your database should be labelled with various parameters that allow you to segment them and send them the relevant, highly targeted communications.
2. A killer website
One of the primary goals of your digital strategy is to drive traffic to your website. Customers will want to do business with you if they perceive that your company is congruent with their own needs. So a clean, well informed and professional site will attract similar customers. If not, they will leave and move to the competition.
3. Content, content, content
Now that prospects are on your website, they will need all the information to satisfy their questions and enquiries. This is achieved through well-written and informative articles and blogs, as well as well-organised content. The key is to be customer-centric – providing information which solves their problems rather than blowing your own trumpet!