Marketing Automation : A Step-by-Step Guide For Beginners - MillionsBusiness.com

Marketing Automation : A Step-by-Step Guide For Beginners


Marketing Automation: Special Guide for Beginners.

Introduction.

Marketing automation is a complex topic, so it should be addressed calmly. It seems quite simple on the surface, but when it gets deeper, the difficulty of the subject is understood. Even if you work with marketing automation daily, it can be difficult to explain.

When used correctly, marketing automation can help sales and marketing teams do their jobs more effectively. However, there are many misconceptions about what marketing automation is and isn't. 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 customers and leads. The software allows you to create a dynamic message thread to send to your contacts. Factors such as the messages people receive, the factors you specify, their spending habits, where they are in the purchase process, and past interactions with your site are decisive.

Offering content tailored to one's needs and interests helps build stronger relationships, which can help increase conversions and revenue. Marketing automation can also help you streamline your actions while simultaneously organizing them.

Read Article: Grow Your Business With Automation Technology.

Read Article: 12 Ways to Automate Your Business and Raise Productivity.

Marketing automation, in the broad field of things, includes various aspects of marketing and business development such as email marketing, content development, conversion rate optimization, and customer-centric production.

4 Benefits Of Using Marketing Automation.

Marketing Automation : A Step-by-Step Guide For Beginners


By far, one of the biggest benefits of marketing automation is that it helps sales and marketing teams work more efficiently. People love personalized content; Sending personalized emails generates six times more revenue than sending non-personalized emails. However, sending personalized messages manually is impractical.

 Marketing automation platforms take the mundane and repetitive work of trying to deliver personalized content, giving sales and marketing professionals more time to focus on the more interesting stuff.

Marketing automation not only simplifies message delivery but also makes it easier for people to understand where they are in the conversion process. Marketing automation programs typically have a lead scoring feature that helps users quickly identify which sales are ready for sale.

One of the most common reasons businesses consider using marketing automation first is because they want to increase their conversion rates and revenue. Marketing automation is a way to encourage customers to stay connected longer, so customers who stay longer are more likely to convert. 

On average, companies that use marketing automation have a 53% higher conversion rate and a 3.1% higher annual revenue growth rate than companies that don't use marketing automation.

Read Article: What is Digital Marketing & Types of Digital Marketing?

For products and services with longer conversion cycles, marketing automation can also help speed up the process.

These are the main advantages of marketing automation:

1. Higher productivity.

Automating marketing processes saves time. You can create different campaigns and specific messages in advance. For example, you can design an email marketing campaign that sends a certain message when a user shows interest in a product or service.

2. Better segmentation.

Segmentation is key to increasing conversions. The better segmented your target audience is the more chance of success you have. With the marketing automation software, you can create lists of leads according to their purchase intention, their interests, and other aspects.

For example, if a user subscribes to your newsletter, they are classified as a cold lead. But, if you download content or attend a webinar, your lead score will be higher. The information you will receive from your company will be adjusted to its actions automatically.

3. Lower cost per acquisition.

Segmentation, lead scoring and lead nurturing techniques allow you to automatically classify your potential customers according to their purchase intention. In this way, you can offer valuable content that helps you establish a more precise relationship with your leads.

Your efforts thus have a better chance of success. As a consequence, you optimize the acquisition cost per customer.

4. Resource Optimization.

With the automation of marketing processes, the actions are programmed and executed by the software. Thus, for example, you avoid being aware of analyzing and responding to each email or each comment on social networks.

The monitoring of the actions allows you to analyze results in real-time. By automating marketing, you can identify each action according to the lead scoring of your potential customers. With this information, you can optimize your lead nurturing actions to get higher conversions.

4 Applications Marketing Automation?

While there are many applications in marketing automation, email messages and lead generation feed are the most common.

1. Email Marketing.

Marketing Automation : A Step-by-Step Guide For Beginners


Email is still seen as a marketing tool. While it's easy to say things like "everyone is on Facebook/Twitter/Instagram", it's actually not true. However, most Internet users have at least one email address. There are several ways marketing automation can be used with email:

  • Welcome messages
  • Product retargeting
  • Personalized product recommendations

Many companies use marketing automation to get feedback on whether they are converting contacts. The insights they gain by sending surveys or asking people to post comments directly to them can be extremely effective in driving changes, helping to increase revenues in the long run.

Given that personalized emails generate far more revenue than non-personalized emails, marketing automation can be an effective way to nurture your leads. According to Market, about 50% of sales in any system are not ready to buy, and about 80% of the new market will never turn into sales. With marketing automation, the goal is to help people value and be more likely to convert when they need it most.

Marketing automation platforms are often used to manage social media campaigns, create landing pages, and conduct ongoing A/B testing.

2. B2B and B2C Marketing Automation.

Businesses of all sizes can potentially benefit from marketing automation, but whether a business has a B2B or B2C model will affect the type of messaging used in their campaigns. While both types of businesses have primary goals of driving conversions and revenue, there are differences in how they will achieve that goal.

3. B2B Sales.

B2B sales tend to have a longer conversion cycle than B2C sales and often include products or services that require a longer-term commitment. (There are some exceptions, of course.) Therefore, B2B messaging places more emphasis on long-form content such as white papers, case studies, and e-books. When large purchases are considered for a business, more than one person is involved in the decision-making process; so it is not always a matter of winning on one person as in B2C sales.

4. B2C Sales.

As B2C sales move faster, the content used in their messaging is often simpler. For example, Sephora customers will not be interested in long-term research on a product, but will instead appreciate a 30-second video showing how to use a product. For B2C, the focus tends to be building brands and giving reasons why customers come back; so their messaging typically includes things like abandoned cart reminders, personalized product recommendations, and special offers to specific customers.

Read Article: Increase Your Sales Overnight.

4 Key Concepts Of Marketing Automation.

Marketing Automation : A Step-by-Step Guide For Beginners


Aside from the combination of many different aspects of marketing and business development in marketing automation, the whole process is rarely guided by a few key concepts at the end.

1. Funnel.

The conversion funnel refers to the process that a person takes to become a customer. Now that that's all it takes to find and shop product reviews, many people don't buy anything in the first place. Marketing automation helps people stay engaged and thus more likely to convert.

The funnel can be broken down into several key stages:

  • Awareness: The customer initially becomes aware of a company, product, or service. It's premature to ask someone to make a decision, but the business has managed to get it on its radar.

  • Relevance: It is not correct to imply that everyone aware of a business/product/service needs it. At this point, those interested will start bidding, signing up for a free trial, following on social media, and getting even more engaged by reading blogs and other content.

  • Reviews: The customer already knows about the business/product/service, so he understands what is presented to him. The client is not yet ready to make a decision, but the process is ongoing.

  • Action: This is the point at which the person decides to transform. You've earned it, and so it's ready to do business with you.

Ideally, once your audience converts, they'll be happy with their decision to become repeat customers. But as users enter the funnel, some always leave at the same level, even if they do it once or several times. On average, people entering the funnel have a conversion rate of only 1 to 5%.

Once you understand the needs and interests of people at each stage of the funnel, you can continue to keep them engaged by providing the type of content they are most interested in.

2. Feedback Loops And Metrics.

One of the fundamental laws of physics is that for every action an equal and opposite reaction occurs. A similar concept applies in the world of marketing automation and is known as a feedback loop. When you send a message to someone, the recipient has to show some kind of reaction, even if that response is to do nothing. This reaction is part of the feedback loop and you need to check your metrics to understand what those reactions are.

Feedback loops and metrics are a reflection of how effective your marketing automation strategy is. Whether someone converts to your site, clicks on your site, ignores the message, marks it as spam, or unsubscribes from your list, it's all about how the recipient feels about your message.

When you look at your metrics, you'll want to see high open rates, click-through rates, and some progress as there are signs that the content is engaging and valuable. Some unsubscribe and reports of abuse are unavoidable, especially since many are puzzled by the difference between the two. But don't dismiss these metrics just because you don't want to see them. A rising metric may mean that your strategy is too aggressive and needs to be reworked.

3. User Flow.

When referring to actions taken towards conversion in funnels, user flow refers to a series of pages a person visits before taking action.

When you receive traffic to your site from different sources, such as PPC ads, social media, and email messages, you want to direct users to pages that will make it easier for them to take action, whether you're buying something or not, like signing up for a free trial or joining an email list.

Read Article: Artificial Intelligence And Its Use In Marketing.

You also need to keep in mind that people often have different requirements depending on how they reach a page; so you want to do your best to make sure they are directed to a page that will appeal to them. For example, if someone is taken directly to a product page after searching for a long-tail keyword, they are clearly searching for something specific and are likely to be ready to convert. But someone who clicks on a PPC ad and fills out a form on a landing page will probably want more information before making any decisions, so this isn't the time to make a hard sell to them.

4. Workflow.

Workflows are where the automation part of marketing automation runs. Your workflow is the element of triggers you create to send messages. Creating a workflow involves involving yourself in the whole process and asking “if that's the case, what should be the next step?” is to ask the question.

Workflows can consist of many different triggers, such as the user's processing time, interactions with the user, or previous actions on your site. Some types of workflows commonly used by retailers include sending discount codes to customers who haven't shopped for a while, reminding users to review products after some time has passed for them to enjoy their products, and sending reminders to users who have lived in the past.

13 Methods Of Creating A Marketing Automation Strategy.

Marketing Automation : A Step-by-Step Guide For Beginners


1. Define your goals.

This may seem like an obvious point to make, but before you do anything else, you need to decide exactly what you want marketing automation to help you get started so you can plan your strategy accordingly. Are you trying to generate more leads? Working to build a business with your returning customers? Trying to increase sales during the off-season? Each of these goals requires a different strategy, so it's important to understand what your main goals are.

2. Decide who to target.

Of course, it's important to understand your customers' needs at every point in the conversion process. However, depending on your main goals, your time and energy might be best spent focusing on people who are at a certain point in the process. For example, if you're really having trouble generating leads but want more people to convert, you'll need to better use your time and energy by focusing on the middle and lower parts of the funnel.

3. Map the user flow.

You are trying to get people to do something using marketing automation. Mapping the user flow is a way to visualize the steps people must go through to take this action.

Depending on how someone lands on your site, some people may need more information than others before they are willing to take that action. Using state diagrams to match user flows, you'll see how people land on a page and how many steps they take to take the action you desire.

4. Sorting and rating potential customers.

It is important to remember that not all potentials are necessarily equal in quality. Your database of contacts will inevitably be a mix of people on the brink of buying, people researching their options, and people who probably don't convert, so it's not possible to create messages that will appeal to the entire audience. Ranking your leads helps you understand exactly who needs more training and who is ready to deliver to the sales team.

People's interactions with your content and the actions they take on your site can be a reflection of their readiness for conversion. Someone viewing the pricing page will be closer to purchasing someone who has only read a blog post on the site. 

A person who visits a site multiple times over a few weeks is more interested than someone who has only visited it once or twice in the past year. Marketing automation software lets you assign values ​​to specific actions and interactions so it can calculate a score for that lead.

Marketing automation allows you to divide your contacts database to a very high degree so that you can send messages to a large number of specific people. For example, when working with a B2B business, a marketer might want to target messages to people with certain job titles working in businesses of a certain size. With B2C sales, a retailer may want to segment their listings to offer special offers to people who have spent a certain amount of money with the company or who live in certain locations.

5. Creating and maintaining a contact database.

There is no easy way for this. Building a high-quality contact database takes time. Marketing automation will come into play when you have a fairly large database of people to work with, but you should add new names to that database regularly.

One of the most effective ways to build a database of qualified people is to create informative content. Blog content is great for providing high-level information, helping businesses build trust, and establish themselves as an authority in their field.

 On the other hand, things like white papers and e-books are the best options for attracting people who want to learn more about a subject. When content is turned off, one's real theme becomes the price of accessing the content.

6. Create effective forms.

To gain prospects, it is necessary to retrieve their e-mail addresses and additional data for your prospecting. To achieve this, consider offering downloadable content (guide, ebook, videos.) in exchange for their contact details. It is from this recovery that your workflows will operate.

So think about developing eye-catching forms that are easy to fill out and that fit perfectly into your website.

7. Create unique and personalized content.

To feed your workflows, you will need content. The latter must be personalized, in connection with the form completed on the site. It must really engage the prospect and lead them to conversion.

Do not hesitate to humanize your communication by talking about your company, its history, its values.

Read Article: What Is Content Marketing - "Complete Guide Step-by-Step".

8. Work on "permission marketing".

To successfully convert your prospects, they don't have to feel like they have to invest. This very idea was in what he called "permission marketing".

Rather than forcing a prospect to buy, we will gradually allow him to go through the doors.

Thus, you can offer to try the software for free for a defined period. Then, at the end of this period, give him the choice between several levels of service so that he can find the one adapted to his situation. If he is satisfied and wants to go further, he will opt for a higher level on his own.

This progressive customer loyalty is more effective in the long term.

9. Drive traffic to your website.

If your goal is to attract traffic to your website, you can use marketing automation to publish each new post on your blog on social media. Another possibility is retargeting. That is, your website visitors see advertising on other platforms (from your PPC campaigns), for example on Facebook Ads. And these are just two examples of what you can do.

10. Lead capture.

Do you want to get quality leads? Try creating subscription pop-ups that display based on visitor behavior. Or use an automated chat that guides customers in their shopping experience.

11. Lead nurturing.

With the information you get from your visitors and subscribers, you can know in which phase of the purchase decision process they are. In this way, you can do lead nurturing focused on each segment according to the probability of conversion.

12. Shopping experience.

Make your customers feel special by sending personalized messages after purchasing a product. The most important are shipping and delivery tracking. In addition, you can request that they respond to a satisfaction survey to find out the strengths and weaknesses of your logistics.

13. Cross-selling.

Cross-sell serves to inform your customers about complementary products as they add to the cart. In addition, you can use up selling to sell trying to sell products of a higher range than the one chosen.

Here are some examples of what marketing automation can do for your business. This technique is of vital importance today, as it helps you manage actions to make your company more profitable and efficient. Remember that a close relationship with your potential customers is key to increasing conversions.

Now you know how marketing automation can help you in your digital strategy. We would like to know what you think of these processes. 

 5 Best Marketing Automation Tools.

Marketing Automation : A Step-by-Step Guide For Beginners




1. Marketo.

Acquired by Adobe, Marketo is arguably one of the best marketing automation solutions for large companies.

It helps you boost your conversions and deliver the right content by intervening in:

  • Your lead management.
  • Your email marketing campaigns.
  • Your mobile marketing strategy.
  • The loyalty of your customers.

Prices.

The prices are not clearly indicated on their website since they are tailor-made according to your needs.

2. LeadSquared.

On LeadSquared, all the features are there to satisfy a marketing automation strategy for small and medium-sized businesses:

  • Workflow creation.
  • Creation, management, and automation of emails.
  • Segmentation of your contacts
  • Landing pages creation.
  • Implementation of lead scoring.
  • Lead tracking on your website.

The tool has an API and can be linked to Salesforce, social networks, messaging solutions, different CMS, etc.

Prices.

After a 15-day trial version, count $ 150 / month for 10,000 contacts.

3. HubSpot.

You can't create a list of marketing automation tools without citing HubSpot, a giant in this field.

You have the possibility of combining several solutions to completely automate your marketing strategy:

  • HubSpot CRM lets you manage your contacts.
  • HubSpot Marketing is involved in your inbound marketing strategy to help you convert your leads.
  • HubSpot Sales Maximizes Your Sales Team's Effectiveness.
  • HubSpot Services supports your customer service.

Obviously, this solution gives you access to detailed data thanks to the tracking of your emails, contacts, customers, etc.

Prices.

While HubSpot CRM is completely free, the other three solutions have a limited free version. Subscriptions start from $ 55 / month, otherwise, count $ 123 / month to get the full suite.

4. InfusionSoft.

InfusionSoft is a marketing automation tool suitable for small businesses.

Its ease of use allows you by drag-drop to create marketing processes to build and personalize your campaigns. Landing page creation only takes a few clicks and tests can be performed to identify your top-performing emails.

In addition to the marketing automation features, you can benefit from a payment and invoice management tool, or even create sales pages (ideal if you do not want to develop an e-commerce site ).

Prices.

The tool is available from $ 199 / month for 2,500 contacts.

5. Pardot.

Pardot is a marketing automation tool developed by Salesforce specialized for B2B companies.

In addition to the automation of your emailing campaigns and other basic functionalities present in the other solutions, you can monitor the ROI of your Adwords campaigns and your natural referencing.

Other strengths: the integration of a calendar, the possibility of creating several scoring categories or even advanced reports, and access to the API.

Prices.

Subscriptions are available from $ 1,483 / month, a nice sum to have access to 10,000 contacts.

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