While industries are constantly looking out for ideas to improve productivity, marketing automation comes across as a tool that guarantees results. However, it is imprudent to use this tool randomly and there are some well-researched strategies for getting the best out of it. Before, we move further with this discussion, it is appropriate to know more about the benefits associated with marketing automation followed by the exact approach required to handle the technicalities.
Understanding Marketing Automation and the Deployment Strategies
The entire process of marketing automation revolves around using software modules for pre-defining or rather automating certain periodic processes. According to experts, almost 54 percent of well-placed organizations extensively use this tool for amplifying growth. Moreover, the deployment strategies are pretty straightforward as marketing automation precisely aims at nurturing leads while guiding them across the entire sales funnel. In a nutshell, the marketing automation tools are best deployed for ROI measurement, landing page follow-ups, social media and even email marketing.
When it comes to the application, marketing automation outlines the entire strategy and helps companies improve their overall outreach. In the subsequent sections, we shall look at the best possible marketing automation strategies for leveraging the same as a holistic organizational tool.
Strategy 1: Improve Segmentation
The first and foremost strategy has to be based on the approach of segmentation. Companies must implement marketing automation for identifying customer personas, which would then help them with audience segmentation. Once the prospects are identified according to the requirements, marketing automation can be used for sending out relevant and highly customized emails to the concerned audience. Another functional technique for improving segmentation is to create catchy headlines, preferably for automating an existing email marketing approach is a highly organic manner.
Strategy 2: Reuse Content
One of the best marketing automation strategies is to reuse any type of existing content for improving conversions. While this doesn’t mean uploading the same draft on multiple platforms, it basically stands for curating the best pieces across different email lists. However, the trick here is to pitch forth the content according to the lead time. At first, the organization needs to determine the concerned email frequency pertaining to an existing user base. Once this part is taken care of, the best piece of relevant content needs to be pushed across while keeping the Call to Actions in mind.
Strategy 3: Increase Upsells and Cloud-Based Usage
Another marketing automation strategy that sells well is to look closely at the SaaS usage. Once the concerned organization identifies its online customer base, it becomes easier for it to send user-specific emails which are rich in content. Moreover, with customers resonating well with the product, it becomes easier for the companies to improve the usage and increase upsells; thereby improving the consumer lifetime value. Marketing automation isn’t only about pushing a product to the existing customers; instead it also aims at informing prospects about the feature sets, thereby driving conversions.
Strategy 4: Automate Updates with Select Tools
Social media can be a tough nut to crack and a strategic marketing automation plan must take the existing platforms in account. A functional strategy would be to automate posts and status updates using select software modules. This approach helps companies stay in touch with the loyal user base depending upon correct engagement period. For instance, if a select organization gets the most traction at a predefined period of the day, it is advisable to automate posts for that time period, especially over select social platforms. Once the software starts doing its work, the posts get published at the designated hour; making it easier for the companies to nurture and retain the customers.
Marketing automation is an extremely powerful tool that can easily improve organizational outreach. However, implementing the same strategically requires a lot of intuition and proactivity. Be it using marketing automation for sending out corporate emails or using the same for emulating the competitors, every implementation focuses on certain organizational skill sets. While the mentioned approaches can certainly come in handy, there are some other strategies like sending out cart abandonment reminders, remarketing advert sequences and creating content library which can be adopted by the organizations for changing their creative outlook. In a nutshell, marketing automation typically aims at simplifying the professional life of the individuals while helping them save a lot of time and money.