Last month we introduced marketing automation and focused on marketing automation’s key objectives. Hopefully, you downloaded the companion piece detailing the main features of marketing automation. Now let’s discuss marketing automation best practices and how they can benefit you and your customer.
The customer experience is essential to the buyer’s journey The customer experience is how customers perceive their interaction with your company. These interactions are referred to as touch points; some examples include face-to-face interaction, email, or connections through social media platforms. You can improve the customer experience and grow your business through these touch points.
Your most important goals are showing your potential clients that you know who they are, what they care about, and that you have solutions for their problems. Establishing a consistently positive customer experience throughout the journey is of utmost importance.
Marketing automation is one of the ways you build awareness with your customers and leads, driving them to purchase your products and services. Your marketing challenges will determine how you use marketing automation in your business.
Although there are specific marketing automation strategies that work better than others, here are a few that are best for improving the customer experience:
Integrate automation and your customer relationship management (CRM) system to help personalize the experience
Makes customer engagement history easily accessible
Allows you to provide a personalized experience
Provides your marketing team with time to create the best marketing strategies to gain customers
Utilizes A/B testing, allowing you to determine which images and messages perform best and make necessary changes
Helps avoid abandoned cart issues, converting more leads to customers
Enhances customer engagement by listening to them and building meaningful relationships (i.e., create an automated process to seek customer feedback about your products or services, such as a customer satisfaction survey)
Collects information to help segment your audience and receive the most relevant feedback
Improves the customer experience, increasing trust among your leads
Customize content by segment
Targets your content to the needs and pain points of your key market
Utilizes different channels to make your content available to potential customers
Creates content that is relevant to the products or services you offer
What does marketing automation mean for your business and the customer?
The most significant benefit of marketing automation to your company is generating higher-quality leads. The main benefits for your customers are an improved customer experience and greater trust in your company.
With marketing automation, you can tailor your interaction with the customer throughout their journey. Good marketing automation tools can help you identify your target audience, trigger customer behavior, and create content tailored to your audience. The more personalized the content, the more likely you will convert leads to customers.
But we can’t stop there. Let’s delve deeper into the other benefits of marketing automation.
With marketing automation, you can tailor your interaction with the customer throughout their journey.
Benefits to your company and customer
Provide a unique experience for each customer resulting in improved engagement and growing sales
Improve the customer experience
Eliminates routine and tedious tasks
Allows customers to buy at their own pace
Provides quality and consistency throughout the customer experience
Increase productivity and efficiency
Reduces staffing costs
Decreases repetitive tasks completed by your team
Allows your team to work on more critical projects
Give a consistent voice to your brand
Create multi-channel campaign management with all your marketing channels on one platform
Align marketing and sales departments, which will align your company’s goals and efforts
Increase conversion rate by tracking leads and retargeting possible clients
Improve ROI (Return on Investment)
Personalize the marketing strategy
Creates marketing efforts to reach your target persona
Segments your leads based on behavior and characteristics
Utilizes multiple channels (social media, search ads, email campaigns)
Improve lead scoring and notify the sales team when a lead goes from a marketing-qualified to a sales-qualified lead
Make data more accessible, up-to-date, and organized
Allow for accurate reporting of marketing analytics
Help create scalable processes
We hope you understand the benefits marketing automation provides your business and customers. Now let us equip you with the best practices that will benefit your marketing automation program. Download the companion piece to gain insight that will improve your customer experience. Contact MLC Expert Consulting by calling 843.819.0103 or messaging us through our website to discuss how we can further help you.