Inbound Marketing Insights

Process automation is becoming increasingly popular within organizations, and marketing is undoubtedly no different. However, some hear the word "automation" and picture unmanned software, or even robots, performing repetitive tasks, but the reality is very different. Marketing automation is all about simplifying previously manual processes and increasing time availability while minimizing resources spent for small and big marketing teams. 

Let's clarify what marketing automation means. Automation helps to consolidate multiple processes and customer data on one easy-to-use platform. Different types of marketing automation software are available, and some will be more suitable for certain businesses than others. Just remember that software doesn't do it on its own. There needs to be a strategy and marketing automation expert in place to find opportunities that make it run efficiently and effectively. Businesses should evaluate their strengths and weaknesses to help pick the best-suited software, from social media or email automation to all-encompassing software that combines campaign management, analytics, and a customer data platform, allowing for easy tracking and delivery of customer insight.

If you've been considering marketing automation for your organization, here are four ways it can positively impact your business.

1. Personalization
One of the main challenges facing companies today is engaging with consumers in a way that feels personal, building long-lasting relationships in the process. Marketing automation software that utilizes customer data platforms can aid in successfully achieving this goal by segmenting customers into highly targeted audiences. This ensures that the right message reaches the right person and does away with generic mass emails that ultimately annoy the people they're trying to reach. The profiles are continuously populated and updated, so you can feel safe knowing you're always working with the most current data.

2. Welcome Emails
The company's first contact with a new customer can often be crucial in setting the right tone and making a great first impression. A welcome program when a customer subscribes to a mailing list or creates an account is a fantastic opportunity to begin developing a relationship, communicating your brand's ethos, and even encouraging purchases. Welcome emails are also an excellent opportunity to gather more data and trigger further communication or customized content.

3. Customer Retention
Win-back and abandoned cart campaigns often affect a brand's bottom line. Customers can't be expected to make consistent purchases all the time, though this doesn't mean they're closed off to meaningfully engaging with a brand – they sometimes need an incentive. Boosting customer retention leads to healthier profits since loyal customers spend more overall, and rewarding them accordingly furthers this. Automation retention programs take manual tracking out of the equation, acting as an insurance policy by re-engaging customers after abandoned carts or long periods of inactivity.

4. Multi-Channel Marketing
Marketers know that successful campaigns must be coordinated across different channels and devices since customer journeys are non-linear. As customers' attention is spread across other platforms, brands have more opportunities to capture their attention, but it's also an easy process to get wrong. By consolidating all data and campaign management tools in one place, marketing automation makes this far easier to achieve. Marketers can use automation software to target customers in a multi-channel manner, customizing the types of messaging and communications most suitable for a specific customer at their point in the customer journey. This creates a more organic relationship between the customer and the company, benefiting both.

These are just a few of the many positive benefits that accompany the implementation of marketing automation in an organization. If implemented correctly and with the right amount of time and attention, marketing automation can be very effective for all business types. Over time, it will completely change how your organization manages its time, teams, and targets.

If you're interested in implementing a marketing automation strategy or looking to improve your current market, you to schedule an inbound marketing consultation with our team.