October 26, 2018
Marketing Automation Strategies
In the never-ending scramble for new technology, it's starting to become clear that automation is going to become a big player in the marketing technology stack.
In fact, a forecast by American research company Forrester has predicted spending on marketing automation is on an exponential curve. Their study claims that spending on marketing automation is due to reach $25.1 billion per annum by 2023 — up from $11.4 billion in 2017.
That's a lot of billions.
Regardless of the numbers, marketers are having issues succeeding with marketing automation. 56% of business professionals blame a 'lack of an effective strategy' as the most significant barrier to marketing automation success.
These 4 tips are a great place to start for crafting a profitable marketing automation strategy.
Lead generation is incredibly important for expanding your customer base and acquiring new prospects. You want to get as many customers as possible 'through the door' and into your automated journey. To help you do this, you'll need to:
- Always ensure your call to action links to a relevant, tracked page.
- Keep lead generation forms as simple as possible. Capture the data you need, and let move your customer on to the next step.
- Lead generation text needs to be concise. Avoid flowery language and get to the point.
- Make your offer compelling. There needs to be a benefit to clicking through.
Lead nurturing is the process of moving your target audience through the customer journey. Some ways lead nurturing can be used in marketing automation strategy include:
- Creating personalized content. Funnel your customers by behavior and curate content that matches their stage in the customer journey.
- Circumventing low email open-rates. Go beyond email with multi-channel marketing.
- When relevant, including multiple touchpoints helps customers feel more engaged with your brand. Plus, each touchpoint is an opportunity to learn more about your customer.
- Seizing your audience's attention through timers and delays.
Make your customers feel like they're a part of your brand. Don't just advertise at them — be a part of their daily lives and retain their business.
- Invest in customer experience. Be there for your customers when they need you by integrating customer-centric functionality into your automation stack (like LiveChat or Pipedrive).
- Stay human. People like talking to people. Some things shouldn't be automated yet. Keep your social media team and customer service team as people.
- Personalize! We've mentioned it before, but customers respond better to emails and advertisements that are tailored.
- Be useful. Invest in UX (user experience) and hire people that can create content that people actually want to see.
Test all your creative and campaign ideas, all the time. Creating an automated marketing campaign on a good feeling can work, but you don't know that till you've spent your budget. Validate everything you can with:
Autopilot helps you visually map out customer journeys so you can make your marketing automation ideas a reality. Think about lead generation, nurture your leads, engage with your customers and validate everything with our easy-to-use software.