Marketing automation It is the union of technologies and processes for those interested in sales and marketing, with the aim of increasing the efficiency and results of the activities of marketing.A marketing automation It will ensure that all contacts you make are encouraged to become paying customers – at any time of day.
I dare say it can be summarized as... The possibility of increasing company sales without needing more salespeople..
A marketing automation It consists of 3 parts:
- Track all points of contact between companies and potential customers (leads).
- Automate execution. Automate individual and repetitive marketing tasks.
- Generate reports and analyze data from the best digital actions (website, blog, social media, email, ads) and identify which actions generated the most results.
Examples:
- Is someone asking for information about your 3D printer at 1 AM? Automatically send them an email complete with product information.
- Someone just bought a shirt from your online store but hasn't returned for months? Send them an email with a small discount so they can come back and browse your inventory.
Marketing automation will save your team time and energy by allowing them to focus on more important tasks for your business.
The reason marketing automation has become a critical part of the marketing world is that it solves the problem of how to become relevant at scale.
Despite the term “Marketing Automation”Although it has recently exploded in popularity, it has been used since the early 1990s when some companies began to create intelligence to segment their databases and thus generate more information about their customers. Since then, these techniques have improved and transformed into the CRM software we know today.
We're talking about a fad of "“just”"25 years. Think of marketing automation as an extension of digital marketing." marketing automation It enhances your online marketing.
How can I use Marketing Automation in my company?
Now that you understand what Marketing Automation means, I've brought you 8 marketing automation workflows that you can use today to increase your online sales. Enjoy!
#1: Welcome Email.
Trigger action: Signed up or registered on your website.
This is the most basic of all automated emails. It's triggered when a visitor registers on your website. This could be by registering an account or subscribing to the site's newsletter.
In addition to greeting them and showing your appreciation, make the most of your welcome email to…
- Show the next step in your sales process.
- Showing them new and popular content that they might be interested in.
- Directing them to more detailed information about your business.
- Directing them to your social media channels where you can communicate with them.
- Encouraging them to submit questions or answers to a survey where you can learn more about their needs.
The possibilities for a welcome email are endless. To decide on the content of your welcome email, simply think about what you would like them to do next.
If your company has a long sales cycle, direct them to more product information, related content, or an FAQ – something that will give them more confidence to make a purchase. If the sales cycle is short, showcase new products, promotions, or exciting content – quickly turning them into paying customers.
#2: Topic Workflow (Offer Download)
Trigger action: Downloaded your offer.
If you've created a valuable contact magnet on your homepage for visitors to register and receive information, then you can create an automated email to send them as soon as they convert.
Based on the topic of a free ebook you're offering (for example), you can create a series of emails with content about that topic.
If it's an ebook about weight loss, for example, you would send them the ebook along with a weekly follow-up email series covering weight loss, and eventually an email to purchase your exclusive weight loss program.
#3: Free Trial
Trigger action: Signed up for a free trial.
If someone has signed up for a free trial of your software or service, you should have an automated email to send thanking them and helping them with the next steps.
Software companies often neglect the "onboarding" process necessary for their users to be successful with the product they are offering. The easier the transition is for a user, the more satisfied they will be with the product, resulting in greater lifetime value.
Once someone signs up for a free trial, they should be sent a series of welcome emails explaining how they can get started: video demos, links to helpful resources – anything that will make their experience with your product as simple and enjoyable as possible.
#4: Lead nutrition
Trigger action: Top-of-funnel variety in event conversions.
Are you producing inbound content for your blog and social media? Creating customized workflows can be a great way to nurture potential customers through your sales funnel and increase them.
Let's say you own a retail store selling athletic apparel. Automated emails can be triggered for customers who have read 3 or more blog posts about the best warm-up exercises for running. You can then target these based on their visits to specific URLs.
Simply by knowing that they want to learn more about running, you can send them related content and products. As the emails are sent, you can build a relationship with them. Your brand will be the first one that comes to mind when they're ready to buy their next pair of running pants.
#5: Re-engagement
Trigger action: Inactive profile/account.
Have you been following up with your former clients? Or have you let the relationship with them fall apart along the way?
Don't worry, there's a workflow that will reactivate your relationship with an inactive user.
An automated re-engagement email can be sent to customers who:
- They created an account or registered their email on your website.
- They bought it, but haven't returned it in a while.
- They signed up for a free trial of your software, but didn't come back to explore the program.
If someone's account has had no activity for a long period of time, a re-engagement email can be sent to alert them about a promotion, help them with a knowledge base, or provide an exclusive offer, such as a coupon code.
#6: Abandoned cart
Trigger action: Shopping cart abandonment.
Do you own and operate an online store? Then you should know that at least 681% of people who put a product in their cart end up abandoning it. If only there were a way to decrease the cart abandonment rate…
Abandoned shopping cart emails can be triggered when someone leaves your website without completing a purchase. Right after a potential customer leaves your site, you can send them an email with an offer – free shipping, a 10% discount, a free gift – anything that might persuade them to return and finish the purchase.
#7: Sell extras through old purchases
Trigger action: Past purchases.
Automated emails for upsell can have a big impact on your starting point. Based on past purchases, emails containing related products can be sent to these customers. In other words, "I saw that you liked [insert great product], how about [insert related great product]?"“
Depending on how much they enjoyed their experience with your company, it's easier to resell to a past customer than to acquire a new one. Extra sales emails are an extremely valuable strategy for large companies like [Company Name]. Amazon.com to continue the relationship with customers.
Upselling is a great way to increase the data you receive from your customers and tailor it to their experiences and preferences. An online store that sells cameras, for example, could send an email to a recent camera buyer with a list of compatible tripods or camera grips.
#8: Refueling
Trigger action: Product life cycle.
Does your product have a finite lifecycle?
Once your product's lifecycle is complete, an automated email can be sent to your customers to remind them to restock. A friendly reminder with a direct link to the product is a strategic and convenient way for your customers to repurchase and increase your sales.
An automated email is useful in situations such as:
- Renewal of an annual subscription, such as a magazine subscription.
- Expiration date of a perishable food item, such as a monthly supply of coffee beans.
- Products used in everyday life, such as laundry detergent or Swiffer laundry products.
Putting everything we've learned together
Getting started with marketing automation doesn't have to be a daunting process. But having to write and respond to all the emails manually? Now that's intimidating.
I recommend choosing a simple task, like a welcome email that you'd like to automate, and starting from there.
If customers are inactive in your email database, you're missing valuable opportunities to nurture them into paying customers.
The examples of marketing automation workflows that we saw were:
- Welcome emails
- Topic Workflows
- Free trial
- Contact Nutrition
- Re-engagement
- Abandoned cart
- Extra sales
- Refueling
Being able to create and send automated emails for different situations can help you stay in touch with your customer and grow a relationship with them until they are ready to make a purchase.
Do you need help with your business's digital marketing?
If the strategies you are currently using are not increasing your online sales, contact us and request a free quote.
Contact us now! We can help you with a simple 1-hour consultation or handle all the management for your business. sell more online.
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