3 Main Reasons To Use Marketing Automation

The tools you choose to use for marketing automation are closely linked with your desired outcomes. You can set up these tools to work separately or go across multiple platforms. Once you know how exactly your customer interactions should look like, you can try:

• Content scheduling. You can arrange posts beforehand, choose visuals from a pre-approved library, and monitor impressions.
• Email automation. You can schedule opening emails and test opening lines, segment follow-up emails, and automate emails based on user behavior.
• Retargeting. Some users may forget to respond, but you can give them a gentle reminder and resend unread messages.
• Customer journey automation. Here, you can set triggers, circumstances, and actions to automate your marketing and secure leads without missing an opportunity. Automation also saves a great deal of time when analyzing form responses or chatbot interactions.
• Gated content. By sharing content that becomes available after users sign up for it, you’ll be able to distinguish those who show the most interest, provide users with relevant and helpful information, and gather analytics based on the data users share to access gated content.

So, how exactly do you benefit from marketing automation? Let’s find out:

• Smarter decision-making. Automation lets you collect data effortlessly. Based on that, you can view and store current analytics, and form more complete customer profiles. According to ISDI, having a marketing automation strategy provides a 27% higher volume of leads and boosts conversion by 30%. Knowing what works best for your audience, your personalized messages and offers will hugely help in generating and maintaining strong leads.
• Timing. In sales, a well-timed reaction can cost you future sales. For example, if a potential customer visits your website, thinks of making a purchase with some doubts around it, and doesn’t get feedback with more information on the product, they’ll go someplace else. A chatbot that offers to set up an introductory call or connect the customer with the team via email solves this easily.
• Full user scene. User tracking enables you to get a fuller picture of what your users need and the issues they want to solve. With automation, you’ll be able to see detailed behavioral tracking, such as the websites your prospects click on, the types of content they show interest towards, and where they stand in the buying cycle.

We’ll cover some useful tools to give you more insight into how marketing automation can be used in your case and help you find the right fit.

• Customer.io does wonders in engaging users throughout the user journey. You can get extremely specific with narrowing down your target groups and organize these segments into ad audiences. The tool lets you personalize messages and back them up with prompting push notifications. You can also experiment with campaign subject lines, message content, delivery time, and more – all the data is easy to collect and interpret.
• With Drip, you’ll be able to craft emails from top to bottom – the tool includes a visual editor and a library of customizable email templates. The tool makes it easy to reach your target audience with browsing history analytics, birthday deals, abandoned cart reminders, and more. Cherry on top? You can split-test inside the automated workflows and make adjustments in no time.

• Buffer used to be a simple content scheduling tool, but it grew bigger than that. You can measure performance and pick the day, time, and frequency that works best for your audience. Buffer also features smart alerts and hotkeys, so you won’t miss a comment.
• Hootsuite is among the top automation tools that goes beyond scheduling or posting. It enables you to monitor conversations around your brand and quickly respond to mentions through a single inbox that gathers all feedback in one place. Hootsuite also gives personalized insights on why particular content performs better.
• SproutSocial has one of the widest feature sets. Apart from analyzing consumers and their sentiments, the tool lets you grow brand advocates based on their response to your brand. Additionally, SproutSocial lets you engage employees in social media activity, which amplifies brand presence. The tool has benefits for every role: practitioners, teams, managers, and agencies.

• AdRoll makes running ads across every channel from the display and social to email awfully easy. On top of that, AdRoll’s retargeting feature simplifies tracking campaign performance and distinguishing successful tactics.
• Metadata.io takes digital advertising to higher levels by implementing AI. This way, you’ll get the most effective combination of creative, copy, and placement to see the best results for your ad campaign. Besides, Metadata.io is among the few tools that let B2B marketers run account-based ads.

Over 75% of email revenue comes from triggered email campaigns, rather than one-size-fits-all mailing. It’s stats like this one that can make you rethink your approach to automation. You can start small and evaluate the results from automated emails, or go big and spread your marketing efforts across multiple channels, including your website and accounts on social media.