The marketing automation system is much more than a simple software tool. It is an exhaustive process guided by innovative technology to automate and adjust communications and potential leads for optimized business results. The approach of the marketers should be to earn benefits like gaining new leads, sustaining contacts, enhancing productivity, and maximizing overall sales through various campaigns.
Marketing Automation System: Strategies to Improve Campaign Outcome
• Adopt an Adaptive Content Strategy to Attract the Clients
Marketers should always consider producing stimulating and dynamic content to attract customers. Thus, dynamic or flexible content is one, wherein the email body is modified based on the needs and interests of the potential client by an automated email system. So, the email software analyzes the past trends and actions of the customer, aligning the content accordingly to satisfy their wants. This alignment helps them to establish an affinity with the leads. Moreover, marketers need to provide appealing visual content like slideshows and interactive product demo videos, to successfully convince the leads who desire to buy a product.
• Initiate the Drip Campaign
Marketers can strategize the marketing automation system to initiate a drip campaign based on the online responses and buying habits of the consumer. Exhaustive product content with promo deals can be sent through emails, to the leads who visit a product page. Thus, one should customize every piece of content accordingly to the wants of the possible leads. This unique strategy is most decisive in sustaining long-term interactions with the client.
• Automate Team Coordination in Actual Time
Previously, when the automated solution was not there, it was difficult to synchronize data of the customers, due to the communication gap between various departments in an organization. Resultantly, it devalued the quality of communication of each department with the potential client. This unacceptable scenario changed when the marketing automation system got implemented, whereupon all information for each customer is available to each department. This helps to interact with possible leads quicker and easier at any time.
• Configure Development Campaigns for the Leads
Now, most of the visitors to any website can be bouncing customers. Again, they may like the product or service, but may not be ready to purchase them. The marketers should know that each of these customers can be potential buyers if they are encouraged and influenced by customized content as per their specific needs and interests. The marketers use a marketing automation system to know the clients’ online habits at the inception, influencing them with adjusted content, till they agree to purchase. Thus, new customers in a campaign are always in the perception phase. Marketers, then use the automated email system to transform the customer from the perception phase to the thinking phase and ultimately to the resolution phase. In other words, the visitor is converted from a marketing-qualified lead (MQL) to a sales-qualified lead (SQL). Accordingly, with automated services like Salesforce, each visitor is segregated involuntarily and encouraged.
• Dedicated Follow-Up Chain Emails for Potential Leads
Using the automated email system, a digital marketer organizes a list of inviting emails to be scheduled for sending to the potential customer. The emails may be adjusted based on the client’s interests and habits. Thus, these follow-up chain emails sent to a visitor can be crucial in converting these users into possible leads.
• Support Market Automation through a Segmented List
Previously, marketers use to cluster their leads manually into a list of different segments. But, with the introduction of a marketing automation system, segmentation can be done easily by the software. Now, potential clients are segregated based on various yardsticks like geographical location, demographical information, previous purchasing habits of the customer, and their engagement with a specific product or service. Moreover, with email marketing software like Active Campaign, segmentation schedules can be easily defined to finalize the contents that are needed to be emailed to each list.
Eventually, it can be noticed that optimal campaign outcomes can only be achieved from an automated marketing system. Thus, implementing these strategies will help the organizations to proliferate the conversion rates of a campaign, and optimize the net result of a campaign.