In the first part of my blog post, I talked about marketing campaigns and the importance of marketing automation.
Where do marketers go wrong?
Today thousands of marketers rely on email marketing to generate results. They blast email after email to their entire list of prospects and customers, hoping the message resonates. But does it work? It might work sometimes, but the reality of the situation is either:
- You’re wasting your time and money marketing to someone who may not be interested in what you’re sharing
- You could be burning your list--annoying your contacts and causing them to jump ship, leaving you with no opportunity to market to them in the future
From my standpoint, that doesn’t sound like an effective marketing program. Why should you send people an email when the last time they responded was over 24 months ago? This approach automates the emails, but doesn’t do anything to help the nurturing process. It may even hurt the nurturing process!
How it should work
Marketing automation is all about nurturing, not selling. We avoid the hard-sell approach in favor of content that is personalized, relevant, and aligns with what customers and prospects are looking for. This allows you to nurture your leads through the entire buying process, delivering highly-targeted, personalized messages that address specific purchasing needs.
Going back to my first example, rather than getting a general email, I would prefer to receive an email about the shopping cart I abandoned 5 days ago and maybe something about similar items other customers have purchased. Such an email feels personalized and totally tailored to my previous interaction with the company. It makes me much more likely to trust that company. And ultimately, more likely to buy.
You can also create automatic contact messages aligned with special events that mean something to your customers such as:
- Personalized birthday emails
- Thank you messages following visits to your website or store
- Transaction confirmations following purchases or event registrations
- Product reviews or recommendations
- Similar product purchased by other customers
This is the foundation of marketing automation--to provide marketers with the ability to target their contacts and send them content that is based on their behavior. You’re giving them the information they need, when they want it. You’re easing their buying decisions. And as a result, your conversion rates (and revenue) will increase.
There you go! Driving revenue for a company with an automated marketing system.
And what’s even better, by implementing marketing automation, the process gets a whole lot easier. We are able to quickly map the entire process back to our marketing goals, understand how our campaigns performed, and then make them even better.View all Blog Posts