Social networks, blogs and emails have become the preferred channels for generating appropriate interaction between companies and their customers.Not in vain, they are today the means of communication that they use the most to monetize their content and boost their sales.
The scenario that best shows us how necessary it was to create marketing automation in companies is: What happens when an account or blog receives many visits and grows its followers quickly? At first, it may be very easy for organizations to maintain 1:1 conversations with their readers, but when this growth occurs exponentially,We need to find faster and more effective ways to stay in touch with customers, without losing quality or response time.
Within this context, it is not surprising that companies turn to marketing campaign planning tools , as well as the optimal technology to be able to properly manage their marketing objectives. This is where theMarketing automation plays a very important role in executing customer service in these organizations quickly and efficiently,to build loyalty and continue to provide positive experiences to your potential customers.
This automated marketing is leveraged on web tools that allow you to carry out all the actions of a digital marketing campaign , such as: sending emails, managing web pages, creating segmented lists, managing all social profiles, CRM, etc.
In this sense, marketing automation is a methodology that bases its operation on the use of software to automate all the processes derived from a digital marketing strategy, such as segmentation, workflow generation, lead nurturing , campaign management, newsletters, autoresponders, triggers, etc.
Hubspot , a pioneering company in inbound marketing, claims that marketing automation serves the purpose of leading your potential customers on a guided journey through the sales funnel, until they become spokespersons and loyal ambassadors of your brand. In this way, marketing automation is an excellent ally for those companies with a powerful potential on the Internet, who wish to manage an inbound marketing methodology , without losing sight of their philosophy of educating over selling and providing service.
Some specialists in the area define marketing automation as an essential part of inbound marketing , which consists of using computer software to carry out marketing actions in an automated way. Among the companies that offer and provide these services are, of course, Hubspot and other relevant brands such as Oracle Eloqua , Salesforce Pardot and Marketo .
Benefits of marketing automation
Segmentation of your buyers personas
Instead of manually separating your customers' characteristics based on their needs and motivations, automated marketing allows you to build a databasewhere all your leads can be classified according to these characteristics. Automating these processes will allow you to segment your buyer personas and know, on average, what the tastes of your potential buyers are .
The importance of this? With this information you will be able to create relevant and useful content for them, because you know roughly what they like to see and read. In this sense, marketing automation will allow you to more effectively reach the mind and heart of your buyer persona , that is,Your customers will receive messages with content that will really be valuable for their daily activities.
Efficient time management
Without a doubt, automating your marketing processes would free up the japan whatsapp number schedule of your marketing and sales team, so that they can develop other activities within your company, such as: creating creative campaigns, new content ideas, loyalty strategies, etc. On the other hand, thanks to this automation process , your community manager will be able to schedule your posts on both social networks and blogs, since it can be perfectly adapted to your marketing and content plan.
Greater effectiveness in building leads
Connecting with each of your visitors, readers or potential customers manually can be time-consuming, especially if your content is doing well on your social media and blog posts and you are achieving strong growth in a short period of time.
Therefore, implementing marketing automation to your conversion processes ( call to action , landing page , emails ) can help you connect with people interested in your content, from the beginning of their interaction with your company's assets.
For example,If a visitor subscribes to your newsletter, you can connect with them immediately through a personalized welcome message and confirmation of their subscription,which will arrive in your email inbox automatically. Additionally, you can automatically send all your new posts by including them in your subscriber lists.
Managing your actions
Marketing automation software gives you the opportunity to follow and monitor each of the actions that your buyer personas are performing. For example, with these technological tools you can specify which stage of the buyer's journey certain customers are in and what type of contact they have had with you. Let's remember a system that gives you a broad overview of all the steps followed by both your inbound marketing team and your sales opportunities (leads).
A lead is a person who, by providing their data through a form (found within a landing page) becomes part of a company's database. By becoming part of this database, marketing automation software They will be able to provide you with detailed graphs, statistics and data that you can later analyze in order to optimize your campaigns in the future,about the behavior of these leads.
Optimizing your resources
Marketing automation allows you to effectively manage your human and financial capital. By reducing the need for staff to collect information, create and distribute messages among your contacts, you can make the most of your financial resources.
For example, a single member of your marketing team can run complex campaigns and connect with a large number of customers using these automated software .
Marketing automation has gained a powerful prominence in recent years and not in vain, it is an essential tool within the inbound marketing methodology. It has been the solution that companies have implemented to quickly, efficiently and above all, automatically fulfill all their digital marketing strategies .