Ricky Hayes is the Co-Founder and Head of Marketing at Debutify - free Shopify theme, helping dropshippers build high-converting stores in minutes. He is a passionate entrepreneur running multiple businesses, marketing agencies, and mentoring programs.
Marketing automation is essential for both ramping up on creating a memorable customer experience and maintaining that experience over time. Know the ways marketing automation can help to build customer experience
Marketing plays a pivotal role in the success of a business. The majority of the brands, irrespective of their nature and sizes, strive to market their businesses uniquely and creatively. For this reason, people are targeted on every possible channel by the companies to convert them into their customers.
With lots of businesses emerging, the arena of marketing is becoming challenging to capture. Designing campaigns, launching them on multiple channels, keeping up with the customers' expectations, replying to customers' messages and queries on different media, and tracking their engagement, can become quite exhausting for marketers.
The repetitive job of marketing on multiple channels is also time-consuming. It takes away a considerable chunk of time that could've been used to plan other business strategies. Thanks to the technology, it can make a difference in easing the marketing activities while making them more effective.
Marketing automation is the answer to effective and efficient marketing.
Understanding Marketing Automation
Marketing automation is of great help to businesses. It helps identify the potential audience and directs them to reach the business's sales department, where they can be turned into customers.
Furthermore, marketing automation improves the sales funnel's efficiency; this results in increased conversions, happy customers, and, of course, increased revenue.
Lead generation is an essential step for the expansion of a business. Suppose a company automates its marketing strategies from the beginning to the point of sales. In that case, it leaves the team with ample time and information to focus on converting prospective leads into consumers.
Marketing automation gathers data from website visits, downloads, paid ads, and social media activity to give an insight to the business about the behavior of the current and potential customers. It also helps the company understand its consumers’ interests and determine what stage they are in their purchasing journey. Using resourceful and rich data, a business can customize its strategies to generate the audience's desired response.
Let’s take an example; a person has visited an online store. He is viewing different items on the website. It indicates that he is on the beginning level of his buying journey. If he adds a few things to his wish lists or spends more time viewing certain products, it could signal the sales team to make their move and compel the person to complete the sale.
Benefits Of Marketing Automation For Other Areas Of Business
Marketing automation is not only to benefit the marketing department of your business. It has several other benefits in store for the different areas of your business.
A. Leads To Accountability
Turning leads into customers is only possible when both the marketing and sales team's efforts are equally combined.
If the marketing department gathers leads, but they are not qualifying as buyers, marketing automation can resolve this issue. It can identify in which department the problem lies.
The feedback provided by the marketing automation tools can help the teams fetch the details of particular leads that can help understand why the leads are failing to convert. Marketing automation can highlight issues such as the lead was unsuitable for the product, the budget was not adequate, or the lack of effective strategies to sell the product.
B. Boosts Upselling And Cross-Selling
As marketing automation can track the consumers’ behavior and keeps a record of their buying journey, it can allow the marketers to automate cross-sell or upsell to the consumers.
A business can tailor its emails and ads to target the consumers and lure them into buying the products that complement their previous purchases
C. Runs A/B Testing Easily
A business might have options for emails or landing pages that it wants to test as two separate campaigns. If it tests it manually, it can only run a few A/B tests simultaneously. On the other hand, by using marketing automation, a business can try all its options as different campaigns and track its performance at different levels.
The results obtained from the tests can help the business decide which campaign to stick to in the long term.
D. Targets Sale Prospects Across Multichannel
Manually targeting the potential audience across multichannel, i.e., on social media, emails, phone calls, or SMS can take up much time. Due to the complexities and different ways of reaching out to your audience, there are increased chances of missing out on crucial prospects.
Marketing automation can be a time saver in such a situation. It effectively launches and streamlines all your advertising campaigns on all the Omni-channels. A business can personalize its emails and customize its social media campaigns based on each channel's audience.
E. Prioritizes And Qualifies Leads
Perhaps the most beneficial feature of marketing automation is lead scoring. Marketers and sales representatives often face the dilemma of prioritizing the parameters to qualify the leads. It gives rise to confusion and affects the coherence of both departments.
Lead scoring solves this issue in one system by considering the performance indicators of both the teams and their scores. The system detects and informs which leads are to be chased which are to be dropped.
F. Tracks User Behavior
Marketers need to understand their audience's behavior and reaction to the emails, ads, and social media posts. Keeping a manual track of their website and email activities can be pretty hectic and might not gather resourceful data.
However, marketing automation analytics provides the marketers with a list of the strategies, campaigns, and activities generating a positive response from the potential audience. A business can continue to work on the activities that are gaining customers and stop promoting the ones that are not generating the desired response.
G. Manages Day To Day Task Efficiently
It is absurd to spend time on the activities that can be taken care of by automation tools. Employees' time on daily repetitive activities can be utilized constructively to develop sound policies to target more audiences.
By using marketing automation tools, businesses won’t have to worry about managing petty tasks and can divert their efforts for more important matters.
There is one more area of the business that can benefit immensely from marketing automation. You can enhance your customers’ experience by automating your marketing efforts.
If you are wondering how? Then keep reading to learn how marketing automation tools can improve customer experience.
8 Ways Marketing Automation Can Help To Improve Customer Experience
If your customers are not happy with your business, all your marketing activities, amazing products, advertising tactics, etc. will go in complete vain. Customers are the king of every business; therefore, their happiness is necessary if a company wishes to reign and make its mark in the highly competitive market.
1. Automate Customer Satisfaction Surveys
Taking feedback from the customers is an excellent way to know their sentiments and reviews about a business. Customers’ valuable feedback helps the companies identify the flaws in their products or dealings and suggest remedial measures.
Surveys are an excellent way to generate input from the consumers. It hardly takes a few minutes for your customer to fill in the survey form and provide you with their reviews and opinions.
Numerous feedback tools only require a few clicks of your customers, such as star ratings or number scales that ask how much they are satisfied with a product or how likely they will share about your product in their social circle.
Moreover, some automation tools take the customer feedback at different intervals of their buying journey; for instance, it can take the input once the customer has received the ordered goods or viewed the various products at the website. It helps the business to implement strategies that can keep its consumers happy.
2. Update Customer Data
All the major businesses have a process called customer relationship management (CRM) that enables the organization to monitor their interaction with the buyers by analyzing the data derived through bulks of information.
Some businesses prefer to have the complete data in one place, while some keep the customer’s data on multiple tools.
It's much easier to have the complete record of the customers at one place to access it all at once without having to switch the apps. However, if the data is stored on different apps, then it must be kept in sync.
Having all the tools connected and updated, you will not have to search frantically for a customer’s data if he calls or email you.
Opt to set up a two-way sync between your tools. It will ensure that the customer’s data is updated on all devices. Your sales and customer care team can efficiently address customer’s queries by having their data updated and organized on all the tools.
3. Automate Customer Emails
Sending emails to hundreds and thousands of people can get pretty overwhelming for marketers. Tracking their response and replies can get even tiresome and exhausting.
To manage a long list of subscribers, automate customer emails. It will ensure that customers receive the email on time without fearing missing out on someone from the list.
4. Use Bots To Respond To Problems Immediately
How many sales qualify as enough sales? No number is enough when it comes to sales. If your marketing strategies are effective, they will generate more leads. It might not always be possible for your sales team to respond to the lead immediately after expressing their interest or concern about a product.
But, no more losing leads! The marketing automation tool will address your lead’s concerns without wasting any time. The marketing tool's auto responding feature will acknowledge the lead after he has filled in the form.
Some advanced tools also notify the sales team members to get in touch with the prospective lead. The faster you reach your lead, the more chance you have to make a sale. Delay in responding might end up in favor of your competitor.
5. Automate Employee Surveys And Feedback Forms
An organization can never keep its prospective and current customers happy if the employees’ feedback is not taken.
An employee’s feedback is equally important as a customer’s. Employees, especially those who interact with the customers, are better positioned to identify and highlight the problems that customers face. They can communicate the issues and offer a solution to enhance the customer experience.
Just as marketing automation tools can help a business create feedback forms and surveys for the customers, they can create the same for taking feedback from the company's employees.
6. Reach Out Customers At Risk Of Churn
There are many factors why a customer churns. It can either be your product, after-sale services, or little value for the price.
You can quickly identify the customers at risk of churn with the help of marketing automation tools. Their website activity such as abandoning carts, looking for the FAQ of ‘How to cancel my order’, their negative reviews, angry emails, or direct complaints is a red flag for the organization.
Customers who are not happy with your business and planning to switch to your competitor must be reached out fast. You should send them an email or connect with them over a call to listen to their concerns for resolving them at your earliest.
7. Event Integration
The majority of the marketing automation tools can be integrated with event management platforms.
By integrating your automated tools with these platforms, you can quickly get access to the information of the attendees. It provides the business with a resourceful insight into the customers who attended the events or webinars.
The marketers can offer the attendees more conferences, training sessions, or other informational events to keep them interested in the business.
8. SMS Marketing
In 2019, there were more than 5.11 billion mobile users across the globe. SMS marketing can soar the marketing campaigning of a company. SMS opening rate is much higher than an email. It has a 98% opening rate. If a business sends a time-sensitive offer or essential announcements via text message, it will be read and responded to by the customers.
If you have your customers’ consent to send them text messages, then make sure you have the automation tools to do the job. Sending out messages manually to hundreds or thousands of people is not only tiring but will consume much time too.
By having an automated SMS marketing campaign, you can keep in touch with your customer and update them about the latest offers and products.
Winding It Up
With the increasing numbers of emerging businesses, targeting the audience and converting them into customers has become more demanding than before. Each company tries its best to catch the attention of its audience by its marketing campaign.
Manual work is out of the question if a business wants to outshine its way through the massive crowd of competitors. Marketing automation tools can minimize your work, spread a wider net to capture the audience, and provide an excellent experience to the buyers.
The above-listed ways aren’t the only ones that can be adopted to improve the customer experience. Marketing automation has more to offer to your business.
With its immense benefits to the different areas of business, elevating consumer experience, and decreasing the workload, the marketing automation system has become the favorite technology of many marketers.
Marketing automation is not pleasant to have; instead, it has become a must to have for successful business organizations.
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