Marketing automation: how to implement an effective strategy?

by Brohems
How to find customers on the internet thanks to digital

When a business grows, repetitive and tedious marketing tasks quickly become a chore. They hinder the productivity of your teams and are, in fact, less profitable. However, they remain essential to the growth of your business: impossible to do without them.

In such a context, marketing automation (or marketing automation ) becomes your most powerful asset. An essential lever for Inbound Marketing, it improves the performance and profitability of your communication actions.

It is also a preferred tool to relieve your employees and allow them to focus on tasks with higher added value. For example, in B2B, marketing automation favors lead nurturing to transmit only “hot” leads, ready for conversion, to your sales representatives.

Whether it’s building a relationship with your prospects or re-engaging former customers, marketing automation is a dauntingly effective solution. However, this means having the right strategy in place, consistent with your company’s objectives, to make automation work. This is what our experts will help you achieve by delivering the 5 key steps to developing an effective marketing automation strategy.

Marketing Automation: Definitions 

Marketing automation, or marketing automation, is the automation of recurring marketing tasks. This applies, for example, to sending e-mails to prospects or customers, with a view to acquisition or retention. It can also concern the carrying out of actions in a CRM, on your website or even social networks.

To do this, marketing automation requires the use of dedicated software and the development of an adequate strategy. To be effective and promote conversions, the latter must be based on the creation of personalized content with high added value. It’s about engaging with your prospects and customers to guide them through each step of the sales funnel. Marketing automation thus makes it possible to establish a solid and lasting relationship with them, conducive to the sustainability of your business.

Such a marketing strategy also offers an excellent return on investment, if it is well carried out. If your objective is to improve the profitability of your marketing actions, automation is thus an ally of choice.

The workflow, the common thread of marketing automation

Marketing automation relies on one key element: the workflow. This is the scenario that organizes the progress of automated marketing actions.

Each action that makes up the workflow automation is triggered by a marketing trigger. This depends on the profile or behavior of the prospect or client. Marketing triggers can thus be:

  • Downloading a lead magnet (e-book, catalogue, etc.),
  • Subscribing to a newsletter,
  • The abandonment of an e-commerce cart,
  • The birthday of your prospect or client,
  • The change of status of a customer,
  • The age of an order,
  • A new purchase, etc.

Why Choose Marketing Automation?

Marketing automation is a strategy for your business if you are looking to:

  • Improve your lead generation processes,
  • Facilitate the qualification of leads to relieve your sales teams,
  • Increase your income, thanks to the implementation of profitable marketing actions,
  • Optimize your lead nurturing strategy.

If you have one of these goals in mind, marketing automation is relevant to your business. That said, to be effective, it must above all be based on two key elements: customer knowledge and your mastery of the customer journey.

Marketing automation generates powerful results if your content meets the profile and expectations of your target audience. They must be as personalized as possible and present real added value to achieve maximum conversions. To develop relevant marketing messages, you must therefore first know the Internet users you are targeting.

The same is true for the customer journey. Knowing each step ensures that you create a coherent sales funnel. It is the foundation of your various automation workflows. Each automated marketing action is inserted to guide your prospects and customers from one step to another, until conversion.

Build a Marketing Automation Strategy in 5 Steps

1) Define the objectives of the marketing automation strategy

As always in digital marketing, you must first define the objectives of your marketing automation strategy. If you want it to be effective, your goals must be clear.

This is why we advise you to define SMART objectives, that is to say:

  • Specific: avoid generalities, be concise and precise;
  • Measurable: an objective must be quantified in order to be measured and optimized in fine;
  • Achievable: be ambitious, but consistent with the development potential of your business;
  • Realistic: you must have adequate resources (financial, human, material) to achieve this objective;
  • Time bound: set yourself a (relevant) time limit to complete your projects.

2) Identify the stages of the customer journey

Identifying the stages of the customer journey is the foundation of your marketing automation strategy. This must allow your prospects and customers to move from one phase to another and, in fact, guide them to conversion (acquisition or loyalty).

It is then a question of defining the customer journey of each of your marketing personas. You can thus develop personalized marketing automation scenarios that meet everyone’s profiles, expectations and behaviors. This maximizes the conversion potential.

The better you know the customer journey, the more effective your marketing automation strategy becomes. This then positively influences your commercial performance and the profitability of your digital communication actions.

3) Determine which marketing tasks to automate

Once you know the stages of the customer journey, you can determine which marketing tasks to automate. First, identify which ones are the most repetitive for your marketing and sales teams. Keep in mind that one of the first challenges of your marketing automation strategy is to allow your employees to focus on the leads with the highest potential.

Therefore, you can easily automate tasks, such as:

  • Sending welcome emails to your new prospects or customers,
  • Sending e-mails on the birthday of your prospects and customers (with a personalized message, a promotional code, an exclusive offer, etc.),
  • Sending customer satisfaction questionnaires,
  • The recommendation of complementary products to your customers (in an up-selling or cross-selling strategy),
  • Confirmation of receipt of a message sent via your website,
  • The reminder to renew a subscription to a product or service,
  • etc

You can thus define pivotal moments ( marketing triggers ) in the purchasing cycle of your target to then develop your marketing automation  scenarios (or workflows ).

4) Build your marketing automation workflows

It’s time to move on to structuring your scenarios to set up your marketing automation strategy.

A good marketing automation workflow requires not only the creation of high value-added content, but also a perfect mastery of timing. The duration of the workflow has an impact on the performance of your automated marketing actions.

For example, if sending marketing emails to your prospects is too frequent, you could produce the opposite effect than that intended. These are therefore potential lost sales. It is then a question of finding the appropriate delay between each automated action, calibrated to the duration of the sales cycle.

In short, you need to send the right message at the right time. Marketing automation should help nurture the thinking of your prospects and customers to create brand preference when they’re ready to buy.

Easier said than done? Developing a relevant, efficient and profitable workflow does indeed require time and expertise. This is why you can call on experts in marketing automation in Reunion. They will give you all the keys to guarantee the success of your marketing actions, as well as that of your company!

5) Measure the performance of your marketing automation strategy

In digital marketing, a strategy is only effective if it is continuously optimized. This means regularly measuring the performance of your various campaigns. Your marketing automation strategy is no exception.

You must define key performance indicators (KPIs) for each objective set. It can, for example, be:

  • The number of leads generated,
  • The evolution of turnover,
  • conversion rate,
  • From the open rate of marketing emails

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