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Oct 19, 2016

Online Automation: How to Use it to Improve your Marketing Channel

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Online Automation: How to Use it to Improve your Marketing Channel

To run any vehicle smoothly, it is very important to take care of its engine. In the same way, your marketing channel is similar to that of a well-oiled engine that would let you run your digital or online business well. No doubt, there are many others components present within an engine that work together to help things run efficiently. The same goes with your marketing channel too. If one component does not happen to work well, it will spoil the whole flow and that is where a marketing automation comes into play. Marketing automation will make sure that all the components are working properly in order to create a fine marketing channel.

So now, let us have a look on how does marketing automation work:

Knowledge about your leads:

A major delusion with online or marketing automation is that people assume it to be similar to that of an email marketing. Though email marketing is often used, but online or marketing automation is much more complex and touches every digital marketing strategy within your marketing funnel.

Marketing or online automation is a technique that allows you to be proactive with your leads, which can be termed as lead profiling. Lead profiling is simply an approach to collect all the important profile information about your leads, including: age, location, interests and much more. The idea behind profiling is simply to obtain a better understanding of your target audience. By doing this, you give yourself the ability to generate more relevant content because it’s genuinely what your leads want to see. Online automation can also show you where your leads stand within a buying cycle.


Make your potential customers feel important:

No doubt, your ultimate goal would be to convert your leads to your customers while making them feel comfortable with your brand where marketing or online automation can serve that concern. A recent study shows that lead nurturing creates 50% more sales leads at 33% lower cost, which could bring a 20% increase in sales opportunities.

For instance, let’s say that someone viewed a product on your website and then left. In such a situation, sending them an automated email with a small discount could serve to be a great way of enticing them to come back to visit your site. This can be termed as a great example of lead fostering, where you are simply using marketing automation to covert your lead to your customer.

Don’t loose your command on the content part:

It’s easy to hit any old email together and send it out, but it could come with several negative consequences. Therefore, you have to know where your lead is lying within the buying cycle. Based on their position in the buying cycle and what they are viewing, you need to send relevant content to that individual visitor.

Your content can also be beneficial for your brand awareness while performing online automation. Unfortunately, there are many people who might be unaware of your company, so it’s your job to build trust and introduce them to your brand. A fine way of doing so is by sending them educational content, based on their interest. This builds trust and credibility for your company.

How to determine your success of practicing online automation?

Marketing or online automation should be one of those providing a positive return. Unfortunately, you won’t be able to lock down all the concrete numbers on your marketing automation campaign, but there are a few key indicators of whether it’s working or not that line as follow:

Leads Generated:

If you have not gained the number of leads, then you’ve got nothing, as leads are something that brings your marketing channel to life. Take a look at the bounce rate and time spent on your website in order to determine whether you are attracting quality leads to your website or not. If you’ve got a high bounce rate and low visiting time for your web page, then chances are your marketing and automation campaign is summiting your leads in the wrong direction.

Content Interaction:

A heavy majority of the returns from your marketing or online automation campaign is going to depend on the content you generate. Without relevant, high-quality content, your marketing automation will never get off the ground. So take a look at the connections that your leads are exchanging with your content. This goes for all sorts of content, including website, email campaigns, and even social media accounts.

Bonus infographic:

How to Make Marketing Automation Work for You - infographic
infographic courtesy of: Adeccousa.

Digital marketing is constantly changing and getting higher in terms of online advertising, as what worked yesterday might produce no results today. Therefore, it becomes very important to stay ahead of your leads and predict the next step of your buyers’ behavior. Marketing automation will allow you to do this. By knowing their practice and behavior well, or by sending them the relevant information and shoving them down the channel, you will surely end up with a positive rate of return in your overall digital marketing strategy.

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