Figures reveal that 49% of firms already use marketing automation on average and more than 55% of B2B enterprises use automation. The answer is straightforward: In less time, you can accomplish more with marketing automation.
Marketing automation has a great deal to offer within the subject of CRO (Conversion Rate Optimization). However, there is a difference between what marketers want and the outcomes of the CRO they see.
This article discusses how conversion rates may be improved by using automation across Email Marketing, Communications with customers, and Lead Scoring.
Let us thus engage ourselves in this article and discover how marketing automation may work its wonders and enhance its transformation outcomes. First, though, let’s take a quick look at the functioning of marketing automation.
How is the workflow of marketing automation?
The marketing automation workflow consists of four fundamental components:
- Triggers: action that initiates the process of automation
- Delays: the time between an activator and your next activity
- Conditions: These are the criteria that govern the workflow (Do this, if A is true. If B is correct, do so)
- Actions: the event performed when a client initiates the workflow if the terms are correct or wrong.
Once you grasp the basic way marketing automation works, you may achieve numerous marketing objectives using this approach. The greatest thing is, most software today offers some degree of automation so that a lot of set-up procedures are taken out.
Ways to increase automation conversion rates
Email Marketing Automation
By using email automation, you can boost your conversions:
- Convert free clients to pay
- Increase your website, pages, or blog traffic
- Get more people on your blog or channel
The way this is done is to create user behavior-based e-mail sequences.
An email sequence flow may look like this:
- To guarantee a seamless onboarding process for your online users, you produce a single email or a series of emails.
- Then you create a trigger that will deliver your emails to the appropriate recipient at the appropriate time.
- If everything is set up correctly, every user of your subscriber list will begin to receive automated emails that seem exactly as if you wrote them yourself.
- Finally, you keep track of the outcomes.
Automated Lead Scoring
Another marketing automation approach, lead scoring, allows you to assess the feasibility of the sales of a lead. It has been shown an efficient way in which conversions may be boosted, especially as 79% of marketing leads never turn into sales.
In general, you gain or remove points from a lead based on the activities you perform or don’t take. For this purpose, your marketing team has to correctly put up a model for scoring the leads.
You may leverage software, such as Aiozium or Marketo, to monitor your marketing opportunities and automate lead scoring. You just have to identify what a lead represents and define it for your organization.
Lead scoring may also take into consideration demographic information to increase the score for your purchaser. For example, you can use:
- Company size
Then you can score more in your preferred areas, according to your intended audience.
Interactions with your firm, in addition to demographics, have a part in lead scoring and are also easy to evaluate. Once a lead gets a specific score, it is categorized as sales-ready and then you may transfer the funnel content to your sales representatives.
Lead scoring enables you for various sorts of leads to optimize your targeting approach and assures that your sales team will not spend energy on cold leads. Sales cycles were proven to be reduced by 23%.
Integrate multiple platforms
You probably know omnichannel marketing, which (obviously) indicates that vendors today must provide a seamless experience irrespective of channel or device.
Here are a few recommendations for integration into a single unified marketing approach of many digital sites and tools:
· Integrate email and newsletters into your marketing automation, so that recipients may communicate better and promptly. Emails are so essential that advancing email marketing systems are doubled as tools for marketing automation.
· Integrate your CRM system with marketing automation to help you manage, consolidate and get more out of your client data.
· Integrate social media to nurture and convert leads from the several social networks on which you are involved. This also enables you to reach clients and followers with social media advertisements on Facebook, LinkedIn, and other sites.
· Integrate your website and landing pages with your marketing automation methods to enhance your consumers’ website behavior and activities. This is also very frequent, as automation software commonly includes a landing page builder component.
Excessive personalization of your e-mails
Personalization of email is so successful that not using it would be a mistake. Some examples of methods to personalize your emails are:
- Begin with the first thing read by recipients — the topic line. For example, the fact that receivers may make a huge impact with their first names is widely proven.
- Use client data including population information, previous purchases, and online behavior, to provide the correct products and services.
- Sending deals based on the location of the receiver.
- Confine yourself with two or three e-mail customizations, else your recipients may be timid.
- Use interactive content to ensure that users only view relevant photos.
The automation of marketing may seem complicated, but learning and implementation are worthwhile.
You can simply improve your website conversions and expand your business with the appropriate goals and tactics while removing difficult processing steps.