Marketing automation is the process of using software to automate repetitive marketing campaigns and activities throughout the buyer’s journey. Marketing automation can be utilized across multiple channels, allowing efficiency for your company and a more personalized experience for the customer. By making tasks easier and faster, marketing automation helps free up time.
How does marketing automation work?
Marketing automation is about simplifying time-consuming marketing processes and tasks.
It allows businesses to target customers with automated messages through email, text, social media platforms, and the web. Some examples are email marketing, social media posting, and ad campaigns.
Marketing automation is often considered a middle-of-the-funnel tool that helps nurture leads through automated email sequences, which can be beneficial across all parts of the customer journey.
From a high level, marketing automation works as follows:
• Collects data from leads through different interactions such as email, website visits, and social media
• Creates a profile of your customer based on collected data
• Utilizes the data and marketing automation software to create messages specifically for each customer based on their profile
These messages can be sent across multiple platforms with a few simple clicks. As mentioned above, marketing automation can reach customers at any point in the buyer's journey. You can deliver relevant content that reaches leads at the perfect time, ultimately converting leads into lifelong brand advocates.
What can marketing automation do?
Main features of marketing automation
· Track content
· Track prospects
· Host content
· Automate leads
· Nurture leads
· Maximize efficiency with landing pages
· Utilize email marketing
· Integrate various programs
· Establish Artificial Intelligence (AI)
· Organize social media marketing
Key Objectives of Marketing Automation
· Improve marketing productivity
· Allow your marketing department to focus time and energy on creative
development instead of repetitive tasks
· Improve marketing efficiency and ROI (return on investment)
· Enable and deliver personalized campaigns
· Understand your audience through the collected data
· Provide real-time performance measurement
· Analyze how the customer receives your data and make changes along the
way to optimize your marketing campaigns
· Enhance customer acquisition and retention
· Utilize the extra time to concentrate on strategizing customer acquisition
and retention
Marketing automation is about simplifying time-consuming marketing processes and tasks.
Hopefully, you now understand how marketing automation can benefit your company.
For more detailed information, download the companion piece detailing the main
features of marketing automation. Stay tuned for the second blog in the Marketing Automation Blog Series.
Contact MLC Expert Consulting by calling 843.819.0103 or messaging us through our website to discuss how we can further help you.
Intro to Marketing Automation (Blog 1 of 5)
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