If you are reading this, chances are you are using or planning to employ marketing automation tools. You might wish to improve your current digital marketing strategies, generate more inbound leads, and maybe even track and score your website visitors. So you can nurture them until they are ready to buy your goods.
We chose the most familiar perspective: industrial, worldwide businesses with limited digital marketing knowledge. Many of them may seem familiar from your online shopping experiences; however, now is the time to bring Amazon, Zappos, and Alibaba’s consumer experiences to your organization.
Table of Contents
What is Digital Marketing Automation?
Digital Marketing Automation means automating monotonous marketing work and utilizing time for research and creative presentation of ideas. This can be achieved using different automation tools available in the market. All you need is to identify which part of your business can be automated and what tools fit best as per your scale of work.
And given that digital marketing automation accounts for a significant portion of your annual marketing budget, you need to be 100% sure that the strategies employed are both successful and effective in driving traction.
Google Business Profile is one of the best examples of Automation SOftware for small enterprises. In one place you can share information about your products, track user activities like product interaction and phone calls, etc.
Similarly, here are some excellent use case ideas to assist your business in improving your customer experience and boosting customer engagement. Therefore, customer insight through web tracking and scoring.
Customers are central to successful marketing automation methods, decreasing friction for your prospects at various sales funnel phases. As a result, as a brand, you should be prepared for all sorts of automation at different consumer journey stages.
Most Significant Use Cases for Automation
The most significant use cases your company can adopt right now are covered in this article as below.
Welcome to the Website
The onboarding process is the first impression you create on your customers. If you implement it effectively, then you will avoid needless turnover and create brand ambassadors who will enjoy doing business with you in the future.
When your consumers sign up, where does their contact information go?
To automate the onboarding process, connect your CRM solution to the channels where your consumers reside (social media platforms). This way, you will be able to create a user profile for your customers immediately and nurture them.
You want to ensure that the procedure runs well and that the customer is not overburdened with work. Consider providing speedy onboarding by asking one question at a time and allowing time for your customer to respond. Based on their response, you can ask the following question in a natural conversational flow.
Reduce Cart Abandonment
One of the most frustrating aspects of online business is cart abandonment. The average cart abandonment rate is 69.57 percent across all industries. It signifies that seven out of 10 customers will abandon their purchase with you.
On mobile devices, the abandonment rate is considerably even higher, at 85.65%. Every company should consider addressing it as missing on this leads should be a considerable loss of potential revenue.
Unexpected expenditures are the most common reason for customers abandoning their shopping carts. The exit-intent-popup is one solution to this problem. In this situation, an exit-intent popup could be used to offer a discount or free shipping to convince the customer not to abandon their shopping cart.
Many visitors become buyers thanks to retargeting strategies and, even better, an email or SMS link with the specified product or group.
Incentives for Repeat Purchases
Customer retention marketing is a new trend in which companies spend on technology and strategy to keep customers instead of looking for new ones. Did you know that acquiring a new customer can cost five times as much as keeping an existing one?
And that selling to a current customer has a success rate of 60-70 percent, whereas selling to a new customer has a success rate of only 5-20 percent. It’s never been more important to ensure that customers return and buy from you.
Keeping in touch with your current customer base will help you maintain your competitive advantage by keeping the relationship alive.
How do we incentivize repeat purchases?
Marketing automation solutions simplify setting up content, email, and social media marketing workflows. Here are some ways to ensure success:
- Keep in touch with your current customers by sending periodic newsletters or SMS alerts
- Remind your consumers about future events and seasonal offers that they might like
- Maintain a professional image in your inbox and beyond by sending highly tailored content
- Take advantage of opportunities to contact clients you haven’t spoken to in years and re-establish your relationship with them.
The tactics can be combined with existing client special offers, personalized guidance, or exclusive content. Whatever you do, strive to be relevant (by segmenting your contacts) and strengthen your relationship with existing customers.
Consumer behavior is influenced every second. Today’s visitors have a short attention span, are easily distracted, and have abundant options. They know what they want and expect the company to deliver it quickly.
Personalized consumer engagement is where lead activation begins. Lead activation involves getting active attention from buyer personas who match the ideal client type before expressing interest in purchasing.
A simple trigger button on your website that says “Spin & Win,” “Discover more,” “Free Download,” Start now,” or something similar can have a significant influence on conversion as well as engagement.
Tell your customer what they are expected to perform, and be specific in your instructions.
Personalized Gifts for your customers
Your brand should be present in the lives of your customers. Is it their birthday? Send a small gift together with a unique congratulatory card. Everyone desires to be treated as a unique individual.
Furthermore, honoring your consumers on their special day can help you strengthen your bond with them. Finding out your customer’s birthday is a piece of cake. Add a field to the registration form to impress them on their big day.
Take it a step further and learn more personal details about them, such as their wedding anniversary. Remember that you don’t have to include all your queries in the same dialogue.
Be patient and, over time, add attributes to your contacts’ profiles in numerous chats. Utilize your knowledge about the customer to create a custom gift that is well-tailored, wanted, and valuable.
Post-sales – Say Thank you
Suppose your firm is like any other firm. In that case, you will have a client portfolio that includes a few large customers, some medium-sized customers with the potential to grow, and a slew of little customers who no one seems to care about, let alone serve properly.
These are typically tiny service customers who bring in only a small amount of revenue — hundreds, thousands, or tens of thousands, depending on your organization. And the majority of the time, the superior service customers receive is the ability to place orders and pay invoices.
Your promises of respecting the customer experience and connections seem hollow to these customers, and you are far from being customer-centric.
Fortunately, the most simple consumer interaction that triggers the customer is a “thank you” message. Surely, any primary trigger form can be used, but a thank you message is very potent.
A simple personalization at least will allow you to put your values and mission statement about caring for your customers into action in a way that is apparent to all customers. However, don’t think that this will result in a flood of new business for you, but it is unquestionably better than doing nothing.
The advantages of reference marketing have long been recognized. A reference from a delighted customer is one of the most beneficial kinds of marketing compared to traditional advertising.
People value referrals from friends and family members twice as much as any other source. Airbnb and Uber, for example, excel in referral marketing. All users who refer new clients or providers are rewarded (hosts or drivers).
Users must utilize their referral code, pass it on to a new member, and reap the benefits. Referral marketing is one of the most efficient methods for acquiring new consumers and establishing relationships. It should be a part of any brand’s marketing plan.
It could be done by word-of-mouth, social media methods such as User Generated Content, or a full-fledged point and reward system. Find out how to improve your reviews.
Here are the seven most popular marketing automation use cases to help your company obtain new consumers, strengthen existing relationships, and reclaim long-lost clients. Not every business or marketing team is ready to automate their processes, but digital marketing automation solutions may help good marketing strategies reach new heights when the time comes.
You can turn marketing insights to scale your business by understanding your unique needs and by selecting the best digital marketing automation solutions to meet the requirements… so you can spend less time on the nitty-gritty and more time expanding the business.