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Marketing Automation strategies for your campaign

17 January 2022Reading time: 6 min.

Discover 5 ready-to-use Marketing Automation strategies to improve the results of your campaigns.

Marketing Automation: definition

What is Marketing Automation? The definition of Marketing Automation could be as follows:

an approach to Marketing that allows you to carry out repetitive and mechanical activities by activating automatic flows called workflows

Marketing Automation can be implemented on different channels to optimize workflows and facilitate a company’s relationship with users and customers. For example, we can find Marketing Automation solutions for Email Marketing, E-commerce, SMS Marketing, Social Media Marketing, Analytics, etc.

The advantage of using a Marketing Automation platform lies in the ability to automate different marketing activities and control them from a single dashboard, which stores all the data about users and the results of individual actions.

How Marketing Automation Works

In Digital Marketing there are many activities that are realized manually but that, due to their mechanical nature, can be carried out automatically without losing effectiveness, and actually improving the sales process.

The goal of Marketing Automation is to provide a personalized experience for website visitors and customers and to save marketers time in repetitive tasks.

In order to automate marketing activities, you need a tool that activates an automatic flow or strategic action every time a particular condition occurs. This condition, called a workflow trigger, can be, for example, a user who subscribes to the newsletter or a customer who leaves a product in the cart. 

If the Marketing Automation tool that manages these processes, the result is significant time savings for the marketer, who can devote himself to more strategic activities, and ensure greater accuracy and effectiveness in the marketing strategies put in place.

What can be automated with Marketing Automation?

Marketing Automation has endless possibilities: it can be applied to marketing activities, as well as to those of the sales department or customer service. It is possible to create specific workflow for:

  • lead generation, using custom landing pages, 
  • lead scoring to divide contacts about to convert,
  • lead nurturing,
  • in-line support, 
  • emails and notifications with the latest offers,
  • management of social networks,
  • sending customers personalized content to retain them,
  • and much more.

In general, we can say that all these possibilities fall within a broader field of inbound marketing, an approach for which Marketing Automation is certainly an essential ally.

Marketing Automation: the strategies

5 Marketing Automation Strategies

Using a Marketing Automation tool is not enough to achieve significant results. What really makes the difference is an upstream strategy where automatic flows are part of a mechanism to deliver personalized content to users, cultivate and engage leads, optimize marketing time and track results.

So, let’s take a look at five excellent Marketing Automation strategies useful to implement, for both large companies and startups.

1. Leverage Marketing Automation to segment your contact databases

The leads you collect give you a lot of information: use them to create audience segments to send custom campaigns to. Manual segmentation takes a lot of time and is often not entirely accurate. A Marketing Automation software integrated with your CRM, on the other hand, can quickly achieve accurate and reliable segmentation. 

Choose strategic segmentation criteria for what you sell and your market: you can use demographic information, geographic information, engagement, buying behavior of your site visitors, etc. 

Applying an automatic segmentation strategy, QIS Packaging increased its ROI by 830% and its sales conversion rate by 13%

2. Automate chat on your website 

Answering questions from potential customers increases the chances of advancing them along the buyer’s journey. The ideal would be to offer 24/7 support but doing it manually would require a dedicated resource and a considerable budget. 

You can solve the problem by implementing a chatbot on your site that, automatically, responds instantly to the most frequently asked questions of users. 

In addition to increasing your chances of getting new qualified contacts, you’ll gain key information from conversations with site visitors, which will help you create new content and improve your services.

3. Set Drip campaign based on specific triggers

The Drip campaign is an automatism that allows you to create an automatic flow of emails based on user behavior

For example, when a lead joins your mailing list, your system sends them a welcome message. When a potential customer visits a product page on your site, it sends them content that speaks about that product along with an offer or discount. The Drip campaign therefore allows you to adapt your content to each lead based on their behavior. 

Messages sent via Drip campaigns have opening rates about 80% higher than generic campaigns and triple the number of clicks.

4. Introduce automatic nurturing campaigns in your funnel

Not all visitors to your website are ready to buy what you sell. Most of them are potential buyers who need more time and information to convert. 

What you need is a nurturing campaign that brings your leads to maturity (from the phase of awareness to that of consideration, up to conversion) automatically

A Marketing Automation strategy allows you to send your own dynamic content to your leads, which meets the specific needs of each. Automating this activity makes the content you send to your contacts much more effective and facilitates the transition to the next levels of the funnel. 

According to a 2021 research, using Marketing Automation for lead nurturing brings a 451% increase in qualified leads.

5. Set up an Email Marketing Automation strategy with MailUp

You can apply Marketing Automation to Email Marketing to manage more effectively the sending of customized email campaigns through the use of automatisms.

Email Automation allows you to take advantage of all the information you have about your database contacts (demographic, geographic and behavioral) to improve the customer experience and reach each user with a personalized and relevant message, because it is based on user interests and actions.

This article was written by

Valentina Pacitti

Valentina Pacitti

Copywriter and translator since 2012, in charge of SEMrush Italia's blog since 2015. Words are my means of communicating with people - I read and write plenty of them. I like to know them inside and out, so that I can pick the best ones for every story I'm telling. Simple, clear, precise - this is the writing style I prefer. I'm more offline than online, but you can always find me on my social channels to discuss ideas and projects.

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