Marketing campaigns implemented with the assistance of Marketing Automation systems reach higher conversion rate by over 200%, than those pursued in traditional way. Looking into Marketing Automation and everything it provides, we can conclude that it comes down to gaining highest conversion rate, which results in sales and real revenue.
How does it happen we reach 200% higher conversion rate? First of all, taking advantage of Marketing Automation we receive better data, not possible to acquire in classic, manual campaign. The system monitors all interactions between your company and potential clients from the moment they respond to email message or fill in contact form, until purchase or even later.
Information about potential client behavior is displayed in static or graphic form, allowing for precise insight into what works well and what doesn’t work in the campaign itself. One might also access and take advantage of more precise data. Going into campaign details, mailing, contact charters or generating appropriate report, we receive really specific knowledge about effectiveness of each element of our multichannel marketing. We know which links are clicked, where they are clicked and what clients do afterwards. Linking particular information and campaign general picture give convenient perspective and allows to take well-advised decisions regarding tweaks in the campaign an optimizing its effectiveness.
Marketing automation implementation is the only reliable step on your way to increase ROI from marketing activities. Where to begin? What to do to successfully grow conversion rate? Below’s the list of 5 easy steps:
1. State your priorities.
It is practically impossible to automate everything instantly. Therefore, it’s worth to predetermine the priorities for automation of each particular process, starting with the most important ones.
2. Work out the data.
High quality contact base is really fundamental for marketing activities. Thus, our base in Marketing Automation should be faultless, accordingly profiled and segmented. Surely, the system itself will take care of it automatically cleaning wrong input and segmenting the base resting on persons’ behavior. However, the process can be accelerated by importing primarily formatted base.
3. Prepare tailor-made content for your clients’ needs.
Nowadays, education of a potential client is essential in marketing. The longer the sales process or more complicated offer, the more content sent to potential and current clients is needed. The main aim of education is not the direct demonstration of the product feature but showing the client how its usage could solve the problem he faces. Content prepared should provide clients with answers for crucial problems and questions appearing in sales process. The more valuable information we deliver to the clients, the more they trust us and are more willing to make a purchase.
4. Stick to the rule: “The simpler, the better”.
Systems with elaborate functionality, like Marketing Automation SALESmanago, allow for creating advanced and complicated processes. Yet, for a start, we should begin with simple automation, based on plain rules and segmentation arrays. With time, once we get to know the system, its possibilities and information it provides us with, we will start to prepare more sophisticated campaigns.
5. Inquire and segment your address base.
As it happens sometimes, the behavior only is not sufficient to clearly find out what the potential client is interested in. However, the solution is simple: Just ask them! Here, a good idea is implementing a survey with straightforward questions like: “What theme are you interested in?” or “What problem are you trying to solve?”.
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