Marketing Automation: Sell More and Better

Marketing Automation: Sell More and Better

What is the main reason why you should implement marketing automation in your inbound strategy? Simple: this will allow you to sell more and better. Learn how!

Marketing automation in an Inbound strategy. What is it? It sounds like a mechanic process that makes an online sales business workflow much more manageable. But to explain it most simply, think about cake!

Suppose you own a bakery shop and have been invited to the “Annual Chocolate Lovers Convention” What kind of cupcakes do you think would be the best choice to impress the audience and make a few sales: hazelnut-chocolate, mixed berry? Or lemon with coconut?

And who doesn’t? Welcome to this new blog post

Marketing Automation: Sell More and Better

If you climbed both rungs successfully, you could move on to the third stage of your strategy; marketing automation, which is nothing more than properly using the information you obtained from your visitors to convert them into real customers.

But why is this system so successful in Inbound Marketing?

Simple. It makes everything easier, more efficient, and faster. For example:

  • Thanks to the fact that it allows you to know your prospects in-depth, you reduce costs by implementing specific strategies that will directly reach people interested in your product or service.
    As it works through an automated software-based system, it also reduces the time invested in your strategy’s logistic part.
    It is a system that accompanies a user all along the buyer’s journey; this way, you can design specific marketing campaigns related to each of them’ needs.

“Massive” advertising that is dynamic and personalized at the same time? Yes, it is possible! But the real question is: how does it work? Take a look at some of the most efficient Marketing Automation tactics.

Marketing Automation: Sell More and Better

1 Lead Scoring

The first strategy we are talking about is called Lead Scoring; its primary purpose is to rank your database users to determine their engagement level with your brand. In other words, lead scoring assigns a value to your leads based on their behavior, personal information, and reactions to your marketing campaigns.

For example, there are cold leads who came to your website and filled out a form but still need to know a little more about you before feeling motivated to make a purchase. On the other hand, hot leads are familiar with your products or services and are ready to buy.

And how can you know in what stage each user is? To find it out, you will have to use an automated marketing tool such as Hubspot.

Does this segmentation process mean that you should focus all your efforts on drawing your hot leads and forget about the cold ones that are not ready to buy? No way. You just have to design different strategies for each group, a process we call Lead Nurturing.

2 Lead Nurturing

How is it done?

How is it done? Throughout a series of personalized emails offering relevant content to prospects and customers at every stage of their buying journeys.

For example, you must convince your cold lead that your brand is the solution to their problem. The most effective way to do this is by offering more general content such as the most popular posts on your blog or storytellings about how your company hashelped others.

Your cold leads mustn’t feel that you are trying to sell them something forcefully, or you will end up in the spam box.

For your intermediate leads, those who regularly visit your site or frequently interact on social media, you can give free content like an ebook, recipe, among others.



For both your cold leads and your intermediate leads, you should also focus on getting more personal data. It’s hard to guess a person’s preferred color just from their zip code, don’t you think?

To get this valuable information, focus on offering something of interest like a study guide or cookbook. To get those, a person will have to fill out a form with strategically formulated questions to determine their strengths and weaknesses, thus turning them into business opportunities.

Regarding your hot leads who are ready to buy, a good strategy would be to offer a more attractive incentive such as a discount coupon or free shipping on their first order.

You must keep in mind that regardless of your leads’ level of engagement, all your marketing automation campaigns can and should contain elements that drive them to action. Some resources that you can use are:

  • CTA buttons with links to your website, coupon, or free download. They should be visually appealing, short, and concise.

    ● Links to your FanPages. It is well known that people have a better perception of a brand after seeing how it behaves in social media, if it offers good customer service, if it is updated, and if its content meets their interests.

    ● Contact information such as email, phone number, chat, or a comments/ suggestions box. The better your buyer’s journey, the greater the level of connection they generate with your brand.

Don’t forget that taking care of every detail of your Lead Nurturing strategies is essential to build recurring clients.

3 Retargeting

It is one of the main tools of a Lead Nurturing strategy and consists of re-impacting users who have visited your website through ads on social media or other web pages.

For example, let’s say that a person visited your website, reviewed the product catalog, chose one, and saved it in his shopping cart, but in the end, they left the site. This scenario could have happened either because they stopped being interested or due to a distraction like a phone call or a text message. With retargeting, you can make this person see ads about the product they consulted while browsing social media or the Internet, or even through an email with a CTA to complete their purchase.

Does it work? Of course. Reminding your visitors that you offer the product or service they need increases the probability of becoming customers.

It is one of the main tools of a Lead Nurturing strategy and consists of re-impacting users who have visited your website through ads on social media or other web pages.

For example, let’s say that a person visited your website, reviewed the product catalog, chose one, and saved it in his shopping cart, but in the end, they left the site. This scenario could have happened either because they stopped being interested or due to a distraction like a phone call or a text message. With retargeting, you can make this person see ads about the product they consulted while browsing social media or the Internet, or even through an email with a CTA to complete their purchase.

Does it work? Of course. Reminding your visitors that you offer the product or service they need increases the probability of becoming customers.

4 Omnichannel strategy

Do you have a lead’s phone number or Facebook profile? Perfect! That means you can also resort to an omnichannel strategy that allows you to approach a user from different platforms such as an SMS to

their phone, Messenger, or notifications within a mobile app.

But it is not about sending the same information through all the channels available. While you notified your leads about a new launch by email, you can send them a free shipping code through mobile when purchasing three products.

5 Chatbots

No matter what trade your company or business belongs to, customer service should ALWAYS be a priority. But how do you do it when you have to assist hundreds of users at the same time? We introduce you to the chatbots! A computer program that works with Artificial Intelligence, created to improve the conversation between clients and brands.

These robots can hold conversations and solve a customer’s immediate need, such as questions related to your store’s physical location, your contact number, an order tracking guide, among others.

But beware! Do not abuse technology, and always try to have a person in charge of solving more complex problems like a bad review or an unpleasant customer. If you left all the communication with your leads to software, you will probably never hear from them again.

5 Chatbots

No matter what trade your company or business belongs to, customer service should ALWAYS be a priority. But how do you do it when you have to assist hundreds of users at the same time? We introduce you to the chatbots! A computer program that works with Artificial Intelligence, created to improve the conversation between clients and brands.

These robots can hold conversations and solve a customer’s immediate need, such as questions related to your store’s physical location, your contact number, an order tracking guide, among others.

But beware! Do not abuse technology, and always try to have a person in charge of solving more complex problems like a bad review or an unpleasant customer. If you left all the communication with your leads to software, you will probably never hear from them again.

6 TEST A/B

One of your campaigns did not get the results you expected. Do you think your copy or image was not attractive enough? One way to know this is through A / B tests, in which you experiment with different texts or artistic concepts for

the same campaign to find the most effective combination. The best part? It works for both email marketing campaigns and ads on social networks. So, if you haven’t tried testing your campaign, you should probably start now.

And what errors should I avoid so that my automation marketing strategies have the best possible performance?

  • Ignore the opinion of your leads. Remember that there is only one real boss: the customer. The most effective approach to know if you are on the right track is to take a pause and listen to what your visitors have to say. All of this feedback will help you find areas of opportunity to focus on fine-tuning your strategy.
  • Forget about creativity. Automation is not synonymous with boring. Concentrate your resources on finding more dynamic and creative ways to communicate a message. You will be surprised by your customers’ response if you strive to be a brand with a unique identity and look & feel.
  • Leave all the work to the machines. It is easy to blindly trust the devices and software that perform all this automation work, but do not forget that they are only tools for your sales and marketing departments to optimize resources and achieve the established goals.
  • Forget about metrics.Get in the habit of regularly monitoring your goals and objectives. Tools like Google Analytics will be your best allies to complement marketing automation and measure your strategies’performance.

What do you think? Without any doubt, the Inbound Marketing methodology has all the elements to exploit your company’s potential fully. Of course, following all the steps we have told you correctly.

Now that you have managed to catch a few (hundreds) of clients, can you relax and unwind? No!

Now it is time to talk about a fundamental part of your strategy when your visitors become frequent customers who regularly consume your products or services and work as ambassadors of your brand, increasing your company’s profitability.

The fourth stage of Inbound Marketing is an after-sales strategy, and it is called THE DELIGHT STAGE.Intrigue? Then you must not miss our next blog very soon!

Till then.

Comments ( 1 )

Leave a Reply

Your email address will not be published. Required fields are marked *

Miami

8350 NW 52nd Terrace Suite 301-150. Doral, FLorida, US. Zip Code 33166.

Tel. (+1) 786 673 3733

Panamá

Panamá, Calle 50, edificio global bank, piso 31 b.

Tel. (+507) 275-6323

Colombia

Colombia, Bogotá CALLE 125 19 89 OFICINA 502

Tel. (+57) 321 3644460

Miami

8350 NW 52nd Terrace Suite 301-150. Doral, FLorida, US. Zip Code 33166.

Tel. (+1) 786 673 3733

Panamá

Panamá, Calle 50, edificio global bank, piso 31 b.

Tel. (+507) 275-6323

Colombia

Colombia, Bogotá CALLE 125 19 89 OFICINA 502

Tel. (+57) 321 3644460