Lead Marketing Automation: Why It Matters And How It Helps A Business

Lead Marketing Automation: Why It Matters And How It Helps A Business

Marketing strategies change every day. Trying to keep up with the latest trends and your existing strategies manually can take its toll. Your employees will likely start making mistakes or struggle to meet deadlines. As a result, you'll fall behind the competition, allowing other businesses to snatch up your leads instead.

With lead marketing automation, you can maximize your time and get ahead of your competitors. In fact, 91% of marketing automation users agree that it's vital to the success of their online marketing strategies. A lead marketing strategy can give you the advantage you need to succeed.

Don't fall behind the curve. Instead, get ahead of it with these benefits of lead market automation. Keep reading to learn why lead automation matters and how it can help your business. 

 

What is Lead Marketing Automation?

Before we discuss why you need lead marketing automation, let's dive into what it entails first. Which tasks do your team repeat every single day? They likely include:

  • Drafting, editing, and sending out emails
  • Communicating with customers to answer questions
  • Nurturing gathered leads
  • Creating content to post on social media
  • Responding to chats and social media comments
  • Generating data reports
  • Optimizing existing campaigns

Throughout a single week, your team could repeat these tasks dozens of times. Unfortunately, completing these tasks manually causes your entire team to waste time, which translates to wasted money. Lead market automation takes those tasks off their plates. Then, you can lighten the workload for your entire team so that are freed up to think high level and come up with innovative ideas for future campaigns. By handing over the easy work to software, your team can work on the more complicated tasks themselves. 

In addition to improving your productivity, you're also giving your team the chance to learn and grow. After all, they can't develop new skills if they're repeating the same easy tasks they've done a dozen times before. 

With lead generation software, you can set a program to complete specific tasks for you. The program will also generate regular reports, allowing you to review the data before making improvements. Meanwhile, your customers will no longer have to wait for someone to respond to their questions. Better yet, you can use lead marketing software to craft a personalized customer experience, which will make your customers happier. 

Whether you're a small business or multinational corporation, lead marketing automation can make a big difference for your campaigns.

 

The Benefits of Marketing Automation

More companies are trusting marketing automation to take over simple, repetitive processes. It goes beyond that, though, by strengthening your entire marketing team.

How does lead marketing automation add value to your business?

 

1. Empower Your Team

No one enjoys repeating the same mindless tasks over and over again. Chances are your marketing team is feeling drained as a result of these tasks. It's even likely their creativity is wasting away. Removing those mindless tasks from their schedule can help empower your team. They might find it challenging to make smart and informed decisions. Without data, they'll fail to make the right changes to your campaigns. Using lead marketing automation software, your team will have the analytics they need on hand. Then, they can use this data to improve your campaigns with the confidence that they're making the right decisions. 

If your marketing team is small and you can't hire new employees to expand your team's abilities, you will need to work with what you have. By letting automation software complete the repetitive tasks, you're freeing up time for your team to focus on other assignments.

As your team members learn and grow new skills, they'll feel empowered and motivated to take on new challenges. Empowering your team will motivate them to work harder than ever to help your company grow, too.

 

2. Improve Productivity

Every time your marketing team completes simple, repetitive tasks they could otherwise automate, they're wasting time. Marketing automation can help you create a more efficient workflow for your entire time.

You and your team likely know which areas need improvements. Take a look at your current workflow together. Which tasks are stealing the most time away from your employees? With lead marketing automation, you can cut out the tasks that are wasting everyone's time. Then, you can streamline the workflow and avoid unnecessary delays. As a result, you can focus on growing your business instead. 

 

3. Develop a Seamless Customer Experience

If you're still undecided with respect to marketing automation, look at your campaigns the way your customers do. Do each of your marketing strategies feel cohesive? Does your brand communicate effectively from one platform to the next? Without a cohesive customer experience, you might risk losing potential leads. Marketing automation can allow you to set up behavior-based triggers throughout your campaigns.

In the case of email marketing, you can send a message to previous website visitors who still have items in their cart. The email will notify them of their previous activity, including which items they were considering. As a result, you have a second chance to convert that sale. These automated emails can improve the user experience by creating cohesion between your website and email campaigns.

Improving your customer experience on and offline will help you better connect with customers. After all, customers want to feel special and valued. When they have a happy experience with your brand, they're more likely to tell their family members and friends about it. That leads to your ability to use that word-of-mouth to improve your brand awareness and reputation. 

By using marketing automation, you can create a seamless customer experience that helps you strengthen relationships with your customers.

 

4. Gain Better Leads

It's been reported that 80% of new leads never translate into sales. If you fail to nurture those leads properly, you're losing business. Meanwhile, 80% of marketers using automation software generate more leads than their counterparts. Additionally, companies using marketing automation experience a 451% increase in qualified leads.

You need leads in your pipeline to grow. It's not enough to have a numerous people fill out your form. It's important that you gather leads from people who fit your target audience. Gathering these qualified leads will help you save time since it's probable that these individuals need your product or service. 

You're much more likely to convert leads into paying customers as opposed to utilizing cold calling or other outbound tactics that require you to convince consumers they need your product. Instead, you can use automated campaigns to improve your lead generation strategies by focusing on the interests of your target audience.

The data from your campaigns will help you learn more about your ideal customers and behaviors. You can also use demographics and other insight to develop distinct buyer personas that can facilitate your ability to create personalized messaging within your campaigns to attract these consumers. Using the data will help you make improvements to your website, ads, and content to help you generate better leads.

 

5. Nurture Those Leads

Once you start attracting leads, you can't forget about them. Instead, you need to nurture those leads properly to turn them into a paying customer. Properly lead nurturing will even help you turn one-time customers into loyal ones.

If someone signs up to receive your emails, you can use automation to nurture those leads with a drip-email campaign. Then, you can turn those website visitors and email subscribers into paying customers.

Attracting new leads can take a lot of time and effort. Once you start attracting leads, customer retention is key to growing your business. That way, you won't have to waste as much time, energy, or money attracting new customers. Retaining existing customers will give you more time to nurture leads.

Use your lead marketing automation software to learn about your customers. That data will help you predict their needs. Using this data, you can create stronger campaigns to encourage previous customers back again.

 

6. Unite Your Sales and Marketing Teams

Sometimes, there's a divide between a company's sales and marketing teams. The gap can make it difficult for your campaigns to generate successful results.

Marketing automation software can bridge the divide. Once you improve your workflow, you can help the two teams find a natural place where they overlap. Creating cohesion will improve your lead quality and customer retention, too.

 

7. Data Makes for Smarter Decisions

Without the data to back up their decisions, your team might make mistakes. Your marketing automation software will gather all of the information you need in one place. You can even determine where a prospect dropped off within the customer's journey. Then, you can pinpoint where your campaigns were successful and where they failed.

The utilization of A/B testing can help you determine which techniques and marketing materials worked best to attract customers. With this data at hand, you can generate thorough reports and find solutions before campaigns become too costly. Then, you can optimize your existing campaigns to ensure they generate more results.

 

8. Maximize Your Time

Your marketing team is likely busy enough, trying to balance numerous campaigns. By splitting their focus, they're likely not dedicating enough time or creativity to each project. Marketing automation can help maximize their time by taking unnecessary tasks off their plate.

Those smaller tasks can stack up and steal an entire day. Marketing automation frees up their time, allowing for more strategic and creative thinking and providing the tie necessary to develop new campaigns and recognize fresh opportunities for growth.

 

9. Improve Your ROI

Small mistakes can have costly consequences. If you're not continuously optimizing your marketing campaigns, there's a chance your losing money. Lead marketing can help you generate results and improve your ROI.

By streamlining the workflow, you're cutting back on wasted time and spend. With market automation, you're investing in your team, improving your ROI, and growing your business. 

 

Strategies for Success

A study referenced by Forbes cited that 53% of companies are already using marketing automation, with another 37% saying they planned on using it. Here are a few ways you can use marketing automation to ensure business growth.

 

1. Email Marketing

Email marketing gives you a chance to connect with your target audience and spark their interest. You can even automatically send personalized, targeted emails based on their behaviors.

Not all of your customers act or think the same way. By splitting your audience into segmented groups, you can craft emails that better connect with them. To use email marketing efficiently, make sure you:

  • Don't treat customers generically
  • Communicate your value
  • Give each email a singular purpose
  • Get the timing right
  • Experiment with different forms of copy

2. Search Marketing

There are two main search marketing strategies you can use to connect with your audience: search engine optimization (SEO) and pay-per-click (PPC) advertising.

Before using these strategies, you'll need to complete thorough audience research. Who are your customers? What keywords are they using in a Google search? Gather that data and insight to create campaigns that appeal to their wants, needs, or the problems they're experiencing. 

By utilizing search marketing, you can automatically appear where your customers are while they're searching for your product.

 

3. Social Media

There are now over 223 million social media users over the age of 12. If you want to connect with your target audience, use social media to spark a conversation.

First, determine which platform your target audience uses most. For example, you'll likely head to LinkedIn if you're targeting business professionals. Snapchat, Instagram or TikTok, on the other hand, attract younger crowds. 

Use lead marketing automation to post your content on a schedule and tie them to your campaign(s). Make sure to study the data to determine when your audience is most often online. Mix up your content marketing strategy by using different forms of content, too.

Finish off each post with a strong call-to-action to encourage prospects to become leads.

 

Lead Marketing Automation: Making the Mark With Your Marketing Strategy

With lead marketing automation, you can automatically attract new leads before turning those leads into sales. Automation can help you stand out from your competitors and grow faster than if you were to use manual methods. Without using marketing automation, you will undoubtedly fall behind the curve.

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