We have discussed a lot in the blog in recent weeks the possibilities and advantages of marketing automation, especially in post 3 killer motives for your company to think about Automation Marketing. In a very brief way, marketing automation allows you to interact intelligently, personalized and automated with your Leads. This provides great results such as increased sales and revenue, reduced cost of ownership and improved customer retention.
The automation of marketing is already a more advanced practice of digital marketing, and for this reason, for the company to take advantage of all this potential and to generate good results, it is necessary to dedicate and overcome some challenges.
We have made a list of the top 5 challenges with tips for overcoming them.
Challenge 1: Define the strategy of your Marketing Automation campaign
The first step is to be clear about your strategy and your goals with each of the marketing automation campaigns. From this it is easy to define the content to be used, the expected results and other details of the campaign.
The tip for this is to think and build one campaign at a time. Since the main role of automation campaigns is to help Lead to go it alone in the buying process, it is much more productive (and easy) to have a complete campaign, taking Lead early in the process and taking it to the moment of purchase. Having multiple incomplete campaigns will not make the whole process and will only make your life more complicated.
To assist you in campaign planning, we’ve set up a Marketing Automation Worksheet. We built the spreadsheet in a very intuitive way, guiding you in the planning of each campaign, from start to finish. Download and see how easy it is to organize your campaigns.
Challenge 2: Decide what content to offer in each email
Delivering the right content at the right time to the Leads is the key to being effective and having the real results with marketing automation.
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To know what content to deliver, it is best to think about the stage of purchase that Lead is in. If Lead has just met your company and has shown a small interest in the subject you are addressing, you should send more general content to it to arouse more interest in the subject.
Now, if he has already become very interested in the company and has already made a budget request, the content should be another. It does not make sense to receive broad content, but something more direct that helps you decide for your company, such as successful cases or comparisons with other products.
To know exactly what content to send to the Leads, we wrote the post How to use the Marketing Journey to do a good marketing automation planning.
Challenge 3: Write Powerful Emails
The emails of the flows have as main objective to obtain greater engagement of the Leads. No one likes to get the feeling that they got an automatic email, let alone with that impression that the message was sent en masse to thousands of people. So, value your personality. Invest in an attractive next language that motivates your relationship with your Lead.
It is important to remember that e-mail flows do not have to be elaborate or elaborate. To value the relationship, you can assemble pure text emails, without images in the template. Providing quality and appropriate information to the Lead stage in the sales funnel is essential.
Stimulate the action of the reader (use verbs in the imperative so that he reads posts: “Download the material”; “Download the eBook”);
Show your contentment by having fulfilled the previous actions in the flow (ex: I realized that you downloaded the eBook Automation to Email Marketing. To further deepen your knowledge, I brought these posts …);
Fill in the “subject” field with interesting words that will motivate your reader to open and click on the email;
Use your name as sender;
Use the variable to address the Lead by the first name;
Adopt an informal but serious and committed tone;
Fire yourself with a hug.
Challenge 4: Implementing Nutrition Flows
Once you download the spreadsheet and think about your marketing automation strategy, it’s time to plan and implement the campaign.
Identify the main contents in each of the stages of the purchase process (will serve as input criteria in the flows);
Build the flow of emails and the main message of each of them;
Produce the contents and write the emails;
Schedule the emails.
Doing this entire process of targeting and sending emails manually is extremely labor intensive and inefficient.
An automated Digital Marketing tool, on the other hand, brings efficiency, intelligence and much better results than traditional email marketing campaigns. The software helps you to be more agile in the progress of your strategy, especially in the configuration of the automation campaigns.
Digital Results has its own Marketing Automation software. If you’d like to learn more about how it works or get tested, visit the RD Station website.
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Challenge 5: Measuring Campaign Efficiency
Digital marketing has an increasingly numerical and analytical character. So it’s very important to measure some metrics to see where you are most efficient and what works best.
The key metrics for email marketing are the opening and click rates of emails. However, Marketing Automation has a more relevant impact on more important metrics, such as increasing leads and converting them into customers.
Other important things to be measured are: quality of past Leads to the sales force, proportion of the number of Leads that are at the bottom of the funnel, the speed with which they advance in the flows and approach the moment of purchase, , among others.
Tip: An interesting way to keep track of flow efficiency is to notify a salesperson when a lead arrives at an advanced buying stage. This can be done automatically through automation tools and allows a very efficient monitoring of each of the Leads.