You must know the wonders that marketing and digital platforms do together. With them, it is possible to take advantage of an entire universe of engaged audiences hungry for exciting content. Taking advantage of this, many companies begin to carry out all kinds of actions that they find, directing them to as many people as possible.
But wait, when is marketing automation a differentiator? Is this the most effective way to carry out digital marketing? Indeed, when the volume of content increases and your customer base reaches hundreds, the messages will be standardized, not bringing the expected return.
At this moment, marketing automation is a tool that will revolutionize how you do digital marketing. In this post, let’s explain how it works and why it’s the darling of online!
After All, What Is Automation In Marketing?
The term refers to a way to facilitate and optimize repetitive digital marketing tasks and formulate personalized messages for each type of audience.
Automating is making a task as less dependent as possible on human activity. So, the automation tool creates automatic and segmented trigger mechanisms instead of email marketing messages manually with the same content and title. In addition, it can collect information about the public to optimize future communications.
Email marketing is one of the most well-known applications of marketing automation, but it is not the only one. It is possible to automate posts on social networks, manage landing pages, ads and everything else that your imagination allows!
Three Reasons To Invest In Marketing Automation
We brought three good reasons to invest in marketing automation, see:
It Saves You Time (And Money!)
Activities must be optimized mainly in companies with a small marketing team or a good volume of sales to manage.
Marketing automation allows a small team to efficiently carry out a vast number of activities that would be impossible even with a team of 20 people.
Nurturing a base of thousands of leads, posting on social networks at different times with different content, knowing when the user is close to the sale and much more!
It Is Possible To Monitor User Behavior And Act Accordingly
The main advantage of automation applied to lead nurturing (the conversation you have with the contact until the purchase is made or even after that) is monitoring user behavior and acting accordingly.
Thus, it is possible to converse differently and send different content to users according to the needs and objectives that they have expressed. Placing a product in the shopping cart, accessing content on a blog and downloading a spreadsheet are actions that the automation software will interpret as a positive or negative signal for decision-making.
It Helps The Sales Department
Finally, marketing automation is a differentiator because it helps your sales department sell more. That’s because it gathers valuable information about these leads throughout nurturing, telling you what they’re interested in and how close they are to buying. Thus, the sales team will not act blindly. You will know precisely when and how to approach the customer.
The Importance Of Segmentation In Your Marketing Strategy
Have you ever heard the phrase: the general public does not exist? Well, it doesn’t exist because nothing is for everyone. Or, in cases where yes, it is said the product or service is not designed to please a specific segment. Without a specific audience, how will your company communicate with your customers or potential buyers?
Not all products or services work for different types of people. On the other hand, not all people have the exact needs and characteristics. Precisely for this reason, it is essential to segment the target and, based on that cut, define how to conceive a proposal so that all the applied efforts achieve objectives.
How To Do A Good Market Segmentation?
First, it’s critical to understand that the groups into which your market will be divided need to be homogeneous.
Second, they need to be different from each other. Therefore, the so-called buyer-personas are created, which incorporate specific characteristics of people we want to communicate with.
Third, segments must be stable. That is, to prevent the actions and definitions of the members from constantly changing.
We won’t go into detail, but classic fields of characteristics are raised when segmenting. There are numerous differentiating factors, which is precisely what allows groups to be created. Let’s look at some of the variables:
- Demographics: Gender, religion, occupation, level of education, income and age.
- Geographic: Climate, location, region, country, continent, etc.
- Sociocultural: Habits, beliefs, hobbies, etc.
In addition to the factors described above, the order in which you segment is also important. For example, we need to divide a market into submarkets and create smaller groups, mainly for the study to be practical. When creating campaigns, considering differentiators early on can make the scheme even more complex.
ALSO READ: What Is Inbound Marketing?