However, well-structured marketing can become a competitive advantage for companies that know how to exploit its advantages. And it is precisely in the structuring of marketing strategies that automation influences, increasing business opportunities and generating more assertive insights.
Understand now why marketing automation brings these results to your business!
How does marketing automation work in practice?
Automation is achieved through a set of software and systems capable of transforming the different forms of interaction in sales channels, managing them, qualifying them and creating strategies based on them.
The objective is to monitor the entire journey of this relationship between the public and the company in virtual media and convert them into real business opportunities.
Without an automated system, the company cannot access its visitors, much less track them on their journey through websites and points of sale.
Therefore, having a ebay database digital marketing strategy, creating relevant content, is not enough if the company does not have tools to monitor the impact of this content.
We can say that marketing automation starts from the conversion of visits into real contact. This is when the company opens up possibilities for interaction with the user so that they have the option to advance further in their search.
These possibilities are also called conversion points. There are many possible points in an automated digital marketing strategy. Some examples of material that transforms a visit into a contact are:
relevant landing pages;
e-Books;
discount coupons;
forms.
Once you’ve converted visits into leads, the magic of automation continues to happen. However, the goal now is to nurture them.
Educate leads and create opportunities
Nurturing leads means continuing to engage with them through content that is increasingly personalized to their needs and, of course, to what the company offers to solve them.
Example
Let’s say your company offers a healthy weight loss program and your blog has a variety of content on this topic. Visitors to your blog will look for the content that interests them most and will continue to search for it as the site has triggers to “hook” them.
In this case, it could be a CTA inviting them to download an e-Book or forms to receive tips via email. These two ways of communicating with the lead, as well as the first material accessed, represent ways of educating them.
But it is worth noting that educating here means preparing them for the next step, which should always be one level deeper in the funnel . Therefore, content relevance is complementary to automated triggers.
There’s no point in telling your visitor to only eat vegetables like everyone else does. It’s important that they see some advantage in continuing to “listen” to your advice. So, work on your proposal and make it attractive.
If we were to list specific advantages related to marketing automation, we can mention:
attracting leads;
integration between marketing and sales;
data centralization;
personalized interaction;
greater conversion power in sales.
Marketing automation is one of the benefits of digital transformation in companies. In addition to generating savings and optimizing time and resources in an incomparable way, it brings surprising results in commercial relationships.
