What is marketing automation?
It’s the automatic delivery of highly targeted marketing information to strong potential customers, using data collected from their user journey.
You can use this data to analyse what interests them most, and what forms of content they are most likely to engage with.
Before automated marketing can be established, you need to identify different personas within your target audience and create a content plan relevant for each one. In order to become a potential lead, individuals must fill out a data capture form on your website that will identify their persona and automatically trigger the correct marketing campaign.
How is it
Once you’ve established a large library of content to draw upon, you can use automation software to deliver a unique marketing plan, tailored to each individual lead. As well as delivering unique content, these plans will all run to unique time scales based on engagement rates, so potential leads will receive as much, or as little, content as they require.
Why is it so successful?
Essentially, automated marketing is a ‘hands-free’ business tool. It takes some investment of resources in order to establish your content library, but once your automatic delivery system is up and running, your conversion process will take care of itself.
Automated marketing will save you time and money
Your resources can then be reinvested into your business to aid further growth and development.
Automation gives you the power to revolutionise your marketing activity. It’s common for marketing departments to be isolated from other areas of the business, but with automation, marketing can now become directly responsible for driving conversions, and you’ll have the data to prove it.