We know that the concept of “marketing automation” can feel foreign and intimidating to many business owners. For many people, the entire automation process can sound overwhelming, but it’s a marketing tactic that every business should leverage to their advantage. At FiG Advertising + Marketing, we’re very familiar with the concept of marketing automation. We’re here to break it down into simpler terms for small business owners.
Your Introduction To Marketing Automation In Denver
As with any introductory guide, it’s best to focus on the basics. Marketing automation is a complex multi-step process with numerous moving pieces. It pays off to first get a firm understanding of those principles first before you get into the many complexities of automated marketing services.
What Is Marketing Automation?
Marketing automation is the process of using software and web-based services to complete repetitive marketing tasks to nurture leads, personalize your marketing efforts, and save you time and effort. By collecting pieces of data on your prospects and their interests, marketing automation allows you to send those leads the most relevant marketing messages at the right time.
To put it in a more relatable light, think about marketing automation as a tool to support the typical buyer’s journey. A prospective client might be interested enough in your services to visit your website. That consumer could then browse a few different pages, input their contact information, and decide to weigh their options offline. At that point in the buyer’s journey, your company has little-to-no control over the rest of a consumer’s decision.
How can you possibly motivate that consumer to take the dive with your company? That consumer is nearing their decision point and, if you hope to acquire their business, you need to demonstrate your value to that consumer. Marketing automation can help fill that void and keep your brand at the top of their mind when a prospective client is considering their options.
Depending on where a buyer is in their journey, marketing automation allows you to send personalized marketing materials to your prospects to keep them engaged and to showcase your services. Did a prospective buyer spend a majority of their site session on your specialty services page? Through marketing automation, you can send that prospect a personalized message with a specialized services case study to demonstrate your value proposition.
Let’s break marketing automation down even further. This innovative and highly strategic marketing tactic works to serve 3 basic purposes:
Lead Generation. How do you turn those random website visitors into interested leads? Marketing automation allows you to nurture those prospects by feeding them unique marketing messages depending on their position in the sales cycle.
Closing The Deal. Are you nearing the final contract signatures? If they’re near the end of the sales funnel, marketing automation pieces could be the perfect resources to push your leads over that finish line.
Engagement. How do you keep your current customers engaged enough with your company? Marketing automation can help you retain customers and nudge them into upgraded services/packages.
No matter where your customers are in the sales cycle, there is a marketing automation piece to keep them interested in your company. If you want to truly excel at marketing automation in Denver, you need automated processes in place for each function discussed above.
How Does Marketing Automation Work?
The entire marketing automation process has multiple moving pieces that can get very technical in a short span of time. At the end of the day, these marketing pieces are all working in tandem to ultimately move your prospective leads further along through the sales cycle.
It all starts with the collection of the data pieces. Without any data on your prospects, you can’t effectively customize your marketing messages to the right buyer at the right time. Marketers will utilize the cookies in the web browsers of site visitors to build scores for their prospects and to trigger further data-based web actions.
Before any automation processes can take place though, your website visitors need to opt in for the data collection and for your marketing automation strategy. That action to “opt in” is a legal obligation that you can’t skip over. You can encourage site visitors to take that step by offering a free download of an in-depth case study or by leveraging a contact form for your newsletter. Once you’ve acquired their permission and their contact information, those site visitors can then be added to the marketing automation processes.
In order to achieve success with your marketing automation in Denver, you’ll need to first establish the back-end pieces on your software. This is where it starts to get more technical. Those back-end pieces include the overall automation frameworks, the categorization of prospects, the workflows, the APIs, the CRM, and much more. Your system will then send out automated marketing email messages to your prospects depending on their specified criteria.
Everything from the number of visits to email open rates can be considered attributes, which are used to trigger certain marketing messages for your prospective leads. It is entirely up to you how you want to customize your workflows and optimize them to encourage conversions. If you approach your marketing plan in a strategic and well-informed perspective, then you should have no trouble nurturing your leads and converting them into clients.
Just remember: the best marketing strategies never rely solely on one tactic. If you really want to excel at your marketing efforts, then you need to engage with multiple strategies simultaneously. A multi-pronged approach will always work better than an isolated marketing method.
Drive More Leads With Top-Tier Denver Marketing Automation
When it comes to marketing automation, it’s usually best to let the professionals handle the nitty-gritty details. At FiG Advertising + Marketing, we’ve handled a great number of marketing automation campaigns over the years. Our staff members have worked with many different automation platforms and we’ve developed plenty of workflows to drive conversions. We are intimately familiar with the best practices for marketing automation strategies and we know how to leverage the data to achieve an optimal ROI.
Are you ready to take your marketing to the next level? Contact the pros at FiG Advertising + Marketing today to start excelling at marketing automation in Denver.