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Digital Marketing Automation through Artificial Intelligence

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Why do we stay up late watching TV shopping? In addition to those who have trouble sleeping, many are mesmerized by the idea that, with just three payments of €19.99, they can buy solutions to all their kitchen, bathroom or garden-related problems.

But your marketing automation system can’t be a TV advert. There’s no “Call now and we’ll double the price” solution that lets you capture the data of your visitors and immediately funnel them towards a sale.

It’s time to give up the dream of shortcuts. Marketing automation is a repeatable system that will map all customer activity with multiple messages through an online conversation that takes place online. If done well, it will surely earn the consumer trust that all marketers envy.

Plus, it allows you to scale your marketing efforts by writing rules that remove some of the human element from processing each lead. While there will always be a point in the process where things don’t run smoothly, all the effort you put into your marketing automation system will save you time and money.

By setting up your system correctly from the start, you can create better conversations with your customers and learn how your potential customers behave.

The rules for conversations with your customers are not much different from any offline discussion — you should keep everything relevant and in context, shout only when necessary, and always respond in the same way (or channel) as the conversation is taking place. Trying to generalize or game the system could result in your potential buyer kicking you out.

Imagine your aunt sends you a greeting card in the mail. She would love for you to call her back, but she would never want to receive a telemarketing call just because she visited your website.

To gain invaluable buyer trust and use marketing automation effectively, you need to set up your system in a way that can easily scale as your business grows. This is where the hard work begins, but there’s no point in building anything if it’s not done right.

Here are three ways to optimize your marketing automation systems for best results:

Determine your process

Process always comes before technology, so you should first determine the process for segmenting your customers and apply it to your marketing automation system. Define the stereotypes of your best buyers. Once you’ve identified their pain points and what they need to build trust, ask yourself how you’ll identify segments in real time based on demographics, firmographics, and behaviors.

The criteria you define will become rules that you implement in your marketing automation systems. You can also develop processes to process leads, align for sales and manage customer relationships.

Capture the data

Prioritize capturing behavioral data over sending emails or other short-term goals. The biggest failure of marketing automation companies is the data capture process, which is a missed opportunity that requires significant updating. You need to ask the right questions on your forms, have your sales team input critical data, and use data scrubbing or tailor your own tactics to learn as much about your customers as possible.

Set initial goals

The most overlooked element of a successful marketing campaign is initial projections. If you don’t know where you’re aiming, how can you expect to hit the target? Some marketers are hesitant to set initial goals because they can set the stage for failure.

But guess what? Failure is bound to happen, because marketing is not an exact science. It is dependent on one variable that is extremely volatile – the customer. While any campaign can fail, the biggest failure is not having a mechanism to capture results and implement changes based on feedback. Set goals and document the process and results so that you can learn from your mistakes.

Marketers often use marketing automation technology to define their process. They look for software requirements and create those pieces. However, we guarantee that if you’re using technology to force a process to be created, you’ve already lost.

Marketing automation provides you with a solid process that will improve your lead generation, management and sales. From developing your process, capturing data and setting initial goals, you can use the system to grow your business effectively.

There are no shortcuts. If you’re willing to do the work, you’ll find success with marketing automation.

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