What marketing actions can be automated?

[kumartk]

It's easy to think of email marketing when we hear about marketing automation , but to stick to that would be like thinking that a newspaper is only good for wrapping fish or covering the floor when we paint a room.

There are many possible uses for automation software and some are probably more appropriate. Let's look at the most common ones:

Social networks . Planning and publishing content on social networks (in no case, attention and response to users) through an automation tool is a good way to have a clear picture of our overall strategy and to save time. As a small nuance, there are certain actions that should always be avoided on social networks, such as automated welcome messages for new followers or word-for-word responses to different users. Automation should provide personalization, not robotization of messages.
Email marketing . We're not talking about using email as a spam tool. Unfortunately, it's a more common technique than it should be, but in inbound marketing we're talking about the opposite. Adequate greece phone number list segmentation provides context to the content so that sending an email is not indiscriminate, but a personal, precise and programmed response to the user's behavior and (voluntary) interactions with the brand.
Lead generation . A key step in inbound marketing is converting website visitors into leads, so that they voluntarily leave their contact information in exchange for something. To obtain this information, there is the so-called conversion process, which marketing automation helps to work in a coordinated way with software in which offers that provide added value, calls to action (CTA or call-to-action ), landing pages , thank you pages and follow-up emails can be integrated in one place.
Lead nurturing . Once a lead has been obtained, the next step is taken. Behind this anglicism lies the process by which relevant information is provided tailored to the interests of that contact so that they advance in their purchasing process, with two possible objectives. The first would be to eventually become a new customer (the magic formula that all brands seek) and the second has more to do with the retention of current customers, so that there is a repeat purchase and they can become a brand advocate. For this lead nurturing strategy , which is very common in marketing automation, to be effective, you must always keep in mind who the contact is (the famous buyer persona of inbound marketing) and at what point in the purchasing process they are (the so-called buyer's journey ).
Metrics and results analysis . Automation allows for accurate measurement of the results of marketing strategies, so that results can be periodically evaluated and new adjustments assessed, with the help of tools such as A/B testing .
Internal management . Coordination between marketing and sales teams is essential for any brand, and the right software can help these two teams work together rather than in parallel. Accurate knowledge of the timeline of contact in relation to the brand or the transition of a potential customer to sales when they are ready to buy are some of the classic inbound marketing actions in this regard.