Do you want to set up a simple and effective B2B or B2C strategy? Marketing automation is the solution. This automation technique is very often associated with emailing, but that's not all. With marketing automation, you will be able to automate your SMS sending, segment your prospects, automate your lead nurturing or your lead scoring.
More concretely, marketing automation is about automating your marketing campaigns. This tool will ask you to define conditions, according to your contacts’ behavior. Thus, if, for example, one of them subscribes to your newsletters, you can automatically send this contact a welcome email. If they don't see your last email, you can send them back to a topic that may be of more interest to them.
You should know that these two concepts are not the same. And to become an inbound marketing pro, it's important to know the differences between marketing automation and email marketing. First, email marketing is mainly used to send emails such as promotions, sales or news, to a specific database.
Unlike email marketing that targets all your contacts, marketing automation sends targeted emails in response to each of your contacts’ behavior. Not limited to sending emails, automation also classifies your contacts into specific audience lists or can assign them a score.
Indeed, in addition to delivery rates, marketing automation allows you to follow your leads’ path. This enables you, for instance, to know which pages he has visited, whether he has clicked on a CTA (call-to-action), downloaded content or visited a landing page.
Marketing automation can help you improve User Experience (UX), better target your messages, or get more leads. In addition to saving considerable time for your teams and salespeople, automation has many advantages.
Indeed, at the reporting level, you will no longer need to switch from one platform to another, because all your actions (traffic, conversion rate, engagement rate, etc.) will be found on a single campaign.
In addition, automating this process does not mean that you will lose User Experience. On the contrary, you will be able to personalize the customer journey in order to cultivate a good relationship with your prospects. Improved and personalized communication with your leads will also make it easier for them to make decisions, which is sure to optimize your conversion rate. Moreover, you will be able to achieve your goals more easily thanks to perfectly planned campaigns.
There are several ways to get leads. For example, you can share content on social networks every day, taking care not to neglect any platform (LinkedIn, Facebook, Instagram, Twitter, YouTube, etc.). You can also call on a commercial expert by giving them the right lead at the right time. It is also possible to personalize your emails to bring more value to your audience, by changing a text or paragraph, for example.
However, all this represents a lot of work for your company, and automation would save you time, to better focus on your core business. How to do it? Esokia puts its expertise and teams at your disposal if you want to discuss your project and get the best tips and tricks. And because each client is unique, we offer a customized strategy, tailored specifically to your needs.
Our agency accompanies you at every stage of your web marketing strategy and determines with you the most effective marketing automation scenarios for your company and activity.
Still hesitant to use automation? Here are 5 good reasons to adopt marketing automation :
Do not hesitate to contact Esokia's digital marketing experts, who will offer you a solution adapted to your business needs.