Is online marketing automation the answer to a company’s lead engagement problems?
Companies and more specifically, digital marketers, are always looking out for ways to optimize, automate and make processes simpler to be able to run more campaigns, come up with more quality content, increase ROI and the list continues. Today, customers are expecting a personalized and engaging experience. However, a lot of marketers find living up to this expectation rather challenging. To be able to effectively engage with your audience, one requires a thorough understanding of what customers are doing, how they are likely to behave and how to connect with them on a personal level at the right time in the buyer journey.
Today, collecting data is not the hard part. Using the data to produce personalized experiences throughout all channels is the demanding part.
In this blog, we will be looking at five ways to make lead engagement easier for marketers using an online marketing automation platform.
Email marketing through a marketing automation platform enables marketers to send a batch of simple or complex emails to engage with their audiences. These sets of emails may automatically be sent based on some pre-defined triggers, such as demographic data, in response to some specific action or behavior, or according to some other criteria.
Your marketing automation platform allows businesses to nurture their prospects by delivering the right and personalized messages to the audience at the right time and in context with their buying journey. Companies can use this opportunity to send customers a special offer or discount for their birthday or some other occasion, to send customers an after-sale feedback survey, or to contact customers who abandoned their shopping carts.
To make the best impression on your audience, you need to be available on different channels, especially mobile. However, make sure you are providing a unified experience on all channels. Mobile marketing automation has proven to be a great way for brands to engage with their audience on an individual level.
With mobile marketing automation, marketers can engage with their audience using the mobile app, in-app messaging and customer service or sales chat box. They can also send a time-sensitive message through a push notification for example for a limited time promotional offer.
Social Media Marketing
The right marketing automation platform is a key tool for marketers to integrate social media marketing with their other marketing campaigns and channels, such as the business website, blog, and mobile app. Marketers can come up with engaging content to share on their social media channels like polls, contests, and videos so that their audience would also want to share the same.
Moreover, being active on social media will also help marketers collect valuable information such as additional demographic data and insights about customer behavior. An example would be what kind of content they like to watch or download and how often and for how long they use social media. These metrics can even help marketers improve their overall marketing campaigns and boost engagement with more targeted content.
Analytics and Reporting
The most effective customer engagement plans are those that are backed by tested, proven, validated and measurable strategies. Your marketing automation platform allows you to track your engagement metrics, evaluate the effectiveness of each individual campaign and narrow down your strategy to exclusively focus on areas that worked or that didn’t. This helps marketers to make well-informed decisions when it comes to marketing channels, updates, content, promotions and messages that will create the most engagement and ROI.
Website Visitor ID and Tracking
This feature of a marketing automation platform, also called web personalization, allows marketers to learn more about their anonymous visitors and their journey of coming to the brand. This technology allows marketers to get information about their visitors and help provide a more customized experience. This also enables marketers to make their retargeting ad campaigns more effective.
For more on online marketing automation: https://www.nx3corp.com/campaign-management.html