Marketing automation: how to optimize processes?

[muskanislam44]

Within digital marketing, one thing is common to all businesses. Whether a large corporation or a small entrepreneur, everyone wants an assertive process that is agile and generates results. In this scenario, in the era of digital transformation, Marketing Automation comes into play .

The first indicator that identifies a process improvement is when there is time left to think about strategies or evaluate results. After that, other indicators come into play.

More than 4 billion people are connected to the internet. In other words, to stand out with digital marketing work in this sea of ​​people, you need the help of robots . Yes, we are talking about artificial whatsapp names intelligence and marketing automation strategy. Whether you are a small entrepreneur or a marketing manager for a large corporation, believe me, this text will interest you!

Impacting potential customers in a personalized way and on a large scale is possible. How? With marketing automation.

marketing automation

What is Marketing Automation?
Through artificial intelligence, the use of software and other technologies, it is possible to automate communication. In this context, marketing automation is the strategy used to identify opportunities on a large scale , which will generate more personalized content. Among other aspects of marketing automation, the result is not only sales targets achieved, but also a closer relationship with your audience; attracting new customers, which generates better results in many other areas of the business.

Thinking about the day-to-day of a marketing team, for example, that works on digital campaigns, imagine the following situation:
Publish weekly content on the blog
Share this content on social media to promote and attract new visitors.
Manage the engagement that content generates.
Manage the leads generated and think about strategies for distributing new materials, such as newsletters.
To ensure that the sales team takes a more assertive approach and is in line with the right moment in each customer's journey, the marketing team produces other content formats, which are strategically prepared after the steps listed above. Webinars, ebooks, infographics, podcasts, spreadsheets, among others, are made available and distributed in a segmented manner. This segmentation is also part of marketing automation, which identifies each person's profile through forms filled out by users on the website, based on the evaluation of their responses.

Evaluating responses is of fundamental importance in the marketing automation process because it identifies the moment in each customer's journey and delivers a qualified lead to sales. While one group is considered ideal for the sales team to approach to become a customer, another still needs nurturing content that will educate them for the right time to approach them. When evaluating responses, it is possible to filter these two profiles. Yes, this can also be done in an automated way while personalizing and humanizing the process.

Marketing automation involves people. People are the ones who create the forms and analyze the results of this filter to think about communication strategies and materials. Automation takes care of the operational (manual) part of cross-referencing the data. This saves the marketing team time to measure the results of campaigns and actions, in addition to evaluating lead qualification and goals together with the sales team.

INSERT FORM – SUBSCRIBE TO OUR NEWSLETTER

How does it work?
Marketing automation, despite the use of artificial intelligence and people wrongly concluding that this excludes qualified human “workforce” , involves a lot of people; in this case, people who understand the multiple tools and digital channels.

The larger the company, the greater the need for specialized people. For example, if a company is small, it may initially have only one social media professional to take care of everything. However, if the company is medium to large, it will be necessary to divide the responsibility between social media, digital media and social networks ; depending on the size, there may even be a need for a professional specialized in each network.

However, a company does not always need to be on all networks, using all the media and tools that exist. Therefore, when hiring a marketing automation tool , make sure that your marketing strategy is well defined and that you expect results from this automation.

Conversion Landing Pages
Integration between tools
Social media management
Personalized email marketing
Lead Generation Forms
Data and reports that allow performance and results analysis
In addition to the functionalities listed above, marketing automation through email automation, tools that contribute to the management of social networks and many others, provide tangible and intangible gains in communication and marketing strategies; among them, resource optimization, yes, we are talking about money and time to think about new strategies.

Marketing Automation Tools
As mentioned above, there are several marketing automation tools with different functionalities. Here we will mention two that are very complete.

mLabs , for example, is a tool used in the marketing automation strategy of some companies. Its use is aimed at managing social networks because it allows you to schedule posts, monitor comments, reactions and shares; in addition to providing a report on the best day and time to make your posts, among other features of this platform. It is also capable of measuring engagement and, based on its reports, making the team rethink some actions.
RD Station , developed by Resultados Digitais, a Brazilian startup, allows, among other things, the sending of personalized or non-personalized email marketing messages , according to your strategy. RD also has mechanisms that optimize content with a focus on improving the position of companies that hire the tool in online search engines , automate landing pages, configure leads, among other features.