Marketing automation. Automations that you should implement in your strategy

What is marketing automation and why do you need it?

Marketing automation consists of using tools to automate actions or processes related to marketing, such as workflows, lead nurturing, campaigns on specific days... This process is born due to the excess of work in companies and helps them to work in a faster and simpler way, thus making it possible to achieve objectives in a more agile way. If you have an online store, marketing automation can help you streamline your product sales processes. Do you want to know why? Automated flows allow you to get to know your users in depth, anticipate their needs and impact them with personalized actions. You'll offer them exactly what they want! And automated marketing is becoming an essential tool for marketing. In fact, according to a study by Emailmonday , 51 % of companies use marketing automation ; and it is expected that by 2022, 80% of sales processes will be automated.

Don't know what actions you can automate? Pay attention to these examples

You can apply marketing automation to perform many tasks: from displaying a chatbot on screen to even retargeting a website visitor. But there are many more options, such as:

SMS Marketing

Are you still not using SMS Marketing? This action allows you to send SMS to potential customers so that they can obtain information about certain products or services. With SMS automation, you can schedule the sending of messages , defining the exact day and time when users are most likely to purchase products. Plus, you'll not only be able to send promotional text messages, but you'll also be able to analyze data from this sending, such as how many of your customers opened the SMS or how many purchases and revenues are attributable to this automation.

Sales funnel

Sales funnels are a representation of all the stages that a customer goes through during the purchasing process. Automating your sales funnel will save you a lot of time and you will earn extra income by getting qualified leads. It is very important to develop the sales funnel to the maximum . Every detail of it must be defined and planned. For example, think about Black Friday. This is a day when the number of visitors to your website will increase considerably. With the help of marketing automation, you can guide each customer, in a personalized way, through each phase of the sales funnel.

Automated landing pages

You can automate landing pages to display exclusive deals like Black Friday , show discounts and offers to customers... The content of these landing pages can be customized with automation tools and they also allow you to know the return obtained, such as how many users have visited the landing page or the number of sales and income derived from it. Amazing !

Abandoned cart

Abandoned shopping carts are one of the biggest problems in an e-commerce . Normally, the flow is set up with the sending of automated emails, since this action is a solution to recover those products that users have forgotten or have not purchased for some reason. With automated marketing, these reminder emails will be sent to the person to encourage them to resume the purchase. It is very important to know how to act in time once a person abandons the cart . Here's a tip : you can automate one of these emails 4 hours after a cart has been abandoned. And if you want another type of gift: Add a discount coupon so that users buy without thinking twice.

Up-selling and cross-selling

If you are not clear about up-selling and cross-selling... We will explain it to you in a simple way. To begin with, cross selling consists of recommending products similar to the one the user is visiting, and up selling consists of offering an already acquired customer a product with more sophisticated features, such as a higher price. With the help of automated marketing in both actions, you will be able to increase sales for existing and new customers , and thus, increase your business's income.

Newsletter

Sending automated newsletters is an essential tool in any marketing strategy. It allows you to send personalized emails at the time and day you want. The content of the newsletter must be of value to the user. You can add suggestions about new products, products similar to those they usually visit, or exclusive discounts.

Sending discounts and news

Thanks to marketing automation, you can automatically and personally send discounts and news to your customers. You just have to schedule the sending of this notification. With this action you will encourage the user to purchase and there will be more chances that they will end up buying.

Advanced user segmentation

One of the most tedious tasks in marketing is creating a profile for each user. Marketing automation organizes your strategy based on the characteristics of each customer using all the data it has obtained based on their behavior.

Lead scoring

Lead scoring tells us which phase of the purchasing process the user is in and stores it in the database. Lead scoring automation is a highly relevant marketing procedure. This enables customers to be informed of the benefits they would obtain by purchasing our company's product or service, thereby increasing sales.

What returns and benefits does automated marketing achieve?

One of the advantages that automated marketing brings us is that it allows us to know what steps the user has taken and thus improve the strategies we have created. According to a study by Econsultancy, 38% of companies recover their investment in marketing automation within the first three to six months, and 26% take between six and one year to do so. There is a long list of benefits that marketing automation brings to our company.

Optimize resources and sell intelligently

There is a considerable reduction in time for tasks to be performed, which would require more time or could not be done manually. In addition, it reduces costs and provides an extra level of efficiency .

Increase monthly income

Marketing automation allows you to track leads through the sales funnel, understand how they behave, and thus create valuable content for them. This will offer personalized services according to the type of customer , increasing the probability of purchase.

Increase the average customer ticket

Increasing our customers' average ticket can be achieved by sending personalized emails or by persuading the user to buy products with better features. This can lead to the customer buying more frequently from our business or ending up buying higher-priced products.

Impact a larger number of users

One of the strengths of marketing automation is that it is multichannel . That is, it can impact two different users in the same way, even if they are on different channels.

Connect and generate value in a personalized way

It is impossible or time-consuming to manually contact every person who visits our website. With marketing automation, you can address each visitor in a personalized way , for example, by automatically sending them a personalized welcome email after subscribing to the newsletter.

Which automation tool should you choose?

There are various marketing automation platforms . In the Línea Gráfica blog we are going to highlight the three main ones:

Hubspot

Hubspot's marketing automation software is one of the most well-known. This tool integrates sales, marketing and customer service into a single CRM.

ActiveCampaign

ActiveCampaign's marketing automation platform is more focused on small businesses. This tool is self-learning. It collects your company's data and starts taking actions based on that data automatically with complete precision.

Connectif

At Línea Gráfica we work on marketing automation with the Connectif platform . It is a well-established tool in marketing automation and is aimed at ecommerce or online stores. The main advantage that Connectif brings is that it is compatible with most CMS , such as PrestaShop, WooCommerce, Shopify, Magento… and it integrates very easily with the help of a plugin or a module. Connectif has become one of the best automation platforms for e-commerce. Some of its advantages are: it allows you to create workflows, it has built-in artificial intelligence, it allows you to segment your databases, it allows hyper-personalization...

How to analyze ROI on your automation software?

It is essential to interpret the results of our marketing automation campaigns. To analyze the ROI, the first step is to know what these acronyms mean. ROI is about knowing the return on investment . To perform a correct ROI analysis you have to take into account the following details:

Analyze the tool's dashboard

In the dashboard, or analysis panel, of any marketing automation platform you can see an exhaustive analysis of the marketing and sales processes derived from automation actions. Thanks to this data you will be able to know more about your clients or visitors, whether the strategies you have set are working or not, the number of sales, etc. At Línea Gráfica we have a powerful marketing automation platform that will help your business sell much more , faster and easier. Contact us!