Is this what your email/SMS marketing tool dashboard looks like right now? It could! As the graphic above shows, companies who utilize marketing automation experience a drastic increase in sales. The reason for such an improvement can be credited to several things, but the most important is the number of times you are able to communicate with a potential buyer.
Typically, most businesses implement basic automation procedures around email and newsletter subscriptions. While these are great first steps they often don’t result in more sales , instead it helps set your company up for the possibility to use automation to increase revenue. Strategies such as abandoned cart emails, targeted discount codes, and drip campaigns are fantastic ways to use automation to your advantage.
What is an Automation?
Just like industries before, marketing has become subject to the world of automation.
An automation in the 2020 sense of digital marketing typically refers to some sort of specific customer journey via email/SMS/social media that has been devised by a brand. Ultimately the goals vary, but most would say it involves building the relationship between company and customer at some level; others will be more blunt and say it increases sales.
I see them accomplishing all of the above, and much more!
Automations can be amazing in some senses. Auto-draft bills? Love it! Automatic shipments of my favorite supplements to my door? Fantastic!
How about when that free trial (for the product you didn’t like) automatically rolls into a paid, year long subscription? Ooof, HATE automations!
As you can see, marketing automation is already a major part of our everyday lives. So the question you have to ask yourself is “Why haven’t I taken advantage of automation?” For most people it comes from a lack of experience and knowledge of how automation works. The concept of it is easy, create a process that automatically moves a customer through a pipeline. However, building and implementing one can be much harder, especially if you have never done it before.
How to Build One?
At this point you probably fall into one of two categories. Either you are super excited about the opportunity to utilize automation to make more sales or you are still intimidated about building an automated system. Regardless of which group you are in, just know that it is completely normal to be there. While making marketing automated is fun and exciting, it can be intimidating, especially if it is your first time. That’s why we have highlighted a few things to consider when automating parts of your marketing plan.
Who is Your Audience?
The first thing to think about before you can start automating is your audience. In order to have successful marketing automation you have to understand not only who your audience is, but how they interact with your product or service.
Do your potential customers have a longer buying process? If so then you are not going to want to rush them with an abundance of automated emails over the course of a week or two. Instead, this segment of customers may need more informative emails, blogs, or case studies spread out throughout the course of the month to help move them through the sales funnel.
For example, the screenshot below shows how we helped an ecommerce brand build out their “After-Purchase Customer Experience”.
COVID has forced many industries, breweries for example, into using tactics such as these. Consider a brewery’s traditional revenue streams? Typically it involved taproom sales. One brewery I spoke to locally, said their taproom sales were down 80%, but their to-go/package business was up 400%. With that kind of dynamic shift, you must be prepared to capture all of your customers’ interests after they purchase. Businesses survive on the repeat business, not a one-time customer. Building automatic touch points into the customer’s experience will certainly increase their realtionship with your brand, as well as increase your conversion rates.
On the flip side, if you are targeting a group of customers who buy your product on emotion or price, then you will need to create an automated strategy that has quick call-to-actions. Automated flash sales, discount codes, and targeted similar items can all prove to be effective in converting sales at a higher rate.
What Are There Pain Points?
Regardless of whether you offer a product or service, the main reason a potential client will pay money to your company is that they have a problem you can solve. This may come in the form of a want, such as luxury goods, expensive clothing, or entertainment. Or it could be a need such as groceries, medication, healthcare, or transportation.
By identifying what pain points your consumers have and how your product or service helps solve their problems, you can quickly place an automated marketing strategy together that will help drive sales. Some of the most effective campaigns are automated emails that link out to case studies and testimonials.
Building an Effective Automated Marketing Plan with Pisgah Peaks Ventures
When used to its full potential, automation can be a key component to a successful marketing plan that not only drives more traffic to your website, but increases sales as well. At PPV we understand the importance of providing value to your current and potential customers with each piece of communication.
That is why our team is not only made up of marketing automation experts, but individuals who have been in a similar situation as yourself in the past. Together we can build a highly effective automated campaign to support your current efforts. To get started with a free consultation, give us a call today at 828-747-9000