It’s a common scenario. You’re thinking about making a purchase, and you see a marketing piece from a company that sells the item you’re interested in buying. It’s a company you already know, which made your choice easier. It could be a fluke, but chances are, it’s the result of strategic planning.
A thoughtful marketing campaign, combined with a dedicated sales team and the right marketing automation tools, can make a big impact when properly utilized. If your company isn’t using marketing automation, now could be the time to start.
Marketing automation can help businesses prioritize leads and understand the behavioral patterns of customers. These key pieces of information keep the sales team well-equipped and focused on hot leads, while the marketing team stays in touch with prospective clients by providing them with knowledgeable and relevant content. Best of all, that content can be targeted based on how prospects interact with your website. When a prospect is eventually ready to buy, he or she will know, remember and trust your brand.
Marketing automation is an excellent tool for small businesses because it is a cost effective way to not only bring in new customers, but also help retain your existing customers. Large companies can leverage aggressive paid advertising campaigns, brand value, trust, goodwill and reach. For small businesses with limited budgets, this leverage can often be achieved with the help of a savvy marketing tool.
Marketing automation equips you with tools that can help you strategically gather information from website visitors, create optimized landing pages and track prospective customers’ real time activities. By regularly collecting data, your sales and marketing teams will have what they need to plan, strategize and sell.
Synthesizing & Directing Data
We live in an information age, and most businesses are already collecting some form of data. This can range from gathering the number of page views on your website to having prospective clients complete online forms. What happens to the information you collect? Most of it sites in files and directories that are difficult to access. Worse yet, the unqualified data is passed on to the marketing and sales teams who then pitch a sale in the wrong way, at the wrong time. Why does this happen? When data is sorted and categorized manually, decisions are usually made on a hunch instead of facts.
Marketing automation tools provide the wonderful opportunity for businesses to categorize and score data based on actions taken by the prospects, such as pages viewed, time spent on a website, type of content downloaded, social media interactions, etc. This scoring can help indicate which clients should go to the sales team for pitching and which should go to the marketing team for further nurturing. That creates the best use of time and resources for all involved.
Converting Cold Leads
Marketing automation tools can track the activities and interests of the prospective customers who visit your website, empowering the marketing team to deliver tailored content. This keeps the channel of communication open for regular interaction and establishes your brand, knowledge and expertise in the minds of potential customers. When those potential customers are finally ready to make a purchase, the sales team will have a higher chance for success because customers will have familiarity with and trust in your brand.
Marketing automation isn’t a magical solution, but it is a valuable tool for identifying and targeting prospective clients. As the name suggests, the process is automated, making it a great addition to your small business without adding personnel.
- Know what your prospective customers are looking for
- Maintain a relationship while they are considering a purchase
- Help build trust in your brand
- Know when they are ready to make a purchase so you can pitch the sale at the right time