Marketing automation: why, how and what

More and more organizations are considering switching to marketing automation. After all, why would you do something manually if you can do it automatically? Marketing automation is interesting, especially for companies with a web store. They often do not deliver customized work, but standardized products. Marketing automation can be used instead of looking for customers with a sales department. By marketing automation we mean identifying customers and converting them leads in sales. Marketing automation is a very broad concept. In this article we will tell you more about this!

Operation of marketing automation for companies

Many companies work with a sales department that tries to attract new customers. In some cases, this sales department is combined with the marketing department. Certainly for a somewhat smaller one webshop after all, a sales department is superfluous. Customers must be attracted with marketing campaigns, instead of sales procedures. However, a sales department is indispensable for larger companies with tailor-made services or service contracts. The sales department calls the potential customer, presents the products and services and hopes for sales. This often turns out to be a time-consuming task, without guarantees of success.

Marketing automation turns this process into an automated process. First you identify the customer, then you attract the customer to your website and finally you encourage this customer to make a purchase. This can also be interesting for companies that offer customized solutions. In this case, marketing automation leads the customer to make a purchase. Nowadays, marketing automation is especially interesting because of the large number of potential customers that can be reached via the internet.

Marketing automation starts with identifying customers.

Identify and attract customers

As already described, marketing automation starts with identifying customers for your organization. Map how you can reach these customers and how you encourage them to come to your website. This is logically different for a young target group than for an older target group. Write guest blogs for other websites with a link to your own website. Post interesting, stimulating content on your channels social media. Or use influencers, for example, to reach a larger audience!

Once on your website must have a so-called lead be converted into one sale. This means that the visitor must also be stimulated on your website. Therefore provide your website with clear content, with clear call to action. A call to action for example, a button. This encourages visitors to make a purchase or request a quote.

By using behavioral tracing methods you can further increase the turnover.

Use of behavioral tracing methods

During the deployment of marketing automation, behavior tracking methods are indispensable. These methods make it possible to trace the path that a customer has traveled. In this way you can adjust marketing campaigns on this path in the future to further increase your turnover. Which pages did a visitor view? How did a visitor end up on your website? Information provision therefore plays an important role in automated marketing. Both for the customer and for your organization!