Marketing automation saves time and boosts conversions, allowing your business to target consumers more accurately and quickly. Here’s how you benefit.Technological advancements have historically been valued for their ability to save people time — and make people money. Take Ford Motor Company's Model T, for example. In the early 20th century, the car cornered the American automobile market because of Ford's revolutionary manufacturing process, the moving assembly line. Ford produced more cars, more quickly, and at more affordable prices than the competition. As a result, they gained market dominance.
This same principle applies to marketing automation. In this case, however, technology allows you to automate recurring marketing activities – like social media posts, digital ads, and email campaigns – instead of automobile assembly. With marketing automation, you can expand your marketing efforts and make them faster, easier, and cheaper to implement.
It’s not just about efficiency, however. Marketing automation also allows you to improve your marketing, developing more targeted approaches that give your customers more personalized experiences. Finally, by optimizing marketing and performance measurement, automation will enable you to save time on the small tasks and focus on the big picture – improving your overall strategy.
- Marketing automation allows you to automate recurring marketing activities using technology.
- Automation saves time, energy, and money on repetitive tasks (such as sending email campaigns or posting on social media), freeing up resources for other more impactful activities.
- Marketing automation doesn't just increase efficiency and cost-effectiveness; it also supports more targeted marketing activities.
How Marketing Automation Saves Time and Boosts Conversions
Here, we look at how marketing automation tools can help you save time and boost conversions.
Marketing automation platforms can track marketing activities and provide a verifiable record of actions plus associated business results. Employees can be better held accountable for their work, while managers can be better held responsible for their spending. The ability to quantify the impact of activities or investment boosts credibility and provides motivation.
Increase Win Rates
Automation makes it easier to nurture and score promising leads (ranking how likely they are to convert). The most promising leads can then be passed from marketing to sales to close. By sharing information, marketing and sales teams can more easily agree on what constitutes a qualified lead. Automation provides this needed visibility, closing the gap between lead source and revenue generation.
Reduce Cost per Lead
Automating critical processes like lead scoring, nurturing, and assignment frees up resources in the marketing team. Using email- and web-based approaches further reduces acquisition costs for new leads. Marketing funnel automation can thus decrease your overall cost per lead. For managers wanting to demonstrate the value of marketing spending, this is a significant advantage.
Working smarter means working faster. With automation, workers save time because they don't have to complete the same tasks every day. When you spare your employees the tedium of repetitive tasks, you can nurture their creative energy and use their effort for more creative purposes – like crafting catchy new campaigns and strategies. The quality of work and employee morale increase in parallel.
Easily Monitor Campaign Performance
Comprehensive automation tools also include metrics, paving the way for in-depth marketing analysis. For example, you can assess a single email campaign's performance based on factors like opens and click rates. Set up automated reports to monitor campaign performance and get insights into which techniques are working and which ones need adjustment.
Improve Resource Allocation
The ability to monitor campaign performance provides valuable knowledge needed to guide future marketing initiatives. Small business owners, in particular, may shy away from spending on automation tools, deeming them too expensive. These are the companies that stand to benefit the most from this investment, however. With automated monitoring, you avoid dumping marketing dollars into campaigns that don't convert.
Create More Tailored Consumer Experiences
Successful marketing is ultimately about creating an experience that captivates, engages, and finally converts consumers. With the knowledge and the time you gain through automation, you can deepen your understanding of what your target audience wants.
You can then use automation tools to target diverse customer groups via platforms suitable for their demographic: social channels, emails, websites, and other media. Multi-channel engagement allows for a more personalized experience, informed by data of consumers' past purchasing behavior.
Implementing Marketing Automation Tools
Businesses of every size can benefit from marketing automation platforms. Determining which tools are right for you and how to implement them best is the first challenge. The investment of money and time is well worth it, however. Tapping into the power of automation can enhance the impact of your marketing activities exponentially.