Utilizing Automated Marketing to Generate Leads and Nurture Relationships


You’ve heard about automated marketing, but have you ever thought about using it for your own company?

A Great Place to Start: What is Marketing Automation?

Automated marketing is a tool that allows you to automate, streamline, and measure your marketing actions to increase revenue and operational efficiency. In a nutshell, it allows you to optimize your time by streamlining the marketing processes through automation while still personalizing content and nurturing relationships with your audience. By measuring and tracking tasks, you can create campaigns tailored to meet the needs of your market segments. An automated approach is used by marketing departments for repetitive tasks such as email campaigns, social media, or other actions on websites.

Common Software Used for Automated Marketing

  1. Campaign Monitor
  2. SharpSpring
  3. MailChimp
  4. Hub Spot: 
  5. Marketing 360

When your company launches, it is easy to maintain these one on one relationships with your audience, but as your company starts to grow, it is impossible to keep up and manage these relationships without any help. That is where automations helps.

The goal of marketing is to generate more leads, close on potential clients, and drive revenue for your company. Automation helps generate leads by driving traffic to specific landing pages, allowing you to track and convert leads. It also allows you to shape campaigns according to the various touch points and call to actions of the end users. Since the automation can be tailored specifically for market segments, it feels more like a give and take relationship rather than a hard sell.

 

What Does Automated Marketing Look Like?

Someone once explained automated marketing to me as the same as growing a plant. You need to plant the seeds, which is the initial outreach from the company to the audience in the form of an email or social media post. Next you need to give the lead (seedling) water and light by delivering customized, value driven information to the specific audience.This is done through specific campaigns that trigger an automated action depending on the customer’s response. Finally, we hope to have nurtured the lead well enough and grown it to the point of being an actual paying customer. Nurturing a plant or a lead is not a guaranteed process, and it is important to tailor interactions based on the evolving needs of your audience.

Concepts to Keep in Mind when Using Automated Marketing Techniques

1. Segment your lists into sectors

You can segment your list you can communicate directly to your audience’s wants and needs. Build personas to represent segments.

2. Test your email lists and timing.

When you send emails is equally important as the content in the emails.

3. Keep your content relevant.

4. Track your results.

5. Whittle down your email lists.

It may seem important to have a large subscription base, but the active subscribers are going to be the quality leads.

6. Allow your subscribers to manage their preferences.

7. Always include a specific call to action.

 

Brand Iron is here to help you automate your marketing, improve lead generation, and optimize your systems. To talk with us regarding automated marketing or any of your marketing needs, visit www.brandiron.net or call 303-534-1901.


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