Marketing automation, what is it and how do you use it as a company? With marketing automation, you use automated systems to generate more conversion. This is often done via email by sending certain information at the right time. But how do you use marketing automation effectively for your business? In this blog we tell you why and how best to do this.
Reason to use marketing automation
Let's start with the most important question: why is it wise to use marketing automation for your business? With marketing automation, you can find out what part of the customer journey your customer is in. You can then respond to this by sending specific information. In this way you guide the customer through the purchasing process and ultimately make sure you make a purchase.
In marketing automation, it is very important that you send the right information at the right time. Timing is everything. By finding out what is the best time for the customer to make a purchase, you can send the appropriate information at that time.
How do I use marketing automation?
But how do you start marketing automation? This can be done through systems such as Salesforce and Hubspot. You start by collecting contact information from visitors that you store in the system. Once you've collected email addresses, you can guide visitors through the purchase process.
Create a number of emails that process triggers and call to action. For example, in the first email, you can send the reader the first chapter of your e-book as a 'reward' for registration. In the following mail, you'll ask if they've received the first chapter properly and process a link to the order page of the extended e-book. When the reader visits your website again after two days, you can see this as a sign that he or she is interested. This may be the right time to send another email about the benefits of the e-book and to make the visitor a customer.
There are several possibilities within marketing automation in terms of triggers. To give you a good picture, here are some examples:
- a download
- opening an email
- clicking on a link in the email
- visiting a page
For your company, you can turn on notifications in the automated system. These give you information about the progress of the visitor in the customer journey. For example, you can get a notification when the visitor takes one of the above actions. You can respond to this by sending the customer specific information.
Handle the data carefully
With marketing automation you are actively collecting personal data. In May we will have to deal with new privacy laws and it is therefore important that you handle this data carefully.
The Data Protection Regulation Act allows you to use the personal data of others in three situations. This may be done when an agreement is concluded between you and the person, when the marketing interest outweighs the privacy interest of those involved or when the person has given consent. Don't be put off by this law but delve into it and then do what is permitted by law.
There are countless possibilities when it comes to marketing automation. This is the basis you can start with and the reasons why you can use it for your business.
Are you going to work on it?
Becoming Online Boss? Sign up for the newsletter!