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Juggling emails, social media, and following up with leads can feel like a never-ending to-do list. But what if there was a way to automate some of those tasks, freeing you up to focus on more strategic things?

Marketing automation can do that! 

It’s like having a super-powered assistant who can handle the repetitive stuff, like sending emails and nurturing leads. 

And guess what? 

49% of businesses already use it to boost sales and save time. Studies even show that it can increase sales productivity by up to 14.5%. 

Think about setting up automated email sequences that nurture potential customers and move them closer to a sale, all on autopilot. Sound too good to be true? It’s not! Marketing automation can be a game-changer for your business.

So, how exactly does it work? 

What can it do for you? Is it hard to use? Don’t worry, we’ll answer all these questions and more. We’ll break down marketing automation into simple terms and explain how you can use it to grow your business. Let’s get started!

Marketing Automation: It’s All Connected!

So, you might be thinking, what’s the big deal with marketing automation, right? Well, it’s not just another tool in your marketing toolbox—it’s a game-changer that works hand-in-hand with your overall marketing strategy

But here’s the thing: automation works best when everything else works well, too. 

Imagine your website is like a store, and marketing automation is your friendly salesperson. If your store is messy and hard to navigate, even the best salesperson might struggle to make sales.

But what exactly can it do for your business? Let’s break it down:

The Big 3 Goals of Marketing Automation 

Marketing automation is all about using software to automate repetitive tasks, like sending emails, managing social media, and nurturing leads. 

But why do all this automation? 

3 Goals of Marketing Automation

Here are the top 3 goals:

  • Turn Lookers into Loyal Fans: This is all about finding potential customers (leads) and turning them into paying customers. Imagine someone browsing your website—marketing automation can help nurture that interest and convert it into a sale!
  • Happy Customers, Happy Business : Once you have customers, you want to keep them happy! Marketing automation can help you stay connected with them through personalized emails, special offers, and valuable content. The goal is to build long-term relationships and encourage repeat business.
  • More Value from Your Customers : Think of your customers as gold! Marketing automation can help you understand them better and tailor your marketing efforts to their needs. This can lead to them spending more time with you.

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1. Sales Powerhouse: Converting Leads into Customers 

Converting leads (potential customers) into customers is a big deal, and marketing automation can be a powerful tool for this. Here’s how:

  • Conversion can mean many things : A “conversion” doesn’t always mean a sale. Depending on your business, it could be someone signing up for your email list, downloading an ebook, or scheduling a consultation.
  • Track what works : The beauty of marketing automation is that you can track your results and see what’s working. This allows you to refine your strategies and get even better at converting leads.

2. Marketing Automation: Your Personal Marketing Assistant 

There are different types of marketing automation tools, each with its specialty:

  • Email Marketing Automation : This is like your chatty assistant, sending targeted emails to the right people at the right time. Consider automated welcome emails for new subscribers or special offers for past customers.
  • Social Media Marketing Automation : Imagine your assistant managing your social media presence across different platforms. This type of automation can help you schedule posts, respond to comments, and even run contests.
  • Lead Scoring Automation : This is like your super-sleuth assistant, analyzing customer behavior and identifying which leads are most likely to buy. They assign points for actions taken on your website, like visiting your pricing page or downloading an ebook.
  • Marketing Campaign Automation : Think of this as your super-organized assistant who can manage all the details of a marketing campaign. It can automate tasks like sending email sequences, creating landing pages, and tracking results.

Suppose you are an owner of a pharmaceutical company. If you’re tired of manual processes bogging down your pharmacy operations, pharmacy automation can streamline your workflow and boost efficiency.

Is marketing automation worth it?

Absolutely! Marketing automation can save you time, improve efficiency, and ultimately help you achieve your marketing goals. 

3. Website Makeover: Turn Lookers into Buyers 

One of the marketing automation benefits can bring more people to your website, but that’s only half the battle. You need to make sure your website is designed to convert those visitors into paying customers. 

Here are some tips:

  • Speed is key : Nobody likes a slow website! Make sure your pages load quickly so visitors don’t get impatient and click away.
  • Less is more : Avoid cluttering your website with too many images and text. A clean, clear layout is easier for visitors to navigate.
  • Make it easy to take action : Don’t hide your call to action buttons (CTAs) – these are the things that tell visitors what to do next, like “Buy Now” or “Sign Up Today.” Put them in a prominent spot where visitors can see them easily.

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  • Benefits over features : People care more about how your product or service can help them than all the technical details. Focus on the benefits and how it solves their problems.
  • Use strong verbs : Don’t be shy! Tell visitors what to do with clear and compelling language. Try out different CTAs to see what works best – “Get Started Today” or “Learn More” could be good options.
  • Keep it simple : Don’t ask for too much personal information up front. A name and email address might be enough to get started. You can always ask for more details later.
  • Social proof is powerful : Positive reviews and testimonials from happy customers build trust and credibility. Showcase them on your website!
  • Show off your following : If you have a lot of social media followers or subscribers, that’s a good sign! Display those numbers to show visitors you’re a trusted brand.
  • Test, test, test! “: Don’t be afraid to experiment with your CTAs. Try different colors, wording, placement, and sizes to see what gets the best results.

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Also Read: What Can Digital Marketing Automation Do for Your Business?

6 Marketing Automation Techniques to Increase Conversion Rates 

Marketing automation isn’t just about saving time – it’s a powerful tool to convert more website visitors into paying customers. 

6 Marketing Automation Techniques to Increase Conversion Rates

Here are 6 marketing automation techniques you can use to supercharge your conversion rates:

1. Emails That Feel Like a Conversation, Not a Sales Pitch 

People love feeling special, and emails with a personal touch go a long way. Here’s how:

  • Subject lines that grab attention: People judge books by covers and emails by subject lines. Use their name (hey Michael!), mention a special offer, or ask questions to grab their interest.
  • Emails that are relevant to them: Nobody likes getting generic emails. Use what you know about your customers (past purchases, interests) to send them emails about things they’ll actually care about.

Using eCommerce automation in your marketing strategy, you can set up automated email campaigns to engage customers and drive sales effortlessly.

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  • Offers that fit their location: Imagine getting a discount on winter jackets in July. Not very exciting. Tailor your offers to where your customers are.
  • Keep it personal, but not creepy: Two or three personalized details are great, but don’t go overboard.
  • Images that speak volumes: Show, don’t tell! Use images that are relevant to their interests.

For example, Adidas might send an email to a male customer who likes running shoes with a special offer on their latest running shoes, along with an appealing image of someone running through a park.

2. Segmentation: The Right Message to the Right Person 

Blasting the same email to everyone is a thing of the past. Segmentation lets you target specific groups with relevant messages. 

Here’s how to do it like a pro:

  • Welcome emails for new subscribers: New subscribers deserve a warm welcome! Set up a series of emails introducing them to your brand.
  • Know your audience: Segment by age, location, and interests (think music lovers vs. bookworms).
  • Website behavior matters: People who browse shoes might get different emails than those checking out travel deals.
  • Location, location, again! Send special offers to customers in a particular city.
  • Re-engagement is key: Haven’t heard from someone in a while? Win them back with special offers!
  • High rollers deserve more: Segment high-spending customers and offer exclusive deals and rewards.

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3. Triggers: Respond in Real-Time (Like a Marketing Ninja!)

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Suppose a customer shows interest in a product, and then… silence. Marketing automation lets you respond instantly with relevant messages, keeping the conversation going. 

Here are some trigger ideas:

  • Welcome new subscribers: A warm welcome email goes a long way!
  • Order confirmation: Let them know their purchase is on the way!
  • Thank you notes: Show appreciation for downloads or ebook signups.
  • Win back abandoned carts: A gentle reminder can nudge them to complete their purchase.
  • Frequent visitors are like gold: Does someone keep checking out your travel blog? Send them special travel deals!

4. Integration: It’s All About Teamwork

Marketing works best when everything works together. Here’s how to create a seamless experience for your customers across different platforms:

  • Email & Marketing Automation: A match made in marketing heaven! Combine them for targeted and timely communication.

Convenience at Your Fingertips

  • CRM & Marketing Automation: Unify customer data for a more personalized experience.
  • Social Media & Marketing Automation: Nurture leads and target ads on platforms like Facebook and LinkedIn.
  • Website & Marketing Automation: Use website behavior to personalize your marketing efforts. Landing pages are a great example – you can create targeted landing pages based on someone’s interests.

5. Workflows: The Roadmap to Customer Success

Think of workflows as automated journeys that guide your customers toward a goal (like making a purchase). 

Here are some workflow ideas to get you started:

  • Welcome Workflow: A series of emails introducing new subscribers to your brand and encouraging their first purchase.
  • Post-Purchase Workflow: Request reviews, feedbacks, and encourage repeat purchases.
  • Win Back Workflow: Re-engage inactive customers with special offers and reminders.
  • Loyalty Program Workflow: Reward loyal customers with exclusive discounts and perks to keep them coming back for more.

Workflows The Roadmap to Customer Success

  • Content Workflow: Share relevant content based on subscriber interests, ultimately leading them to inquire or buy.

6. Lead Scoring: Not All Leads Are Created Equal 

Some leads are ready to buy now (hot leads!), while others need nurturing (cold leads). Lead scoring helps you identify which leads are sales-ready. Here’s the lowdown:

Set a scoring threshold: This number tells your sales team a lead is ready for contact. 

Assign points for actions: Visiting your pricing page is a bigger deal than opening an email, so give it a higher score. Here are some ideas for actions to score:

  • Pages visited (especially product pages and pricing pages)
  • Number of visits to your website
  • Email opens and clicks
  • Downloads (ebooks, whitepapers, etc.)
  • Time spent on your website
  • Social media engagement (likes, comments, shares)

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Wrapping Up 

Marketing automation might sound complex, but it’s really a powerful tool for streamlining your marketing efforts and freeing you up to focus on what matters most—growing your business. 

Marketing automation can significantly boost conversions and productivity by personalizing communication, nurturing leads, and automating repetitive tasks. Think more sales with less busy work! 

And the best part? 

User-friendly platforms are available that are easy to learn and use, even for beginners.

To take your marketing to the next level, consider exploring workflow automation services. Here at Pixelcrayons, we can help you develop a winning marketing strategy that incorporates automation tools to achieve your business goals