If you still don't use marketing automation for customer search and sales, it's good to review your digital strategies. Thanks to automation, you can offer hyper-customized experiences to leads at all stages of the shopping journey and also facilitate productivity in the work environment.
Contents
Toggle- Automation is already an obligation for companies
- Social Network Automation
- Email marketing automation
- Nutrition of leads for sales
- Customizing the customer experience
- Post-sales automation
- Don't show that you're using automation!
- Conclusion
A Salesforce Study collected data from more than 25,000 employees, where automation became indispensable to work as a team. About 95% of IT and engineering leaders say that their companies are prioritizing workflow automation and 75% have managed to reduce the time spent on tasks by 10%.
This allows employees to take on less manual tasks and spend more time on strategic thinking. The use of automated tools for planning, execution and measurement of tasks allows for greater agility in all directions.
The good thing is that automation in digital marketing never stops evolving, so I invite you to check the trends that are bringing results in 2022:
See also:
- 8 Infallible Tips for Mastering Google Search in 2025
- Social media trends for 2024: platforms that are shaping digital marketing
- The Power of Google Evaluations: How to Improve Your Business’s Reputation
- The new era of email marketing: how to stand out in the inbox
- CRM for real estate and construction companies: boosting sales and loyalty to customers
- Does organic reach still make sense in digital marketing?
- Optimizing AI Ads for Digital Performance
- The Importance of Cloud Storage for Big Data
- What territorial marketing is and how to do
- Why use UTMs for Announcement Tracking
Social Network Automation
The use of social networks continues to increase year after year. Thanks to tools that connect multiple profiles and accounts of a company or business, you can plan and schedule your posts on the various channels in advance.
This greatly facilitates the management of your brand's communication strategy and allows you to create an optimized message stream while releasing the marketing team's time and resources.
Simplify your presence on social media
Social media are highly effective marketing channels, but you need to invest time and effort to get results. Fortunately, automation can help you optimize many of your daily tasks, allowing you to work more efficiently and get better results for your efforts.
The important thing is to focus on tasks that can be automated so that your time can be spent on those that require a human touch. For example:
- Publication of contents: you can schedule your posts in advance on almost all social platforms. In addition, many offer native scheduling features that are directly integrated into their interface.
- Monitoring channels: marketing automation can help you to keep track of the main metrics, such as the growth of followers over time.
- Link tracking: using unique links to every content you create, you can track where your leads come from and how they interact with your site.
Tool management
There are many tools in the market that allow scheduling posts for networks automatically and different formats. You can upload images and videos, check a preview and program as desired.
One of the greatest benefits of the platforms is monitoring the results with full reports. This greatly facilitates the measurement of the results achieved, including suggestions for better times for postings.
A real hand on the wheel for those who need efficient management on social networks. The facebook has a tool called Meta Business Suite, which performs scheduling and facilitates some metrics, but works only for professional web pages and profiles, including Instagram.
Email marketing automationThis is the most efficient way to use automation in inbound strategies, with e-mail as a nutrition channel to advance leads in the purchase process.
And you can be sure, even with the advancement of the messaging platforms like WhatsApp and Telegram, the email will never go out of fashion and if well applied to automation, the results come with time.
To perform a good automation, platforms that have flow features with email trails and specific actions for the various stages of the sales funnel must be used.
Here, as in anything related to marketing, planning and testing makes all the difference. Often send emails regularly to subscribers of your newsletter can be time consuming. By automating, you can schedule emails to be sent in advance and at specific times.
Another great way to automate your business processes is to set up autoponders for new leads and customers. For example, this will allow you to send automatic messages to people who sign up for your email list.
Build your list
A list (also known as segmentation) is a powerful tool that can help you reach your audience and boost business growth. Marketing automation can help you increase your list organically without being too insistent.
Specifically, automation allows you to send emails with the right content and messages at the right time. In addition, you can schedule emails to times where your audience will probably be receptive, allowing them to decide at their own pace.
Automate content that makes sense to your audience
The more relevant the content offered, the greater the chance of people interacting with it. And if there was interaction, it means they got interested in what you have to say and that translates into more leads and conversions.
Marketing automation can track how people engage with their content, including how often they click on a link, open an email or fill out a form. These data are essential to improve future communications.
The data you receive from automated tracking can also be part of your real-time metric analysis. This allows you to see which parts of your site have good performance and which need to be improved.
Nutrition of leads for salesThe consumer's shopping day must be taken seriously at each stage addressed. You can nourish sales leads with specific content, helping to guide potential customers through the sales funnel and bring them closer to a business closure.
Marketing automation allows you to use the power of your content, landing pages and social networks to nourish your leads that can become customers.
Create email trails with content that focus on learning and discovery, troubleshooting, considering the solution and purchasing decision. Understand how metrics are impacting on a search for opportunities and if so, change the content offered.
And above all, keep in mind that nurturing a list of leads does not mean sending an email per month or forgetting the new leads that raise their hand and come to you! Have a delivery cadence to feed your leads with campaigns that influence the interest for purchase.
Customizing the customer experiencePersonalization is a crucial aspect of any sales-oriented business and needs to be a focal point of customer experience. Consumers are more likely to respond positively to brands with a strong understanding of their needs, preferences and interests.
However, although highly desirable in theory, it may also be a challenge to perform this in practice.
Automation in this regard, using appropriate tools, also enables the customer to meet the customer's experience by collecting and managing data automatically on a scale. What in turn creates better experiences for your customers, making retention and satisfaction with your brand easier.
Post-sales automationWe all know that customer retention is one of the most critical factors for the growth of a sustainable business, and the best way to keep them going back to shopping is to provide a service of excellence.
But do you follow up after your customers shop?
If your answer is negative, then you are missing a significant opportunity to expand your business.
And one of the best ways to do that is through marketing automation. With it, you can set up campaigns that check-in with the people you bought from your business. After-sales emails focused on customer interest allow you to send personalized messages at exactly the right time to increase revenue and build stronger relationships.
Don't show that you're using automation!Automation is a powerful strategy to boost workflows and deliveries, but it can also be dangerous and reduce engagement if you don't take some care. It is important to remember that your newsletter and lead subscribers are real people with real emotions. You have to talk to them like people would.
If you make it obvious that you are using automation, you risk alienating your prospects and customers. They may not feel that you are treating them as individuals and it is less likely that they will get involved with your campaigns or buy from you again.
On the other hand, choosing custom subjects can help greatly improve opening fees or click rates in email marketing, for example.
Attention with bots:
If your company or business uses chatbots for service on the site, avoid taking this “robot” experience to automations with email marketing, as it will be evident the lack of human interaction in content delivery in the stages of the shopping journey.
Remember that customization, provenly, makes all the difference when we're looking for engagement for sales and this is reflected in metrics.
Even if you build automation streams with track and qualifying actions, remember to have someone from the marketing or commercial sector signing the emails and customizing this nutrition with a focus on sales.
ConclusionNowadays artificial intelligence does not put fear on anyone, but according to experts, the market in general has not yet realized the current importance of automation.
According to Vinicius Canola, WPP Data Head Media Services, this is a way back: “something artificial intelligence, when equipped with good information, can make decisions better and faster than a human being. This does not mean that we will become expendable, on the contrary”.
Finally, an important reflection: automation is not a magical solution that will solve all your marketing and sales problems. But if you use it correctly and plan it, it will certainly improve the processes, get more leads and earn more money.
