It seems everyone, regardless of title, has an unending “To Do” list. Even after clearing a lengthy list of tasks, there is always one more thing, something else that needs to be done. This partly explains why many workers don’t use all of their vacation time, and when they do take vacation, at least 30 percent report that they take work with them according to a 2016, NPR, Robert Wood Johnson Foundation and Harvard T.H. Chan School of Public Health-commissioned poll.
Automate Repetitive Tasks
But if you are overworked and over-stressed, it’s imperative you implement systems and processes to help manage repetitive tasks. This creates space to allow you to be both forward thinking and attentive to the needs of your clients. Without the appropriate processes in place, you may intend to follow-up with leads but forget to do so. Or, you could send blanket emails that appeal to some, but not all of the recipients, leading some people to unsubscribe from your email listserv, mark your content as spam or select other companies to meet their needs.
At a time when most Americans are working longer and harder, relying on good intentions to help you remember when and what to send to customers is no longer an option; if you do so, you’re bound to make mistakes or send materials that are off the mark.
Engage with Prospects in the Most Relevant Way
By automating repetitive tasks (such as sending an acknowledgement email when someone clicks through your website, downloads a product or registers for a workshop), and pulling data on which portions of your website interests certain clients, it enables small business owners and their teams to customize client outreach. In automating certain tasks, you are limiting manual work without sacrificing the personal touch that inspires brand loyalty. Rather than sitting behind a computer and hitting send on emails, automating marketing allows you to tailor messages to customers and leads based on topics that they care about.
Marketing Automation Can Add a Personal Touch
For instance, you’ll be able to send personalized messages to customers that are informed by the actions clients take on your site. So, if a client registers to attend 4 webinars in a year, you can run a report that allows you to add their name to a list of people who should be the first to hear about upcoming webinars. This makes sense because you’ve already established, based on the client’s prior actions, that they prefer to learn via webinar and are willing to invest the capital to do so.
In addition to automating repetitive tasks, marketing automation captures leads and engages with contacts in a relevant, personal way. This is important as 50 percent of leads are qualified but not yet ready to buy.
Relevant Emails Generate 18 Times More Business
In sum, marketing automation is efficient. In equipping sales and marketing teams with data to help them make quick but informed decisions, marketing automation allows businesses to tailor campaigns and services to what their customer actually need and want. So, while the target customer has already been identified, marketing automation enables sales and marketing teams to develop content that is relevant to their various categories of customers. Doing so boosts the likelihood of mutually beneficial customer engagement. It also increases the likelihood of customers buying your services. Hatchbuck, a marketing automation and CRM company, found that personalized, relevant emails generate 18 times more business revenue than blanketed content.
Send Emails, Capture Leads, Automate Marketing and Close Deals
Marketing automation is to the sales and marketing teams what the iPhone and Android were to the cell phone industry. With one small, compact device, customers are able to receive targeted information which allows them to accomplish multiple tasks (download apps that provide customized content, send text messages, make phone calls, take notes, browse the internet) at once. It may sound complicated at first blush, but marketing automation is a way to systematize processes and help you better meet the needs of clients and leads alike. Marketing automation allows businesses to stay organized, automate marketing activities and drive higher response rates and sales.