Considering getting started with Marketing Automation? You rock! After all, the implementation of Marketing Automation has many benefits for your business. Just think of an improved customer experience, increased productivity and ROI, and so on.
But please don’t underestimate the implementation of Marketing Automation in your business! As a matter of fact, take into account that choosing for marketing automation asks for a whole digital transformation. This means you will have to do marketing in a completely different way and organize yourself in a new way.
This may all sound very abstract, but don’t worry… In this blog we will go over all things that are important when implementing Marketing Automation in your business: funnel marketing, content and data.
The first thing you have to pay attention to is to make sure your overall (digital) marketing funnel runs smoothly. When choosing for Marketing Automation it’s essential that your marketing funnel is getting filled with potential customers, who you then guide through their purchasing process. A strong acquisition phase is indispensable. Organic posts, social media advertising, Google advertising and SEO are different ways to fill your funnel in the first phase.
By using different channels, people will get to know your organization, brand or company. By using this multi-channel approach, your communication will be made clear to your target group through different touchpoints. As a company you want to stay top of mind with potential customers. You want them to think of you immediately when they’re looking for service X, product Y or offer Z. By using different channels, the chance of being remembered by the target group is much higher.
Once people visit your website because of your multichannel approach, you must try to capture their data. You want to turn an unknown visitor into a known visitor. From the moment a visitor has made him- or herself known online, you can start tracking their online behavior. In this way, you gain insights into the so-called ‘life of the lead’. 💁♀️
Once leads have entered your funnel, the fun really begins. Based on the captured data, you start sending content & information that a specific contact needs at that moment in time. It’s it important to keep this in mind during the entire journey of a prospect. It is therefore very crucial to have a good knowledge of the different buyer personas, their goals, needs and frustrations, as well as the entire customer journey. In this way, you’ll be able to provide the right message at the right time to the right person on the right channel. By doing so, we’re guiding the prospect further into the funnel of awareness, followed by consideration. At this stage, we’re warming up prospects for a possible purchase in the decision phase of the funnel.
Only when your lead is warmed up and (more or less) ready to make a purchase, the sales team can take action. This way, you avoid wasting resources on cold leads who are not (yet) interested in making a purchase. This is also where the implementation of lead scoring can provide clear added value, in order to flawlessly align marketing and sales activities.
Want to learn more about lead nurturing and lead scoring? Be sure to read this blog.
Content is key
A second aspect of your digital transformation that cannot be underestimated is the power of content. You can’t choose for Marketing Automation if you don’t have relevant content. Why, you ask? Well, if you don’t have anything to share, it will be difficult to fill your marketing funnel with interesting prospects who are interested in your product or service. As mentioned before, a strong acquisition phase is at least as important as good lead nurturing. So if your company currently has no or little content provided, you’re definitely going to have to work on this! ✍️
An important thing to know when deploying content for Marketing Automation is that the more targeted, relevant and personal you want to be, the more different pieces of content you need to provide. The type of content will heavily depend on several things:
It’s important to take into account the different phases of the marketing funnel. Depending on whether a lead is still in the awareness phase and thus in the process of orientation, or a lead is already leaning towards the decision phase, the type of content offered will also need to be different.
For example in the awareness phase, you’re more likely to create awareness using approachable pieces of content, such as a blog article or a trend report. Once you have generated interest, you will try to gather data by offering gated content (such as a whitepaper or e-book).
In addition, your content may also depend on the buyer personas. One persona prefers to read long texts, while another prefers to watch a video or wants to scan everything in a short and concise manner. Everyone is different and what works for one may not work for another. Therefore it’s important to take into account the full customer journey when creating and using content.
Finally, your content also highly depends on the interests of your leads. One person can be interested in product A, another person might be interested in product B. Or maybe someone has already bought product A or B in the past. The key message here is the following: make sure you provide different content for the different fields of interest.
Before you start with the implementation of Marketing Automation, be aware of the fact that you will have to invest time and money in creating this content. In the set-up phase, you’ll allocate a lot of resources for content creation. Of course, once this is done, it runs automatically and your resources can be used elsewhere.
Moreover, in the long run, you’ll be able to use content repeatedly for different purposes. You’re not creating assets for just one campaign, the content is reusable. You can therefore repeatedly refer back to your content pieces for blog articles, social media posts and advertisements. Nothing but advantages, right?
Learn even more about the importance of content within Marketing Automation in our webinar: Content meets Marketing Automation.
Data is king
Content is key, but data is king. To tie in with the line: you can’t use your content if you don’t know who to send it to or which contact wants to receive which message. To determine this, you’ll need data. 📊
On the one hand, this involves contact data, account data, lead data, product data and so on. These are data that you have obtained through customer purchases or data that the contact has left behind such as a last name, date of birth, language, company name, function (e.g. by filling in a form on a webpage or landing page).
On the other hand, once the data of is captured in the automation software, you can follow the behavior of that lead through tracking and cookies. What pages did they visit on the website? What events or conversions did they trigger? What emails did they open? All this data is important for Marketing Automation.
Based on these two types of data, you can make assumptions about the type of contact, where this person is situated in the customer journey and whether they are ready to make a purchase or not.
So, now you know what things to consider when you start implementing Marketing Automation in your business. Do you have questions or would you like to get help with your implementation? Don’t hesitate to contact our experts! 🚀